LiquidX is an innovative, award-winning trade finance FinTech SaaS platform that handles billions worth of trade finance transactions every year.
Trade finance is a fast-growing alternative finance sector that supports the $9.7 trillion worth of global trade that gets moved on ships, planes, trains, and trucks from one country to another.
LiquidX’s unique trade finance platform ⏤ supported by Broadridge (NYSE: BR) ⏤ is designed to manage the end-to-end trade finance lifecycle for any bank or asset management firm.
Having already established a global presence, LiquidX has its sights on the thriving European finance market in 2025.
To succeed in a new market, they needed a marketing and brand-building strategy partner who could help them deliver the growth they’re aiming for.
After a successful trial article in November 2024, LiquidX started working with Uncommon on the marketing plan, with it rolling out in January, and ramping-up in April 2025.
Identifying LiquidX’s Pain Points: What Goals Do They Have?
Businesses that work with us are already fantastic at what they do, at the value they create, and deliver market-leading results for their customers.
LiquidX is a fine example of this, working with some of the world’s biggest banks like Credit Agricole, US Bank, asset managers, and dozens of other financial institutions.
However, one of the main reasons businesses work with Uncommon is they’re looking to really level up their marketing and communications.. LiquidX had been working with an agency in the past but were dissatisfied with the quality of the work.
In our experience, one of the reasons other agencies/freelancers struggle to market a company like LiquidX effectively is because they’re generalists, not specialists. Our clients routinely tell us how much of an upgrade it is to work with a marketing studio with skills and knowledge in technical content writing.
Here are the goals LiquidX had when we started working together:
- Elevate brand awareness
Our starting point was understanding LiquidX’s brand and market position compared to competitors.
Despite the platform and product being ahead of the competition, there was an untapped opportunity when it came to brand awareness, web traffic, search engine rankings, and the volume of marketing activity being undertaken.
We knew that with a smart marketing campaign and diligent execution, we could solve those problems.
- Start generating traction from marketing efforts
LiquidX was no stranger to marketing.
LiquidX made the strategic decision to partner with Uncommon to generate marketing traction, increase web traffic and LinkedIn followers, nurture current and new leads, and provide more value to their customers.
- Want support getting into the European market
Another key goal is getting into the European market: everywhere that financial services and trade finance is heavily concentrated, like London, Amsterdam, and Paris.
We immediately set about supporting them with European-focused content and a specialist European PR program.
Process & Approach: How We Are Solving LiquidX’s Challenges
Here’s how we set about solving LiquidX’s marketing challenges.
- Designed a multi-channel marketing campaign
Every client marketing campaign starts with designing a tailored strategy based on achieving their goals and objectives.
Part of our marketing strategy, for example, analyses competitor keyword performance. We look at the most effective types of content, bottom-of-funnel keywords we can target, and channels to focus our efforts on to help a client reach their target audience.
For LiquidX, this multi-channel campaign involved a mix of long-form thought-leadership articles, and LinkedIn posts, as well as internal & external newsletters.
- Scaled partnership for an even greater impact
After a very successful initial 3-month period, we are scaling our partnership with LiquidX to give them even more support and strategic content insight.
We are also supporting them with European-centric PR activities, further helping them to build brand awareness in financial capitals across Europe.
Ongoing Project Outcomes for LiquidX
These are the specific ongoing campaign deliverables we are implementing for LiquidX:
- SEO-infused thought-leadership
High-quality, well-researched thought leadership is the cornerstone of every smart B2B marketing campaign.
For LiquidX, we are writing articles that engage an audience of business and technical leaders in trade finance roles in banks and asset management firms.
This audience already has a decent understanding of trade finance. Surface-level content isn’t sufficient in this sector. And it’s a complex sector to understand.
Every article is thoroughly researched, aligns with the marketing strategy and the brand we are building with them, and goes through several rounds of internal edits before it goes to the client.
Here are a couple of examples of the articles we’re producing and publishing for LiquidX:
Everything Banks Need to Know About Trade Finance Solutions
Trade Finance: The Hidden Gem Asset Managers Can’t Ignore
- Publishing and internal promotional materials
To ensure LiquidX can make the most of every article, we handle image sourcing, publishing, and preparing internal emails so the team can amplify the marketing efforts via LinkedIn.
- LinkedIn content marketing and newsletters
We also implement LinkedIn publishing and customer-centric newsletters. This gives LiquidX customers more value, and also nurtures sales leads in their pipeline.
This way, our marketing campaign is directly supporting both top and bottom-line growth.
- European-market PR
To support the goal of getting into the European market, we are further supporting brand-building with dedicated PR support.
Our specialist PR team focuses solely on tech & finance media relations, which makes them perfectly placed to secure coverage in top-tier financial media across the UK and Europe.
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