In our continuing work with BBVA’s treasury management business in the U.S., 50,000feet has helped develop a strategic full funnel marketing program and a range of integrated communications that are designed to perform across channels. The program builds on a similar approach that our team developed in support of BBVA commercial payments and automated payables, which has become foundational for their U.S. marketing efforts. In 2020, our collaboration with BBVA earned ‘Best Visual Identity from the Financial Services Sector’ in the annual Transform Awards global brand competition.


Bringing clarity to cash management


BBVA’s U.S. treasury management business is a specialized area of the larger bank, designed to serve institutional and corporate clients. With a treasury management partner, these clients benefit from a single strategy that manages and oversees all areas of the client’s finances, helping to drive liquidity, handle collections, hedge against risk and streamline operations. BBVA’s unified approach to treasury management ensures that clients not only manage cash but also gain visibility to the critical information they need to optimize the strategic potential of their working capital. 


With the goal of streamlining and integrating marketing and sales enablement strategies, BBVA engaged 50,000feet to achieve a clearer and stronger positioning for the treasury management business’s unique benefits and competitive advantages. These efforts needed to support measurable and effective demand generation at scale. As a company with a strong international presence, BBVA also needed a partner to raise awareness of BBVA in the U.S., specifically the Sun Belt region, and emphasize differentiating qualities of global scale and a localized service and personalized customer experience.


Creating a compelling customer experience


Our team began our process by completing a comprehensive audit of existing treasury management assets and online presence as well as speaking with BBVA stakeholders. This strategic foundation helped our team establish BBVA’s treasury management positioning and create a consistent and compelling platform for the treasury management brand, product and service communications.

The recommendations led us to refine and structure the treasury management offering architecture, clarifying the business unit’s value proposition and positioning. In collaboration with BBVA, 50,000feet designed and developed content for a refreshed online experience to support BBVA’s solution selling approach, drive lead generation and increase revenue. Supporting the website redesign, 50,000feet created a video series. The versatile overview video presents the full spectrum of solutions while complementary videos dive deeper into specific and nuanced banking, payables and receivables services. 


Following the website redesign, our team developed downloadable and interactive content that further positioned BBVA as the go-to treasury management partner. This resulted in a series of sales enablement presentations and supporting materials to help the BBVA team attract new business and retain existing clients with an easily digestible ecosystem of product and service solutions.


Learn more about BBVA and our work-to-date on our website.