If you’re a fast-scaling B2B tech company with a lean team and an aggressive pipeline target, you don’t have time or budget to waste on nice-to-have campaigns. You need strategies that deliver, dashboards that work, and partners who don’t need to be babysat. And that’s exactly where Nuvei was when they came to us.
In mid-2022, Nuvei, a global payment tech powerhouse, was tackling the messy middle of B2B growth. With an international marketing team spread across multiple regions, inconsistent lead quality, and ad budgets that were generating more questions than qualified pipeline, they needed a complete rethink of how to build demand that actually converts. So they called Envy.
Fast forward to today and their CPL is down 70%. Over half of their leads are now high-value enterprise opportunities. Their HubSpot reporting setup is bulletproof. And somehow, Reddit became one of their most surprising lead-gen channels. Here’s how it all went down.
The Challenge: High Costs, Low Value, and a Whole Lot of Noise
Nuvei’s paid strategy, pre-Envy, looked great on paper. They were running global Google campaigns across multiple regions. Their LinkedIn was active. They had sufficient media budget and markets to reach.
But under the hood, things weren’t so pretty. CPLs were hovering around $1,000 per lead, especially for the enterprise audiences they actually wanted. Too many of the early leads were coming from regions like India and Pakistan, where conversion potential was low, and from companies that weren’t even close to their ICP.
The Enviable Results: Fixing the Funnel, Not Just the Ads
Here’s what Nuvei achieved by working with Envy:
- CPL dropped by 70%
- Over 50% of leads are now high-value enterprise or mid-market
- HubSpot reporting now drives strategy
- Google Ads turned from a money pit to a real pipeline generator
Now, we’d love to tell you this story starts with a bold ad campaign or some wildly creative stunt, but it didn’t. Because when Nuvei came to Envy, it wasn’t only about going bigger. It was about fixing what was already broken.
And so, before we could reduce costs, increase pipeline, or even talk strategy, we had to start with the unsexy stuff: fixing HubSpot, untangling lead sources, and building a foundation that could actually support growth. Because when the plumbing’s bad, it doesn’t matter how nice the faucet is; nothing flows the way it should.
Once we did that, everything changed.
Step One: Rebuild the Foundation, Not Just the Ads
The first thing we did was to fix the fundamentals. Nuvei’s HubSpot setup wasn’t giving them the clarity they needed to make informed decisions across regions and lifecycle stages.
We cleaned up the lifecycle stages. We built dashboards that actually reflected performance by market and channel. We integrated lead sources and added proper attribution tracking. Here’s how Maya Shelly, Nuvei’s Head of ABM, summarized our work together:
“Our HubSpot account manager always knows answers to any questions that we may have on HubSpot. And if she doesn't know, she goes to investigate either online or directly with HubSpot and always comes back with answers and options.”
Suddenly, Nuvei’s marketing team had a live, shared source of truth that wasn’t a spreadsheet. From there, we looked at where the money was going, and whether it was working.
Step Two: Segment, Localize, and Target
We killed the one-size-fits-all campaigns and got granular. Instead of a global strategy, we built regional ones. Instead of broad personas, we mapped real buying behavior.
In North America, we went deep on enterprise intent. In LATAM, we localized landing pages and ad creative into Spanish and Portuguese. In Europe, where buyer journeys were longer and more education-heavy, we invested in nurture flows instead of pushing hard CTAs.
Step Three: Fix the Paid Machine
Google Ads were bleeding budget early on. So we rebuilt the account structure from scratch, added negative keyword lists, refreshed the creative weekly, and aggressively tested CTAs and landing page variants. The entire media mix was re-engineered to prioritize conversion over traffic, and it paid off.
Within six months, Nuvei’s CPL dropped by over 65%. Just as importantly, lead quality skyrocketed: the majority of form fills were now mid-market to enterprise, with processing volume potential that matched their sales team’s targets. The conversation changed from “how many leads?” to “how many good ones?” 😉
And then came the Ryan Reynolds campaign.
When Multi-Channel Marketing Actually Works
Nuvei had secured actor (and Nuvei investor) Ryan Reynolds for a brand campaign (we know, we know, it’s not an everyday marketing tactic). But rather than treat it as a one-off, we orchestrated it across platforms:
- LinkedIn handled top-of-funnel awareness,
- Google Display and YouTube ran the video ads,
- AdRoll managed retargeting,
- And behind it all, our HubSpot setup tracked the ripple effects.
What we saw was something we call the “ping-pong effect”, a clear uptick in brand search volume and PPC conversions that were directly tied to exposure from other channels. People searched for “Nuvei Ryan Reynolds.” They converted off branded keywords. They visited the site multiple times from multiple sources. And what’s even more interesting is that the momentum didn’t die when the campaign ended. The halo effect continued, driving leads long after the ads stopped running.
And no, you don’t need Ryan Reynolds to make this work. We wish… But luckily we’ve seen the same compounding effect from well-timed, well-messaged multi-channel campaigns built around strategic content, video, and remarketing.
The Lead Gen Channel You Probably Aren’t Using (But Should)
Let’s talk about Reddit. Yes, Reddit.
When Nuvei noticed more of their ideal personas: payment decision-makers, product leads, and tech-savvy execs spending time in niche Reddit threads, we tested the channel. The first month was pure awareness, which meant zero CTAs, just branded videos and thoughtful positioning. We didn’t expect much, but five qualified leads came through Reddit within weeks. One turned into a legit opportunity. And when we cross-checked the self-reported attribution from their HubSpot forms, the answer kept showing up: “Reddit.”
It’s true that people don’t act like buyers until they’re ready, but that doesn’t mean they’re not paying attention. Meet them where they are, offer something genuinely valuable, and stop trying to close on the first click. Reddit became a permanent part of Nuvei’s media mix, sometimes even outperforming LinkedIn in awareness and engagement.
And if you want to know more, we wrote about B2B advertising on Reddit in the past.
So… Why Not Just Hire In-House?
We asked Maya if they’d considered building all of this in-house. The answer was fast: no.
“An employee might do the job. But an agency like Envy? They can’t afford to get tired. If they stop delivering, they get fired. That’s motivation you can’t replicate internally.”
Between HubSpot, Google, Reddit, localization, creative, reporting, and strategy, Nuvei would’ve needed 4-6 hires to replace the coverage they had with Envy. And even then, they wouldn’t get the partner relationships, cross-client learnings, or constant optimization baked into our model.
Agencies have a rep for coasting after the contract is signed. Envy doesn’t. As Nuvei put it: “Every month, it feels like Month One.” 😏
Want to See What This Could Look Like for You?
Nuvei’s story isn’t about big celebrity campaigns or infinite resources. It’s about doing more with less, using the right data, the right tools, and the right team.
You can see Nuvei’s full case study here for more on the playbook we used to make it happen. Or if you’re ready to stop optimizing for impressions and start generating real pipelines, let’s talk.
