AP | Case Study - Xander Marketing

From Three Brands to One Unified Solution

AP Matching, initially operating as three distinct brands—Statement-Matching, Invoice-Matching, and Duplicate-Matching—approached Xander Marketing in early 2023 with a complex challenge: to consolidate these brands into a single cohesive solution under the AP Matching name, and then to take the combined offer to market.

This rebranding effort aimed to unify their offerings, drive growth in visibility and user acquisition, and ultimately position the company for potential acquisition.

Consolidate Three Brands into One: They needed the AP brand but also sub-brands for the existing products
Develop a New Website: Create a user-friendly, SEO-optimised website for the new consolidated brand.
Execute a Holistic Marketing Strategy: Drive lead generation and increase brand awareness through multi-channel marketing efforts.

Brand Consolidation and Website Development

Created a new logo for AP Matching and sub-brands for the three products
Developed a new website, carefully preserving strong SEO rankings from the Statement-Matching website
Crafted a go-to-market strategy for the consolidated brand

"A big thank you to the Xander Marketing team! It's been a fantastic experience working with an agency that requires so little effort to get up to speed in such an esoteric software space"

Daniel Kimpton, AP Matching Founder and CEO

Comprehensive Marketing Strategy

Following the launch of the new branding and website, marketing activities were launched in May 2023, our plan included:

Content Marketing: Established AP Matching as a thought leader through blogs, ebooks, and guides
SEO: Maintained and improved search rankings for key terms
Paid Advertising: Ran targeted campaigns on Google Ads, LinkedIn, and Capterra
Social Media Management: Grew AP Matching’s presence on LinkedIn
Email Marketing: Engaged customers through newsletters and HubSpot campaigns
Event Support: Boosted AP Matching’s presence at key industry events
HubSpot Management: Implemented efficient lead nurturing and tracking

Achieving Significant Growth and Acquisition

Our marketing contributed to a new brand, significant business growth and ultimately, an acquisition by a market leader.

Brand Consolidation & Website Performance:

Successfully unified three brands into one cohesive solution
147% increase in website views from June 2023 to June 2024
57% increase in organic traffic from June 2023 to February 2024

Lead Generation & Acquisition:

650% increase in Sales Qualified Leads (SQLs) from August 2023 to January 2024
LinkedIn Ads showed steady improvement, with click-through rates reaching 3.47%
45% increase in LinkedIn company page followers

SEO Performance:

Achieved #1 ranking for key terms like "statement matching software" and "cloud-based invoice-matching platform"
Significant improvements in rankings for competitive terms like "invoice matching" and "automated invoice matching"

Acquisition by Basware

The culmination of these efforts was AP Matching's successful acquisition by Basware in May 2024
This acquisition validated the strength of the consolidated brand and AP Matching's enhanced market position

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Brand Consolidation leading to Acquisition for AP Matching