Precision B2B ABM Strategy with Google DV360

Client Overview

Finastra is a global financial technology leader that provides software solutions to banks and financial institutions. The company's B2B portfolio covers lending, treasury, payments, and digital banking. Finastra set out to position itself as the preferred provider of enterprise-level solutions among decision-makers at major financial organizations worldwide.

Campaign Objective

The campaign aimed to drive high-quality traffic and engagement from enterprise-level prospects through Account-Based Marketing (ABM) techniques. By focusing on named accounts and known buying committees, Finastra intended to reach the professionals most likely to influence purchasing decisions for large-scale FinTech deployments.

Alongside direct engagement, Finastra sought to strengthen brand visibility among CFOs, CIOs, and technology procurement leads at targeted financial institutions across multiple regions. Consistent exposure to Finastra's messaging would reinforce the company's authority in the enterprise FinTech space, laying the groundwork for future pipeline growth.

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Audience & Targeting

Targeting centered on C-level executives, specifically CFOs, CIOs, and CTOs, along with IT Decision-Makers within banks and financial institutions. To reach these individuals with precision, the team built custom audience lists by combining CRM data with LinkedIn Matched Audiences. This layered approach allowed the campaign to serve ads only to verified contacts within priority accounts.

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Platform & Channels

Media ran on a custom allowlist of B2B finance and technology publications. Contextual targeting layered on top of this, restricting ad delivery to articles covering digital banking, treasury systems, and financial transformation topics. First-party CRM retargeting through DV360 audience syncing added a final layer, re-engaging known contacts who had previously interacted with Finastra's digital properties.

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Creative and Formats

Creatives were structured around thought leadership content, with calls to action directing users to whitepapers and industry reports. A second creative track promoted webinars and virtual events, while solution-specific banners linked directly to dedicated Finastra landing pages. Each creative variation aligned with a distinct stage of the buyer's journey, from awareness through to consideration.

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Geo-Focus

The campaign ran across five key markets: the United States, the United Kingdom, Canada, Singapore, and the United Arab Emirates. Each geography was selected based on the concentration of enterprise banking institutions and Finastra's existing commercial footprint in those regions.