GoCardless

Multi-channel campaigns for leading fintech brand

Platforms

Pardot, Salesforce, Drift, ON24, Sendoso, SalesLoft, PathFactory, Demandbase 

Role

Strategy, Implementation, Digital Marketing, Marketing Automation

Solution

Youwe worked with GoCardless to get more from their existing techstack and develop innovative, engaging campaigns to reach their audience.

GoCardless is a fintech company that specialises in direct bank payments. Founded in 2011, they are headquartered in London and their technology processes €30 billion worth of transactions annually across the globe.   

GoCardless had a range of sales and marketing technologies and wanted a partner who could support them with their tech-stack, and ensure it was delivering maximum value. In addition, they had a desire to create multi-channel campaigns to engage with prospects and customers at different touch points on their journey.   

8

Platforms to deliver a seamless user journey

4%

Average email click-through rate

Seamless multi-channel campaigns to engage and nurture key target audiences  

Our solution

Sales Operations Roadmap 

Youwe worked with GoCardless to develop a roadmap to ensure they were getting the most from their technology and they were taking the right steps to optimise internal processes. This helped them to prioritise actions internally, by defining short, medium and long-term initiatives. 

Campaign Planning and Design  

In addition to the ongoing initiatives, Youwe reviewed the technology available for use in campaigns. A situational analysis was conducted to understand the role of the different platforms and current process workflows.  

Following the situational analysis, we moved on to design and plan out the campaign. This included a blueprint of the different nurture streams, defining rules around audience segmentation, confirming content which would be used and the key channels & touchpoints for the campaign.   

Multi-Channel Nurture Build   

Once the campaign had been designed, Youwe proceeded with the campaign build within the different platforms. This involved setting up extensive templates, automation, activities and tasks within multiple different marketing platforms and setting up the flows to ensure everything was seamlessly integrated.   

After the initial nurture build, Youwe then created another 4 regional variations.  

Relevant tracking and reporting was set up across the different platforms. Multi-touch attribution allowed GoCardless to understand which channels were performing best and attribute value to each channel.   

We were able to develop a campaign which integrated 8 different platforms in total, and capitalised on the capabilities of these different platforms, whilst delivering one seamless journey for the end user.   

Ongoing Platform Support 

The Youwe team provide ongoing support to help GoCardless with day-to-day use of their platforms and technologies. Acting as an extension of their internal team, Youwe are always on hand to help with everything from technical requests through to building out and implementing full scale programs and campaigns. 

The results

Improved utilisation of technology stack and a robust framework to develop sophisticated campaigns 

  • Clear and defined roadmap of initiatives to improve marketing and sales effectiveness  

  • Email click-through rates averaged 4%, which is well in excess of industry benchmarks of 2.4% for financial services 

  • The campaigns enabled GoCardless to touch customers at different stages of their buying journey with relevant content and messaging 

  • Youwe continue to work with GoCardless to develop further customised campaigns and roll these out to different regions.   

Platforms

Pardot, Salesforce, Drift, ON24, Sendoso, SalesLoft, PathFactory, Demandbase 

Role

Strategy, Implementation, Digital Marketing, Marketing Automation

Solution

Youwe worked with GoCardless to get more from their existing techstack and develop innovative, engaging campaigns to reach their audience.

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