Case study · Citcon
Bringing cross-border payments from Asia to US merchants
Role · VP Product MarketingSector · Fintech · Cross-border Payments
3x
Headline outcome
qualified merchant pipeline across online, in-store, and B2B segments.
The Challenge
Where we started
- —Emerging cross-border mobile-payments platform expanding into the US with limited brand awareness.
- —No structured GTM motion across online, in-store, and B2B merchant segments.
- —Sales had no consistent narrative, qualification framework, or enablement assets.
The Approach
What we built
- —Built outcome-led positioning and messaging tailored to online, in-store, and B2B merchant segments.
- —Hired a team and created a complete sales enablement toolkit: battlecards, one-pagers, pitch decks, and ROI tools.
- —Stood up demand and content programs aligned to each merchant segment and stage of the buying journey. VoC insights sharpened product-market fit and generated reference inventory.
- —
The Outcome
What it delivered
- 3xqualified merchant pipeline across segments
- VoCCustomer insights launched to drive product-market fit
- Full-stacksales enablement toolkit shipped end-to-end
- Multi-segmentpositioning for online, in-store, and B2B
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