How Axiom FinTech achieved 4.2x Pipeline growth.
What Axiom FinTech needed to solve.
Axiom FinTech — a B2B payments platform serving US mid-market enterprises — had strong product-market fit but no structured digital acquisition. LinkedIn had been used only for company updates. Google Ads targeted broad fintech keywords generating poor-quality leads from outside their ICP.
The LinkedIn Thought Leader approach was transformative. Our CEO's content generated MQLs at a quarter of the cost of standard sponsored content and the quality was dramatically higher.
How we delivered the results.
We restructured Google Ads around US-specific B2B fintech intent searches and introduced LinkedIn Sponsored Content targeting CFOs and Finance Directors at US companies with 50-500 employees. Thought Leader content from their CEO outperformed standard sponsored content by 4.1x on cost per MQL.
What changed.
- 4.2x pipeline growth in 5 months
- LinkedIn Thought Leader ads: $185 cost per MQL vs $720 for standard ads
- Monthly MQLs grew from 11 to 46
- Trial-to-paid conversion maintained at 31% despite volume increase
- CAC reduced from $5,200 to $1,890
The decisions that made the difference.
- Google Ads was narrowed from broad fintech terms to US B2B payment searches that matched Axiom’s ideal customer profile.
- LinkedIn moved from company updates to Thought Leader ads built on the CEO’s own content, which buyers trusted more than standard sponsored posts.
- Success was measured on pipeline, not lead volume — so budget flowed to the campaigns that created real sales opportunities.
Lessons for your business: For B2B fintech and financial services brands, credibility is the bottleneck. Executive-led content on LinkedIn, paired with tightly qualified search campaigns, tends to produce fewer but far better leads than broad awareness activity. Read more about our finance & fintech marketing or see more paid media results.