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Pricing

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Lead Generation

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Content that drives Conversions

Payhawk is the financial solution that combines credit cards, payments, and expenses into a single experience. To support business growth in the United Kingdom, Germany and Spain, Payhawk’s marketing team needs to drive a consistent pipeline of high-quality leads. When the team found that chasing after cold leads was inefficient, they adopted a full-funnel, content-driven strategy on LinkedIn and dramatically reduced cost per lead.

Results

When the Payhawk team shifted their focus to top-funnel content that raised product awareness and deepened consideration, they were able to nurture high-intent audiences towards conversion at a cost per lead that was 85% below industry benchmarks.

“I believe our success on LinkedIn stems from the fact that we use the platform the way it’s intended to be used. Our target audience visit LinkedIn for information that will help them in their work. Because they are in that mindset, they respond well when we offer content that is valuable, informative and highly relevant to their needs. Now, our Cost Per Lead on LinkedIn is 85% lower than industry benchmarks.”

Désirée Schildt
Head of Growth, Payhawk

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Challenge

  • As a fast-growing firm, Payhawk’s marketing team is responsible for driving a pipeline of high-quality leads in the key markets of the United Kingdom, Germany and Spain.
  • The team’s original strategy of focusing purely on bottom-funnel conversions on LinkedIn produced Marketing Qualified Leads (MQLs) that were too expensive because they were trying to convert ‘cold’ audiences who weren’t ready to schedule a demo or create an account.

Solution

  • Recognising that the Payhawk solution is an innovative one that audiences may not fully understand, the team shifted their focus to the top of the marketing funnel.
  • They used a content-driven strategy to raise product awareness and deepen consideration among their target audience before nurturing high-intent audiences towards conversion.
  • The team also commits to testing and optimisation, applying guidance from the LinkedIn Marketing Solutions team with their own learnings from extensive A/B testing to understand what resonates best with their audience.

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Success Factors

  • Payhawk’s success is built on an understanding that its brand strength varies from market to market. As a relatively new entrant to its priority markets, Payhawk recognised that it needed to invest in both brand and demand marketing for optimal results.

  • The marketing team works closely with the sales team to identify customer painpoints and challenges, using these insights to inform their content strategy.

  • This process helped them develop ‘The CFO’s Guide to Remote Working’ — one of their best-performing content pieces to date.

“Lead quality matters more than lead quantity and we’re able to achieve this on LinkedIn.”

Désirée Schildt, Head of Growth, Payhawk

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Payhawk is the financial system of tomorrow that combines credit cards, payments, and expenses into one experience. Founded in 2018, it now helps over 1,000 customers manage and automate everything between banks and accounting software in real-time. View company page.

Headquarters: London, United Kingdom | No. of Employees: 51 – 200 |  Industry: Financial Services

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