In a crowded B2B tech world, standing out on LinkedIn especially in a niche like finance is no easy feat. Yet, Datarails, a financial planning and analysis (FP&A) platform, managed to do exactly that. What started as a typical startup social media presence evolved into one of the most engaging and creative finance communities on LinkedIn, and the results speak volumes.
Datarails didn’t just post updates—they built a voice that resonated deeply with finance professionals around the world. Their unique approach recently earned them Gold at The Drum Awards Festival 2025 for “How we won engagement in the CFO’s Office (on LinkedIn),” placing them above many big B2B competitors in the finance category.
In a crowded B2B tech world, standing out on LinkedIn especially in a niche like finance is no easy feat. Yet, Datarails, a financial planning and analysis (FP&A) platform, managed to do exactly that. What started as a typical startup social media presence evolved into one of the most engaging and creative finance communities on LinkedIn, and the results speak volumes.
Datarails didn’t just post updates—they built a voice that resonated deeply with finance professionals around the world. Their unique approach recently earned them Gold at The Drum Awards Festival 2025 for “How we won engagement in the CFO’s Office (on LinkedIn),” placing them above many big B2B competitors in the finance category.
Finance is traditionally viewed as serious, technical, and often boring by the broader workforce. That’s exactly the stereotype Datarails chose to flip.
Rather than sticking to dry product announcements, the Datarails team focused on audience-led storytelling—understanding that finance professionals are people first, with unique challenges, humor, and community spirit. This mindset helped transform what could have been run-of-the-mill posts into content that felt relevant, personal, and genuinely engaging.
Their posts didn’t just talk at their audience; they spoke with them. Some examples?
If you scroll through Datarails’ LinkedIn history, one thing becomes clear: they weren’t afraid to try new things. Instead of sticking to safe, polished corporate posts, they experimented with formats and tone — sometimes leaning into humor, other times focusing on education, and often blending the two. This wasn’t random posting; it was deliberate audience engagement built on testing, learning, and refining what resonated.
That experimentation is exactly what helped Datarails stand out, as detailed in how Datarails became LinkedIn’s top finance engagement leader. By closely tracking reactions and doubling down on content that worked, they developed a voice people actually wanted to follow — even in a category most consider “boring.”
The results spoke for themselves. Datarails went on to win the Global Social Media Award for Finance 2025, competing against much larger brands like Experian and outperforming them on engagement. Judges specifically called out the creativity and precise targeting that turned a complex financial solution into a must-follow LinkedIn presence.
Engagement isn’t just about likes—it’s about conversations, shares, and recognition. Datarails understood this early.
They treated LinkedIn as more than a broadcast channel; it became a community hub where finance professionals could learn, joke, debate, and feel like their voice mattered. That approach helped Datarails build an engaging space where followers didn’t just scroll—they participated.
It wasn’t perfect every time—some posts flopped—but the team stayed agile, iterated on feedback, and kept the conversation going.
Winning awards is one thing—but the engagement metrics told the real story. Datarails didn’t just get noticed; they commanded attention in a niche sector where most brands struggle for visibility.
