Payabli

About Payabli

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Payabli is a Payment Infrastructure and Monetization Platform powering vertical SaaS companies in the U.S. and Canada. Competing with established players like Stripe Connect, Adyen for Platforms, Payabli needed to capture demand in a crowded industry and fuel consistent pipeline growth as it scaled from Series A to Series B.

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The Challenge

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-Generating demand in a crowded payments and fintech market dominated by incumbents.
- Driving pipeline for a sales-led, high-ACV motion.
- Building awareness and penetration across SaaS verticals.

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The Underdog Marketers Approach

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As Payabli’s fractional demand gen partner, Underdog Marketers designed and executed programs to win against much larger competitors:

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🚀 Google Ads

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- Targeted niche, high-intent keywords.
- Launched targeted industry ads across multiple verticals.
→ Outcome: Generated high-quality leads, outranking larger competitors and driving million-dollar GMV opportunities.

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💼 LinkedIn Ads

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- Built a layered funnel strategy (awareness → engagement → conversion).
- Focused on engagement and nurture within priority accounts.
→ Outcome: Consistently engaged top accounts and influenced multi-million-dollar pipeline deals.

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📱 Meta Ads

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- Delivered aircover and retargeting to reinforce ABM campaigns.
→ Outcome: Kept Payabli top-of-mind across target accounts to strengthen ABM penetration.

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🧩 ABM + Sales Alignment

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- 1:1 and 1:few programs for top accounts.
- Shared engagement insights with sales for faster follow-up and stronger account penetration.

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Results

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- Consistent QoQ increase in marketing-sourced deals.
- Helped create and close multi-million dollar GMV deals directly influenced by marketing.
- Outperformed larger competitors on targeted search terms.
- Provided the demand gen foundation that supported Payabli’s Series A → Series B growth story.

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