Finastra and Microsoft faced the challenge of generating qualified leads in the competitive Payments-as-a-Service (PaaS) sector. They partnered with Merit Mile to develop comprehensive Account Based Marketing (ABM) campaigns that included targeted content strategies, videos, and thought leadership pieces. The campaign’s success led to additional ABM initiatives, significantly enhancing Finastra’s lead generation and market positioning.
\n","second_paragraph":"Finastra and Microsoft had a shared business objective of developing high-value qualified leads to accelerate their co-sell pipeline. The challenge was consistently delivering qualified leads, targeting very specific organizations and roles within the financial services, banking, and payments sectors in North America and Europe. Given the highly competitive nature of the Payments-as-a-Service space, Finastra needed an Account Based Marketing (ABM) agency partner to help them compete, build a robust pipeline, and improve their overall marketplace position and level of awareness.
\nWhen Finastra first approached Merit Mile, they had been working with Omdia and Datos Insights to develop marketing research reports, infographics, and webinars. Now they needed to “put these assets to work” and convert content into campaigns and leads, which is where Merit Mile came in.
\nMicrosoft introduced Finastra to Merit Mile, a full-service marketing agency with experience in Microsoft partner marketing and ABM. Finastra valued Merit Mile’s comprehensive ABM services, covering strategy, media buys, content development, execution, and reporting, allowing their marketing team to focus on lead nurturing and product marketing.
\n","third_paragraph":"Merit Mile initially met with Finastra to understand their business objectives for the marketing scorecard and sales pipeline. We gathered information about their target companies and buying teams (decision makers and influencers) to create an ideal customer profile (ICP), which was essential for determining the appropriate message, tone, and content for the campaign. Subsequently, Merit Mile developed an ABM campaign and content strategy aligned with Finastra’s goals, which included selecting ABM tactics and platforms.
\nAt the same time, Merit Mile identified the need for additional content offers to augment the analyst reports. For this, we developed a series of videos and an original piece of thought leadership content for the campaign, 6 Essential Business Requirements to look for in a Payments as a Service Cloud Solution, which provided in-depth insights into the critical elements necessary for successful Payments-as-a-Service implementations.
\n","fourth_paragraph":"Merit Mile ran a total of three consecutive ABM campaigns over the course of 14 weeks, demonstrating not only consistent results, but more importantly, continuous marketplace awareness and pipeline development for Finastra.
\nThe first and second ABM campaigns were focused on initial marketing pipeline development, developing new qualified leads against the target account list. In contrast, for the third campaign, Merit Mile recommended a mix of retargeting existing leads (from campaign one and two) to further nurture them with new Finastra analyst reports and webinars as well as
\nnet-new lead development against an updated target account list.
Throughout the campaign Merit Mile performed weekly quality control checks on the leads, making sure they met the target criteria, and built live campaign dashboards that showed performance metrics, analytics, and useful insights.
\nThe campaigns demonstrated significant account audience penetration against Finastra’s ICP, with 42% of leads at the
\nC-level, 24% at the AVP/SVP/VP level, and 34% at the Director/Head level.
These results highlight the efficacy of the ABM strategy in generating high-quality leads and building a robust co-sell pipeline for Finastra and Microsoft. The campaign’s success underscores the importance of using a trusted and proven ABM agency to deliver personalized, targeted marketing that achieves measurable business outcomes.
\n","website_url":""},"yoast":{"title":"Account Based Marketing (ABM) and Demand Generation for Banking and Financial Services and Payments-as-a-Service (PaaS)","metadesc":"Merit Mile provides Account Based Marketing (ABM) and Demand Generation for the banking and financial services industry.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_description":"Merit Mile provides Account Based Marketing (ABM) and Demand Generation for the banking and financial services industry.","opengraph_title":"Account Based Marketing (ABM) and Demand Generation for Banking and Financial Services and Payments-as-a-Service (PaaS)","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2025/03/finastra-cs-bg.webp"},"twitter_title":"Account Based Marketing (ABM) and Demand Generation for Banking and Financial Services and Payments-as-a-Service (PaaS)","twitter_description":"Merit Mile provides Account Based Marketing (ABM) and Demand Generation for the banking and financial services industry.","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2025/03/finastra-cs-bg.webp"}},"content":"","pagePath":"/case-studies/finastra-microsoft/","childWordPressAcfAddSingleVideoWithText":null}},"staticQueryHashes":["63159454"]}