Fintech · Payments
SaaS lead gen case study: OrbitPay
$38 cost per qualified demo
Replaced an expensive paid-social habit with a DFY outbound system that booked finance buyers at $38 per demo.
Challenge
A payments infrastructure company selling into CFOs and Heads of Finance. Inbound was lumpy, paid social was expensive, and their two SDRs were burning lists without a shared targeting model.
Solution
We productized their outbound as a Growth engagement: one ICP for mid-market ecom, one for vertical SaaS billing, shared data ops, and a dedicated reply desk so SDRs only touched hot threads.
The DFY system we installed
- Dual-ICP data build: ecom finance + vertical SaaS billing
- Domain pool sized for 1,200 sends/day without reputation risk
- Multichannel: email primary, LinkedIn bump on day 4 and 9
- SDR assist only on threads that asked a commercial question
Stop buying attention. Install a pipeline.
OrbitPay was spending to rent clicks from CFOs who were not in-market. We flipped the motion: build the list of finance leaders already evaluating a processor change, then run a sequence that assumed competence. The first creative test beat paid social on cost-per-demo in week five.
Two offers, one machine
Ecom and vertical SaaS do not hear the same story. We split campaigns, not the stack. Shared infrastructure, shared Slack, separate copy and list logic. That is how a productized Growth tier stays clean instead of turning into a custom retainer.
What the sales team actually felt
Demos arrived with context: current processor, volume band, and the line that earned the reply. Show rate climbed because we confirmed time zones and a reason to meet. Finance buyers do not take mystery calls. They take calls that already did the homework.
Want the same machine?
Qualify in two steps. The calendar only opens if the numbers make the call worth both sides of the table.