Ingate Performance case study

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2. Beginners

Already in the process of opening a business (in 2023), 350 thousand small and medium-sized enterprises appeared, and these are exactly the potential clients on whom it is strategically correct to direct the focus of promotion and communication. Focus products: RKO and acquiring.

3. Experienced

Entrepreneurs who are scaling their business. There are namibia telegram data two approaches to working with this segment: offer a product that is not yet used, for example, business lending. Or switch from competitors for current products - RKO, acquiring. And here their need to choose a new partner may arise either from dissatisfaction with the current bank for B2B, or from risk minimization.

Online banking: how to enter a new category on a budget.
Online banking: how to enter a new category on a budget. Ingate Performance case study - image 8
When entering a new category, a general understanding of the audience based on open sources is not enough: it is necessary to conduct an in-depth study. Also at this stage, we will measure knowledge, which will become the basis for assessing the results of our joint work. The study is carried out in 2 waves of brand lift: before and after the advertising campaign, respectively.

— Since the bank is becoming more active in a new category of clients, whom it does not know as well as in other areas of business, we proposed conducting in-depth interviews and compiling full portraits of the audience with their pain points, barriers and motives.