This document discusses Signzy's marketing strategy and recommendations. It recommends starting with email marketing and organic content as the most cost effective channels. It provides details on implementing email marketing campaigns using tools like MailChimp and Hubspot, as well as account-based marketing campaigns targeting enterprises. The document recommends metrics to track like open rate, lead generation, response rate, sales acceptance rate, ROI, CAC, and CPL. Finally, it discusses building a marketing team with roles like a content writer, performance marketer, content marketer, and designer, depending on available budget.

1. Among Top 30 finalist
for MAS Fintech Award,
2017
Winner at RBI Payments
Systems Innovation
Contest, 2016 & 2018

2. 2
140+
Customers
across globe
4
Offices in
USA, UAE &
India
125+
Employees,
an R&D Lab

3. 3
VIGIL VISHWANATH
HEAD OF MARKETING
SIGNZY
Why Marketing?
Agenda
What Channels should you start with?
What Metrics should you track?
Marketing Team

4. 4
Why Marketing?

5. 5
What is your g al?
1. Brand Awareness
2. Thought leadership
3. Lead Generation
4. GTM
5. Customer retention
6. Product Adoption

6. 6
Lead Generation

7. 7
Lead generation
Channels
Email Marketing, basically refers to reaching out
to customers using emails includes newsletters,
cold email campaigns and drips.
Content Marketing, using your blog, social media
channels, videos and everything else.
Digital Ads, includes everything from Google ppc,
to Linkedin, facebook, twitter and quora ads
among others
Partnerships with complimentary services, large
enterprises like SAP, Oracle or Microsoft and
reseller groups
Events and conferences

8. 8
What works best?

9. 9
What works best?
Cost
Time
Email
Organic Content
Ads
Events
Referral
Partnerships

10. 10
Why Email? ● Emails are more costs effective than almost
any other form of marketing channels
● Since emails are directed to individuals
responses are faster and easy to track
● Email based marketing can be used for small
ticket or large ticket clients; read SMEs and
enterprises
● Combined with other form of marketing
including events, content and ads can be a
single largest source of leads for you

11. 11
How
Bulk Email Campaigns
using tools like
● MailChimp
● Mailjet
For subscribers and
small ticket clients
ABM campaigns
using tools like
● Gmail
● Yesware
● Reply.io or
Woodpecker
For enterprises
(Banks, NBFCs etc)
Drip campaigns for free
users, tools like
● Activecampaign
● Hubspot
● Sendinblue help
For Subscribers
and nurture

12. 12
ABM for enterprises - Leads

13. 13
ABM for enterprises - Leads

14. 14
ABM for enterprises

15. 15
Metrics to track
Open Rate
Out of all the people who received
your email how many opened it
MQL
Positive responses or form fills
Response Rate
How many customers responded
back to your email
SQL
How many of the leads given to
sales was accepted by the sales
team to be good
ROI
For the budget spent on the
channel to generate leads what
was the revenue generated
CAC
Total cost of acquiring a
new customer
CPL
Cost per lead, the cost of
generating one MQL usually
calculated by dividing total
cost by number of MQLs

16. 16
Team If you have the budget
● A content writer
● A performance Marketer
● A content Marketer
● A designer
● A marketing intern
If you don’t have the budget
● A marketer who can write &
has experience in selling
● A writer

17. Thank You
For more information
visit us at
www.signzy.com New York Dubai Mumbai Bengaluru