Optimising Digital Advertising for B2B Lead Generation for Paratika

Only in Q1-Q2 2020, our digital advertising strategy halved the CPS of Paratika’s e-commerce payment solution and grew its visitor-to-lead conversion by 88%.  


Project highlights:

50% lower
cost per sale.

88% increase

of the visitor to lead conversion rate.


+40k users

ready to be nurtured and converted.

Enabling online transactions around the world

Founded in 2007, Asseco SEE is the largest banking technology operator in South-Eastern Europe. Over 500 million people in 21 countries use its software and services. 

As part of Asseco Group, ASEE is one of the top ten software vendors in Europe. Companies forming the Group are listed on the American NASDAQ, Israeli TASE, and Warsaw Stock Exchange.

Asseco SEE’s solutions power the majority of Turkish banks' gateways. This fact gives an edge to Paratika, an online payment solution for e-commerce developed by the company, as the product easily integrates with them.

Squeeze more out of digital channels

In 2016, Paratika received a licence to operate as a virtual POS for merchants in Turkey. Since then, the company has built a mature product portfolio, yet its brand awareness remained relatively low. 

Together with some other strong industry players, Paratika aimed to compete with the market leader while carving out a niche for itself. The company had made strides toward integrating digital into its sales and marketing funnel, yet they weren’t bringing the expected results.


Optimising digital advertising for B2B lead generation

Our approach

Over the years, our team has devised and implemented successful full-funnel marketing strategies for clients in the technology sector, including Fujitsu and Microsoft.

We started with a comprehensive audit of the digital presence of Paratika and its competitors to identify the company’s weaknesses and growth opportunities.

These insights informed a new strategic approach to building a digital marketing base for continuous B2B lead generation activities.


An audit that lead to significant improvements

If you can’t measure it, you can’t improve it. Once we understood Paratika's situation better, we reviewed, prioritized, and recommended activities for further development. 

In the initial phase, this process involved:

  • Digital advertising strategy for B2B lead generation;
  • Brand refresh;
  • Launch of a new website;
  • Digital campaign pilot. 



Digital advertising strategy for B2B lead generation

Although several elements had already been in place, our team proposed a more systematic way to digital lead generation.

Starting with brand positioning, we identified target audience groups not addressed by the market dominator. Our team then focused on creating a digital advertising strategy for B2B lead generation that would encompass all Buyer's Journey stages at once.


Brand refresh

Before the project launch, Paratika used various online formats, which at times were not fully consistent visually.

We advised the company to shift toward a more uniform, enterprise look and message across all its digital assets. Our goal was to create an image of a trustworthy advisor in the world of digital transactions.  



The launch of a new website

Intensive digital advertising activities require a smooth digital experience for the user. 

Our team reworked the structure, layout, and key functionalities of Paratika’s website to optimise conversion. We also took care of all aspects of its design and implementation.                                                                                                         


Pilot campaign

Our team tested this new approach during a two-month pilot. We structured paid advertising to reflect Paratika’s Buyer's Journey from the first touchpoint to the decision stage.

There were two layers of traffic:

  1. In the first one, we directed cold traffic to product pages;
  2. In the second, we sent warm traffic and custom intent audiences to refreshed and optimised conversion page

We targeted demand generation ads at audiences based on their behaviour, segment and interest. The main goal was to filter out interested users and drive them to the product or validation page to grow demand for the offering.

Lead generation ads aimed at users further in the sales cycle, such as recurring website visitors or intent audiences identified by Google queries. The goal of these ads was to drive the user to the application form and encourage conversions.



Each creative delivered different messages and was produced in various sizes to fit specific channel requirements.  

Final takeaways

Our team planned, managed, and optimised campaign assets and activities. We also provided Paratika with ongoing strategic support geared toward streamlining its wider marketing processes.

Only within the first two quarters of 2020, we helped to improve its marketing results significantly. Our strategy reduced Paratika’s cost per sale (CPS) by half and increased its visitor-to-lead conversion by 88%. Apart from the bottom-funnel efforts, we also generated a pool of +40k users to be nurtured and converted in the future. 

We supported Paratika’s team in planning campaigns and improving its marketing funnel’s performance until the end of the project in late 2020



"If an IT company decides to sell software as a service to small and medium businesses, it must plan to transition into an e-commerce model.

However, many enterprises struggle with that shift, relying on direct sales or limiting the use of digital channels for lead generation. That approach ultimately puts their competitive advantage at risk, as start-up companies may outcompete them optimising their customer journey more effectively.”

Weronika Narożniak Chief Strategy Officer at Clipatize

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