Precision B2B ABM Strategy with Google DV360

Finastra - Client Overview

Finastra is a global financial technology leader, offering software solutions to banks and financial institutions worldwide. With a vast B2B portfolio spanning lending, treasury, payments, and digital banking, Finastra aimed to position itself as the top choice for enterprise-level solutions among decision-makers in key financial organizations.

Objective

• Primary Goal: Drive high-quality traffic and engagement from enterprise-level prospects using ABM (Account-Based Marketing) techniques.

• Secondary Goal: Build Finastra's brand visibility in front of CFOs, CIOs, and tech procurement leads in targeted financial institutions globally.

Targeting Strategy

• Geolocation: United States, United Kingdom, Canada, Singapore, United Arab Emirates

• Audience Segments:

  • C-level executives (CFOs, CIOs, CTOs)

  • IT Decision Makers in Banks and Financial Institutions

  • Custom-built audience lists using CRM data and LinkedIn Matched Audiences

• Device Types:

  • Desktop-first targeting (90%+ impressions), ensuring visibility during work hours

  • Secondary targeting on tablets for follow-up sessions and document review

Campaign Setup

• Ad Formats:

  • Display banners (native + standard IAB sizes)

  • High-impact rich media formats (Expandable banners, Lightbox)

• Creative Types:

  • Thought leadership content (Whitepaper & Report CTAs)

  • Webinar & Virtual Event Promotions

  • Solution-specific banners linked to Finastra landing pages

• Placements:

  • Custom allowlist of B2B finance & technology media outlets

  • Contextual targeting on articles related to digital banking, treasury systems, and financial transformation

  • First-party CRM retargeting via DV360 audience syncing