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Harnessing demand generation to help Smartpay crack the Australian market
Services
Smartpay is a leading EFTPOS solutions provider based in New Zealand. It services the hospitality, retail, food services, automotive, hair, health and beauty sectors.
As the market leader in EFTPOS solutions in New Zealand, Smartpay was looking to expand into Australia. To gain traction in a more competitive Aussie market, the business needed to raise awareness of its brand with relevant sectors and generate more leads. Essentially, this meant taking share from the big banks – no mean feat.
As the market leader in EFTPOS solutions in New Zealand, Smartpay was looking to expand into Australia. To gain traction in a more competitive Aussie market, the business needed to raise awareness of its brand with relevant sectors and generate more leads. Essentially, this meant taking share from the big banks – no mean feat.
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We were briefed to develop a digital marketing strategy to reach specific B2B audiences at key stages of the buyer journey and generate leads.
We developed an insights-led content and digital strategy to target prospects at key stages of the buyer journey. The client had pre-selected which retail categories to target, such as florists and cafes. We designed a series of brand assets with tailored messaging for each audience category and rolled these out across social media, paid programmatic display and SEM. Ads directed prospects to category microsites that we continuously optimised to boost engagement and leads.
Our digital marketing strategy delivered a 94% boost in brand searches in Australia, successfully raising awareness of the SmartPay brand.
More importantly, we exceeded set targets for qualified leads by 30%, giving Smartpay a solid foundation for growth in the new market.
I have found Green Hat to be one of the most professional and knowledgeable B2B agencies I have ever worked with. Their focus, energy and execution helped us to achieve our lead generational goals for our program.Chief Marketing and Product Officer, Smartpay
