GBST: Taking An Australian Vendor to Market in Europe
- PMC resources helped GBST to build European market value
- Thought leadership programme stemming from major regulatory change
- Multiple media placements were secured across global financial publications
About the client: GBST
GBST is a global provider of financial services technology, working across the capital market and wealth management sectors. Its team of experts create vital back, middle and front office technology solutions for investment bankers, stockbrokers and fund managers, assisting them with streamlining operations and engaging their customers.
Established in Brisbane, Australia in 1984, GBST today works with over 100 organisations across Australia, Asia, the UK and the USA. Its technology supports millions of people around the world who are investing in their future.
The challenge
The EU FTT was a proposal made by the European Commission to introduce a financial transaction tax (FTT) on equity and bond trades within some of the member states of the EU. Outside of Europe other countries, including the USA, were also considering introducing FTT equivalents. The Commission proposed a directive for an EU FTT in 2013.
Australian software vendor GBST had reasonable market penetration for its wealth management solutions in Europe, but now the firm needed to boost brand awareness to launch its capital markets FTT solution (Syn~FTT), aimed at investment banks, custodians and asset management firms. We were brought in to tackle this challenge.
Our approach
Our initial step was to develop a series of sales collateral, before writing and issuing a press release announcing the launch of Syn~FTT to European investment banking, asset management, custodian and social media.
We also issued further press releases announcing major client wins and a partnership with data provider SIX Financial. In tandem with this media activity, we organised analyst briefings with influential firms such as Cutter Associates and Aite Group, and helped arrange a launch event at the Royal Exchange in London. We then facilitated media briefings with The Banker, Financial News, Global Custodian and a press trip to Paris to meet L’AGEFI Hebdo, L’AGEFI Quotidien and Les Echos. To further bolster the clients’ growing media presence, we also wrote and pitched a series of opinion pieces to a number of key publications in Europe and the USA.
What we achieved
Our strategic media-driven approach led to increased exposure for GBST at a pivotal moment in its growth pursuit. The fractional CMO support we provided triggered an uplift in brand awareness across a variety of media formats, from securing an interview in the Global Custodian, to producing an opinion piece in the industry-renowned Banking Technology magazine, as well as featuring in the USA publication, Wall Street & Technology.
What the client said
Daniel Carpenter, former Head of European Sales & Marketing at GBST shared his thoughts on our project:
“For those looking for a partner with: domain knowledge; creative flair delivered to a brief; and a commendable work ethic I can highly recommend Russ. He is an extremely approachable, convivial individual with great ideas, and once briefed is on the case. On the several occasions that I have worked with Russ he delivered against the above, every time”.
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