Fintech Marketer Tom Roberts on Why Simplifying Your Company’s Message is Key

Regardless of how complex your product may seem, your company’s marketing message should be simple and straight-forward. A complicated, dense message could alienate customers unfamiliar with the technology and reduce your leads. Crafting a narrative around your company’s solution should translate to all sides of your target market — potential customers, investors, and users.

“Simpler, more authentic ways of describing customer pain points and how we help to solve them was essential to driving interest among some of the world’s largest companies,” says Tom Roberts, SVP, Global Marketing at PrimeRevenue, a Fintech supply chain enterprise. PrimeRevenue successfully frees up cash for their clients, which include Michelin and SAB Miller, so they can invest it back into their companies.

Roberts has held positions at several Fintech companies such as Fiserv, CashEdge, and E*Trade Financial and has seen Atlanta’s Fintech industry evolve beyond big payment processing companies into a diversified environment that includes major startup successes like Kabbage to smaller and mid-size businesses.

He shares his marketing insights since arriving at PrimeRevenue, the brand challenges he faced on day one, and why simplifying the company’s message drove its marketing strategy to success.

You’ve worked on simplifying the PrimeRevenue brand and presenting the company in a more digestible way. How did you approach this?

When I arrived at PrimeRevenue 18 months ago, I had to start by understanding, at a deep level, what value we delivered, how we precisely accomplished that, and what our defensible differentiators were. Most of the PrimeRevenue team was so close to the problems we solved and how we solved them that they over-complicated the communication around it. What I inherited was very dense, very academic and aimed more at bankers than at our key decision-makers.

But every marketing person should be so lucky to find a great story that is not being effectively told. That’s exactly what I discovered with PrimeRevenue. We work with some of the world’s largest brands to help them optimize their working capital, and we support their suppliers by giving them more visibility and control over what their customers owe them. I crafted the narrative around the immense ROI we deliver into a simple core messaging for both buyers and suppliers.

Once you understood the product, what specifically did you do?

I spent the first 8 months here building a network of external professional marketing partners to augment my internal team. The external partners added expertise we didn’t have AND assured we spoke to our audiences in ways that smart people who weren’t experts in our area would understand.  In that time, we created (from scratch) our brand platform, a completely new website, our analytical tracking capabilities and a core set of materials to drive content marketing.

While the nuances of supply chain finance can be complicated, it turns out that the basic principles of what we do are quite simple, and we deliver huge ROI for both big companies and their suppliers. I knew we had gotten it right when we produced two very short videos (less than two minutes) that relate what we do, along with the benefits to buyers and their suppliers. Visitors to our site have viewed these videos thousands of times, and we know one huge global prospect viewed one of them twice just before asking to talk with us.

What challenges did you face during this brand overhaul?

What we do – generate hundreds of millions of dollars in cash flow gains – is so strategic that some companies don’t want us talking about it. That obviously presents problems for marketers and sellers. Proof points are a key ingredient in our sales and marketing processes. So, we work hard to get big global brands to let us “out them” as clients. Several that we’ve been successful within the past year are Michelin, farm equipment maker AGCO and the brewer SAB Miller.

We nominated each of these companies for awards offered by leading financial publications. We gained their permission and worked with them on the submissions. And all three won. Which provided great recognition for their innovations and a way for us to gain visibility into key client relationships. We’ve found award submissions to be a key ingredient in gaining public proof points. 

How did you approach the company when talking about the new brand message?

I’ve done a lot of work to simplify complicated messages for B2B audiences in the past. I find the key is putting together a logical story about what you are trying to achieve and how it will accelerate sales. Then you’ve got to be a great collaborative, internal seller of both your approach and your progress. I say collaborative since one mistake marketers seem to make is huddling with their team and then popping new “stuff” on an executive team. Unless you’re lucky, that can backfire.

Why was simplifying the brand so important for the marketing strategy?

In addition to marketing, I’ve had several roles running sales teams. So, I’m acutely aware that marketing’s job is to help drive customer acquisition and expansion as effectively as possible.

A simplified brand message was key for us putting in place a sophisticated, multi-channel digital lead and demand generation program. Frankly, the company didn’t have much in the way of lead gen other than some field marketing at very small niche conferences.

