Worldline: Full-Funnel Always-On Approach for Sustainable B2B Success
Intro
Worldline and e-dialog demonstrate how a successful local pilot campaign evolved into a Europe-wide strategy with measurable business success. The case combines the advantages of a full-funnel approach, best practices for data-driven marketing, and shows how B2B campaigns can be effectively scaled even on classic B2C channels like social media & programmatic display.
At a time when the lines between B2B and B2C are increasingly blurring, Worldline sought an innovative marketing strategy to strengthen its position as a leading payment provider. The traditional focus on SEA campaigns was no longer sufficient to meet the changing search habits of the target audience.
Together with e-dialog, Worldline developed a comprehensive Full-Funnel Always-On strategy. In contrast to short-lived individual campaigns, this Always-On approach enabled a continuous market presence, and the full-funnel focus allowed for precise adaptation of messages to the respective phases of the customer journey.
Challenge
The challenge was to address a heterogeneous target group of companies of different sizes and industries and to stand out in a highly competitive market. Additionally, it was crucial to counteract growing ad fatigue and master the complex requirements of performance marketing under constantly changing conditions.
Goals
- Increase brand awareness
- Generate high-quality leads
- Improve conversion rate
- Focus on a data-driven and agile approach
Many B2B decision-makers are active on platforms like Facebook, Instagram, or TikTok, which provides access to a broad audience. A strong data-driven multichannel presence specifically addresses all phases of the sales funnel.
Melanie Vögelin
Head of Marketing & Sales, Worldline
Measures
To achieve the set goals, Worldline and e-dialog relied on a combination of creativity and data analysis. By creating numerous advertising materials tailored to the respective target group and continuously optimizing campaigns based on performance data, they succeeded in capturing the attention of potential customers and guiding them through the entire purchasing process.
The Always-On strategy ensures constant presence and continuous communication with the target group instead of time-limited campaigns.
A special focus was placed on the personalization of messages. By using data, marketing measures could be precisely tailored to the individual needs and interests of the target group. This led to higher content relevance and an increase in the engagement rate.
Results
Worldline significantly increased its brand awareness and generated a large number of high-quality B2B leads. The conversion rate improved significantly, and the return on investment of marketing activities continuously increased.
- % Onboardings (Comparison 2023 vs. 2024)
The most important learnings from this project are:
- Data is the key to success: A data-driven marketing strategy allows for continuous optimization of campaign effectiveness.
- Creativity is indispensable: To stand out in a competitive market, creative and appealing advertising materials are essential.
- A holistic view is crucial: A full-funnel strategy enables guiding customers through the entire purchasing process and building long-term customer relationships.
- Collaboration is the key to success: Close cooperation between the company and the agency is crucial for the success of marketing projects.
CONCLUSION: The successful implementation of the Full-Funnel Always-On strategy at Worldline shows that a data-driven and creative approach can lead to outstanding results even in the B2B sector. Thus, the pilot project in Switzerland quickly became a Europe-wide success. By continuously adapting marketing measures to changing market conditions and the needs of the target group, Worldline was able to further strengthen its position as a leading payment provider.
