PR and Content Marketing Generates New Leads and Clients for FinTech Payments Company
Vesta is a global leader in revenue-generating payments solutions whose patented fraud protection technology is proven to increase conversion and acceptance while eliminating fraudulent transactions and merchant liability.
In addition to supporting strategic communications planning, message framing, content development, social media management and influencer relations to drive FinTech brand awareness and lead generation, Communications Strategy Group (CSG®) developed quarterly PowerPlay campaigns that bring the entire marketing mix and sales together around unifying themes.
leads secured through PowerPlay campaigns launched in 2017; over 150 have been qualified as top-tier prospective clients
new qualified leads secured as a result of “The Impact of Fraud and Chargeback Management on Operations” PowerPlay
completed lead conversions as a result of LinkedIn content posts supporting the “Impact of Fraud” PowerPlay
impressions with an in-demand audience of C-suite executives at Fortune-500 retailers
The Impact of Fraud and Chargeback Management on Operations
Vesta needed to garner awareness around the impact of fraud costs on merchant operations to support the sales team throughout the year and during their busiest sales period by generating new leads. CSG facilitated a partnership with top payments and fraud research firm, Javelin Strategy & Research, and developed a data-driven, original research report highlighting the financial impact of fraud and chargebacks on operations for merchants dealing with card-not-present (CNP) transactions.
A wide range of content assets were developed to support the PowerPlay, including a white paper, videos, bylined articles, social media posts, press releases and scripting for an event. These were promoted through targeted payments and retail trade publications, as well as national business media, social channels and the company website, culminating with a private, live panel event at Money 20/20, the payments industry’s most important conference.
“The Impact of Fraud and Chargeback Management on Operations” PowerPlay generated over 100 valuable new leads for Vesta’s sales team. CSG’s media relations efforts garnered coverage in top national and trade outlets including The Wall Street Journal, PaymentsSource, PaymentWeek, The Paypers, Chain Store Age, RetailWire and CardNotPresent.com. Additional sponsored content tactics included a CardNotPresent.com email and a PYMNTS feature article, which was listed as the third highest referral source to Vesta’s website.
The white paper’s landing page received 929 views, 264 submissions and 208 new contacts for Vesta’s sales team. CSG’s promotion of the content on LinkedIn generated more than 100 clicks and over 36,000 impressions within an in-demand audience of C-suite executives at Fortune-500 retailers. Moreover, traffic to the Vesta site increased by more than 100 percent during the month the PowerPlay campaign was initiated.
CSG + Vesta Highlights
CSG pitched and placed bylined articles on behalf of Vesta’s thought leaders in a range of industry trade publications on an ongoing basis.
CSG supported efforts to identify international communications agencies in Vesta’s growth markets, including Mexico, greater Latin America and Europe to maximize plans for global expansion.
Secured over 50 media placements in industry trade publications and national business media including PaymentWeek and The Wall Street Journal, among others.
CSG has consistently achieved positive results for Vesta through strategic planning, content development, and the flawless execution of deliverables. In particular, CSG has been instrumental in assisting us with an overall content strategy that has resulted in more than triple the number of articles published year over year. Their industry knowledge, attention to detail, and vast network have been essential to our business. The CSG team is not only thorough but also easy to work with, and consistently maintains a can-do attitude when faced with time-sensitive requests. It is with great pleasure that I have the opportunity to recommend CSG as a business partner. I can say without a doubt that our level of success would not have been achievable without their assistance.Tom Byrnes, Chief Marketing Officer, VESTA