The combination of AI-driven content generation and dynamic personalization has completely elevated our ABM strategy.
We’re reaching key accounts with relevant, timely messaging, reducing content production time by over 60%, and driving 2x more qualified pipeline than ever before.
About AffiniPay
AffiniPay is a leading financial technology company specializing in online payment solutions for professional service firms.
With a portfolio that includes LawPay, CPACharge, and AffiniPay for Associations, the company empowers professionals to accept payments quickly, securely, and in compliance with industry regulations.
Serving over 60,000 clients across legal, accounting, and association markets, AffiniPay is dedicated to delivering seamless, customer-centric experiences.
The Challenge
As AffiniPay expanded its enterprise business and targeted larger firms and associations, the marketing team faced growing pressure to:
- Engage a diverse set of high-value accounts with highly relevant, timely content.
- Personalize outreach at scale without ballooning their content team or budget.
- Provide sales teams with in-the-moment engagement insights to identify top accounts
- Accelerate deal cycles by better aligning content with each account’s stage, interests, and decision criteria.
Existing ABM programs relied heavily on static content, manual personalization, limiting the ability to deliver dynamic, account-relevant experiences in real time. What’s more, the team didn’t end-to-end visibility of engagement across campaigns to provide sales with actionable engagement insights per target account.
The team needed a way to move from a reactive, one-size-fits-all approach to a proactive, intelligent content strategy.
The Solution
AffiniPay partnered with Userled, an AI-powered content intelligence and personalization platform purpose-built for scaling and enhancing ABM programs.
With Userled’s content generation, content intelligence, personalization, and real-time analytics, AffiniPay was able to:
- Dynamically generate personalized content experiences for target accounts based on firmographic, technographic, and intent data.
- Tailor messaging and assets across ABM channels, including targeted display, email nurture, and personalized web experiences.
- Surface sales insights and alerts in real time based on individual contact and account engagement patterns and buying signals.
- Dramatically reduce manual effort by automating content variant creation and dynamic landing pages for specific industries and buying stages.
Implementation
The integration process was seamless and completed within 30 days:
- Audience segmentation: AffiniPay’s marketing team worked with Userled’s customer success team to map key account lists, segment audiences, and define personalization rules.
- ABM campaign activation: Personalized content experiences were deployed across AffiniPay’s ABM channels — including personalized LinkedIn ads, account-specific campaigns, and dynamic web experiences.
- Real-time optimization: The team leveraged Userled’s analytics and engagement insights to adjust messaging, offers, and CTAs mid-campaign, increasing relevance and impact.
The Results
Since adopting Userled, AffiniPay has seen significant improvements in its ABM performance:
- 3x increase in target account engagement rates across personalized landing pages and microsites.
- 41% faster deal cycles within key enterprise accounts due to better alignment between content and buying stage.
- 2.5x lift in marketing-qualified opportunities (MQOs) from accounts served with personalized content versus static campaigns.
- Reduced content production time by over 60%, enabling the team to support more campaigns without additional headcount.
- Increased pipeline by x2 over 6 months.
Why Userled
AffiniPay chose Userled because it uniquely addressed its need for personalization at scale without operational overhead. Key reasons included:
- AI-powered content generation that reduced dependency on manual content creation, saving time on content, creative, and web development.
- Easy integration with existing martech and ABM platforms, meaning no overhauling infrastructure or costly deployments.
- Granular control over personalization variables, ensuring content remained on-brand and industry-compliant.
- Real-time analytics and optimization capabilities for agile ABM campaign management and sales activation.
Conclusion
Userled has empowered AffiniPay to deliver highly personalized, scalable ABM experiences that engage key accounts, shorten deal cycles, and drive measurable pipeline growth.
By combining AI-driven content intelligence with real-time engagement insights, AffiniPay’s marketing team has future-proofed its ABM strategy and positioned itself for continued enterprise growth.
