A global provider of credit card processing solutions to financial institutions, looking to expand sales beyond their core offering by cross-selling a payment solution that helped banks offer customers more ways to pay.
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Pipeline · Financial Services
Cross-Selling Payment Solutions
A global provider of credit card processing solutions to financial institutions, looking to expand sales beyond their core offering by cross-selling a payment solution that helped banks offer customers more ways to pay.
The story
One narrative from constraint to consequence.
The initial focus was decision-makers in lending, risk, collections, bad debt and cards at the top 30 banks in North America.
We developed a targeted, multi-channel cross-sell campaign that centered on a clear promise: put your institution in a better position to capture more revenue. Visuals of grizzlies strategically positioned to catch spawning salmon brought the revenue-capture message to life, giving a technical payment solution a memorable visual hook. Supporting messaging connected expanded payment options to practical benefits, including faster payments, stronger cash flow and reduced collection costs. A white paper and article gave prospects opportunities to explore the business case, while clear calls to action invited them to request contact or ask an expert. We also promoted a gift card sweepstakes that encouraged prospects to learn more.
The campaign generated a 50% response rate from top banks, resulting in several sales meetings, and a 15% response rate among target prospects. Content offers also drew engagement, with response rates of 19% for white paper downloads and 9% for article downloads.
The campaign generated a 50% response rate from top banks, resulting in several sales meetings, and a 15% response rate among target prospects. Content offers also drew engagement, with response rates of 19% for white paper downloads and 9% for article downloads.