Overview
A payment processing software provider (FinTech) for online stores wanted to attract mid-market e-commerce merchants. However, they lacked a structured prospecting strategy to capture the attention of stores already using established competitors.
The Challenge
The company faced a massive Total Addressable Market (TAM) of hundreds of thousands of online stores globally but had no way to prioritize the right opportunities. Selling to any store resulted in wasted effort, as many did not process enough volume to be profitable. They needed a repeatable system to reach merchants with over $2M in annual revenue.
The Strategy
The main objective was to narrow the market using technographic signals to approach prospects with the right message at the right time.
- Technographic Segmentation: Used data scraping tools to filter the global market, targeting stores using high-end platforms like Shopify Plus or Adobe Commerce, indicating high sales volume.
- Data-Driven Targeting: Leveraged historical client data to identify ideal “sweet spot” companies and mapped out critical decision-makers, specifically CFOs and E-commerce Directors.
- Structured Outbound Approach: Designed a consistent outreach process offering a “Free Processing Fee Audit.” This approach engaged decision-makers through tangible initial value and qualified their current needs.
The Results
The outbound engine generated a stable flow of 4–6 highly qualified leads per week. By focusing outreach on companies with the correct technological and financial maturity, initial conversations led to effective demonstrations, reducing the sales cycle by 30% and securing 5 new corporate accounts in the first half of the year.