Finlync
Brief
FinLync needed an agency partner to help build a proactive and focused brand amplification program, targeting the various influencers in the corporate treasury space.
Approach
With a longer sales cycle, having a consistent and steady stream of coverage was critical in order to support the sales team with content to leverage as touchpoints with prospects they were nurturing. In order to build a larger narrative, Vested worked with FinLync to create a b2b2c messaging platform to ensure that the larger fintech media, who are also consumers and understand the power of bank APIs in their personal finances, could grasp the messages. It was critical to tie the corporate treasury technology story to consumer payments parallels in order to break outside of the traditional corporate treasury media and into larger discussions. We also created an integrated brand and media campaign highlighting FinLync as the choice for forward thinkers and industry changemakers.
Results
Vested’s multi-pronged approach mobilizing an active newsroom, executive eminence and awards/events programming resulted in several top-tier placements. FinLync’s share of voice more than doubled in less than 12 months within the industry publications that reach their target buyers. Vested and FinLync collaborated on bold campaigns that pushed the boundaries of the industry, including launching a public Bank API Catalog and rankings which drove media interest but also tied to the business goal of expanding its global bank partnerships.
Coverage
Execution
