Within four years of launching Treasury That Moves You, the impact of BELLIN’s brand awareness was being felt throughout the corporate treasury world, especially in the US where Kyriba dominated the market.
Source: FeaturedCustomers
Within six years, the momentum of BELLIN’s brand reputation and product sales volume began making serious waves in English-speaking markets. Coupa took notice and acquired the company in June 2020.
Source: HTF Market Intelligence
BELLIN achieved a continuous double-digit year-over-year growth rate, including a 60% higher customer acquisition rate in 2018 vs. 2017. BELLIN grew over four times in four years, opening two new offices: Cambridge, USA, and London, UK.
Source: PressBox
BELLIN, a leading treasury management software company based in Ettenheim, Germany, achieved remarkable growth by targeting new markets and creating a powerful brand message. This case study explores how BELLIN’s Treasury That Moves You campaign helped them become a market leader and quadruple their revenue in just four years.
For over a decade, BELLIN dominated the German-speaking corporate treasury software market with their flagship product, tm5. However, their ambitions extended beyond regional success. BELLIN saw an opportunity to elevate the role of corporate treasury on a global scale, particularly in the lucrative English-speaking markets.
BELLIN’s primary challenge was effectively communicating their unique value proposition to a new audience. Their German positioning, “Treasury das glücklich macht” (Treasury that makes you happy), resonated well in their home market but didn’t translate well into English. The literal translation didn’t capture the emotional connection BELLIN aimed to create with potential customers.
Treasury That Moves You created the emotional connection for English-speaking markets, going beyond mere functionality and emphasizing the strategic role treasury could play within an organization. It resonated with the idea of empowered treasurers who could confidently take their seat at the table by using tm5 to manage their cash.
The Treasury That Moves You campaign, coupled with the updated brand design, proved to be a game-changer. BELLIN’s brand awareness skyrocketed, particularly in the US market. This translated into impressive results:
BELLIN’s success wasn’t just about the messaging. Martin Bellin, BELLIN’s president, played a pivotal role as a brand champion. He actively embodied the Treasury That Moves You spirit, participating in industry events and hosting the BELLIN TV YouTube channel. His dedication and enthusiasm significantly contributed to BELLIN’s brand recognition.
Martin Bellin is the Richard Branson of corporate treasury. Tech leaders should take a page out of his playbook when it comes to championing a B2B tech brand.
Achim Klor
Treasury That Moves You continues to resonate with treasurers worldwide. By 2018, BELLIN had grown its revenue by more than four times, culminating in their acquisition in 2020 by Coupa, a leader in Business Spend Management. BELLIN’s story is a testament to the power of effective branding and passionate leadership.
Achim made a significant contribution to our incredible success. Because “Treasury That Moves You” continues to be top-of-mind, everyone is still talking about it.
Martin Bellin, President
