IPSI
SECTOR - PAYMENTS TECHNOLOGY
Turning technical jargon into Enterprise-grade demand.
IPSI is a specialist in PCI DSS compliant payment solutions - a category buried under acronyms and enterprise jargon. In 2017, we sat down with the leadership team to build a brand and a marketing platform that translated deep technical capability into customer-centric messaging that actually closed deals. Our Fractional CMO engagement ran until July 2022 when the company was sold.
THE HEADLINE NUMBERS
192%
INCREASE IN WEBSITE TRAFFIC YEAR 1
65%
yoy traffic growth DURING ENGAGEMENT
NOV '17
NEW WEBSITE LAUNCH
5 YRS
FRACTIONAL ENGAGEMENT LENGTH
ENGAGEMENT
Fractional CMO
CLIENT LENGTH
2017-2022
LOCATION
Sydney CBD
SECTOR
PCI DSS Payments Technology
THE STARTING POINT
The category IPSI plays in. Doesn't sell itself.
IPSI provides PCI DSS compliant payment solutions to the enterprise market - mission-critical infrastructure that CFOs and CIOs buy on trust, not on features. Great capability. Complex to explain.
When IPSI came to MarketingHQ in 2017, the brief was practical: rebrand the business, replace the website, and get consistent qualified leads flowing to the sales team. The deeper problem underneath it - the one every enterprise-tech business we've worked with faces - was more interesting.
Their category is built on acronyms. PCI DSS, tokenisation, PSPs, gateways, EFTPOS integrations. The technical teams inside IPSI knew exactly what they were selling. Their customers' finance and IT leaders did not - and the existing brand and website spoke fluent jargon instead of translating it.
OUR APPROACH
Four workstreams. Built to sell to Enterprise.
We opened with two structured workshops - Brand 360 and Messaging - to translate deep technical capability into language enterprise buyers actually respond to. From there, we built the identity, the website, and the ongoing engine that's kept the pipeline moving for five years.
01
Brand and Messaging Workshops.
Two facilitated sessions to unpack IPSI's service offerings, ideal customer, and category positioning. Output: an insight document and a messaging platform we could use to build every asset that followed - one voice, one story, one clear reason to choose IPSI.
02
Rebrand & Identity.
Partnered with Design Fox to build a new visual identity that looked like an enterprise partner, not a technical vendor. Confident. Specialist. Trusted. Launched alongside the new website in November 2017 - four months after we started.
03
Website, Copy & Lead Magnets.
A new site written to sell the outcome, not the acronym. Original copy across every page. Ebooks and downloadable guides built as lead magnets. Blog content targeting the exact search terms enterprise buyers use when they're actually evaluating solutions.
04
Ongoing Marketing Management.
Since launch, we provided Fractional CMO services managing agencies and co-ordinating the marketing function. Managing Google Ads, blog cadence, email campaigns, new website content, sales collateral, ebooks - all run and measured against MQL and pipeline metrics that the sales team actually cares about.
65%+
YOY WEBSITE GROWTH
THE THING MOST B2B MARKETING NEVER ACHIEVES
The hard part isn't the launch. It's still growing after 5 years.
Most B2B Fractional CMO engagements look like a hockey stick - a spike at launch, a plateau six months later. IPSI's growth has looked more like compound interest. Traffic jumped 192% in the first year after relaunch. In every single year since, it's grown another 65% at minimum. The engine we built in 2017 kept growing for 5 years making it an attractive business ready for sale.
THE FOUNDATION WE BUILT IN YEAR ONE- AND KEPT BUILDING FOR 5 YEARS
IDENTITY
New brand & visual system.
WEBSITE
New site,
new copy,
new story.
LEAD MAGNETS
Ebooks & downloadable guides.
AGENCY MANAGEMENT
Agencies driving growth & outomes.
THE YEAR ONE BASELINE
192%
Traffic jumped 192% in the first full year after relaunch - and the sales team's MQLs followed. The thing that makes this case different from every other B2B rebrand we've seen isn't that number. It's that 192% became the floor, not the ceiling. The engagement that most agencies would've called "done" in 2018 was really only chapter one.