Winning global banking client for a leading technology firm

“Think out of silos – success will happen in cooperation with the customer, sales, and marketing, because it’s a people business.”

ABM Program Leader

Building momentum

In a rapidly evolving financial services landscape, a leading technology firm recognized the need to reposition itself from a traditional IT hardware provider to a leader in service capabilities and digital transformation. This shift was critical to aligning with the ambitious growth objectives of one of its key clients, a major international commercial bank.

Our engagement

We partnered with the firm to develop and execute a comprehensive client engagement strategy that leveraged Account-Based Marketing (ABM) to align with the client’s strategic goals. The 12-month integrated campaign targeted key decision-makers and stakeholders within the bank. Key deliverables included:

• Establishing a governance model to oversee campaign design and ensure alignment with the bank’s objectives.
• Developing a fictional customer narrative, ‘Karin’, to showcase the bank’s digital transformation journey and the firm’s role in driving this change.
• Designing and implementing engagement activities, including events, partnerships, and digital communications, to engage a wider audience within the bank.
• Deploying hero assets and supporting materials to reinforce the narrative and engage stakeholders at all levels.
• Implementing a pursuit marketing phase to capitalize on the repositioning and secure new service contracts.

Key outcomes

The ABM strategy successfully repositioned the firm as a strategic partner in the bank's digital transformation journey, leading to:

• Over 30 new executive and C-level relationships.
• A pipeline exceeding 100 million euros ($104m).
• The first-ever services win valued at over 3 million euros ($3.1m).

The initiative also fostered deeper engagement with the bank’s stakeholders, shifting the firm’s reputation from small-scale supplier to trusted partner in digital transformation. The narrative of ‘Karin’ resonated so well that it became embedded in the bank’s internal discussions, underscoring the firm’s deep understanding of their business needs.

This strategy not only strengthened existing relationships but also unlocked new opportunities, setting a new benchmark for client engagement in the financial services sector.