Metia

Finastra’s radical new platform, FusionFabric.cloud provides developers inside banks and fintechs with unlimited potential to improve and reinvent financial services worldwide.

To accelerate adoption, it was essential to raise awareness among developers, exciting them about the new platform, tools and family of APIs, and inspiring them to create a new generation of financial apps.

With decades of experience in building and running developer experience programs for big tech businesses, Metia brought audience insight and experience to the Finastra team.

Having identified which developer segments were most important to achieve adoption, Metia worked with Finastra’s product, partner and marketing teams to evolve and refine an engagement strategy and understand the overall developer experience.

A worldwide launch at Money2020 saw Metia supporting Finastra with platform and user content generation in the run up to the event in Amsterdam. The event featured keynote presentations and a Street Party for all developers which caught the attention of over 5,000 delegates. Momentum was then sustained with a communications program to developer and tech specific media, channels and forums.

Working with Finastra’s technical experts, Metia helps to create content for top-tier developer titles, including Information Week, DZone, DevOps.com, SD Times, and Information Age. Finastra experts are now established as authorities on topics including DevOps, software development methodologies and systems architecture.

To give developers hands on access to the platform and APIs, the FusionONE devcon was created and launched in London in May 2019. Metia supported Finastra with event ideation, messaging, thought leadership presentations, media management and news coverage.

A total of 550+ developers and business leaders participated live in London. As demand from bank and fintech developers grows, the FusionONE experience is now being extended worldwide through a series of local events and hackathons.

Kony DBX is a powerful new force in digital banking. Kony’s new digital banking solution enables banks and credit unions to accelerate their digital strategy and deliver a frictionless customer experience across multiple touchpoints.

Market to the audiences that matter

Capturing attention for a new product offering is a challenge for any business. Kony needed a marketing strategy for their new digital banking brand and a go-to-market plan to connect them with the right prospects in financial institutions.

Metia’s Strategy QuickStart process, revealed market and customer insight to better understand decision makers in the banking industry, including the language, channels and information sources used. Building upon these insights, carefully crafted brand messaging and product content was mapped to each critical step in the buyer’s journey.

Accelerating qualified sales opportunities

To speed up the sales cycle, Metia’s demand team deployed micro-profiling techniques to execute a powerful integrated digital marketing strategy that engaged key prospects, raised awareness and increased aptitude to purchase.

Kony has seen astonishing success. The company announced record breaking growth of 158 percent for Kony DBX in fiscal 2019. The company also increased its new banking customer base by 75 percent worldwide, and expanded its customer growth to 500 percent in the U.S. and Caribbean.

For previous events, IPOS generated demand through direct response techniques such as direct mail, email marketing and later funnel tactics, focusing on the immediate run-up to the event. To refresh the approach IPOS worked with Metia to deliver a longer-term campaign to build and capitalize on far greater awareness of IP Week @ SG among its target audiences worldwide.

Content at the core

IPOS needed to spark and sustain interest with each audience group.

Given the diversity of interest between global business leaders, policy makers, lawyers and academics, a single overarching narrative would not work. Instead, Metia helped IPOS develop separate narratives and content streams for each segment, gaining a deep understanding of the challenges and motivations of each target persona.

This approach led to content that informed, educated and stimulated action from the each of the target audiences at the heart of the campaign.

Establishing an audience to test and adapt

Using Metia’s advanced Micro Profiling techniques we were able to analyze the IPOS audience ecosystem to understand the attributes and motivations that defined each target persona. Using this insight, the Metia Demand team were able to create tailored streams of highly targeted, relevant content to support the entire sales funnel.

Throughout the campaign Metia’s Active Optimization approach provided a proactive cadence to testing, adapting and correcting strategy. The team were able to test content hypothesis mid-campaign, delivering outcome-led performance improvement by shifting budget quickly behind campaign streams that were providing the most value to IPOS.

Increased awareness, increased sales

The approach taken by IPOS and Metia was a significant commercial success, resulting in 1,690 ticket sales directly attributed to the campaign.

The campaign reached 1,804,914 users across LinkedIn and Facebook, generating 47,850 clicks to the IP Week @ SG website, exceeding IPOS’s targets by 53% and 157% respectively.

The logistical barriers caused by social distancing measures mean sending a crew on location is impossible; that the proximity needed to shoot is out of the question; and this problem is set to continue.

Dell Technologies often uses video to enable customers to tell their stories. Metia has been working with the Dell Technologies team to capture these stories for many years. Pre-social distancing, that meant taking planes and trains to get close to customers on-site.

With many examples of businesses around the world using Dell Technologies to work around their individual lockdown challenges, the team needed to find a new way to capture video that could then be edited to support rich narrative storytelling.

The notion of ‘just using Zoom’ wasn’t an option. The technical capabilities of video conferencing mean telling a multi-dimensional, multi-character, narrative story is difficult. You often find yourself dealing with common ‘home’ video issues from dodgy audio, to poor lighting and shaky footage.

As a longstanding client, the Metia team approached Dell Technologies with a new virtual video offering which would allow the creation of high-quality video content which would allow them to continue telling their customer stories.

Metia virtually filmed the directors, teachers, students and their parents at the American School of Milan for the Dell Technologies Education team. The story tells the amazing way the school is innovating, using technology to provide education to students and to keep its strong community together during this difficult time.

All filming was conducted remotely using methods and systems developed by the Metia team. The result is an inspiring story, beautifully captured without anyone ever leaving their home.

The Metia approach provided a workaround that resulted in a high-quality customer advocacy film, telling an uplifting story of human spirit and a willingness to embrace new technology to overcome lockdown.

Data driven storytelling has enabled Microsoft to significantly improve its customer engagement, driving a greater level of commercial accountability and success for the marketing team.

Improving key customer metrics

Using Metia Content Resonance System (CRS), has helped Microsoft lift performance of key metrics. Traffic, click through rates, engagement and event attendance have all increased and win rates are four to seven times greater where customer’s engage via social channels.

“Today the customer is in charge of their own journey. They do their own research into their business challenges or needs. They come to us armed with information through the channels they prefer, whenever they are ready to engage,” said Microsoft’s UK Digital Lead Catherine Wignall.

Tuning into the language of customers

CRS surfaces organic conversations in any public digital space. Using data analysis techniques, CRS identifies the business challenges that customers are researching, the insight they are seeking, the information they are sharing and the specific language they are using. It evaluates Microsoft’s resonance within topics versus its competitors, and identifies emerging white space opportunities for new conversations.

Microsoft uses Metia’s CRS as a continuous study. The CRS output is used for quarterly campaign planning and strategy. It enables the marketing team to understand how well it is delivering resonant content across different channels, making optimization recommendations and ensuring content is relevant and discoverable.