The Challenge
FraudAverse (IRIS Analytics GmbH) had a fraud prevention SaaS product ready for the enterprise market - payment processors and major e-commerce platforms. Multi-million dollar contracts. C-suite decision-makers. 6-12 month sales cycles.
They had everything except the one thing that matters in enterprise sales: credibility to get in the room.
No professional digital presence. No positioning that differentiated them from established players with decades of market presence. Their sales team had nothing to work with - no credibility assets, no enterprise-grade collateral, no clear answer to “why should we risk switching to you?”
This is the classic enterprise B2B trap: “We have a better product, but we can’t even get the conversation started.”
What We Built
We didn’t build a website. We solved their enterprise positioning and sales enablement problem.
Phase 1: Market Positioning Strategy
The generic “we do fraud prevention” positioning put them in a bucket with everyone else. We defined clear differentiation for enterprise buyers:
- What makes FraudAverse different from established players?
- Why would a payment processor risk switching to an unknown vendor?
- How do we position against incumbents without looking like upstarts?
Key insight: enterprise buyers don’t buy products. They buy risk reduction + credibility + proven results.
Phase 2: Sales Enablement Assets
Marco’s sales team had nothing professional to show enterprise prospects. We created the complete credibility package:
- Professional brand identity that looked like a serious player, not a startup
- Website optimized for C-suite buyers - clear value prop, security/compliance front and center
- Sales collateral that addressed enterprise concerns before they were raised
- Positioning that opened doors with payment processors
In enterprise, your digital presence IS your first sales rep. If your website doesn’t pass the credibility test, the meeting never happens.
Phase 3: Enterprise Lead Generation
Enterprise doesn’t work like SMB. You can’t just “run ads.” We built inbound positioning + outbound credibility:
- Website optimized for a small number of high-value prospects
- SEO for specific enterprise search terms
- Credibility signals that passed procurement scrutiny
- Sales team could now confidently reach out with professional assets to share
You don’t need 1,000 leads. You need THE RIGHT 10 leads to take you seriously.
Results
Within 3 months, FraudAverse went from invisible to enterprise-ready:
- 1-2 qualified enterprise leads per month - small number, massive value
- First major contract closing - multi-million dollar deal
- Unexpected market segments attracted - expanded their total addressable market
- Sales team fully enabled - could engage C-suite buyers with confidence
- Professional assets pass procurement scrutiny - no more “are these people serious?” objections
The math: 1-2 leads/month at €2-5M deal size = €2-10M pipeline potential per month. The ROI on positioning was measured in millions, not percentages.
As Marco put it: “Wouter has been able to pierce through our strategy, define an appropriate online identity and website marketing process. They combine brilliance in creativity, out-of-the-box thinking, and deep technical competency.”
The Lesson
FraudAverse’s product didn’t change. Their team didn’t change. Their pricing didn’t change.
What changed: how they were perceived by enterprise buyers.
Before: “Unknown startup, too risky.”
After: “Credible player, worth a conversation.”
That perception shift was worth millions in pipeline. And it started with positioning.
