Demand, meet supply
Eftsure’s full-funnel demand marketing strategy on LinkedIn drives 50% higher ROI vs other digital channels
Demand, meet supply
Eftsure’s full-funnel demand marketing strategy on LinkedIn drives 50% higher ROI vs other digital channels
Eftsure, the leading provider of business-to-business payment fraud prevention in Australia, empowers over 2,000 businesses and government bodies with cutting-edge software tools. Their proprietary payment verification technology enables secure onboarding, verification, and payment processes for suppliers. Additionally, Eftsure's software effectively manages the accuracy of existing vendors' banking and compliance data.
Unlike SaaS technologies that operate in established sectors, Eftsure has almost no intent in the market for its solution. It’s left to the Eftsure team to create and capture demand for their solution. With LinkedIn, they have been able to drive impactful business results by using a full-funnel approach that combines precise targeting with compelling storytelling.
THE CHALLENGE
In order to drive demand and revenue for their business, Eftsure first needs to raise awareness of digital payment fraud as a preventable business risk among a niche audience. This requires identifying, engaging and nurturing audiences throughout the funnel in order to create, then capture, demand for their solution.
THE SOLUTION
To effectively engage an audience of Finance decision-makers in Australia, Eftsureʼs targeting strategy leverages LinkedInʼs first-party data to build custom audiences using job titles, job functions, and seniority. They layer on exclusions to ensure that they are reaching precisely the right audience, and use Matched Audiences to create lookalike audiences from their existing sales leads.
In addition to constantly reviewing and refining their targeting and messaging, their goal is to create engaging and thought-provoking ads that educate their target audience and moves them towards a purchase decision. This is particularly important given the fact that cybercrime is often seen as an IT problem, not a finance one.
Top-funnel branding
Introducing the company and their solution through videos, testimonials and thought leadership on relevant topics like data breaches and cybercrime.
This helps to show the scale of the cybercrime challenge and the role of finance in helping solve it.
Mid-funnel prospecting
Sharing useful content like guides, checklists and best practices via Lead Gen Forms.
Here, the team builds on top-funnel intent and creates their first engagement with the audience.
Bottom-funnel retargeting
Encouraging conversions by offering product-related content and free demos to audiences who have interacted with their ads.
Eftsure uses a sophisticated strategy to further explain the solution and how it solves challenges highlighted in the upper funnel.
THE RESULTS
Eftsure’s full-funnel approach to lead generation on LinkedIn has earned them:
35%
of total pipeline influenced by LinkedIn Ads
-25%
lower Cost Per Opportunity vs other digital channels
50%
higher ROI vs other digital channels
KEY SUCCESS FACTOR: FULL-FUNNEL MARKETING
- Warming up audiences using full-funnel nurture to reduce friction at the bottom of the funnel, which uplifts performance and lowers Cost Per Lead
- Optimising targeting strategy by reviewing performance and benchmarking reach to the total targetable audience on LinkedIn
- Investing in standout content and creatives, using relevant messages and effective storytelling to attract and engage audiences
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“LinkedIn is one of the very few places where our target audience hangs out online. The channel allows us to tell an evolving story to our target audience. We believe that it takes 100s of rememberable ad touch points before someone makes a purchase decision. LinkedIn grants us access to the largest audience in the market.”
Niek DekkerHead of Marketing
eftsure -
“For B2B there is no channel better than LinkedIn when it comes to demand gen, you just need to make sure your creative isn’t boring. With LinkedIn, we’re able to hit the exact audience we want and tell our story throughout that funnel which helps our business generate leads, pipeline and revenue.”
Luke FieldingDemand Generation Lead
eftsure
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Eftsure is Australia's market leader in payment fraud prevention. Specifically designed for businesses, our end-to-end solution safeguards more than $120b in B2B payments per year. Our mission is to build a safer business community. With a large and continuously growing database of verified supplier details (the only one of its kind), we use multi-factor verification to give businesses greater knowledge and control over onboarding suppliers, receiving invoices and making payments. In short, we ensure our customers never pay the wrong people. View Company page
Headquarters: North Sydney, Australia | No. of Employees: 51 – 200 | Industry: Information Technology & Services