Moneyhub

ABM pilot: Brand awareness campaign

Moneyhub is a UK-based financial technology platform that provides open banking, data aggregation, and personal financial management. Users can track spending, manage funds, and consolidate all of their financial accounts in a single platform.

72%

Target account engagement

3%

Average CTR for the ads

100%

Target accounts reached

Understand the problem

Moneyhub had a successful sale to a major insurance company and planned to pursue similar opportunities with other large financial firms.

To achieve this, the focus was on exploring a more targeted, strategic approach by evaluating the feasibility of launching an account-based marketing (ABM) pilot programme.

Strategic approach

Target accounts were determined within specific industries, followed by identifying the key buyers within those accounts and gaining insight into their primary and secondary challenges.

A strategy was then developed to build awareness and generate demand across key verticals for the ABM pilot programme, with the objective of driving engagement and creating new opportunities.

This approach aimed to demonstrate the value of account-based marketing to the wider business.

Partnership matters

The programme involved collaboration between the marketing and sales teams to share insights that helped build the strategy. Alignment between the two teams supported the improved outreach process to follow up with the warm leads.

quotes

Every element was delivered with precision. Modern’s level of audience research and analysis impressed us immediately. Their targeting and messaging workshops with our sales and marketing teams were lively and insightful. And combined with the painstaking attention to detail on testing and budget efficiency, we’re now capitalising on what was a relatively modest media investment.