What are some accomplishments you’ve had during your time at PrimeRevenue?

As for marketing’s contribution, the lead generation program we put in place has, in its first seven months of operation, generated 35 qualified sales opportunities, with a total current pipeline contribution of $3.25 million in annualized revenue. In addition, three deals have already closed with annualized revenue of more than $1M.

So far this program is exceeding expectations. We target senior finance and procurement professionals in very large global enterprises – hard people typically to get in front of. But our multi-channel approaches, combined with very well executed educational content on an arcane subject are driving more conversions, lead flow and quality conversations than expected.

Another area for growth is the mid-market, which for us are companies with $300M to $2B in revenue. Recently we sourced ways to fund programs for these companies so we’ve expanded marketing to them as well, starting with the U.S. We haven’t completely cracked to code on mid-market messaging and conversion, but we’re making great progress and having a lot of early success.

Can share your perspective on Atlanta as a place to build a Fintech company?

I came to Atlanta in 2006 when I moved E*TRADE’s equity comp business out of Northern California to Alpharetta. In the decade I’ve been here, FinTech has really grown and diversified in Atlanta. Previously the ATL was home to lots of “big iron” payments processing companies, such as First Data, Elavon, World Pay and Tysys. But there wasn’t much in the way of successful startups and mid-sized companies. That’s changed. We now have credible companies like PrimeRevenue, Kabbage, Greensky and Cardlytics who have grown and really changed the landscape.

In addition, the city is changing dramatically. Midtown, where we are headquartered, has so much energy. With Georgia Tech, Georgia State and Emory so close by, we’ve got a great pool of talent to recruit from. Given our cost, lifestyle and talent advantages, I’m incredibly bullish on Atlanta continuing its march to becoming a dominant hub for Fintech innovation.

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Stephanie Wargo

VP, Global Head of Marketing

Stephanie joined PrimeRevenue in 2015 and oversees the company’s global marketing team and strategy. With a data-driven approach, Stephanie focuses on demand generation and thought leadership to drive brand awareness, strengthen client/partner relationships, and generate new sales opportunities. Stephanie has guided PrimeRevenue through new technology releases and an evolving FinTech landscape. In addition to leading PrimeRevenue’s internal and external communications, she implemented innovative demand generation and marketing strategies to enhance the company’s overall sales pipeline.

Stephanie has extensive experience in marketing and customer success. She previously served as Vice President of Marketing and Communications at BitPay and Vice President of Client Relations and Marketing at FirstView Financial. Stephanie earned a B.A. degree in Political Science from Agnes Scott College in Decatur, Georgia.

Brian Medley

VP, Global Head of Sales

Brian joined PrimeRevenue in early 2012, after more than 20 years of sales leadership, executive-level consultant and business growth experience. As VP, Global Head of Sales, Brian leads a growing team of fintech sales professionals with a focus on developing strong customer relationships, improving sales predictability and helping PrimeRevenue enter the lucrative mid-market.

Prior to PrimeRevenue, Brian honed his enterprise software sales leadership skills at Clarus Corporation. He also served as an operations and IT management consultant for Kurt Salmon Associates. In addition to his sales and consulting background, Brian has deep experience in the financial industry having founded a successful residential mortgage broker and lending business. He is a graduate of the Georgia Institute of Technology having earned a B.S. in Industrial Engineering and Economics and M.B.A. in Global Business.

Jason Green

SVP, Global Customer Success

Jason joined PrimeRevenue in 2021 following more than two decades in the fintech/financial services industry. He brings a strong background is sales leadership due to his impressive relationship building capability as well as a successful track record in creating structure and process improvements. In his role, Jason uses his keen attention to detail to strengthen the customer experience and enhance the company’s solutions to deliver more value to clients.

Prior to joining the company, Jason held several senior level and executive roles with a focus on building and scaling sales and support organizations at both large and small companies. Jason graduated from Murray State University with a B.S in Marketing.

Matt Ford

SVP, Global Product Innovation

Matt joined PrimeRevenue in early 2015 and is responsible for overseeing all commercial, strategic and operational aspects of PrimeRevenue’s supply chain finance offerings throughout EMEA, based in Prague. He has been instrumental in gaining global alignment and developing supplier enablement processes for the region.

