Before the collaboration, LAB4PAY relied primarily on referrals and direct sales to grow its financial services and EllyPOS offering. While this approach generated some growth, it lacked scalability and measurability.
Our goal was to build a structured digital sales system that ensures consistent lead generation, clear cost control, and the ability to expand into international markets.
The company faced several limitations:
- Dependence on door-to-door sales and referrals
- No existing digital funnel for lead generation
- Lack of systematic targeting of ICP segments
- Absence of a centralized CRM system
- Ambition to expand internationally without a proven model
The key challenge was not just generating leads - but building a repeatable and scalable system.
We defined clear goals:
- Establish a digital lead generation system for financial services
- Generate the first qualified digital leads
- Build a CRM process for automated lead handling
- Validate the model in the Slovenian market
- Prepare the system for international expansion
The project was designed as an integrated system of three core components:
- DIGITAL ADVERTISING (Meta & Google)
- TARGETED COLD OUTREACH for ICP segments
- AUTOMATED CRM PROCESS with AI integration
Instead of isolated activities, we created a connected marketing-sales flow.
We started with market and competitor analysis, defining messaging for each ICP segment.
- On Google Ads, we conducted in-depth keyword research and optimized campaigns for conversions
- On Meta, we developed visual creatives and messaging clearly communicating the benefits of the EllyPOS
The focus was not on traffic - but on qualified leads.
We implemented:
- Structured email databases for each ICP segment
- Personalized messaging
- Automated outreach campaigns via Lemlist
Cold outreach complemented paid advertising and enabled direct access to decision-makers.
We set up:
- Lead integration into Airtable CRM
- Automated contact classification
- Full sales process tracking
- Logging of conversions and follow-up actions
For the first time, LAB4PAY had a clear, measurable, and structured sales system.
Within the first three months, we achieved:
- 76 qualified digital leads
- A fully integrated marketing-sales flow
- A centralized CRM system for lead management
- A validated model ready for expansion to El Salvador, Belgium, and Switzerland
The most important result wasn’t just the number 76 - but the shift from unpredictable referral-based sales to a scalable digital lead generation system.
The LAB4PAY case study shows that even in traditional financial services, digital transformation of sales can deliver measurable results.
By integrating advertising, cold outreach, and CRM automation, we built a system that enables consistent lead generation and opens the door to international expansion.
