Creating thought-leadership content

The Challenge

Boomi has been predominantly positioned as a horizontal play. Its cloud-native, low-code integration tech (iPaaS) is a perfect fit for the ‘open banking’ revolution. While most financial services institutions were already implementing programmes for PSD2 well ahead of the January 2018 deadline, awareness of Dell Boomi’s specific offerings was low in the financial sector. Dell Boomi approached Positive to help the brand demonstrate its relevance to critical PSD2-related C-Level conversations, and prove Boomi can ease the burden of integrating disparate systems that need to work together quickly and seamlessly.

Our Response

Positive devised and delivered a content-led campaign which blended account-based marketing and lead generation in the short term, and thought leadership to boost brand awareness over the longer term. Positive’s campaign, named ‘a marathon, not a sprint’, placed Boomi at the heart of the ongoing PSD2/Regtech conversation. This integrated (online and offline), multi-asset, multi-vehicle campaign was underpinned by differentiated thought leadership and was executed with intensity across EMEA. Positive’s campaign presented banks’ current approach to PSD2 as ‘only the beginning’ and Boomi’s as ‘future proof’.

The Results

Positive worked closely with Boomi to deliver a hard-hitting core eBook asset, infographics and blogs, each customised for three lead EMEA countries: the UK, France and Germany. In addition, Positive enabled a campaign over LinkedIn, targeting personas at financial institutions to generate MQLs for nurture by the sales team.

7,000+ opportunities to see

50 MQLs

Leads generated from all key sectors

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