GoCardless Faucets into North American Market Utilizing G2 Options

Increasing a longtime enterprise abroad is simpler stated than performed. GoCardless, nonetheless, efficiently broke into a brand new market in underneath one 12 months with the assistance of G2 Vendor Options. 

GoCardless is a world chief in account-to-account funds, making it simple to gather each recurring and one-off funds instantly from prospects’ financial institution accounts. The corporate presently works with over 60,000 companies worldwide, starting from small companies to enterprises. Its fee options assist companies cut back transaction prices, decrease churn, and acquire higher oversight of income. 

However GoCardless wasn’t at all times working on the world scale it’s right now.

After discovering nice success in the UK, beginning with small companies and shifting up-market to the enterprise, GoCardless started branching out to the North American market. On the finish of 2019, GoCardless opened an workplace in america to start scaling enterprise in North America. 

Jennifer Ellis, North American Advertising and marketing Director at GoCardless, displays on the growth, “We have actually scaled the enterprise in North America, even throughout COVID-19. However given we had been new to the market, the most important hurdle we confronted was that companies weren’t conversant in the service GoCardless supplies: utilizing financial institution debit as a fee choice to enhance enterprise.”

“Companies within the U.S. are used to paying by checks, wire transfers, and bank cards,” Ellis explains. “However with financial institution debit, they’re able to get monetary savings that’s being spent on wire transfers and bank card charges. Firms can cut back their day gross sales excellent (DSO) after they use financial institution debit versus checks.”

A recent technique to assist break into a brand new market

The largest hurdle GoCardless confronted when breaking into this new market was consciousness. GoCardless wanted to unfold the phrase about their model and mission whereas additionally educating potential consumers on the advantages of their answer. 

“In North America, we had been challenged with constructing consciousness for each the model in addition to the ache of accumulating funds,” Ellis defined. “Companies historically pay by test or wire switch, placing funds on bank cards as a result of these funds have labored for thus a few years. We needed folks to see that there’s a higher approach to acquire funds, and that’s what we’re centered on.” 


GoCardless needed to interrupt into the North American market by:

  • Spreading model consciousness and sharing the GoCardless mission and imaginative and prescient
  • Discovering high-intent consumers and educating them on the ache level and answer

Since GoCardless is headquartered within the UK, many companies within the North American market weren’t conversant in them simply but. These potential prospects additionally didn’t perceive the ache factors they presently face with accumulating funds – they only accepted them as a part of doing enterprise. 

“Bank cards aren’t at all times the perfect answer for a recurring fee,” Ellis says about GoCardless’ financial institution debit answer. “Playing cards expire, get deactivated, frozen, or misplaced – plus the processing charges can add up and change into very pricey. With financial institution debit, account numbers don’t change, making computerized recurring funds a lot simpler and cheaper than bank cards and their corresponding charges.”

Using assets to determine prospects and unfold consciousness

GoCardless’ North American group turned laser-focused on leveraging G2 options of their quest to develop throughout the market. 


GoCardless partnered with G2 to:

  • Run G2 Assessment Campaigns to solicit genuine, marketable person suggestions to repeatedly entice new guests and gasoline their purchaser intent knowledge
  • Faucet into G2 Purchaser Intent knowledge to unveil high-intent prospects and determine the correct contact throughout the firm for outreach
  • Make the most of the G2 Content material Subscription to construct model consciousness and entry customized reviews for mid-to-bottom-funnel prospects

To ascertain their model and construct credibility within the North American market, GoCardless runs G2 Assessment Campaigns to gather beneficial person critiques that gasoline placement on the G2 rankings and grid. The visitors attracted from these campaigns helps unfold model consciousness and finally influences the model’s purchaser intent knowledge. 

GoCardless’ presence on G2 has been invaluable for model consciousness. The extra critiques the model captures on their profile, the upper they rank on G2 class pages. This ends in excessive visibility and visitors to their web page and, finally, much more purchaser intent knowledge for the GoCardless gross sales group. 

“It helps for us to be listed throughout the rankings when prospects are visiting G2 to analysis,” Ellis says. “They see GoCardless and may simply be taught extra about us.”

Instance of G2 Purchaser Intent Exercise

G2 Purchaser Intent knowledge has helped the GoCardless gross sales group determine surging accounts. As probably the most highly effective intent knowledge available on the market, G2 Purchaser Intent helps manufacturers like GoCardless be taught which firms are researching their merchandise and rivals, then discover the correct individual at these firms to contact. 

Ellis discusses how a GoCardless gross sales rep utilized purchaser intent:  “There was an organization taking a look at our G2 profile, clicking our advertisements, and evaluating us to rivals. They had been in a position to take that intent knowledge and see the place the corporate was positioned – on this case, Livermore, California. Utilizing G2 integration instruments like LinkedIn Gross sales Navigator with our purchaser intent knowledge, they had been in a position to uncover the correct contacts on this firm: decision-makers within the finance division. They then narrowed it down to 2 or three people in finance so they might attain out to the prospect.” 

