How Finastra Increased ROI by 26X
Finastra enables the financial services world to deliver the future of banking with applications, marketplaces, and an open innovation platform for banks, fintechs, and non-banks to connect and collaborate. Over 8,000 financial institutions in 130 countries rely on Finastra to boost their business performance.
When COVID-19 shut down the team’s traditional channels for connecting with prospects and customers, Finastra shifted fully to digital engagements. However, every digital experience began to feel the same. “We were drowning in a sea of sameness,” said Joerg Klueckmann, Head of Marketing at Finastra. “It got harder and harder to cut through the noise.”
The Finastra team decided to reinvent how they engaged with prospects and clients. To stand out in a digital-first world, they created a new format for education, prospecting, and conversion.
"We decided to build the Netflix for the financial services industry: Finastra TV," said Klueckmann.
Connecting First-Party Data to Video
Finastra took a content-first approach to video marketing. “We produced different series for all lines of businesses at a financial institution,” said Klueckmann. “Each series consists of 10 to 15 episodes. We really tried to think like a media agency. We only produce a new season of a series if we see traction in the viewing data.”
The biggest strategic decision was to un-gate video content for any return visitor. Finastra created a custom-built solution with Marketo and Brightcove that required only one form fill and tracked what each viewer watched. This made the viewing experience more seamless while offering insights into what the audience really wanted to know. In return, this defined the content production schedule of Finastra.