Primer: 337,000 Qualified Impressions with Strategic Thought Leadership Videos

How a payments infrastructure company built industry authority and generated exceptional engagement rates through executive-led video content.

Highlights

Highlights

Background

Primer had brilliant payment experts on their team. CTOs who understood payment orchestration. Executives who'd solved open banking challenges dozens of times. But they were invisible to the market. In fintech, enterprise deals don't happen because of clever ads or slick brochures. They happen because buyers trust you know what you're talking about. Primer needed their executives recognized as the experts they actually were.

Primer had brilliant payment experts on their team. CTOs who understood payment orchestration. Executives who'd solved open banking challenges dozens of times. But they were invisible to the market. In fintech, enterprise deals don't happen because of clever ads or slick brochures. They happen because buyers trust you know what you're talking about. Primer needed their executives recognized as the experts they actually were.

What we did

Instead of corporate videos about "solutions," we created educational content that answered real questions: • "Why do you need payment orchestration?" (Not "Here's our payment orchestration platform") • "What's actually happening with open banking?" (Not "We support open banking") • Real insights from people who'd actually built these systems Each video focused on one specific problem. No company pitches. No product demos. Just useful answers from people who knew what they were talking about. Additionally, we created animated product launch videos that performed as motion graphics advertisements, delivering exceptional results for new product introductions.

Instead of corporate videos about "solutions," we created educational content that answered real questions: • "Why do you need payment orchestration?" (Not "Here's our payment orchestration platform") • "What's actually happening with open banking?" (Not "We support open banking") • Real insights from people who'd actually built these systems Each video focused on one specific problem. No company pitches. No product demos. Just useful answers from people who knew what they were talking about. Additionally, we created animated product launch videos that performed as motion graphics advertisements, delivering exceptional results for new product introductions.

What Happened

The results spoke for themselves. 337,000 qualified impressions meant actual fintech decision-makers saw this content. Not random LinkedIn users - people evaluating payment infrastructure. 37% completion rate on the best content. In B2B video, getting 12% is considered good. Getting 37% means people genuinely wanted to hear what you had to say. But here's what really mattered: prospects started referencing these videos in sales calls. "I saw your video about payment orchestration..." became a regular conversation starter. When your educational content becomes part of the sales process, you know you've built real authority.

The results spoke for themselves. 337,000 qualified impressions meant actual fintech decision-makers saw this content. Not random LinkedIn users - people evaluating payment infrastructure. 37% completion rate on the best content. In B2B video, getting 12% is considered good. Getting 37% means people genuinely wanted to hear what you had to say. But here's what really mattered: prospects started referencing these videos in sales calls. "I saw your video about payment orchestration..." became a regular conversation starter. When your educational content becomes part of the sales process, you know you've built real authority.

Takeaways

Education beats promotion. The "Why payment orchestration?" videos consistently outperformed product announcements because enterprise buyers want to understand concepts, not hear sales pitches. When executives spoke directly about problems they'd actually solved, authenticity showed - and audiences responded. One video isn't enough. Different regions had different preferences (APAC wanted quick content, EMEA stayed for longer explanations), but the real breakthrough came from remarketing campaigns that showed multiple videos to the same people. That delivered exponentially better results than one-and-done approaches.

Education beats promotion. The "Why payment orchestration?" videos consistently outperformed product announcements because enterprise buyers want to understand concepts, not hear sales pitches. When executives spoke directly about problems they'd actually solved, authenticity showed - and audiences responded. One video isn't enough. Different regions had different preferences (APAC wanted quick content, EMEA stayed for longer explanations), but the real breakthrough came from remarketing campaigns that showed multiple videos to the same people. That delivered exponentially better results than one-and-done approaches.