Building a Lead & Sales Machine

June 1, 2021
By Daniel Sosa

A systematic approach to creating a funnel to acquire large-scale leads through organic, content, and paid tactics.

Increase in Leads
Raised in Venture Capital

Fattmerchant is an innovative payment processing and payment platform solution based in Orlando, FL. Their goal is to bring fair, transparent and simple processing credit card processing to all businesses.

A subscription-based model was created for payment processing and OM was hired as the marketing lead for the sales engine we were developing.


The Approach & Strategy

Payment processing is one of the most aggressive and competitive industries OM has encountered in digital advertising. Large companies will battle and pay upwards of $250 CPC (cost per click). Fattmerchant and OM coordinated to define a message and segment around friendly, transparent, and subscription-based processing. We leveraged Google Ads, Social Media, and value-based content strategies to share our unique message and beat the “deep pockets” of slower-moving organizations.

Increase in Leads
Raised in Venture Capital

Our Solution “The Framework”

Building the Funnel

The current state of the payment processing segment skews to the bottom of the funnel. Businesses treat their processors as a “necessary evil,” and only change after a problem occurs. As a result, most budgets focus on high-intent PPC strategies. OM shifted the spectrum to focus primarily on customer education and customer support, then created a funnel approach to acquire large-scale leads through organic, content, and paid tactics. These leads were nurtured and pushed through the buying cycle with higher-intent tactics involving social media “lifecycle targeting” through Hubspot and the bottom of funnel long-tail keywords targeting SMB verticals.

Growth & Execution

  • Content: Coordinated with writers on creating deep value-based guides (e.g., “The 2019 Ultimate Guide to Payment Processing”) and video segments (e.g., “Biz With Liz”).
  • Social Media: OM utilized its unique funnel-based approach to social media, which diminishes “low interest” leads and focuses ad spend on “high intent” individuals.
  • PPC: OM focussed on an “exact keyword” approach to long-tail segments, which enabled us to control ad spend while still maximizing on lead quality.
  • CRO: “Free Payment Analysis” If we don’t beat your processor you get an Amazon gift card. SMBs care about 2 things: How do I make money? How do I save money? – We heavily targeted the latter.


KPI’s & Success Metrics

  • 8 Months of execution strategies grew our monthly leads by about 12x
  • Complete channel-specific ROI reporting structure
  • Raised over 11M in venture capital to accelerate growth

Daniel Sosa

Founder & CEO
OM Performance Marketers

Daniel is the Founder of OM Performance Marketers. With over 10 years experience in analytics implementation and digital demand strategies, Daniel has a proven track record of scaling growth startups and helping large organizations with their digital transformation.

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