Fintech
Lumen — Category-defining brand for an embedded payments API.
$18M ARR
Overview
The brief.
Lumen needed to stop competing on price and start owning the embedded payments conversation. We defined the category story, shipped a developer-first site and plugged in a growth stack that compounded.
What we did
- Category positioning and narrative architecture
- Developer-first website with docs-led IA
- Product marketing for both technical and commercial buyers
- Demand engine across search, content and partnerships
- Lifecycle for trial-to-paid activation
Challenge
What stood in the way.
Technical buyers loved the product; business buyers didn't understand the category. Docs and site lived in different worlds. Growth was founder-led and hard to scale.
Results
Outcomes that compounded.
$18M
ARR at engagement close
2.4×
qualified demo rate
−35%
sales cycle length
Capabilities used
Brand StrategyWeb DevelopmentSEOGrowth Consulting
Client voice
“The clearest strategic thinking we've ever bought — and the craft to match.”
Elena Ortiz · VP Growth, Lumen
More work
Related case studies.
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