Please describe your organization.
Our company is Payoneer. We’re a cross-border business-to-business payment platform that enables businesses to pay and get paid as easily globally as they do locally.
What is your role and responsibilities?
I’m the vice president of global marketing.
What was the business challenge your company was facing that incited the need for a content marketing platform?
We’re quite an experimental team. We’re a fairly big company, but we try to keep a startup style. We’re looking always to optimize what it is we’re doing, the way we present our messaging, and how we present it, such as the wording and design. We apply that approach to everything whether it’s our website, advertising, or emails. We were intrigued by the Roojoom product and right now the two areas in which we’re using it: one is active and one is in process.
A lot of our customers are business owners in emerging markets all around the world, and signing up for our service is free. So, our main challenge was getting the customers who sign up for our service to use it. Once they have an account, the challenge is for us to help them to get their first payment and actually use us.
We have emails we send to let them know how it works. We were doing that with a standard text email. We invite them to join us for a welcome webinar. We have way too many people to give everybody a one-on-one demo of the solution, but everyone who’s new gets invited to a webinar in their language. We wanted to give them an online how-to-get-started demo. That’s what we use the Roojoom for. They’ll get an email that says, “Click here to watch your three-minute tour of Payoneer.” Roojoom takes them through some steps and each of those steps we highlight through video, PDF, or Web page a bit more about that.
Did your company have a formal selection process for deciding on a content marketing platform? Was your company considering other platforms or possibly contracting a content marketing agency?
No. We create the content ourselves. We have a pretty good team here to be able to do things in different ways. When we came across Roojoom we looked at it, and I hadn’t seen another product that displayed content in the same way as Roojoom. It looked interesting, and we were willing to give it a go. So far, so good.
Did you initially begin with the platform’s free version or trial period? What pricing plan does your company currently utilize?
I’m not sure. I’ve only been at the company for eight months, so my predecessor started using it. I believe we got a trial period.
RESULTS & FEEDBACK
Can you share any success, metrics, or overall results of your content marketing campaign since initial implementation of the platform?
We’ve seen really good open and click-through rates on it. On the Roojoom we have live right now on the desktop, there's a 39 percent click-through rate, which is really amazing.
Were there any software features or tools that really impressed you of which potential buyers should be aware?
I think it’s just the way the content is stitched together which is unique. All the content exists. The video sits on YouTube, there’s a FAQ page on our website. We might have one or two presentations as PDFs. It all exists and it’s all out there. The thing that’s unique about Roojoom is that it creates a flow for a visitor to follow. They click on the Roojoom, and they know where they’re supposed to go next. It’s not that they have to figure out from 12 different links on the page what’s the next sensible thing for them to do.
It could be groundbreaking as far as the way marketers do their job because, as a standard company you’ve got a bunch of ads all throughout the internet. You click on the ad and come to a landing page. A landing page across most companies I worked with and seen as a consumer or potential buyer all look more or less the same. It’s a one online page.
Instead of coming to one of those landing pages, you come through to something a little more dynamic in the form of the Roojoom. Basically, it communicates the same kind of messages, but you can see two or three different steps through the journey and throughout there’s a call to action to click to sign up. We’re going to test that against the landing page and see what it does for us. We’ll see if it converts better or not.
Can you speak to the ease of content creation and the quality of content curation?
It’s an easy template to use. You load whatever content you have and, in most cases, the content exists on our site. You have to load it into the Roojoom itself.
Can you speak to the tracking and analytics tools available, such as lead nurturing and conversion rates?
They’re very easy. Some of the analytics are on our side, so if we’re sending it out by email we can see the open and click-through rates. It shows you what percentage has gotten to step two, to step three, and to step four. We can see what percentage of people clicked through to our site, and which are the steps they clicked through. You have everything you possibly need. I can’t think of any other analytics tool that I would want to add.
Have you found it necessary to use any of the company’s available tutorials or support resources? Was the support useful and accessible?
I personally haven’t. A member of my team does most of the hands-on stuff. I know the Roojoom team is very accessible. We’ve had meetings with them. Their support is very good.
Are there any areas of the platform that you feel are not intuitive or that you feel could be improved upon?
No. I don’t think so. Roojoom is still a young company, and they’re still figuring out some things. What I like about the guys is that they’ll sometimes come and make suggestions about how we can use it. The Roojoom team keeps innovating and coming with different ways that we can use the platform.
We ask you to rate Roojoom on a scale of one to five, with five being the top score. What would you give the platform for ease of use and implementation?
What would you give the platform’s features for desired functionality?
For support, as in responsiveness and resources available?
For overall usability and satisfaction with the platform?
How likely are you to recommend the platform to a similar business?