One foundation powers three enterprise campaigns a month across multiple verticals.
Challenge: One Campaign a Month, Growing SMB Demand, and a Calendar Under Pressure
The company
Paysafe is a global payments platform that powers the experience economy. Its strongest verticals include iGaming, video gaming, streaming, online trading and financial services, travel, and e-commerce. On the SMB side Paysafe serves restaurants, small retailers, hospitality merchants, auto body shops, law firms, tattoo shops, gas stations, and dozens of other small-business categories. The company is well known for its digital wallets and alternative payment methods, including Skrill, PaysafeCard, and PaysafeCash.
The B2B marketing team runs campaign production for both enterprise and SMB audiences, covering long-cycle enterprise deals alongside high-volume vertical SMB plays. Regulatory complexity sits on top of everything. Different verticals carry different legal review requirements, and the team moves fast while keeping compliance tight.
The people
Phil Siemens is Senior Manager of B2B Campaign Management, based in Jacksonville. He has been with Paysafe for about two and a half years.
Julia DiPaola is a Campaign Analyst focused on lifecycle journeys. She has been with Paysafe for over a year.
The context
The scale of today's output reflects how much has changed in how the team works. SLA turnaround times for campaign development used to be longer than ideal, and campaign managers were often routing drafts back and forth across teams, which impacted efficiency. The enterprise cadence was one campaign a month. SMB was in motion, but on a narrower set of segments than Paysafe runs today.
Solution: A Permanent Foundation Behind Every Campaign
How the team operates today
Paysafe's B2B team produces three enterprise campaigns a month, with SMB campaigns running in parallel across a growing set of verticals. Campaign copy, ad creative, email sequences, and supporting assets come out of VelocityEngine as a fully developed package, ready for the paid media, content, and lifecycle teams to pick up and distribute.
The engine behind that cadence is the foundation. A member of the go-to-market team loaded Paysafe's brand guidelines, product documentation, vertical research, and audience definitions into VelocityEngine once. Every campaign since pulls from the same source of truth. When Julia generates content, the system already knows who Paysafe is, which vertical she's targeting, and what the funnel looks like for that audience.
"We were usually running maybe one to two campaigns a quarter and now we're running three a month, maybe more."
Julia DiPaola, Campaign Analyst, Paysafe
What campaigns look like now
Julia generates campaign content by selecting the audience, the vertical, and the stage of the funnel. The system produces what she needs without requiring her to re-prompt with background on Paysafe every time. She passes the output to the copy team for a final pass, typically for light tailoring by vertical or by enterprise versus SMB.
On the enterprise side, Phil runs ABM and demand gen campaigns that lean on gated lead magnets, white papers, and webinars. Distribution runs through an in-house paid media center of excellence plus agency partners for content syndication. VelocityEngine produces the campaign copy, ad assets, and email sequences that feed those channels.
On the SMB side, the team runs vertical-specific nurtures across segments the team is now staffing with real depth. Julia calls out that the content provides genuine value to those readers, with stats and context specific to each industry.
"Now we're really deep diving into specific verticals like restaurants, tattoo shops, auto body, law firms, hospitality, just to name a few."
Julia DiPaola, Campaign Analyst, Paysafe
Why the foundation matters
Julia draws the contrast with general-purpose AI tools plainly. With ChatGPT or Copilot, she has to re-prompt with Paysafe background every time. With VelocityEngine, the foundation is permanent, and she trusts that the output is drawing only from Paysafe's own source material.
"When we go into VelocityEngine now, I don't have to worry about it pulling false information because I know it's only going to pull from our information. It's very specific to Paysafe. It kind of feels like it was built for us."
Julia DiPaola, Campaign Analyst, Paysafe
Results: A Calendar the CMO Can Count On
Where the time goes now
Two places. First, the content team runs deeper original research. Paysafe builds its major white papers in-house, often working with outside research firms to conduct polls and gather primary data, because the team wants the inputs to be new information that is not already sitting on the internet. The copy team's hours now go toward that primary research work. VelocityEngine handles the spin-off blogs and supporting assets that extend each research report across the campaign.
Second, the campaign management team says yes to more projects. Sales and product teams bring requests, the team takes them on, and the calendar keeps filling.
"We're definitely busier but it's less exhausting somehow."
Phil Siemens, Senior Manager of B2B Campaign Management, Paysafe
Hitting the calendar
The team commits to launch dates and hits them. Telling Paysafe's CMO when a campaign will go live, and actually launching on that date, is one of the clearest signals that the production model is working.
"It's nice to be able to tell our CMO when we're going to launch a campaign and actually stick to that schedule."
Phil Siemens, Senior Manager of B2B Campaign Management, Paysafe
What's next
The roadmap has roughly twenty more campaigns scheduled for the year. The team plans to deepen use of the lead nurture functionality for lifecycle journeys. Julia is also looking at feeding Paysafe's own annual research back into the foundation so future campaign content can draw from it, which would tighten the loop between proprietary research and campaign execution.
Three enterprise campaigns a month, with SMB campaigns running in parallel across new verticals. Content coverage the CMO can count on.
