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March 21, 2024
Marc Roberts
COO / Co-Founder

Marc Roberts is the COO and Co-Founder at Zift. Marc has over 15 years of experience in the payments industry helping businesses optimize payments and software companies embed payments into their platforms.
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Nate Hughes
CRO / Co-Founder

Nate Hughes is a veteran in the payments industry with over 23 years experience. Nate began his career in payments at Authorize.net, now owned by Visa and a leading payment gateway. He currently serves as the Chief Revenue Officer and Co-Founder of Zift. 
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Marketing Strategies for Vertical SaaS Platforms Using White-Label Payment Gateways

Marc Roberts
COO / Co-Founder

Marc Roberts is the COO and Co-Founder at Zift. Marc has over 15 years of experience in the payments industry helping businesses optimize payments and software companies embed payments into their platforms.
Read more

Nate Hughes
CRO / Co-Founder

Nate Hughes is a veteran in the payments industry with over 23 years experience. Nate began his career in payments at Authorize.net, now owned by Visa and a leading payment gateway. He currently serves as the Chief Revenue Officer and Co-Founder of Zift. 
Read more

In today’s landscape, most vertical SaaS platforms are exploring ways to monetize payments through payment processing and a venture made accessible and efficient via white-label solutions. This strategic shift towards white-label payment gateways streamlines the monetization of payments. It reveals a range of marketing opportunities through its white-label offerings.

Key Takeaways:

  • Branding Power: Integrating white-label payment gateways empowers vertical SaaS platforms to offer seamless, branded payment experiences, enhancing brand identity and customer loyalty.
  • Bundle for Value: Bundling services, including payment processing, simplifies decision-making for customers, amplifying the perceived value of SaaS platforms and attracting a broader clientele.
  • Strategic Partnerships: Leveraging partnerships expands market reach and service capabilities, enriching value propositions and fostering growth through shared customer networks.
  • Cross-Sell and Up-Sell: Harnessing customer data enables targeted cross-selling and up-selling, fostering deeper engagement, increased revenue, and prolonged customer lifecycle.

Vertical SaaS platforms stand to redefine their marketing strategies and significantly broaden their customer base by harnessing the capabilities of white-label payment gateways. By integrating a white-label payment solution, software platforms can deliver a seamless, branded payment experience within their ecosystem, eliminating the complexities of developing and managing an in-house payment system. This approach fortifies brand identity, reduces costs, and allows businesses to concentrate on their primary services, enhancing customer satisfaction. Moreover, adopting a white-label payment gateway paves the way for innovative marketing strategies, attracting new customers, retaining existing ones, and overall expanding the company’s market presence.

Let’s delve into the top five marketing strategies that become available to vertical SaaS platforms when they adopt a white-label payment gateway, marking a significant leap toward achieving marketing excellence and customer engagement. 

Custom Brand Experience Impact

A strategy that helps vertical SaaS platforms improve brand loyalty by integrating payment processing is the custom brand experience. By integrating payment processing directly into their ecosystems, SaaS platforms use a custom brand experience as a strategic approach to enhance brand identity and customer loyalty.

With white-label payment gateways, these platforms can offer a seamless transaction experience under their brand, even though a third-party provider handles the backend processing. This method not only strengthens the brand’s presence across all customer interactions but also offers significant cost savings by negating the need for developing and maintaining a bespoke payment system. Such a strategy allows a company to concentrate on its core offerings and improve the overall customer experience, presenting a cost-effective, branded payment solution that benefits both the company and its end users.

The marketing opportunity presented by this strategy is substantial. It enables SaaS companies to conduct targeted branding campaigns emphasizing their platform’s unique, integrated user experience. This is particularly valuable in a crowded market, attracting businesses looking for a distinctive, high-quality solution. Highlighting the custom payment experience in these campaigns can differentiate the platform from competitors, making it more appealing to potential customers.

