Jessica Huang

Modern Treasury generated 80 inbound leads/month but needed 300+ to hit revenue targets. The marketing team was 2 people with a $200K annual budget. Paid acquisition cost $1,200/lead and wasn't scalable. The company's product (payment operations APIs) was too niche for broad-based marketing.

Built a content engine targeting finance and engineering decision-makers at Series B+ companies. Published a weekly "Payment Operations Playbook" newsletter using Claude for first drafts. Created a gated "Bank Integration Complexity Calculator" tool. Launched a monthly virtual roundtable with fintech CFOs. Total content production cost: $4K/month.

Inbound leads grew from 80 to 340/month in 12 months. Newsletter grew to 8,500 subscribers with 42% open rate. The calculator tool alone generated 120 leads/month. Pipeline from content-sourced leads had 2.8x higher close rate than paid. Total cost per lead dropped from $1,200 to $180.

The company had no brand awareness among enterprise finance leaders despite strong developer adoption.

Launched a monthly virtual roundtable inviting CFOs from Series B-D companies. Positioned Modern Treasury as the host, not the seller. Used Plaid's partner network for initial invites.

Built a community of 200+ fintech CFOs. 15% of attendees entered the sales pipeline within 90 days. Generated 3 case studies from roundtable participants.

Modern Treasury's self-serve signups were mostly developers, but purchase decisions required finance team buy-in. 70% of trials stalled at the "get finance approval" step.

Created a "CFO-ready evaluation kit" that developers could share with their finance teams: ROI calculator, compliance checklist, and a 2-page brief comparing Modern Treasury to manual processes.

Trial-to-paid conversion improved from 8% to 19%. Average deal cycle shortened by 3 weeks. The evaluation kit was shared in 62% of enterprise trials.