Global Payroll Awareness and Revenue Growth Campaign
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Fintech | Global Payments | SaaS
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Marketing Strategy
Integrated Marketing Campaign Execution
Project Management
Brand and Design Direction
Key Takeaway: Targeted content, aligned to the buyer’s journey and reinforced by coordinated sales follow-up, can turn awareness-building campaigns into direct revenue opportunities.
Executive Summary
I led a multi-channel campaign to position a Series D fintech’s global payroll solution as the preferred choice for payment platforms. Designed to simplify onboarding, transactions, and payroll management for employees and contractors worldwide, the initiative combined a strategic content framework with targeted outreach across the full customer journey. Through paid and owned channels, we elevated market awareness, showcased solution benefits, and drove measurable revenue growth.
Challenge
Launch an improved payroll solution tailored for global payment platforms that address the complexity of managing global payroll for employees and contractors across different countries.
Solution
Develop a comprehensive full-funnel campaign utilizing owned and paid channels and forging partnerships with prominent media organizations.
Results
Surpassed benchmark objectives for impressions and reach.
Achieved over 250K impressions on TechCrunch and 19.5K impressions on Sifted.
The eBook drove downloads from key target accounts, leading to six SDR-booked meetings from inbound inquiries.
Strategies:
Third Party Sponsorship. Sponsor media opportunities in highly-trafficked publications to provide a curated perspective on the company’s role in the global payroll market.
Content. Execute podcast on global payroll and drive prospects to download an e-book on the state of play in global payroll.
Public Relations. Launch an enhanced payroll solution and drive third-party coverage and links to nium.com.
Account Based Marketing. Target accounts with early-stage awareness display ads.