Repositioning for Growth
Payment System SaaS
Industry: Fintech / Payment Systems
Location: Romania
Engagement: May 2025 – Ongoing
Personal Branding
Fractional CMO
GTM Strategy
SEO
Segmentation
Project Management
Content Marketing
Overview
This Romania based payment system technology vendor develops advanced digital payment solutions for enterprise clients. Despite strong technical expertise, the company lacked brand awareness, lead generation, and digital visibility. Their website had SEO issues, executives had little presence on LinkedIn, and marketing campaigns were inconsistent.
The company’s goal was to establish credibility in the fintech market, increase awareness among enterprise buyers, and build a consistent marketing engine to generate qualified leads.
The Challenge
Before engaging with us, the company’s marketing faced three critical issues:
Lack of visibility
Few prospects recognized the company despite
strong technology.
Minimal digital presence
They needed a partner who could act as a marketing department at CMO level, combining both strategic direction and hands-on execution.
Weak LinkedIn activity and SEO issues meant little inbound traffic and engagement.
Marketing Execution
Without a dedicated marketing team, there was no consistent execution of campaigns, content, or demand generation.
The Solution
We designed and executed a fractional CMO program covering both strategic positioning and tactical delivery:
CEO & C-Level Personal Branding
Developed thought leadership content for the CEO and C-level managers, building trust and authority in the fintech industry.
Newsletter for Lead Nurturing
Designed and distributed a segmented newsletter that immediately started generating subscribers and engagement.
SEO & Content Optimization
Fixed technical SEO issues, optimized pages, and created content aligned with high-intent keywords.
Go-to-Market & Segmentation
"The team has delivered work on time and has been proactive, helpful, and attentive to detail."
— Dan, CEO, Payment System Development Company
Defined ICPs (ideal customer profiles), refined value propositions, and built content pillars for targeted outreach.
Fractional Project Management
Oversaw campaign planning, reporting, and execution, ensuring marketing operations became consistent and scalable.
Business Impact
Within the first months of collaboration, results were immediate:
+400
+87% YoY
SERP 1-3
newsletter subscribers in the first month
LinkedIn engagement within 2 months
position for top keywords in payment system development
Ongoing growth in brand awareness and early lead flow
FAQ
Why fractional CMO instead of hiring full-time?
Fractional CMO services provide senior-level strategy and execution immediately, without the high cost or long hiring timeline of a full-time CMO.
How do you build executive personal brands for B2B companies?
We focus on thought leadership content, tailored to the expertise of CEOs and executives, and emotional hooks. This positions leaders as trusted voices, attracting more visibility and engagement.
How quickly can fintech companies see results?
Personal branding and newsletters show traction in the first 30–60 days. SEO and organic growth compound over time, delivering scalable demand generation.
Is this approach flexible for companies outside of payments/fintech?
Absolutely. While this case focused on payment system SaaS, the same model works for B2B SaaS and other industries where clear positioning and thought leadership drive growth.