Matt joined PrimeRevenue following a 15-year career at Morgan Stanley, where he worked in fixed income operations covering debt syndication through bonds, EMTNS, corporate loans and other debt securitization. Notably, he set up non-core location operations in Europe (Budapest) and all lending operations in Baltimore from scratch.

Matt, who was born and raised in South East England, earned a B.S. in Sports Science at University of Teesside where he mastered the art of TEAM development and accountability as a youth international rugby player.

Dominic Capolongo

EVP, Global Head of Funding

Dominic joined PrimeRevenue in 2016, and is responsible for leading our bank and capital markets funding strategies and execution. He focuses on building global, scalable and highly efficient funding structures that maximize options for supporting PrimeRevenue’s programs. Dominic began his career as an attorney and was a partner with Kaye Scholer before joining DLJ as a senior banker. Dominic brings tremendous strategic and capital markets experience in all areas of finance having held senior positions at, among others, Credit Suisse and RBC Capital Markets in addition to DLJ. Dominic earned a JD from Fordham University School of Law and a BA from SUNY Binghamton.

Gavin Cicchinelli

Chief Operating Officer

Gavin joined PrimeRevenue as Chief Operating Officer in 2021. With more than two decades of leadership and executive experience along with a deep understanding of the payments space, Gavin provides a unique focus on improving and strengthening operational strategies and implementing GTM growth execution. He is responsible for leading transformation across corporate and operational strategies as well as building a repeatable and scalable commercial growth strategy that aligns with PrimeRevenue’s core business while delivering key adjacent growth opportunities.

Prior to joining PrimeRevenue, Gavin served as President and Chief Revenue Officer of Integrated Solutions at TSYS, a global payment processing services company acquired by Global Payments (NYSE:GPN). There, he also served as Head of Product and divisional COO. Throughout his career, Gavin has held multiple leadership positions including VP of Sales, SVP of Business Development, and President of Financial Institutions. Gavin graduated from the University of Northern Colorado, Greeley.

David Quillian

Chief Legal Officer

David joined PrimeRevenue as General Counsel in 2007. He and his team have been instrumental in successfully creating the unique legal structures that support PrimeRevenue’s multi-funder model and global funding capabilities. David is also the lead named inventor on PrimeRevenue’s two patents for Electronic Time Drafts, which allow PrimeRevenue to manage supply chain finance programs using electronic negotiable instruments as opposed to accounts receivable. Prior to PrimeRevenue, David was General Counsel at Harbor Payments, which was acquired by American Express (AXP) in 2006, and Magnet Communications, which was acquired by Digital Insight (DGIN) in 2003. He holds degrees in Economics and History from Duke University, and Juris Doctor and M.B.A. degrees from the University of Georgia.

Nathan Feather


Nathan has successfully ushered PrimeRevenue from our very early days as a visionary startup, through the financial crisis to today’s position as a thriving mid-sized leader in the cloud-enabled supply chain finance marketplace since joining PrimeRevenue in January 2006. He was instrumental in recapitalizing the company with an $80M investment led by BBH Capital Partners in 2015. Prior to PrimeRevenue, he held various financial management roles with Ariba, Freemarkets and PriceWaterhouseCoopers. Nathan holds a BS in Accounting from Pennsylvania State University.

PJ Bain


PJ has an impressive and accomplished track record as an enterprise software entrepreneur and executive. PJ has built a solid record of success with PrimeRevenue since being appointed Chief Executive Officer in July of 2009. The company has received numerous awards for growth, customer service, innovation, along with being recognized as a top employer.

PJ is a life-long software and technology entrepreneur having been involved in numerous firms in the roles of founder, executive, advisor and investor. Immediately prior to PrimeRevenue, PJ was the VP and General Manager of Exact Holding N.V. (NYSE/AMS: EXACT), a leading global provider of business software solutions. He was previously Founder and CEO of Inspired Solutions, an Atlanta-based, B2B software and services firm that grew to be the largest reseller of Exact Software in North America, later acquired by Exact. PJ holds a Bachelor of Industrial Engineering from Georgia Institute of Technology.