B2b Portfolio - Bendigo Bank Business Banking
Project Overview
B2b Digital Campaign include
-
Business Every Day Account & Term Deposit
-
Business Loans & Overdrafts
-
Equipment Finance
-
Business Credit Cards
-
Business Insurance
-
EFPOS Solution powered with Tyro
-
Farm Management Deposit (FMD)
Goals
-
Increase awareness and consideration of Bendigo Bank's Business Banking products among Small and Medium Businesses (SMBs).
-
Drive qualified leads and target account engagement across priority industries.
-
Support revenue growth through acquisition of new business banking customers.
-
Strengthen brand recall and market presence through always-on digital marketing campaigns.
My Role: Digital Marketing Specialist
The Main Challenges from Business Banking Team
Served as in-house specialist and partnered closely with Business Banking Sales teams and Product Marketing Managers to develop and execute integrated digital marketing campaigns focused on acquiring high-quality leads, engaging target accounts, and supporting business growth objectives.
-
Increasing business banking consideration among SMB decision-makers in a highly competitive financial services market.
-
Identifying and engaging high-value target accounts with long and complex buying journeys.
-
Growing market share within targeted industries such as Healthcare, Agribusiness, Engineering etc.
-
Demonstrating marketing contribution to pipeline growth and revenue outcomes.
-
Balancing short-term lead generation objectives with long-term brand building initiatives.
Strategy: Account-Based Marketing (ABM) and Always-On Demand Generation
Developed targeted campaigns focused on high-value accounts and priority industries by:
-
Identifying ideal customer profiles (ICPs) and target accounts.
-
Delivering personalised messaging tailored to industry-specific pain points.
Built an integrated full-funnel strategy designed to increase awareness, consideration, and lead generation. focusing on
-
Educating prospects throughout the buying journey.
-
Building brand familiarity and trust.
-
Capturing demand through search and digital media channels.
-
Retargeting engaged audiences to improve conversion rates.
Unified Paid and Organic Search Strategy
Aligned SEO and SEM to maximise visibility across high-intent business banking searches and improve overall search performance and Budget spending efficiency (Marketing ROI)
Results
Brand Growth
-
Increased awareness and consideration through always-on digital presence among SMB decision-makers.
-
Demonstrated positive brand impact through Brand and Conversion Lift Studies on c
Business Growth
-
Increased engagement and generated qualified leads from priority industries
-
Contributed to pipeline growth through coordinated sales and marketing initiatives.
Marketing Performance
-
Improved campaign efficiency through ongoing testing and optimisation.
-
Enhanced targeting precision using ABM methodologies.
