Payments provider · Financial technology
Marketing planning for a fast-growing payments provider
A new global marketing plan focused on enterprise growth, efficiency and stronger return on investment.
The challenge
At an ARR of $100M, a leading digital payments provider had entered a stage of growth where its marketing programmes needed to be realigned with new strategic priorities and a modified set of target markets and segments. Pressure from investors for higher profitability added to the urgency. The team did not have enough bandwidth to reach its marketing goals and needed extra support to scale lead-generating campaigns.
The approach
As Interim Director of Marketing Planning, I was responsible for developing and implementing the campaign architecture and global and regional programmes needed to adjust to the new direction, with a strong focus on enterprise clients. The role reported to the SVP Global Marketing.
Based on the go-to-market plan, I analysed customer acquisition and expansion data, KPIs, the function’s existing setup, performance and marketing spend. The aim was not only to optimise the marketing mix, but also to implement demand-forecasting models, define targeting priorities, develop transformational programmes, optimise tactics and marketing ROI, and deliver incremental value for acquisition and expansion with a sharper focus on customers showing intent to buy.
The scale of the business created an opportunity to prioritise solutions and industry marketing, alongside a redesigned two-tier ABM programme offering greater personalisation and impact. I reported recommendations on programme priorities, structure and budget allocation to the SVP and marketing leadership. The approved plans were then communicated across the marketing function for full implementation.
The impact
The revised plan generated measurable revenue, efficiency and enterprise-account gains within six months.
- 28% increase in revenue within six months
- 18% increase in marketing ROI within six months
- ABM and LinkedIn won 17 new accounts with ARR of $50K+ over six months and total ARR of $3.8M
- Email and retargeting delivered 38% higher open rates
- LinkedIn advertising reached 12,000 contacts with a 12% click-through rate
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