About FNTS
First National Technology Solutions (FNTS) is an Omaha-based provider of managed IT, cloud and digital transformation services. FNTS helps organizations nationwide modernize and optimize technology systems and operate securely and competitively in regulated industries like healthcare and financial services.
The Challenge
FNTS’s clients and prospects viewed the company as a traditional managed IT vendor instead of a strategic, full-service technology partner with enterprise-level solutions that rivaled national providers. Lukas Partners needed to help FNTS change that narrative in a market with bigger, louder players.
The Big Idea
Stop speaking to everyone—and start connecting deeply with the right ones.
Rather than broad awareness marketing, FNTS and Lukas Partners would focus on personalized, credible communications to turn FNTS from a service provider into a comprehensive, strategic partner in the minds of high-value leads.
Our Approach
We combined targeted marketing messaging with thought leadership and trust-building PR in FNTS’s comprehensive account-based marketing (ABM) strategy. That way, every message and touchpoint along the buyer journey would work together to deepen trust, strengthen the client’s reputation and convert prospects into long-term partnerships.
Research & Audience Targeting
We started by learning everything we could about FNTS’s best-fit clients. Together, we looked at data across ten Midwest states to find the right industries—mainly finance, healthcare and companies still using mainframes instead of cloud computing.
We also talked with IT analysts and industry leaders to understand what problems these businesses were facing with cloud migration, remote work and data security. This helped us shape messages that spoke directly to what those audiences cared about most.
Marketing
With a clear audience and pain points, Lukas Partners worked with FNTS to map out monthly content topics that would help FNTS reach each segment over time. These topics tied to the target audience’s challenges. We then included those topics through multiple mediums, including white papers, case studies, surveys, exclusive event invitations and personalized email, Google ad and LinkedIn InMail campaigns. Then, direct mail like video cards and branded gifts helped capture attention in a personal, memorable way.
PR & Thought Leadership
To make the ABM campaign more credible and have a wider reach, we crafted news releases, industry media outreach, a video testimonial series and promoted leadership events and webinars where tech founders discussed IT challenges and planned for the future of the industry. We also secured news coverage in national and trade publications, as well as local TV interviews. All of these efforts were timed to reinforce the same monthly themes delivered through direct outreach so prospects heard consistent messages across multiple channels.
Internal Communication
For this ABM program to succeed, FNTS’s employees needed to act as authentic brand ambassadors. That’s why we provided tips and messaging to help sales and technical teams confidently talk about the company’s full range of services. We drafted updated marketing materials for them to utilize, such as sales and fact sheets, client-facing flipbooks and internal news releases on the campaign’s progress.
The Results
Media Coverage
- 37 news media placements
- 913,164 audience reach
- Interviews with Healthcare IT News, For the Record Magazine, Midlands Business Journal and WOWT
Social Media
- +96% followers, +88% page views, +90% clicks, +200% impressions on LinkedIn
Why It Worked
True marketing success comes from integration, not isolation. Every part of this campaign worked towards the same goal—making FNTS a full-service technology partner for its most important accounts. PR built credibility, marketing delivered reach, engagement and revenue, and internal communication made employees authentic ambassadors of the brand.
Let’s Build Relationships That Drive Revenue
For marketing and PR or internal communication support from award-winning experts, turn to Lukas Partners. We help businesses in tech and other regulated industries target audiences and drive revenue. Partner with us today!
