Small Business is Big Business Whitepaper Campaign

Mastercard: Small Business is Big Business Whitepaper Campaign

Mastercard

Inspired by the vital role small and medium-sized enterprises (SMEs) play in the global economy, Mastercard developed a dynamic campaign focused on their digital transformation and e-commerce journey.

Describe the brief or inspiration behind your project/campaign? What was your team tasked with?

The inspiration for our project stemmed from the recognition of small and medium-sized enterprises (SMEs) as the backbone of the global economy. Our team was tasked with developing a campaign that addressed the evolving needs of SMEs as they embrace digital transformation and e-commerce. We aimed to highlight how Mastercard can support these businesses with tailored payment solutions and tools for growth.

To inform our approach, we conducted extensive research, including two studies and surveys with over 10,000 SMEs. This research provided valuable insights into their challenges and unmet needs, guiding our messaging and strategy.

Meet the Team

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Photo of Nicolas Ingaramo
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Samantha Rodriguez

Vice President, B2B Marketing, Mastercard

VP, Global B2B marketing for SME. Leads the global SME product marketing function for Mastercard.

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Nicolas Ingaramo

Vice President, Global Small and Medium Enterprises, Mastercard

Global VP, leads Mastercard's alternative distribution channels, portfolio optimization, and go-to-market strategy, ensuring innovative solutions reach a diverse global audience.

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Jessica Woolfe

Manager, Global Small and Medium Enterprises, Mastercard

Manager of SME, drives global sales enablement strategy, focusing on customer-centric narratives and empowering small businesses with effective messaging.

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Marcus O’Toole

Senior Vice President, Global Small and Medium Enterprises, Mastercard

VP at Mastercard, leads global SME segment strategy, market development, and commercialization of innovative products, forging key global partnerships to support small businesses.

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Michael McTwigan

Director, B2B Marketing, Mastercard

Director of B2B Marketing, Michael has been helping Mastercard tell its best story since 1997, when he led the creative team at an outside agency for its Annual Report.

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Sachin Yadav

Brand and Creative Manager, B2B Marketing, Mastercard

Innovative creative designer with a passion for blending art and technology. Specializes in visual storytelling, branding, and user experience to craft compelling, impactful designs.

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Arvind Chauhan

Director, Global B2B Marketing Operations, Mastercard

As marketing operations leader Arvid drives the lead generation strategy and operations that help generate marketing qualified leads that convert to sales opportunities and maximize revenue growth for Mastercard.

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Lakshit Pandya

Senior Specialist, Global B2B Marketing Operations, Mastercard

With a background in core management, Lakshit is a marketing operations professional leveraging tech and AI to streamline lead generation processes and workflows.

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Jane Chu

Digital and Social Marketing Manager, Mastercard

Daily practitioner of creating purposeful content that inspires connection.

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Did you utilize LinkedIn in executing this project? What role does LinkedIn play in your greater B2B marketing strategy?

We utilized an organic LinkedIn campaign as a key part of executing this project. While there was no paid media behind it, LinkedIn played a critical role in amplifying our message and driving engagement. LinkedIn is integral to our broader B2B marketing approach, serving as a platform for sharing thought leadership and industry insights and allowing us to connect with decision-makers and position ourselves as a trusted provider for SMEs.

What does being recognized by the Webby Awards mean for you and your collaborators?

Being recognized by the Webby Awards is a significant honor for Mastercard, as it validates our hard work and creativity in developing impactful digital solutions for SMEs. This recognition underscores the importance of our mission to support small and medium-sized enterprises, showcasing how effective marketing and thought leadership can drive awareness and engagement in this vital segment. It highlights our commitment to excellence and innovation, emphasizing the value of our collaborative efforts in creating a compelling campaign that resonates with our audience. Additionally, this accolade motivates us to continue pushing boundaries, enhancing our strategies, and further establishing ourselves as leaders in the industry, all while striving for excellence in our future projects.

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Mastercard

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