Let’s take a hypothetical company, EscapeRentals Pro, as an example of a SaaS company that could effectively employ this marketing strategy. This platform integrates a white-label payment gateway, enabling a streamlined booking and payment process that appears entirely under the EscapeRentals Pro brand, complete with its logo and color scheme. This integration ensures that the payment process feels like an intrinsic part of the customer’s journey, avoiding any redirection to third-party sites. Such a cohesive brand experience greatly enhances the customer’s booking experience, establishing EscapeRentals Pro as a trustworthy and user-friendly brand. This encourages bookings and referrals, significantly contributing to the company’s growth by attracting a broader customer base.

Bundled Services Offers Advantages for Vertical SaaS

One of the transformative marketing strategies for vertical SaaS platforms that integrate solutions like white-label payment gateways is bundled services offering. This approach simplifies the customer’s decision-making process by providing a comprehensive package combining multiple services. It enhances the perceived value of the vertical SaaS platforms by offering a more compelling value proposition.

ACH Return Codes

Integrating core offerings with additional services, such as payment processing, addresses a broader range of customer needs through a unified solution. This reduces the complexity and costs of managing multiple vendors and tailoring bundles for specific industries or customer segments, demonstrating a deep understanding of their unique challenges.

This strategy opens up a significant marketing opportunity: comprehensive solution advertising. By marketing the platform as an all-in-one solution for specific business needs, SaaS companies can address multiple customer pain points with one subscription. This opportunity increases the SaaS’s customer base by making the platform more attractive to those seeking specialized, streamlined solutions. The ease of managing operations through a unified platform appeals to a wide range of businesses, encouraging them to switch from traditional, fragmented systems to a more integrated solution.

For illustrative purposes, let’s look at the example of the successful implementation of this marketing strategy through the lens of a typical company, which we’ll call LegalEase Solutions. LegalEase Solutions provides a comprehensive suite designed for legal professionals, integrating essential services such as practice management, document automation, and client relationship management into a single platform.

With the strategic addition of a white-label payment gateway, LegalEase Solutions enhances its value proposition by enabling law firm clients to process payments directly through the platform. This integration streamlines law firms’ billing and payment processes and significantly improves cash flow management. By offering an all-in-one solution, LegalEase Solutions addresses the operational challenges law firms face, making the platform an attractive option for those seeking to simplify their business processes. This approach serves as a strong marketing point for LegalEase Solutions and positions the company as a leader in providing innovative solutions specifically designed for legal experts.

Benefits of Strategic Partnerships

For vertical SaaS Platforms, especially those incorporating white-label payment gateways, strategic partnerships form a crucial element of the marketing strategy. This approach can enable a SaaS platform to extend its payment processing capabilities to complementary service industry partners. By forging partnerships, the platform can share customers and integrate its financial solutions into partners’ ecosystems. This not only broadens its customer base but also enhances its service offerings.

Strategic partnerships leverage the synergy between companies to expand market reach and service capabilities, providing seamless, integrated financial solutions to both partners and their customers. Such collaborations enrich the platform’s value proposition by offering a more comprehensive suite of services, solidifying its position within the industry, and opening new avenues for growth and customer acquisition.

The marketing opportunity presented by strategic partnerships lies in the ability to offer exclusive services to partners’ customers. Integrating a white-label payment platform allows a SaaS company to extend its offerings beyond its core services, gaining increased visibility and attracting new customers through referrals from complementary companies. This approach allows for cultivating a broader customer base by tapping into the networks and trust established by partners, thereby facilitating growth and enhancing the overall value delivered to end-users.

To demonstrate this marketing strategy in practice, we can envision a hypothetical entity named LedgerLink Accounting. This platform could be an all-encompassing solution tailored for accounting firms, designed to streamline their financial management and operational workflows. LedgerLink Accounting might integrate various features to simplify processes, boost efficiency, and elevate client satisfaction within the accounting industry.

In an illustrative strategic move, LedgerLink Accounting could explore a partnership with TaxAdvise Pro, a provider known for specializing in tax preparation and planning services. Through this collaboration, LedgerLink Accounting integrates a white-label payment gateway that enables TaxAdvise Pro to offer its clients a seamless method for processing payments for tax services directly within the platform. This partnership enhances the range of services offered by LedgerLink Accounting. It significantly improves the payment process for TaxAdvise Pro’s clients, increasing satisfaction and retention rates for both companies. The collaboration between LedgerLink Accounting and TaxAdvise Pro exemplifies how strategic alliances can expand service capabilities and provide mutual benefits, including streamlined operations and enhanced customer experiences.

