For those who’re a fast-scaling B2B tech firm with a lean group and an aggressive pipeline goal, you don’t have time or price range to waste on nice-to-have campaigns. You want methods that ship, dashboards that work, and companions who don’t should be babysat. And that’s precisely the place Nuvei was once they got here to us.
In mid-2022, Nuvei, a worldwide fee tech powerhouse, was tackling the messy center of B2B development. With a world advertising and marketing group unfold throughout a number of areas, inconsistent lead high quality, and advert budgets that had been producing extra questions than certified pipeline, they wanted an entire rethink of the way to construct demand that really converts. So that they known as Envy.
Quick ahead to immediately and their CPL is down 70%. Over half of their leads are actually high-value enterprise alternatives. Their HubSpot reporting setup is bulletproof. And in some way, Reddit grew to become one among their most stunning lead-gen channels. Right here’s the way it all went down.
The Problem: Excessive Prices, Low Worth, and a Entire Lot of Noise
Nuvei’s paid technique, pre-Envy, seemed nice on paper. They had been working world Google campaigns throughout a number of areas. Their LinkedIn was lively. They’d adequate media price range and markets to succeed in.
However below the hood, issues weren’t so fairly. CPLs had been hovering round $1,000 per lead, particularly for the enterprise audiences they really needed. Too most of the early leads had been coming from areas like India and Pakistan, the place conversion potential was low, and from firms that weren’t even near their ICP.
The Enviable Outcomes: Fixing the Funnel, Not Simply the Adverts
Right here’s what Nuvei achieved by working with Envy:
- CPL dropped by 70%
- Over 50% of leads are actually high-value enterprise or mid-market
- HubSpot reporting now drives technique
- Google Adverts turned from a cash pit to an actual pipeline generator
Now, we’d like to inform you this story begins with a daring advert marketing campaign or some wildly inventive stunt, but it surely didn’t. As a result of when Nuvei got here to Envy, it wasn’t solely about going larger. It was about fixing what was already damaged.
And so, earlier than we might cut back prices, enhance pipeline, and even discuss technique, we needed to begin with the unsexy stuff: fixing HubSpot, untangling lead sources, and constructing a basis that might really help development. As a result of when the plumbing’s unhealthy, it doesn’t matter how good the tap is; nothing flows the way in which it ought to.
As soon as we did that, every part modified.
Step One: Rebuild the Basis, Not Simply the Adverts
The very first thing we did was to repair the basics. Nuvei’s HubSpot setup wasn’t giving them the readability they wanted to make knowledgeable selections throughout areas and lifecycle phases.
We cleaned up the lifecycle phases. We constructed dashboards that really mirrored efficiency by market and channel. We built-in lead sources and added correct attribution monitoring. Right here’s how Maya Shelly, Nuvei’s Head of ABM, summarized our work collectively:
“Our HubSpot account supervisor at all times is aware of solutions to any questions that we could have on HubSpot. And if she does not know, she goes to analyze both on-line or immediately with HubSpot and at all times comes again with solutions and choices.”
All of a sudden, Nuvei’s advertising and marketing group had a stay, shared supply of fact that wasn’t a spreadsheet. From there, we checked out the place the cash was going, and whether or not it was working.
Step Two: Phase, Localize, and Goal
We killed the one-size-fits-all campaigns and received granular. As a substitute of a worldwide technique, we constructed regional ones. As a substitute of broad personas, we mapped actual shopping for habits.
In North America, we went deep on enterprise intent. In LATAM, we localized touchdown pages and advert inventive into Spanish and Portuguese. In Europe, the place purchaser journeys had been longer and extra education-heavy, we invested in nurture flows as a substitute of pushing exhausting CTAs.
Step Three: Repair the Paid Machine
Google Adverts had been bleeding price range early on. So we rebuilt the account construction from scratch, added unfavorable key phrase lists, refreshed the inventive weekly, and aggressively examined CTAs and touchdown web page variants. The whole media combine was re-engineered to prioritize conversion over site visitors, and it paid off.
Inside six months, Nuvei’s CPL dropped by over 65%. Simply as importantly, lead high quality skyrocketed: nearly all of kind fills had been now mid-market to enterprise, with processing quantity potential that matched their gross sales group’s targets. The dialog modified from “what number of leads?” to “what number of good ones?” 😉
After which got here the Ryan Reynolds marketing campaign.
When Multi-Channel Advertising and marketing Really Works
Nuvei had secured actor (and Nuvei investor) Ryan Reynolds for a model marketing campaign (we all know, we all know, it’s not an on a regular basis advertising and marketing tactic). However somewhat than deal with it as a one-off, we orchestrated it throughout platforms:
- LinkedIn dealt with top-of-funnel consciousness,
- Google Show and YouTube ran the video advertisements,
- AdRoll managed retargeting,
- And behind all of it, our HubSpot setup tracked the ripple results.
What we noticed was one thing we name the “ping-pong impact”, a transparent uptick in model search quantity and PPC conversions that had been immediately tied to publicity from different channels. Individuals looked for “Nuvei Ryan Reynolds.” They transformed off branded key phrases. They visited the location a number of instances from a number of sources. And what’s much more attention-grabbing is that the momentum didn’t die when the marketing campaign ended. The halo impact continued, driving leads lengthy after the advertisements stopped working.
And no, you don’t want Ryan Reynolds to make this work. We want… However fortunately we’ve seen the identical compounding impact from well-timed, well-messaged multi-channel campaigns constructed round strategic content material, video, and remarketing.
The Lead Gen Channel You Most likely Aren’t Utilizing (However Ought to)
Let’s discuss Reddit. Sure, Reddit.
When Nuvei seen extra of their very best personas: fee decision-makers, product leads, and tech-savvy execs spending time in area of interest Reddit threads, we examined the channel. The primary month was pure consciousness, which meant zero CTAs, simply branded movies and considerate positioning. We didn’t count on a lot, however 5 certified leads got here via Reddit inside weeks. One became a legit alternative. And after we cross-checked the self-reported attribution from their HubSpot varieties, the reply saved exhibiting up: “Reddit.”
It’s true that folks don’t act like consumers till they’re prepared, however that doesn’t imply they’re not paying consideration. Meet them the place they’re, supply one thing genuinely useful, and cease attempting to shut on the primary click on. Reddit grew to become a everlasting a part of Nuvei’s media combine, typically even outperforming LinkedIn in consciousness and engagement.
And if you wish to know extra, we wrote about B2B advertising on Reddit up to now.
So… Why Not Simply Rent In-Home?
We requested Maya in the event that they’d thought-about constructing all of this in-house. The reply was quick: no.
“An worker would possibly do the job. However an company like Envy? They will’t afford to get drained. In the event that they cease delivering, they get fired. That’s motivation you possibly can’t replicate internally.”
Between HubSpot, Google, Reddit, localization, inventive, reporting, and technique, Nuvei would’ve wanted 4-6 hires to exchange the protection they’d with Envy. And even then, they wouldn’t get the companion relationships, cross-client learnings, or fixed optimization baked into our mannequin.
Businesses have a rep for coasting after the contract is signed. Envy doesn’t. As Nuvei put it: “Each month, it seems like Month One.” 😏
Need to See What This May Look Like for You?
Nuvei’s story isn’t about huge celeb campaigns or infinite assets. It’s about doing extra with much less, utilizing the suitable information, the suitable instruments, and the suitable group.
You may see Nuvei’s full case study here for extra on the playbook we used to make it occur. Or in case you’re able to cease optimizing for impressions and begin producing actual pipelines, let’s discuss.
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