Overview
Finastra is one of the largest Fintech organisations in the world. As a global provider of financial software applications, it serves institutions of all sizes, providing award-winning software and solutions to retail banking, transaction banking, lending, and treasury capital markets.
Coterie has been working with Finastra as an extension of their partner marketing function for over three years. Supporting Elka Behrand, Finastra’s Global Partner Marketing Lead, Coterie has worked alongside her team on several projects including partner onboarding, joint value propositions, and developing content to communicate the value Finastra can bring to their partners.
Finastra approached Coterie to raise the awareness of the managed service provider (MSP) offering with partners and the opportunities this could bring to small to midsized banks globally. Suggested topics included tackling misconceptions, competitiveness and scaling for the future.
Objectives
The primary metric for the campaign was awareness. Finastra wanted to reach as many of their target audience as possible with the right
message. With this in mind, success measures were aligned to reach, impressions, engagements and post-event video views.
Primary
1. Increase awareness of their managed services offer to current and new customers
2. Increase brand awareness
Secondary
1. Accelerate lead funnel conversions
2. Wider share of voice in the market
3. Analyse the use of LinkedIn targeting into refine for future episodes
The results
How we did it
We presented and recommended a series of LinkedIn Live events, leveraging the platform’s integrated features to drive targeted reach,
attendance and engagement. Each event was to be supported by a calendar of activity to maximise engagement;
• Pre-event to secure a strong attendance at the LinkedIn Live event of target profile
• During the event through a carefully crafted format and script
• Post-event to further maximise the reach of the content and gain mindshare with the target audience
To develop the content for each of the three LinkedIn Live events plus a case study, we worked closely with Finastra to conduct in-depth research to pinpoint relevant themes. Each theme was tailored to address key audience pain points. Once the topics were finalised, we created an engaging framework for each session, in addition to a narrative flow across the entire campaign.
“Harriet and the Coterie team have done an outstanding job delivering this project, from inception to briefing the individual panelists and reporting of the results. I could not have delivered this without them.”
