Epayment America aims to grow its bank program, expand merchant retention, and innovate new offerings. Objectives include developing cross-sell packages for banks, increasing healthy conversion rates, and replicating successful models. EPA currently has 500 bank accounts and 1200 prospects. The next steps proposed are to purchase CRM and marketing automation software, clean the prospect list, map the buyer's journey, develop nurturing email campaigns, launch landing pages and apps, and continuously measure and optimize efforts. The goal is to leverage technology to establish EPA as a leader in its region through ongoing measurement, content creation, and training.

1. Thoughts on Paper
Epayment America
Lead Conversion Project
12/4/2014

2. Business Objective
Grow Bank Program
Grow Yapyzal
Expand Retention
Automate for efficiency
and effectiveness
Replicate & mass produce
Innovate virtual &
reoccurring billing
Law terminal
Segment 5-6 offerings in
Product line
Mission: Just like a DAYCARE –
All merchants are being well taken care of.

3. Marketing Objectives
Develop cross sell package
& market to bank agents
–offering referral fee
Increase healthier
conversion numbers for
current 500 banks with
1200 prospective
customers

4. What we Know
Commodity: Wholesale Payment Processing -Boring business ran by
dynamic people
Wish: Current Direct TV model – less boots on the ground
Biz: 50% business in Virgin Islands, Memphis, NY
Positioning: Exclusive partnerships with local small banks
(underserved market)
Onboarding: Better than banks in a box
Status: ISO Wholesale & ISO Retail (risk management- own contract)
First Data – Mid-sized ISO supplier of overflow business services

5. What we Know
Competition with Bank Agent for share of voice of 6 item standard
offering to business accounts
Offer a tangible value to prospects while leveraging loyalty, comfort
and ease of use thru preferred bank/agent
Package merchant services offering to benefit both Agent & Prospect
Two Tier Target: Bank Rep & Business Owner
How to differentiate partner bank with Epayment America brand in
marketing?
Powered by E

6. Customer Segments

7. Bank - Landscape
Growth in S/E = compete w
big banks 1000

8. Get buy in from EPA Team
Commit to CRM and Marketing Automation tools
Employee education & listening training =
Engagement
Engagement & Loyalty of Employee = High Customer
Satisfaction
Customers & Employees support marketing efforts
indirectly allowing for retention, repeat business,
referrals, brand awareness.

9. Sales Needs
 Standard Pricing List & FAQs (24/7 Tech Support)
 Product Spec Sheet
 Virtual Terminal – Demo
 Training Platform (Deck, Video, Both?)
 Standard Presentation Deck (Intro & Services)
 Counter sell sheets – Core offer
Give Sales
Ammunition

10. Risk & IT Needs
Standard Deck
Database upgraded & optimized
___________________________________
Automation & CRM
Process Improvement (efficiencies)

11. What we Need to Know
Top tier customer: Issues, Agendas, Insights, Preferences
(how do they like to be communicated to/with?)
What is our weakness? What do we excel at?
What are current customer expectations, satisfaction and
upcoming needs? How do we measure this?
Do we have something to offer of value beyond services?
Analyze competition, research best practices, be aware of
upcoming trends relevant to target audience.

12. Listen to your Customer
Qualitative Research
Develop hypotheses about customer motivations and
remove roadblocks or ‘resistance’ from their
perspective, uncover insights from current employees,
vendors and industry leaders.
Ongoing Surveys
Check the temperature before, during & after project
completion. Continue the conversation beyond to help
nurture existing business.

13. Game Plan
Work Smarter - Not Harder
CRM Custom Dashboard:
Virtual Account Management
Lead Gen
Account History, Billing,
preferences, connections, 3rd
party referrals
Marketing Automation: Email
Nurturing campaigns
Lead Scoring, Alerts, ROI
Proprietary App
features how your service will
save customer money or add
value to their biz

14. Marketing 2.0
o Streamline business processes & increase sales
o Increase customer loyalty & maximized revenue
o Provide a genuine competitive advantage
o Precise project planning, up-to-date analyses of ongoing efforts
o Manageable & efficient projects – from planning resources, time &
cost recording to QC

15. Dashboards Delivered
SYNCing Platforms:
Manage the buyers
journey and lifecycle
workflow from
beginning to end,
collaborate, report on
internal activity.
=Excellent Customer
Experience
Leverage business
intelligence for
delighting the customer
ensuring retention =
more ambassadors of
your brand = more
business.

16. Marketing Automation
Act-on marketing automation has the ability to show
dashboards with metrics and proven scope of conversion or
success of any email campaign efforts.

17. Join & Engage in LI Groups

18. Blog & Post

19. Webinars – Guest Speakers

20. Innovation
Launch a
revolutionary app
to use in your tool
kit to include:
demo, online ads,
web pop-up &email.
Feature benefits of
your services
highlighting value
or savings. (not sure
which would be
applicable)
Bottom line – show value
of service visually while
engaging the prospect to
‘care about your brand’.

21. Project Conversion
EPA currently has 500 accounts with banks and 1200 prospect list with a single objective to
convert X?% of these leads to customers. Well – NOTHING HAPPENS in a Box…use an
Omni-channel approach to reach, engage, and convert.
NEXT STEPS:
Purchase CRM – Sugar
Purchase Act-On Software – Marketing Automation
Send list to be cleaned and scrubbed to comply with can-spam law (confirming all emails are
legit) Improve quality of list for better optimization
Map out buyer’s Journey – Develop a clear data strategy, Consider Channel options
Develop creative nurturing campaign that is 2 tier: a) bank agents & b) merchants
Launch campaign A) – for 4 weeks
Launch campaign b) for 4 weeks
Test A/B content & headline – modify per analysis
Landing Page on Website & Pop Ups to Download info
Measure campaign results with software analytics & send survey to bank agents to ask for
feedback and gather learnings for follow up campaign
Roll out Responsive Design: Optimize all efforts for Mobile – including the demo and app
Also send to all on database request to ‘sign up’ for your new blog with cutting edge
information, best practices sharing, and tips
Simultaneously upgrade all marketing communications, collateral, website, produce relevant
content, offer and distribute content, E-learning (webinars)

22. Salesforce Exact target Insights

23. Seize the Day –
Leverage your Specialty
Establish Leadership position in the Mid-South via
technology, metrics & transparency.
Do your homework & continue to measure
success/failure with every ‘touch point’ to ensure long-
term growth.
Invest in marketing, toolkits, technology, recruitment
& training of staff/vendors.
Hire a Slavic Female Marketing Ninja to make it work!