2026 marks Forefront’s 10th anniversary, and to celebrate, we’re sitting down with each of our Practice Area Heads to get the inside scoop on their specialties, new technologies they’re exploring, and their take on the B2B marketing landscape’s hottest trends.
In this installment, we go inside our Digital practice area, speaking with Forefront VP and Head of Digital Amanda Perrucci about how social strategy is evolving across platforms and what it takes for capital markets and fintech firms to build a digital presence that truly stands out.
Q: What digital services do we offer today that are most popular with clients?
A: Marketing automation, particularly email marketing, and social strategy across both paid and organic channels. Clients increasingly want their marketing programs to be run through a system that tracks and automates everything end-to-end, which is why most of our clients work with us on HubSpot, where we’re a Gold Partner — we build out their marketing plans and execute them on an ongoing basis. Paid social is similarly a near-automatic recommendation for clients moving from scaleup to standout status: once a firm has an established audience and client roster, paid social becomes less about raising awareness and more about routing warm prospects to the website and driving qualified leads.
Q: What services do we offer in the Digital practice area that might be lesser-known?
A: Video is the clearest example. Demand for it is rising fast as people consume more content in short, scrollable formats rather than static images or text. We’re leaning into video both as part of ongoing retainer work — to bolster and elevate a client’s social presence — and as part of brand engagements, where we make sure a client’s website and content reflect the same cutting-edge, best-in-class quality as their business.
Q: How has your approach to paid and organic social evolved to adapt to current platform trends on LinkedIn, X, Instagram and Meta?
A: Every major platform has shifted toward quality over quantity, a real departure from the volume-driven playbook of the last five years. LinkedIn and Instagram now weigh quality, keyword relevance, content pillars and engagement rather than posting frequency. We’ve adjusted accordingly — becoming much more selective and strategic about what we post, when, and how often, and about the mix of content themes and pillars, so everything aligns with each client’s specific business and marketing goals. Design and video are central to that shift, especially as LinkedIn opens up more room for video, animation and carousel formats.
Q: How do you address industry-specific challenges in your Digital strategy?
A: Everything we do accounts for the longer sales cycle inherent to the capital markets and B2B fintech space. LinkedIn’s B2B Institute has found it can take 13 to 15 digital touchpoints before a prospect actually reaches out, so we build layered programs, such as ongoing nurture campaigns, to guide prospects through that journey.
The rise of LLMs is also starting to compress those touchpoints, and so much of that process happens inside a black box we can’t fully see. On our end, that means optimizing web and social copy, structuring schema accordingly and building webpages optimized for generative engine optimization (GEO). From there, we can properly track how much traffic is coming through LLM-driven channels through platforms like Google Analytics.
Q: Where do you see firms in this space struggling most with their digital presence right now?
A: Definitely brand cohesion. Too often, a firm’s website, content, social presence and design all say different things and pull toward different goals. We’ll see a website that hasn’t been updated in years, off-brand graphics, and sporadic posting with no consistent point of view. In 2026, publishing content just to publish it is a mistake.
B2B fintech and capital markets firms aiming to move up to standout status need a strong, consistent brand across every channel. That consistency matters more than ever now: to show up meaningfully in LLM-driven search and discovery, a firm’s messaging has to be focused and unambiguous, not scattered or conflicting.
Q: What’s a Forefront-led Digital campaign or project from the past year that best represents our capabilities?
A: Our work with client EDX Markets stands out — according to the H1 report we recently prepared, we grew their web traffic 20% from H1 to H2 through a combination of LinkedIn and X advertising and website GEO-optimization. We’re also proud of the increasingly targeted nature of our content: impressions may be lower as targeting sharpens, but engagement rates are climbing, which is the tradeoff we want. These tangible improvements are also a good reminder that digital marketing doesn’t operate in a vacuum — its strength depends on the rest of the plan working in lockstep, from content development to lead nurturing to press outreach, which is exactly what an integrated approach at Forefront delivers. I’d also like to point to two video project favorites: Versana’s corporate video and Trillium’s website, both strong examples of our animation and design work.
Q: What platforms, tools or technologies has your practice adopted or tested recently?
A: AI has become central to how we work — both for deeper reporting and analysis, which frees up time we’d otherwise spend manually pulling data, and for ideation, where it helps us surface new angles and push our design work further. Our enhanced reporting capabilities via Google Analytics and DataBox have also become tools in their own right for clients: they help clients report progress back to their own boards and, in the process, often surface warm leads or areas of their business they hadn’t yet considered.
Q: Are there emerging channels or tactics Forefront is exploring that prospects should know we can support?
A: Instagram has become a significant area of focus as we’ve grown our roster of standout clients. As firms become more established, the competition for talent intensifies, and Instagram is a natural place to meet prospective talent where they already are. We provide dedicated support for corporate pages to meet that need.
Thank you to Amanda for providing us with a behind-the-scenes look at the Digital Practice Area. Stay tuned for more conversations with Forefront leadership as our practice area highlight series continues!