Global Transaction Banking
Cash, liquidity, and trade finance technology for global banks.
● B2B ABM · FinTech Case Study 
Selling FinTech to a 17,000-person universe — by talking to the right 760.
How we helped Intellect Design Arena reach the senior decision-makers inside one of India's largest banks — through a precision LinkedIn ABM program that turned thought-leadership into pipeline.
10M+Sponsored Content impressions delivered
−96%Lower CPL with LinkedIn Lead Gen Forms
+34%Higher CTR vs other LinkedIn campaigns
+54.6%Better conversion with Lead Gen Forms
01
The Client
Intellect Design — financial technologies for the world's leading banks.
Intellect Design Arena creates financial technologies that help banks lead businesses on the path to growth. The world moves forward when financial institutions can be relied on.
Global Commercial Banking
Lending, treasury, and corporate banking platforms.
ISEEC
Insurance underwriting and data products.
Intellect Commerce
Retail point-of-sale solutions for merchants.
02
Challenge
An MNC perception, a senior audience, and a real cross-sell opportunity.
The brief was both strategic and corrective — an effective ABM strategy for a key bank account, with a perception layer to fix and pipeline to build.
Perception gap
Senior management at the target bank believed Intellect Design was an MNC — not a wholly Indian company. Lineage had to be re-established before product conversations could land.
Fine-tuned targeting
Reaching the right people inside one bank — the right titles, the right LOBs — without spilling spend on the wider LinkedIn universe.
Cross-sell & up-sell
Some business units already used Intellect Design — an opportunity to expand account revenue through ABM rather than starting cold across the bank.
03
Insight
B2B buyers now expect the same quality of content B2C audiences do.
Advanced technologies and the possibilities of data have raised the bar — B2B customers expect higher quality, customized content and engagement online.
That is why we turned to LinkedIn — to ensure the social media strategy engaged the desired audience in more comprehensive ways than just top-of-the-funnel awareness. The brief: thought-leadership content first, quality leads next, and high-rate conversions to follow.
Operationally, that meant integrating messaging, audience targeting, and user experience into one continuous loop — and letting LinkedIn's first-party data drive efficiency at every stage of the funnel.
In B2B, the campaign that wins is the one that sounds least like a campaign — and most like a colleague worth listening to.
04
Decisioning Framework
Mapping the buying committee inside the bank.
An effective ABM program starts by knowing exactly who decides — and how. We mapped the bank's procurement reality before a single ad went live.
Internal stakeholders
BTG Head, IT Head and the Business Team decide the partner. Operations and Product Teams are also involved. Based on evaluation, the approval note / FPN is sent for sign-off.
External advisors
No external consultants involved in the partner selection process — decisions are made wholly internally.
Decision process
The bank decides which vendors to reach out to for a given requirement, then shares a requirements document. There is no formal RFP — based on functionality fitment, the bank shortlists partners and moves to commercials.
Evaluation
The bank requests a Demo, POC, and detailed workshops before commercial discussions start.
Build vs. buy
The bank prefers a buy-rather-than-build approach, opening the door to off-the-shelf platform partners.
Timelines
The bank is very stringent on timelines, with strict monitoring via regular SCMs. PO is issued only after contracting is complete — so the project starts only after contracting is done.
05
Strategy
From a 17,000-person LinkedIn universe to 760 high-fit profiles.
In support of its ABM strategy, Intellect Design used LinkedIn's robust targeting capabilities to deliver content to niche decision-makers inside the bank — narrowing the funnel at every stage.
AwarenessSlow-burn brand campaign for C-Suite — proof points around Indian roots, led by Chairman Arun Jain's thought-leadership.
17K
ConsiderationAudience segmented by LOB (Treasury, Risk, etc.) with custom messaging — supported by analyst reports and awards.
760
ConversionRetargeted interested profiles with case studies of peer banks — efficiency and profitability proof.
→
06
Execution
One funnel, multiple LinkedIn formats.
Confident in the relevance and power of the messaging, the team used LinkedIn's versatile ad formats to present each idea in its most impactful form — and A/B tested its way to higher CTR.
01
Sponsored Content
Used to deliver thought-leadership content to wider, more relevant audiences on LinkedIn — anchored on Mr. Arun Jain's voice in the awareness phase.
02
A/B testing — video vs. single image
Helped the team make ads stand out and deliver a higher CTR. Format choice was treated as a testable variable, not a default.
03
Sponsored Videos & Carousel Ads
Helped present well-designed banners and informative statistics to interested audiences in a swipeable, narrative form.
04
Precision targeting
LinkedIn's flexible combination of targeting criteria filtered down recipients to exactly those Intellect Design wanted to engage within the target bank.
05
Matched Audiences for remarketing
Engaged audiences in the middle of the funnel by remarketing to known visitors and account-list members.
06
Lead Generation Forms
Compliant with global regulations and pre-filled with profile data — saved us building long contact forms and delivered higher lead numbers at lower CPL.
Sponsored Content · Awareness
Founder voice on the platform where buyers already are.
Top-of-funnel content used Mr. Arun Jain's well-known voice in Indian technology and finance to re-establish lineage — that Intellect Design is a global company with Indian roots, not the other way around.
ID
Intellect Design ArenaFinTech · 247K followers
Promoted A note from our Chairman, Arun Jain — on building a global FinTech with Indian roots.
"World-class banking technology, built in India for the world."
👍 Like💬 Comment↗ Share
Lead Gen Forms · Conversion
Removing friction from the bottom of the funnel.
LinkedIn Lead Generation Forms — compliant with global regulations and obtaining enough information from prospective buyers — saved us creating our own long contact form. We also integrated Lead Gen Forms with the marketing automation platform, so tracking information fed seamlessly from LinkedIn into Intellect's internal system.
- Pre-filled fields drawn from the LinkedIn profile
- Compliance-ready, no separate landing page required
- Lead data piped into MAP for in-context Sales follow-up
Download: Modernizing TreasuryLead Gen Form
Pre-filled · Anish R.
Pre-filled · GM, Treasury
Pre-filled · a.r@bank.in
Liquidity management
Download report
07
Results
Reach at scale, efficiency at the bottom.
The program delivered both — 10M+ impressions at the top, and a 96% lower CPL where it mattered most.
10M+Impressions · 0.67% avg CTR
Sponsored Content campaigns delivered scale across the bank's LinkedIn universe.
−96%Lower CPL · Lead Gen Forms
Pre-filled forms compressed the cost of acquiring qualified inbound interest.
+34%Higher CTR vs. other campaigns
One ABM campaign outperformed the platform's regular campaign benchmark.
+58 / +54.6%Better CTR & conversion w/ Lead Gen
Lead-Gen-Form variant decisively outperformed its non-form counterpart.
What's next
Have a key account that needs to be opened?
We design ABM programs that combine narrative repair, audience precision, and platform fluency — turning thought-leadership into measurable pipeline.
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