Airwallex Boosts Global Expansion with Leadium's SDR Campaigns of High-Quality Finance Leads

Client’s Challenges

Airwallex was in the midst of an aggressive expansion into North America, targeting finance departments at mid-sized companies (1-200 employees) that managed international payroll and vendor payments. However, breaking into this market posed significant challenges. Major players like Payoneer, Wise, and PayPal already had established footholds, making it difficult for Airwallex to differentiate itself. The finance executives they targeted—CFOs, Controllers, and VPs—were accustomed to these competitors and often lacked awareness of the potential savings and operational efficiency that Airwallex’s payment solutions could offer. Additionally, the complexity of reaching these high-level decision-makers meant that Airwallex needed a finely tuned approach that could educate and engage prospects on the advantages of their platform while navigating competitive resistance​. 

The company faced the challenge of:
‍

• Entering a highly competitive market, where major players like Payoneer, Wise, and PayPal dominated.
• Targeting Finance leaders (CFOs, Controllers, and VPs of Finance) in mid-sized companies (1-200 employees) managing international payroll and vendor payments.
• Reducing time spent on identifying and connecting with decision-makers who handle global payment operations.

• Breaking into U.S. Finance departments where entrenched payment providers hold significant market share.
• Engaging high-level Finance executives who manage international transactions.
• Generating awareness about the cost-savings and efficiency of Airwallex’s FX and payment solutions.

Leadium Solution

Leadium crafted a highly personalized Sales Development Representative (SDR) strategy tailored to Airwallex’s objectives. The solution focused on narrowing down the target audience to key Finance executives in North America, combining email and LinkedIn outreach to create multi-touch engagement. By highlighting Airwallex’s distinct advantages—such as low FX fees, multi-currency accounts, and instant virtual cards—the campaign emphasized how Airwallex could directly address the pain points that traditional payment platforms like Payoneer or Wise had left unaddressed. Leadium’s SDRs also utilized competitor comparisons in their messaging, focusing on the cost-efficiency of Airwallex’s services to dislodge entrenched competitors. The campaign not only accelerated pipeline generation but also significantly reduced the time required to convert prospects into qualified leads​.

‍

The strategy involved:
‍

1. Persona Segmentation: Narrowing the target market to Finance executives in North America using data-driven filters for CFOs, Controllers, and VP-level Finance professionals.
2. Multi-Touch Outreach: A combination of LinkedIn connection requests, personalized email sequences, and follow-up phone calls aimed at educating prospects about Airwallex's low FX fees and payment efficiency.
3. Competitor Sequencing: Leveraging competitor data (Payoneer, Wise) in messaging to position Airwallex’s FX cost-saving advantage and multi-currency accounts.
4. Customized Messaging: Using dynamic fields in outreach to highlight each prospect’s international footprint and potential cost savings from switching to Airwallex.

Results
‍

1. Increased Executive Engagement: A 40% uplift in connecting with CFO-level prospects across key industries.
2. Faster Pipeline Velocity: A 25% reduction in the average time taken to move prospects from initial contact to scheduled meetings.
3. High-Quality Leads: Over 60% of engaged contacts expressed an active need for international payment solutions, leading to fruitful sales conversations.

Outcomes
‍

• Elevated Airwallex’s brand awareness among top U.S. Finance executives.
• Contributed directly to the company’s Q1 and Q2 North American expansion goals, opening doors to new partnerships with multinational corporations.
  ‍