How BMO Capital Markets Used a Full-Funnel LinkedIn Video Strategy to Build Credibility with Institutional Investors

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How BMO Capital Markets Used a Full-Funnel LinkedIn Video Strategy to Build Credibility with Institutional Investors

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By combining premium video placements, thought leadership content, and precise professional targeting on LinkedIn, BMO Capital Markets increased brand consideration and engagement among senior financial decision-makers.

Challenge:

For BMO Capital Markets, reaching institutional investors and corporate decision-makers requires more than visibility — it requires trust. The capital markets sales cycle is long and complex, often spanning three to five years from initial awareness to a signed mandate. Building credibility with this audience requires consistent engagement and meaningful insights delivered over time.

While BMO has strong brand recognition in Canada, expanding awareness in the United States, particularly within investment and institutional banking required a strategic approach to reaching senior financial audiences .

Solution:

BMO’s strategy centered on strengthening mental availability, ensuring the brand

comes to mind when decision-makers begin evaluating banking partners. “There are two types of availability for a brand: physical and mental,” Mistry explained. “ Our bankers create physical availability through client relationships. Marketing builds mental availability by consistently delivering valuable insights that keep us top-of-mind.” LinkedIn became the foundation for this strategy because it enabled BMO to connect directly with its target professional audience while distributing high-value thought leadership.

The campaign combined multiple LinkedIn formats to create a full-funnel video strategy:

- Build awareness among institutional investors and C-Suite.

- Deepen engagement with BMO’s market insights and advisory services.

- Drive qualified traﬃc to BMO content and increase consideration .

Group of adults enjoying coffee together indoors

Solution:

BMO’s strategy centered on strengthening mental availability, ensuring the brand

The campaign combined multiple LinkedIn formats to create a full-funnel video strategy:

- Build awareness among institutional investors and C-Suite.

- Deepen engagement with BMO’s market insights and advisory services.

- Drive qualified traﬃc to BMO content and increase consideration .

Results:

Brand Impact
Brand lift studies showed significant improvements in perception and

consideration, including:

45% lift in positive brand sentiment

106% reduction in negative sentiment

143% lift in likelihood to consider BMO for their financial needs

245% increase in mentions of BMO as a provider of valuable financial insights

Engagement Impact

LinkedIn’s BrandLink placements also amplified engagement, thatfuels consideration, across the broader campaign. Audiences exposed to BrandLink video placements were 78% more likely to engage with BMO content within the following week compared to audiences who had not seen the placements.

Our strategy was built around full-funnel video — using CTV and BrandLink to build awareness in premium environments, by using thought leadership to bring our bankers’ insights to life and deepen engagement. In fact, audiences exposed to BrandLink were 78% more likely to engage with our content.”

Grace Mistry

Head of Capital Markets Advertising at BMO.

BMO is a leading North American bank driven by our purpose: to Boldly Grow the Good in business and life. Our Purpose informs our strategy, drives our ambition, and reinforces our commitments to progress for a thriving economy, a sustainable future and stronger communities

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Headquarters
Toronto, ON

No. of Employees
10,000 +

Industry
Financial Services