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| EOY 2024 | EOY 2025 | |
|---|---|---|
| Demand Generation Engine | No active campaigns | Always-on across all regions, GTMs & TMIs |
| Thought Leadership | No scalable programs | Banking Reinvented Podcast, Content, ENGAGE |
| Value Proposition | Generic, non-specific | Segment-based, use case-based, outside-in |
| Sales-Marketing Alignment | No aligned reporting or KPIs | Unified pipeline dashboard & shared targets |
| ABM Program | Disconnected from sales execution | Collaborate-as-one: sales, marketing & partners |
| Digital Infrastructure | Broken foundation | Martech stack rebuilt & integrated |
| Org Structure | Misaligned to GTM motion | Restructured around GTM, TMIs & Pods |
| Marketing-Sourced Pipeline R4Q | No visibility | €41.6M |
Boutique C-suite engagements drive real pipeline. Human connection at small scale beats high-volume tactics.
You can't demand-gen out of an awareness problem. In the AI slop era, authentic brand is our most distinctive capability.
High-ticket events fill a brand awareness bucket we don't need. Our content motion delivers reach - redirect to quality pipeline drivers.
Deprioritize volume plays. Prioritize intimate dinners, executive roundtables, and direct AE meetings with pre-warmed accounts. Build CXO Communities and Advisory Boards at scale.
Brand is now strong enough to support targeted motion. Protect distinctive assets, invest in mental availability and thought leadership.
Cut large-scale costly events. Optimize for efficiency over scale. Partner with McKinsey, Bain, BCG for C-suite access at lower cost.
From proving ourselves → to transforming how we work → to 10X impact
Build the brand. Create the category. Own it.
Create pipeline. Together with sellers.
Become what we sell. Lead the charge.
Building our Category
"Category kings don't just win the category - they define it."
Marketing leads the narrative. We don't just support the product - we shape how the market thinks about the future of banking.
We define what "AI-native Banking OS" means in the market
When banks think AI transformation, they think Backbase
Thought leadership that shapes industry conversations
Not another vendor - the Banking OS company
This isn't about using AI tools. It's about being built around AI from the ground up.
Asking the right questions, exploring possibilities others miss
Building trust with customers, partners, and the market
Making strategic decisions, reading context and nuance
Always growing, sensing trends, staying connected
AI handles scale. Humans provide insight.
Claude Code AI Agent Interface
Deep vertical expertise + broad marketing skills
Hands-on proficiency, not just awareness
Always learning, sensing trends, staying connected
Building trust with customers, partners, market
Deep dives with each team on their 2026 priorities and AI integration plans
Hands-on training, tool access, and workflow integration for the whole team
Continuous learning opportunities to develop AI fluency and 10X capabilities
Regular pulse checks on progress, blockers, and wins as we transform
Experiment, learn, build fluency. This is how we multiply.
Ask questions, challenge assumptions. Nothing is sacred.
Human value lives in connection. That's where we win.
We're building something special. Commit to the journey.
AI-native operations
Boutique, niche, C-suite
10X Marketeers only
AI-native Banking OS category
A lean, AI-powered marketing machine that punches way above its weight.