GTM strategy targeting enterprise accounts for a Digital Bank

Tom Cheung

Marketing Strategist

Product Marketer

Sales-Driven Marketing

Apollo

Clay

LinkedIn Sales Navigator

FinTech & Payments

Project Overview

Introduction

Company: 3S Money - Global payments platform for international businesses offering digital merchant banking.

Market Opportunity: P2P alternative investment companies required sophisticated multi-currency solutions but were underserved by traditional banking infrastructure.

Core Challenge: Long sales cycles (6-12 months), multiple stakeholders per account, high deal values requiring sophisticated nurturing approach.

ABM Strategy Framework

1. Account Selection & Tiering

Methodology Applied:

Tier 1 Accounts (10 companies): £50mn+ AUM, multi-jurisdictional operations

Tier 2 Accounts (25 companies): £5mn - £50mn AUM, expanding internationally

Tier 3 Accounts (50 companies): £1mn - £5mn with cross-border transaction needs

Selection Criteria:

Transaction volume indicators (analyzing websites for multi-language/currency references)

Geographic footprint analysis

Funding round history and growth trajectory

Technology stack assessment for integration capabilities

2. Stakeholder Mapping & Persona Development

Key Personas Identified:

CFOs: Cost optimization and compliance focus

Treasury Managers: Risk management and reporting needs

Technical Leaders: Integration and API requirements

3. Content Strategy & Asset Development

Account-Specific Assets Created:

Bespoke pitch decks tailored to each Tier 1 account's specific use cases

Custom ROI models showing cost savings vs traditional banking

Compliance matrices for their specific jurisdictional requirements

Detailed KPI Performance

Lead Generation Metrics

MetricTargetAchievedIndustry BenchmarkLinkedIn Response Rate25%35%10-20%Email Open Rate35%42%24%Demo Request Rate8%12%5%Multi-stakeholder Engagement40%58%25%

Pipeline Development

StageConversion RateAverage TimeVolumeInitial Response → Meeting42%8 days89 responsesMeeting → Technical Demo28%18 days37 meetingsDemo → Proposal35%32 days13 demosProposal → Negotiation23%45 days5 proposals

Account Penetration Metrics

Tier 1 Accounts (10 companies):

Average stakeholders engaged per account: 2.8

Accounts with multi-department engagement: 60%

Accounts reaching technical evaluation: 40%

Cross-Functional Metrics:

Sales team efficiency improvement: 25% (time to first meeting)

Content utilisation rate: 68% (sales team usage of ABM assets)

Account progression velocity: 18% faster than previous campaigns

Key Activities Completed

Individual Account Research:

Conducted detailed research on each target company to understand their specific needs, challenges, and potential synergies with 3S Money’s services. This research informed the creation of personalized outreach materials.

Managed BDR and Senior Sales Collaboration:

Oversaw the efforts of a Business Development Representative (BDR) and a senior sales executive to ensure a cohesive approach. This included setting clear goals, providing guidance, and facilitating coordination between the team members to maximise outreach effectiveness.

Created Bespoke Presentations:

Developed customised presentations for each target company, highlighting how 3S Money’s offerings could meet their unique needs in the P2P alternative investment sector. These presentations were tailored to resonate with each company's specific pain points and business goals.

Automated LinkedIn Outreach:

Successfully implemented an automated LinkedIn outreach strategy, enabling efficient and scalable engagement with potential clients. This approach included personalised messaging, follow-up sequences, and analytics tracking to optimise response rates.

Value Proposition Development:

Crafted a compelling value proposition for the P2P alternative investment companies, emphasising how 3S Money's financial services, such as multi-currency accounts and efficient cross-border payments, could enhance operational efficiency and support growth.

Sales Enablement Tools:

Created a suite of sales enablement tools, including detailed FAQs, objection handling guides, and comparative analyses of competitive offerings. These tools equipped the sales team with the necessary resources to effectively communicate 3S Money's advantages.

Results

LinkedIn Engagement:

Achieved a 35% LinkedIn reply rate (benchmark average around 10-20%), significantly exceeding industry benchmarks for cold outreach. This high level of engagement indicated strong interest and receptiveness from the target audience.

Lead Generation and Conversion:

The targeted outreach and personalized presentations generated a substantial pipeline of qualified leads. The initial engagement led to several high-value meetings and proposals, with a conversion rate that reflected the effectiveness of the personalized approach.

Enhanced Sales Team Efficiency:

The automated LinkedIn outreach and sales enablement tools significantly improved the efficiency of the sales team, allowing them to focus on high-potential leads and close deals more effectively.

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Posted Jul 29, 2024

Outbound strategy and execution targeting selected accounts using email marketing and personalized LinkedIn outreach.

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3S Money