Bank of Montreal
How Influicity drove success for BMO with a first-to-market podcast program.
BMO teamed up with Influicity to launch its flagship business banking podcast in 2020, and has built the program substantially to include influencers, virtual events, eBooks, courses, and more.
The Company
BMO is a global banking institution
BMO Business Banking is here to empower entrepreneurs to drive their business forward. The bank offers products ranging from daily banking, credit, lending, payroll, FX and more.
The Challenge
Noisy Market with competitive solutions
BMO has a compelling product but must work to differentiate its offering from other banks and emerging fintech startups. From lending, to payment processing, to payroll and more, BMO must demonstrate its value and commitment to the business community.
The Solution
Speak to customers where they are
Anchored by a chart-topping podcast, Business Unplanned, Influicity builds out a holistic content program that speaks to SMB owners in their language. The podcast is hosted by entrepreneur Michael Hyatt, and guests include startup CEOs, restaurateurs, retailers and others.
The podcast immediately builds an audience and strong reviews across Apple and Spotify.
Over time, we add an influencer component, virtual events, content supplements, and paid media.
All along, we deliver sales leads and valuable 1st party data to BMO.
Results and Insights
Continued success and growing audience
- New seasons of the podcast continue in production with a dedicated audience
- Virtual events act as a product showcase and key partner forum
- Influencer integrations spread the message consistently drive positive ROAS.
- Podcast themes enable BMO to segment and fuel meaningful thought leadership
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