CASE STUDY
Sharpening the ICP: 23 Interested Partners in 5 New Markets
How a payment provider stopped guessing which software vendors to approach — and in which language.
  • 23 Interested Partners
  • 75% Accepted by the Client
  • 5 Markets, 5 Languages
About Paynt
Paynt is a payment infrastructure provider serving merchants across Europe. It sells through partners — software vendors that embed payments into their own products — rather than directly.
  • Solution
    B2B Sales Engine
  • Industry
    Financial Services
  • Headquarter
    United Kingdom
  • Company size
    101-250
Challenges
  • Two People, All of Partner Sales
    Two people ran the entire partner acquisition for a company of a hundred and thirty — every hour of research was an hour not spent closing.
  • ISVs Hide in Plain Sight
    Software vendors that embed payments are hard to tell apart from ordinary software companies, especially in unfamiliar markets.
  • Language Blocked Expansion
    No in-house language skills for the continental European markets where the growth was, so expansion stalled before it started.
  • Home Markets Were Saturated
    The UK and the Nordics were highly competitive and the company was the newcomer there.
Solutions
  • The ICP Cut to One Type
    Software vendors only. The broader reseller category was dropped after the first campaign, together with the high-risk prospects it produced.
  • Five Markets, Five Languages
    Spain, Greece, Croatia, Czechia and Bulgaria, approached in the local language, with the meeting itself held in English.
  • AI Fit Scoring Before Send
    Every company scored on website and case-study fit, every contact on profile and history, and each first message personalised to the vertical.
  • A Lead Quality Guarantee
    The client reviewed every delivered lead against the ICP, and anything judged a mismatch was taken off the count.
Results
“The strategy seems fine — happy to see how the first batch is and then work with you if it needs changing.”

Jonny Green,
Head of Integrated Payments at Paynt
  • 23 Interested Partners
    Against an agreed target of five to six interested partners per month.
  • 75% Accepted by the Client
    Each lead reviewed by the client’s own team and confirmed against the sharpened ICP.
  • Five Markets Opened
    Local-language outreach into five markets the company had never reached before.
  • A Second Engagement
    The client paused the first campaign for internal reasons, then came back and ran a second one with a sharper ICP.
Resources Allocated by UltB
Each client requires an individual approach and dedicated resources. For Paynt, we have comprised a team that worked on every aspect of this project:
  • Dedicated Campaign Manager
  • Customer Success Manager
  • Interested Reply Manager
  • Technical Infrastructure & Deliverability Expert
  • Admin and Operational Comms Specialist
  • Internal Expert for Sales Call Reviews
Ready to see results like these? Book a call now!