TripleDart Enabled Pluto Card to Boost MQL Conversion by 200%

Overview

The fintech sector is going through a rapid change. It's primarily driven by the latest technological innovation and a growing demand for digital transformation in all industries. From personal financial management to business interactions with financial institutions, the fintech world has a solution for everyone and is an excellent ground for innovation and growth.

The MEA region stands at the forefront of the fintech boom. Its rapidly expanding economies, a bustling young and tech-savvy population along with increasing smartphone use have created the perfect ecosystem. This vibrant environment is not only drawing in new fintech ventures, it is also compelling existing companies to evolve and ensure their competitive edge and relevancy in the market.

Pluto Card is an innovative way for CFOs to maintain control over corporate spending. This procure-to-pay and accounts payable automation software is changing the game for businesses, big and small.

The Challenge: A Marketing Team in Need

Pluto Card faced a common challenge among rapidly growing companies: they had no marketing team of their own. TripleDart Digital stepped in as Pluto Card's full-service marketing powerhouse. Since October 2023, from paid marketing to SEO and content strategy, we have been the marketing muscle Pluto Card needs.

The Transformation: A Leap in Lead-to-Opportunity Conversions

Before teaming up with TDD, Pluto Card's lead-to-opportunity conversion rate sat at a modest 11%.

The goal was ambitious but clear: ramp up this conversion rate significantly. With TDD's expertise, that figure soared to an impressive 33%, marking a 200% increase.

How We Did It

Sharper Conversion Rate Optimization (CRO): We discarded single email forms and introduced two calls-to-action on the home and product pages. The pages "Create Free Account" & "Book a Demo" were a game-changer, and honed in on lead quality.

Tailored Creative Messaging: Our paid social ads spoke directly to our target audience, designed just for them.

Attention Grabbing Designs: The team worked with Pluto Card to create pleasant, yet striking designs to enhance engagement. The main focus was landing pages, blog banners, and other collateral that could highlight Pluto Card as an effective solution.

Strategic Paid Search: We zeroed in on high-intent generic product keywords and captured leads more effectively.

Engaging Video Ads: On paid social, our video ads showcased Pluto Card's unique selling points. This helped us position Pluto Card as the solution to the right audience at a lower cost per lead. We ensured that the overall design theme complimented the new and improved designs on the website to maintain consistency in the visual messaging for the audience at any stage of the funnel.

Outcomes

A 200% increase in lead-to-opportunity conversion rate, which rose from 11% to an impressive 33% in 6 months.

The monthly breakdown of lead-to-opportunity percentages proved our effectiveness and adaptability.

Other results were:

• Increase in the featured snippets
• Increase in the PAA section positions
• Authority over platform-specific API keywords
• Increase in flow of MQLs & SQLs

Meet the Team Behind the Success

The remarkable turnaround in Pluto Card’s digital marketing strategy and its subsequent success is attributed to a dedicated team of experts at TripleDart Digital, each bringing unique skills and insights to the project.

Prabhath spearheaded the PPC strategy, initiating experimental campaigns to pinpoint effective approaches. His work in developing various feature pages for the website was instrumental, providing the broader team with deep insights into the market and how Pluto Card delivers exceptional value to its ICP.

Mithun leveraged these insights to launch targeted paid search campaigns in new areas, notably enhancing our reach within the enterprise segment. His ability to adapt and implement strategies based on initial findings was crucial in navigating the competitive fintech landscape.

Praveen tackled the significant challenge of ensuring smooth project audit and execution amidst the myriad of moving parts, including copies, landing pages, blogs, campaign launches, creatives, and conversion tracking. His adept project management skills kept everything on track while maintaining transparent communication with the client, ensuring that all efforts were aligned with Pluto Card’s objectives.

Mahesh engaged in strategic alignment discussions with Pluto Card, helping to decipher and disseminate the company’s long-term vision to the team. By breaking down overarching goals into executable weekly tasks, Mahesh facilitated focused efforts that propelled organic growth and PPC efficiency.

Akshay, focusing on SEO, tackled the challenge of transitioning Pluto Card from a regional player to a globally recognized brand. He masterfully managed content and domain migration, ensuring that Pluto Card’s online presence was not just MEA-centric but appealed to a global audience. This strategic move was pivotal in shedding the perceived limitation tied to their original domain and positioning Pluto Card as a versatile fintech solution.