A strong product isn’t always enough, especially when growth stalls and messaging doesn’t land. That was the case for a fintech startup struggling to scale beyond founder-led sales. Here’s how NEOVERSE helped them rebuild their GTM from the ground up.
Client Snapshot
A US-based, early-stage B2B fintech startup serving mid-market accounting teams.
- Stage: Post-seed, <50 employees
- Product: SaaS platform for automating B2B payments, reconciliation, and vendor workflows.
- Region: Primarily US, early traction in Canada
Revenue Model: Free trial → usage-based plans → custom SLAs for larger deals
The Problem
When they approached NEOVERSE, growth had slowed. Founder-led outbound was reaching its limit, and their attempts at inbound demand generation weren’t converting. Why?
- They were targeting everyone from CFOs to AP clerks, without a clear ICP.
- Messaging was functional but not differentiated (“automate payments” was a generic value prop)
- Their website spoke like an API doc, not a conversion tool
- Ad spend (~$5K/month) was running across Google and LinkedIn, with no attribution model, and unclear ROI
- No defined GTM motion, just “test a bit of everything”
Internally, the team felt stuck in the “we have a good product, but no one understands it” phase. Their product was indeed good, but without proper positioning and demand strategy, growth was reactive and inconsistent.
The NEOVERSE Engagement
NEOVERSE stepped in as their strategic GTM partner—not an “ad agency,” but a full-stack product marketing engine purpose-built for early-stage B2B SaaS.
We kicked off with our 3-Stage Launch Framework to architect a GTM strategy that aligned product, messaging, and buyer motion—designed to accelerate early traction while building a repeatable growth engine.
Stage 1: Discovery
- Ran interviews with 5 early users to surface workflow pain points, integration gaps, and success predictors
- Built a data-backed ICP model around mid-sized finance teams (10–50 people) inside US-based fintech-forward companies doing $20–100M in ARR
- Identified strong conversion predictors from retention and usage data (e.g., connected ERP was a key signal of sales-readiness)
ICP & Persona Mapping:
We redefined the GTM around the real decision-makers—those who understand the tech, own the problem, and drive platform adoption:
- Primary: Head of Finance Systems / VP of Finance Transformation
- Own the finance stack, evaluate tools, and drive integration decisions
- Key pain: Disconnected workflows, legacy billing infra, data visibility gaps
- Own the finance stack, evaluate tools, and drive integration decisions
- Secondary: CFO
- Cares about risk, ROI, audit readiness, and platform scalability
This structure allowed us to speak directly to platform decision-makers.
Stage 2: Strategy
- Positioning Strategy: Shifted narrative from just “automated payments” to
“Slash approval delays. Cut reconciliation time. Boost AP efficiency” - Content-to-Conversion Funnel:
- LinkedIn thought-leadership posts
- Lead magnet: “The AP Automation ROI Calculator”
- Strong CTA to demo or trial
- Hybrid GTM Motion (PLG + SLG):
- PLG to drive self-serve free trials
- SLG for mid-funnel demos via SDR outreach + retargeting
- Segmented Funnel Messaging:
- Top: Pain-based education (e.g., manual invoice routing, approval delays)
- Middle: Solution comparisons (vs Bill.com, vs Tipalti)
- Bottom: Feature-benefit messaging + demo call-to-actions
Stage 3: Execution
- Website Revamp: Rebuilt homepage, trial flow, and demo page to reflect updated messaging + ICP targeting
- Ad Creative Sprint: Designed 12+ paid assets including carousels, testimonial snippets, and explainer motion graphics for LinkedIn
- Onboarding Email Rewrite: Focused on “quick wins” like “Connect your ERP in under 5 minutes”
- Analytics Infrastructure: Implemented UTMs and funnel tagging in HubSpot to distinguish paid vs organic demo attribution
- Lead Nurture: Built a targeted path for high-intent CFOs not yet ready to convert, ensuring mid-funnel engagement didn’t go cold
The Results — First 90 Days
In the first 90 days, the impact was clear. Monthly demos increased from 28 to 36, a 28% lift, while the free trial-to-paid conversion rate rose from 8% to 11%. Customer acquisition cost dropped by 17%, and MRR growth more than doubled, jumping from 9% to 22% quarter-over-quarter. These weren’t the results of quick hacks or flashy experiments—they were the outcome of strategic clarity. By aligning ICP, messaging, and funnel strategy, NEOVERSE helped the team stop guessing and start executing with precision
“We didn’t need a growth agency. We needed someone who understood go-to-market at a product level—how to position, message, and create demand the right way. NEOVERSE gave us that playbook—and helped us run it.”
— Co-founder & CMO, Fintech SaaS
NEOVERSE is the go-to partner for early-stage B2B SaaS teams that want to go to market with precision, not guesswork. Contact us here to schedule a free of charge strategy consultation.