PayEm Drives 14 Appointments a Month with Leadium's High-Performance SDR Program

Client's Challenges

As PayEm entered the competitive U.S. market, they faced the dual challenge of creating awareness for their unique platform and quickly reaching key decision-makers in finance and procurement. The target audience, including CFOs, VP Finance, and procurement leaders, often have entrenched solutions for managing spend and procurement, requiring PayEm to demonstrate not only the platform’s capabilities but also its distinct value in streamlining ERP-integrated spend processes. 

Adding to this complexity was the broad industry range that PayEm serves, from IT and finance to healthcare and education, each with nuanced financial workflows. To establish themselves in such a competitive space, PayEm needed an agile, high-impact SDR program to filter out leads quickly and engage only those who matched their ideal customer profile. Their goal was to reach QuickBooks Online users with medium-sized businesses (50-100 employees), a demographic that would benefit from PayEm's comprehensive spend management solution but would also require targeted and persistent outreach across multiple touchpoints.
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Their internal team faced several challenges:
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1. Targeting High-Level Finance and Procurement Executives: Reaching the economic buyers and decision-makers in mid-sized companies required PayEm to break through organizational hierarchies and engage finance leaders directly, a task made more difficult by the competitive landscape.
2. Building Awareness and Differentiation: In a crowded spend management market, it was crucial for PayEm to convey the unique advantages of their ERP-integrated, end-to-end solution, emphasizing its ability to replace fragmented financial systems and drive efficiency.
3. High-Impact Lead Qualification: To achieve a high conversion rate, PayEm needed an efficient SDR program capable of filtering and engaging leads who not only met their ideal customer profile but also showed immediate interest in procurement solutions.
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Leadium's Solutions

To meet these challenges, Leadium developed a strategic SDR campaign that combined targeted lead generation, personalized outreach, and a multi-channel engagement approach. Leadium’s SDR team leveraged data insights to build detailed profiles of high-potential leads, specifically targeting QuickBooks Online users in PayEm's desired industries. Cold calling focused on senior finance executives, emphasizing PayEm’s ERP integration, cross-border capabilities, and the platform’s ability to eliminate inefficient manual workflows. 

Through LinkedIn outreach, Leadium initiated valuable digital connections with these executives, maintaining a steady conversation flow and leveraging follow-ups to drive engagement. Additionally, Leadium implemented tailored email sequences that highlighted PayEm’s competitive advantages in automating financial processes, a critical value point for decision-makers considering alternatives. This coordinated SDR approach not only increased PayEm’s visibility but also ensured that each touchpoint was strategically aligned with their unique value proposition, ultimately converting a high percentage of leads into qualified meetings.
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Here’s how Leadium made a difference:
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• Cold Calling Targeted Decision-Makers: The SDRs focused on direct cold calls to CFOs, finance VPs, and procurement managers within medium-sized organizations. By using tailored scripting that highlighted PayEm’s ERP integration and ease of use, Leadium achieved a 22% conversion rate from calls to meetings.
• LinkedIn Outreach for Digital Engagement: For broader engagement, Leadium’s team used LinkedIn to connect and initiate discussions with finance leaders. With carefully crafted connection requests and follow-ups, they secured a 30% acceptance rate, driving prospects from connection to initial conversation, with 15% progressing to scheduled calls.
• Automated and Personalized Cold Emails: Using automated, personalized email sequences tailored to the finance needs of target industries, Leadium’s SDRs reached prospects at scale. The result was an 18% email response rate, with over half of these leads showing immediate interest and moving further down the funnel.‍
• Direct Cold Calling: High conversion on direct calls to CFOs and financial decision-makers.‍
• LinkedIn Lead Engagement: Strong LinkedIn outreach, driving prospect interaction and advancing qualified connections.‍
• Automated Email Sequences: Customized email campaigns with rapid follow-up on positive responses.
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Results

• 75% Increase in Qualified Leads: Leadium’s multi-channel SDR campaign increased PayEm’s lead volume by 75% in the first quarter, creating a strong and steady pipeline of meetings with qualified finance leaders.
• 40% Reduction in Lead Qualification Time: By focusing on high-quality prospects and quick follow-up, Leadium enabled PayEm to reduce its lead qualification time significantly, freeing up internal resources for sales.
• 30% Meeting-to-Opportunity Conversion Rate: Leadium’s targeted approach resulted in a 30% conversion from meetings to qualified opportunities, surpassing PayEm's expectations and contributing directly to revenue growth.
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Outcomes

• Accelerated lead qualification by 40%, increasing SDR efficiency and productivity.
• Expanded PayEm’s U.S. presence in core target industries, such as software and healthcare.
• Drove strong engagement with finance leaders using tailored outreach across multiple channels.

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