Our work with global payments unicorn Bottomline helped align its marketing efforts to its business goals
Challenge: Bottomline is a billion-dollar payments company, working with enterprises and banks to facilitate better payments. $6tn runs over its rails every year. From a brand perspective the company had multiple challenges – complex products, demanding audiences, heavy regulation, and a cautious culture. Our brief was to present a unified view of the company to the world. A Delphi-style challenge to be sure.
Solution: Working with the CEO and CMO, we undertook our Town Square analysis, to develop new unifying messaging as the basis of all marketing and PR activity for next three years. We interviewed the entire leadership and product teams and surveyed 400 CFOs globally. From this we developed our brand platform – “Better Payments, Bigger Results” – backed by a fully evidenced narrative. It’s been immediately adopted as a new strapline across all owned and earned touchpoints (website, ATL, events and PR). For the first time ever, the company has a unified platform.
Outcome: “Better Payments, Bigger Results” has not only been adopted as a centralised narrative, but it has also been rolled out as a strapline across all owned and earned touchpoints (website, ATL, events and PR). For the first time ever, the company has a unified platform.
And beyond this, a series of POVs have driven over 30 pieces of media coverage in the UK & US in a three-month period – positioning Bottomline as a true market leader, not just a legacy player, in trophy titles long on the CEO’s wish-list.