Key benefits of Cross-Selling and Up-Selling

One of the transformative marketing strategies for vertical SaaS platforms that integrate solutions like white-label payment gateways is bundled services offering. This approach simplifies the customer’s decision-making process by providing a comprehensive package combining multiple services. It enhances the perceived value of the vertical SaaS platforms by offering a more compelling value proposition.

White Label Omnichannel Payment Gateway

Integrating core offerings with additional services, such as payment processing, addresses a broader range of customer needs through a unified solution. This reduces the complexity and costs of managing multiple vendors and tailoring bundles for specific industries or customer segments, demonstrating a deep understanding of their unique challenges.

Customer Lifecycle Management

The marketing opportunity here lies in customer lifecycle management, a process significantly enhanced by cross-selling and upselling strategies. By identifying key moments in the customer’s experience, SaaS companies can introduce additional services that meet customers’ evolving needs, effectively increasing the customer’s lifetime value. This strategy fosters a deeper customer engagement, leading to higher satisfaction and loyalty, as customers feel understood and valued through the tailored recommendations and solutions offered to them.

To better understand this marketing strategy, let’s consider a prototype scenario involving a company named FitClub Manager that uses this strategy effectively.

As a SaaS platform tailored for fitness and club management, FitClub Manager incorporates a white-label payment gateway to meticulously track and analyze membership payment trends. This innovative approach uncovers that a notable percentage of members tend to encounter card declines towards the end of their 6-month membership plans. Leveraging these insights, FitClub Manager strategically introduces an automated up-sell message before the 5-month mark, proposing a discounted annual membership plan to encourage members to extend their commitment and enjoy uninterrupted service.

Furthermore, recognizing the challenges some members face with payment issues, FitClub Manager implements a solution offering a flexible payment option. This option grants an extra month for members to rectify their financial issues, thus preventing them from losing access to the club’s facilities and services. This dual strategy enhances member retention by addressing and preempting potential drop-offs due to payment issues. It opens up avenues for increased revenue through early membership upgrades.

Educational Webinars and Workshops Insights

Offering educational content through webinars and workshops marks a pivotal strategy for SaaS platforms aspiring to establish themselves as thought leaders within their domain. This approach has taken on an even more critical role for vertical SaaS platforms, particularly those incorporating white-label payment gateways. SaaS platforms can engage potential customers early in the sales funnel by offering educational content that delves into industry-relevant topics, challenges, and trends.

This strategy builds trust and establishes a relationship based on expertise and the provision of valuable insights. Furthermore, educational initiatives serve as an effective tool for lead generation and content marketing, expanding the platform’s reach and fostering a community of well-informed users and advocates. Such initiatives underscore the platform’s dedication to customer success and delivering long-term value beyond its immediate software solutions.

The opportunity for lead generation through educational content is significant. By providing high-value webinars and workshops as free resources, SaaS companies can attract potential customers interested in learning more about topics relevant to their industry. This approach educates the market and showcases the platform’s capabilities, ultimately attracting leads that can be nurtured into customers. The educational content serves as a gateway for potential customers to understand the platform’s value proposition, increasing its customer base and boosting its market presence.

RetailEdge POS

To explore this idea further, let’s conceptualize a company like RetailEdge POS. Specializing in solutions for specialty retail business owners, RetailEdge POS organizes workshops titled “Maximizing Sales through Seamless Payment Solutions.” These workshops explore the benefits of integrating their white-label payment gateway with the retail POS system. The focus is demonstrating how such integration can streamline transactions, significantly reduce checkout times, and elevate overall customer satisfaction.

Through these educational sessions, RetailEdge POS showcases its all-encompassing platform, simplifying the management of inventory and customer relationships and seamlessly handling payments. This comprehensive approach attracts specialty retailers looking for ways to boost their operational efficiency.

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