FIS generated $26M in attributable contract value and 700% ROI without showing a single product screenshot.

HP doubled purchase intent. Workday drove a 65% lift in brand consideration. GE got 8x more job applications. They all used the same campaign structure and most B2B marketers haven’t named it yet.

This is the Failure State Frame. I break down how it works, why it’s winning right now, and where it goes in the next 6-12 months.

WHAT’S COVERED:

00:00 — Why showing your product kills most B2B deals

00:43 — What is the Failure State Frame?

01:12 — FIS Money in Harmony: the campaign breakdown

01:52 — $26M contract value, 700% ROI on $6M media spend

02:06 — How to watch this creative (what to look for)

03:08 — Campaign film #1: cash flow as a game of chance

03:45 — Campaign film #2: cybersecurity chaos

04:40 — Force 1: The 95% problem (Ehrenberg Bass research)

05:07 — Force 2: Why AI commodity content makes emotion the only differentiator

05:31 — Force 3: The CTV-to-LinkedIn pipeline

06:32 — Cross-industry proof: HP printer security

06:41 — Cross-industry proof: Workday (Ozzy, Joan Jett, Travis Barker)

07:03 — Cross-industry proof: GE industrial recruiting

07:37 — 4 questions to decide if this is right for your client

09:27 — The red flag: what killed IBM Watson’s healthcare campaign

09:49 — 5 steps to implement the Failure State Frame

12:21 — Where this goes in the next 6-12 months The Signal Forecast

13:03 — 3 scenarios: fintech, enterprise software, cybersecurity

14:03 — The window is open right now. Here’s your brief.

THE STRATEGY SIGNAL Every issue breaks down one campaign that’s winning right now, names the pattern, shows where it fails, and forecasts where it goes next before your client’s competitors get there.

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Strategy Signal | Matt Heyn | B2B marketing strategy for fractional CMOs and growth marketers

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The Strategy Signal

FIS Got 700% ROI Without Showing Their…