B2Bpay

Repositioning a transactional fintech platform as a trusted SMB partner through content strategy, SEO growth and high-impact partnerships.

Role: Partnerships Marketing Manager
Scope: Content Strategy, SEO, Partnerships, Conversion Optimisation, Campaign Production

 
b2bpay storyboard

Results Snapshot

Doubled
monthly homepage traffic

200+
qualified leads generated through integrated landing pages

$12M+
in additional payments driven through Qantas partnership

The Challenge

B2Bpay needed to grow acquisition while repositioning itself from a purely transactional fintech tool into a trusted financial partner for small businesses.

The brand’s marketing leaned heavily on product messaging, with limited educational content or credibility signals to support SMB decision-making.

To compete in a crowded fintech category, B2Bpay needed to build authority, trust and discoverability while improving conversion pathways across the website.

 

The STRATEGIC SHIFT

Move from promotion-led marketing to a value-driven content ecosystem designed to educate, build credibility and capture demand.

The strategy focused on three pillars:

  • Educational content that addressed real SMB challenges

  • Credibility signals through client stories, testimonials and high value partnerships

  • UX and conversion optimisation to turn traffic into qualified leads

Rather than treating brand and performance as separate efforts, the goal was to create a system where authority, discoverability and conversion worked together.

 

Key Workstreams:

 

Strategic Partnership: Qantas

Concepted and launched a national email campaign in partnership with Qantas, leveraging their 250,000+ subscriber base.

Developed campaign messaging and promotional assets designed to introduce B2Bpay to a broader SMB audience while maintaining brand alignment between both partners.

 

Educational Content & Brand Authority

Pivoted editorial direction away from sales-heavy messaging toward practical small business education.

Developed a client profile series to humanise the brand and highlight real customer success stories, while integrating testimonials throughout feature content to strengthen credibility.

Implemented a keyword-led SEO strategy to ensure educational resources aligned with common SMB search behaviour and supported long-term organic growth.

UX & Conversion Optimisation

Led the development of high-converting landing pages for key accounting software integrations including Xero, MYOB and QuickBooks.

Conducted heat mapping analysis and user testing to inform a broader website redesign brief, identifying friction points and improving the clarity of messaging and conversion pathways.

Refined copy architecture and page structure to ensure UX and content strategy worked together to guide users toward sign-up and product adoption.

Integrated Campaign Production

Produced creative and performance-driven marketing assets across multiple channels including:

  • eDM campaigns

  • Video scripts and tutorial content

  • Paid social campaigns

  • Campaign landing pages

  • Print and digital collateral

Ensuring consistent messaging across both brand and performance activity.

 

The Outcome

The strategy delivered both measurable acquisition growth and stronger brand credibility within the SMB market.

Monthly homepage traffic doubled from 1,000 to 2,000 through SEO-led educational content initiatives.

Integration landing pages generated over 200 qualified leads, while the Qantas partnership campaign contributed approximately $12M in additional payments processed through the platform.

 

Strategic Impact

By combining educational content, credibility signals and UX-led conversion design, B2Bpay evolved from a transactional payments platform into a more trusted voice within the small business ecosystem.

The work demonstrated how editorial strategy, partnerships and user experience can operate together as a scalable acquisition engine for fintech brands.