Case Study: J.P. Morgan Payments drives qualified leads and closes the perception gap with Column Five's ABM campaign

J.P. Morgan Payments boosts LinkedIn CTR 54% with Column Five

J.P. Morgan Payments, a major financial institution processing trillions in daily transactions, faced a challenge where key enterprise healthcare buyers perceived it as a legacy bank rather than a modern fintech provider. This perception gap was causing them to lose deals to sleeker competitors. The company engaged vendor Column Five to develop an account-based marketing (ABM) campaign to address this issue and generate qualified leads.

Column Five designed and executed a targeted ABM pilot for J.P. Morgan Payments, focusing on high-value healthcare accounts. The solution included a discovery report, a campaign strategy with account-specific messaging, a distribution guide, and a sales toolkit. The campaign achieved a 0.54% click-through rate on LinkedIn, surpassing industry benchmarks by 54%, and generated three qualified leads representing millions in opportunity value. This success established a repeatable ABM model that was subsequently adopted by other teams within J.P. Morgan Payments.

J.P. Morgan Payments