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Historically, Brightwell, a global payments solution, has had a heavy footprint in the cruise industry. But in 2022, the company was ready to reposition itself and expand into the broader payments sector with the launch of its remittance, compliance and disbursement solutions.

Experiencing a lull during the global pandemic, the company needed to expand its offerings and enter new markets, which required the brand to expand beyond cruise payroll. With a goal to become a major Fintech provider, Brightwell planned to leverage its history and experience in payroll to manage money movements around the world.  

Entering the crowded and noisy finance market and quickly filling the sales pipeline was no easy lift. As a result, Brightwell turned to Alloy to reposition the company and create a go-to-market strategy for its new offerings, effectively reaching entirely new sets of personas in new verticals to hit the company’s deadline-driven marketing and sales goals.

  • Building rapport with new audiences

    To reposition the company from a cruise payroll provider to a global fintech player, Alloy developed a brand and thought leadership strategy to expand Brightwell’s strong reputation and messaging into the fintech and payments industry. To compete with noisy and tenured competitors, Alloy designed brand and product marketing messaging to address the pain points and potential blockers among prospective buyers. We then devised and executed a strategic awards, media relations, content marketing, brand and executive social media strategy to align the new brand messaging and its internal subject matter experts with the latest trends, challenges and opportunities within the global payments space. 

  • Getting in front of the right buyers at the right time

    Alloy developed an ABM & inbound marketing-driven strategy to correlate the newly repositioned brand with fintech and payments buyers. Because the brand wasn’t known in the new space, Alloy’s strategy aimed to reach target buyers multiple times, via multiple channels spanning search engines, social media platforms and fintech and security publications. The approach was designed to not only bring more awareness to Brightwell and its offerings, but also to drive activity into the sales funnel. Within just weeks of launching, multiple ABM targets, coined “whales,” had converted into sales conversations, and the campaign’s success continued to unfold.

  • Expanding into corporate disbursements

    The successful go-to-market launch wowed Brightwell’s board and executives, enabling the marketing team to accelerate our efforts into expanding Brightwell’s reach into corporate disbursements. First, Alloy created and tested messaging based on various targeted buyers and influencers of decision makers to create a baseline. As the ads and content ran, Alloy tweaked different variables to improve engagement rates month-over-month. Ultimately, this work enabled Brightwell to validate the need for Brightwell’s disbursement solution.

As Brightwell planned to expand into the corporate disbursement market, the company needed to understand the common challenges and motivators for companies to refresh their approach to paying out and refunding partners, vendors, employees and customers. Alloy created a testing framework for two separate industries to not only understand the motivators that would resonate, but also identify the roles that are most receptive to its offering. Through this work, Alloy helped Brightwell narrow down effective marketing messaging and identify influencers within the buying process.

+
Marketing qualified leads
%
of ABM target audience reached
+
increase in new product keyword ranking positions
engagements driven around Brightwell’s corporate disbursement capabilities within 3 months

By utilizing an ABM approach for Brightwell’s GTM strategy, Alloy built a solid sales pipeline and drove interest in Brightwell’s remittance, disbursements and compliance capabilities.

Channel optimization for sales

While increasing MQLs was the ultimate goal, Alloy audited Brightwell's digital, media and social programs to uncover areas to also improve top-of-funnel momentum. Using this information, Alloy created a strategy to ensure Brightwell's SEO and social media activities enabled it to engage influencers and decision-makers at the right time. In addition, we audited the media relations environment, understanding trends from credible media sources and competitors to identify topics for Brightwell's SMEs to own to gain credibility within a new industry.

Testing for market validation

To enter new industries, Alloy created the client’s product marketing messaging to ensure consistency across all marketing activities and channels. In addition, when hypotheses arose around what messaging would make influencers and decision-makers act, we conducted A/B testing to narrow in on the right value proposition to get prospects to convert.

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