Fintech SaaS Tripled its Pipeline with Outcurve

Executive Summary

A US-based banking automation SaaS company partnered with Outcurve to build a predictable deal pipeline and enhance its market presence.

By implementing an account-based marketing (ABM) strategy, Outcurve aligned the client’s sales and marketing efforts, delivering over 20 sales qualified opportunities within two quarters.

The client tripled its deal pipeline and developed in-house expertise in ABM, driving sustained growth and competitive positioning.

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Client Overview

The client is a venture backed US-based banking automation SaaS company. It ranks as one of the top 10 promising startups in mortgage document automation space.

It helps large banks and non-bank institutions automate financial document processing with Large Language Models (LLM). In the process, it enables customers to save upto 70% on headcount cost while freeing up staff bandwidth for high value tasks in underwriting and credit decisioning.

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Challenge

The client wanted to build a predictable deal pipeline while achieving other key objectives, such as:

• Build mind-share with key decision makers across high-value prospects.
• Deepen existing relations with customers.
• Influence ongoing deal conversations.
• Displace legacy competitor solutions in strategic target accounts.

They also wanted to re-build their marketing channels & value proposition messaging — to drive a premium positioning and enable its sales team to accelerate deal conversations.

However, much of their enterprise go-to-market was direct sales and relationship led.

They did not have in-house expertise to plan & execute such targeted enterprise go-to-market programs.

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Solution

After detailed market research, the client partnered with Outcurve due to its expertise in Strategic Account-based Marketing for enterprise customer acquisition.

Based Outcurve's advisory, the client decided to re-align their marketing and sales efforts according to — 'Account based approach'.

This involved a three step process:

• identifying a target list of high value accounts within a single vertical;
• contextualizing value proposition, messaging, content and brand experiences to these accounts;
• running a unified campaign across sales and marketing channels to provide a consistent experience to decision makers

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To execute this we set up a steering committee with client leadership to drive:

• Benchmarking & audit of current go to market process
• Alignment between cross-functional teams
• Process improvement in sales and marketing operations
• Account-based engagement strategy
• Account selection & prioritization
• Account based Personalization of - Content, Brand Experience & Media kit
• Account based Marketing (ABM) tech stack implementation
• Integrated campaign orchestration support
• Continuous review of - ABM program, team bottlenecks, best practice implementation

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In a nutshell, Outcurve not only provided ABM advisory but also operated as an ABM Project Management Office (PMO) for the client over a period of 6 months.

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Impact

With Outcurve, the client was able to build reputation with CXOs in target accounts, position competitively against legacy solutions and generate over 20 sales qualified opportunities within the first two quarters of engagement.

This helped the client grow its deal pipeline by a little over 3x in 2023 alone.

In addition, they built in house expertise in Account-based methodology, latest tooling and GTM processes — needed to execute sophisticated enterprise sales & marketing campaigns.

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