CASE STUDY

Financial Services SMB Buyer Segmentation

Finance

Customer Research, Journey Mapping, and Segmentation

Opportunity

The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants. ​

Approach

Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.​

Results

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Opportunity

The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants. ​

Approach

Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.​

Results
  • New personas that incorporated both qualitative psychographics and quantitative data
  • Empowered the company to leverage growth both for sales and marketing
  • Powerful visualization of an end-to-end buyer journey
  • A new approach to segmentation analysis
  • Created the critical link between traditional segmentation and personas
  • An actionable plan for applying personas, journeys, and segmentation analysis
  • Critical path in both near-term initiatives as well as longer-term strategic planning efforts​

Let's build something together.

Our experts help leaders solve complex business challenges to deliver change at scale.

Get in touch