The Summary
A global payment solutions provider aimed to launch its Checkout product in the Southeast Asia (SEA) region, targeting small and medium-sized enterprises (SMEs). By collaborating with a product marketing agency, the company developed a comprehensive go-to-market (GTM) strategy, refined its value proposition, and executed localized campaigns. These efforts drove significant user adoption, improved conversion rates, and established key partnerships in the region.
The Problem
The client faced several challenges in launching its Checkout product in SEA:
Market Complexity: SEA includes diverse markets with unique needs, requiring localized messaging and strategies.
High Competition: Existing payment solutions were entrenched in the market, necessitating clear differentiation.
Target Audience Engagement: SMEs, the primary target audience, needed tailored value propositions to address their pain points and encourage adoption.
The objectives included:
Defining a compelling value proposition and positioning to differentiate the product.
Creating a localised GTM strategy for SEA markets, including Thailand, Indonesia, Singapore, and the Philippines.
Measuring success through key metrics at 3, 6, and 12 months post-launch.
The Solution
The product marketing agency implemented a targeted GTM strategy:
Positioning and Value Proposition:
Developed a value proposition tailored to SEA SMEs: “We help SMEs break down international payment barriers by giving them complete control over their online businesses.”
Highlighted USPs such as secure checkouts, fraud prevention, multilingual pages, and centralized payments.
Addressed local pain points like limited global marketplaces, lack of financial skills, and movement away from cash payments.
High-Level GTM Plan:
Pre-Launch (-3 months):
Conducted TAM analysis and competitor mapping.
Created messaging frameworks and sales enablement materials.
Trained sales and customer success teams on product features and objection handling.
Launch Phase (0-3 months):
Launched a dedicated landing page and documentation, including payment page design examples.
Rolled out localized paid campaigns targeting SMEs and ecommerce businesses.
Published blogs and case studies on selling internationally and using Checkout effectively.
Launched in-platform messaging and webinars for early adopters.
Post-Launch (3-12 months):
Partnered with ecommerce platforms, securing 4 new partnerships and generating over 800 MQLs with an average deal size of $20k.
Expanded blog campaigns and user stories to maintain engagement and drive adoption.
Localized Campaigns and Partnerships:
Engaged 21 field marketers to localize campaigns, ensuring relevance to specific SEA markets.
Targeted SEA ecommerce platforms and SMEs through radio sponsorships, micro-influencer partnerships, and PR outreach to regional publications like Tech In Asia and e27.
Success Metrics and Reporting:
Defined KPIs for each phase, including conversion rates, partnership creation, and user growth.
Measured performance through CRM integrations, SEO audits, and campaign reporting.
The Outcome
The collaboration delivered exceptional results:
Improved User Engagement: Conversion rates increased by 25%, website users grew by 20%, and organic positioning for finance terms doubled.
Partnership Growth: Secured 4 new ecommerce partnerships within a month, generating substantial leads and revenue.
Localised Success: Tailored campaigns resonated with regional SMEs, driving adoption and strengthening the brand’s presence in SEA markets.
Scalable GTM Framework: The phased GTM approach provided a replicable framework for future launches in new regions.
The launch achieved remarkable success within the first year, transforming how SMEs in SEA managed their payments and expanded this business’ reach. By the 3-month mark, the campaign had generated significant brand awareness, with measurable growth in engagement and initial adoption. At 6 months, the product gained traction as SMEs began reporting tangible benefits, such as increased efficiency and secure payment handling.
By 12 months, the launch had exceeded expectations, with robust adoption rates and a strong reputation in the SEA region. Key milestones included the creation of impactful case studies, a successful webinar series, and strategic PR efforts that highlighted early adopters’ success stories.
The campaign not only reinforced this brand as a leader in cross-border payments but also demonstrated its capacity to adapt and thrive in diverse and complex markets.
New software partners
In Annual Recurring Revenue (ARR)
per month