Fincent surged their Revenue by 140% with a staggering ROAS of 168%

Fincent is a new-age finance firm that brings neo-banking in the form of SaaS. An SMB focussed financial hub powered by AI to bring all the budgeting functions for your business into a single platform. Fincent partnered with TripleDart to build their paid efforts from scratch to improve visibility and pipeline value.

‘TripleDart’ looked good on ‘Fincent’! - Almost90% of the Fincent’s traffic flows via the Paid Marketing efforts roped by TripleDart. Let’s get into the details, the experts at TripleDart were well aware that building a Paid Marketing engine from scratch comes with a vicious experimentation and optimization cycle. Given their ‘been there done that’ attitude, our campaign managers were able to adapt quickly and freeze the calendars of Fincent’s Sales Team in less than 2 months of the partnership. Within one quarter, we were able to generate a 140%increase in Revenue from the Ad Spend. Threequarters down, we were already chasing are venue of 170% at a staggering ROAS of 168%.

Problem

• Bookkeeping and Accounting was a thick forest with several other market players, navigating through this was chaotic
• Comprehensive competitor analysis to ensure that ‘Fincent’ was omnipresent
• To identify the right channels, carve out the strategy besides gathering insights on messaging

Challenges

• Starting the paid efforts from scratch with no historic data was a well-known hassle
• Building Brand Presence and Credibility afresh was taxing
• Identifying factors that distinguish Fincent from the market players was high-priority

Strategy

We kick started with Market Research and identified Google and Facebook as the prominent channels to reach Fincent’s ICP. For both Google ads and Facebook ads, we started targeting the audience from three categories:

1. Major players in the Finance Market
2. Bookkeeping softwares
3. SME owners looking to automate their accounting efforts.

• For Google Ads, Service Competitor Keywords around bookkeeping seemed toper form well. Hence, we decided to add more focus here which resulted in 2xtraction in less than a month
• Surprisingly for Fincent both Facebook and Google were performing equally well, thank sto the in depth Market Research performed by the TripleDart team.
• We then experimented with the creatives to surpass traction and scale the pipeline value.
  • Detached from traditional creatives and iterated with relatable meme content
  • Screenshots showcasing Finance Status Quo
  • Highlight benefits of bookkeeping services [‘Close books by 11th of every month’, ‘24X7 Dedicated support’]
  • Difference in Pricing from Market competitors
  • USP of Fincent
  • Highlighting repercussions of bookkeeping back-logs
• We observed the best performing themes from the above-mentioned creatives and doubled down on them
• Experimented with lead-gen forms and landing pages resulting in a solid To Fupipeline and increased the confidence score on BoFu accounts

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