“We discovered the correct account with G2 Purchaser Intent knowledge and the correct individual with G2 + CRM Connector for Salesforce integration.”

Jennifer Ellis
North American Advertising and marketing Director at GoCardless

Ellis additionally says that GoCardless fully revamped the corporate’s tech stack. This sturdy financial institution of software program means the GoCardless group can make the most of G2 Purchaser Intent knowledge in tandem with different useful instruments, akin to Demandbase and Chili Piper, to pin down the correct prospect and tailor their messaging appropriately. 

GoCardless has additionally reaped the advantages of the G2 Content material Subscription, an answer that gives the corporate licensing for G2 quarterly reviews, social property, video critiques, and different content material to assist affect prospects. 

The Content material Subscription offered the GoCardless gross sales group entry to game-changing instruments throughout dwell calls with prospects. Ellis explains, “If [a salesperson] is speaking with a potential buyer who’s scoring us towards our rivals, they’ll make the most of a customized comparability report for these conversations proper on the spot. Our gross sales group can use one-to-one or one-to-many G2 comparability reviews to point out prospects how we stack up towards our rivals.” 

Instance of property from the G2 Content material Subscription

Leveraging evaluate campaigns and pinpointing high-value prospects

Initially, Ellis and her group thought these options could be closely pushed by advertising. “I believed [the G2 solutions] could be useful for driving MQLs,” Ellis recollects. “From a advertising perspective, I hoped to leverage the client voice to construct consciousness for GoCardless.” 

In the long run, G2’s options far exceeded GoCardless’ expectations. “Primarily based on reporting, I’ve additionally discovered it to be actually useful for prospects which are mid-to-late-funnel. Prospects who had been contemplating or evaluating our product have now moved on to having conversations with our gross sales group,” Ellis explains. 

Extra genuine person critiques

Beginning in August 2020, GoCardless carried out quite a few G2 Assessment Campaigns to assist entice guests and construct their G2 product profile. GoCardless was in a position to leverage G2 Assessment Campaigns to drive 97 new critiques, propelling them to a #1 rating on 9 totally different G2 reviews – all between August 2020 and July 2021. 

Prior to those campaigns, GoCardless was already listed as a frontrunner of their major software program class fee processing. Nevertheless, GoCardless is now a high-ranking software program in different related classes: Cost Gateways, Subscription Income Administration, Enterprise Cost, and Installment Cost. 


new accredited person critiques between August 2020 and July 2021.

Higher prospects, larger engagement

In a 6 month interval, between September 2020 and March 2021, GoCardless discovered that G2 was the primary touchpoint for over 400 accounts in North America. These prospects could have seen a sponsored content material advert on G2, seen GoCardless’ G2 profile, or in contrast GoCardless towards their rivals previous to visiting the GoCardless web site.

For advertising, this helps reaffirm that prospects are discovering and researching GoCardless on G2 earlier than visiting the positioning. And for gross sales, the client intent knowledge is extraordinarily beneficial to assist prioritize the groups’ outreach.

“G2 Purchaser Intent offers extra assist with prospects and the Content material Subscription helps construct consciousness, credibility, and management in a brand new market.”

Jennifer Ellis
North American Advertising and marketing Director at GoCardless

Throughout all geographies, G2 supplies GoCardless with higher-value guests. That is very true within the U.S., which has helped the model break into the North American market. 


decrease bounce price for customers who come from G2 to the GoCardless web site.

In comparison with the common GoCardless U.S. web site customer, those that have come from G2 have decrease bounce charges (40% in comparison with 68%), go to extra pages per session (3.62 vs. 1.44), and have a better common session period (5:25 minutes vs. 1:06 minutes). 


enhance of common session period for customers who come from G2 to the GoCardless web site.


enhance of pages per session for customers who come from G2 to the GoCardless web site.

GoCardless noticed the worth of incorporating G2 Assessment Campaigns, G2 Purchaser Intent, and Content material Subscription options into their gross sales and advertising playbooks. What was initially meant to enrich the advertising group’s consciousness efforts was a helpful toolkit for GoCardless reps working the highest, center, and backside of the funnel. 

Not solely has GoCardless been in a position to develop their attain and unfold consciousness, however their groups are actually additionally geared up with the correct assets to pinpoint high-value alternatives – making the gross sales course of extra environment friendly on each ends. 

“Our gross sales and advertising groups have been actually happy by bringing G2 into our tech stack,” Ellis says. “We’re excited to see how G2 can proceed to assist us scale GoCardless not simply in North America, however in different areas as properly.”

Implement G2 Vendor Options right now

Thousands and thousands of individuals analysis, examine, and purchase software program on G2 every month. And this extraordinarily beneficial purchaser knowledge is true at your fingertips. 

Trying to speed up the gross sales cycle and drive extra income? Schedule a demo to be taught extra about G2 Vendor Options. 

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