“Having strong convictions, transforming them into actions, and never stopping innovating” is the motto of Maxime Baumard, the Chief Marketing Officer of Pennylane, a growing French fintech/accounting firm. A success implemented by one of the best marketing teams in the area, whose practices we invite you to discover in our special program dedicated to the development of the marketing plan. 1 hour of discussions with Maxime Baumard, to watch before tackling your own copy!
Develop a 2025 marketing plan: beliefs, alignments and fundamentals
A strategy based on strong convictions
For Maxime, developing a marketing plan begins with a certainty: “By doing the same thing as your competitors, you obtain the same results. » This idea pushes us to think outside the box and integrate strategic bets. At PennyLane, this translates into a thoughtful budget distribution: two thirds of resources are dedicated to proven levers, while a third is reserved for new, sometimes daring initiatives.
For example, when PennyLane decided to launch its annual conference, called Comptatechthe objective was not simply to organize one more event. The idea was to go further: build a complete media platform to bring together a community of accounting professionals, a traditional sector but one undergoing rapid transformation. In three years, Comptatech has become much more than an event but a space for discussion on the future of the profession and a powerful lever for strengthening the brand.
Align marketing, sales, product and finance
A successful marketing plan is based on close collaboration with all company stakeholders. Maxime Baumard structures his approach around three main axes of alignment:
- With the sales team : PennyLane’s marketing is not isolated; it is designed to directly support sales objectives. The central KPI is not a number of leads or clicks, but the annual recurring revenue (ARR). This choice eliminates silos and forces each party to work towards a common goal.
- With the product team : PennyLane operates in a sector where the product makes the difference. Features, often technical, must be translated into simple and impactful messages. “My main mission is to enhance the product,” explains Maxime. Marketing helps define launch highlights, while the product team adjusts its schedule to coincide with initiatives like Comptatech.
- With finance : Achieving ambitious goals while controlling costs is a delicate balance. Marketing works hand in hand with finance to guarantee that the actions carried out respect budgetary constraints, while aiming for a payback of less than 8 months.
Segment and personalize to perform better
Segmentation is at the heart of PennyLane’s marketing plan, which targets two very different audiences: VSEs/SMEs and accounting firms. While small businesses favor simplicity and speed, accounting firms are looking for robust tools and tangible proof of their effectiveness. This distinction guides the entire strategy.
In an alternative market, where existing solutions must be outperformed, Penny Lane focuses its efforts on rational and measurable arguments. The campaigns are designed to answer a central question: “Why is our product better than the one you are currently using?” »
Leverage innovation and AI without neglecting the fundamentals
AI has disrupted marketing, but Maxime Baumard remains cautious. “I don’t want my team to drown in tech to the point of forgetting the fundamentals. » At PennyLane, AI is used to automate repetitive tasks (CRM, transcription, SEO content), but team creativity remains at the heart of messages and campaigns.
Innovation is not limited to technology. Each team member is encouraged to dedicate a third of their time to new projects, whether new content formats or alternative approaches to reaching customers. This dynamic allows you to experiment without fear and quickly integrate what works.
Collaborate with the Comex to align ambitions and resources
Convincing general management is a key step in validating a marketing plan. Maxime focuses on clear storytelling and measurable results. He begins each presentation with a simple but essential question: “What do we want to be proud of at the end of the year? »
This approach makes it possible to justify budgetary choices and explain the benefit of taking calculated risks. The dashboards include financial indicators such as ARR and CAC, but also qualitative elements such as the evolution of awareness.
Structured and empowered teams
The organization of the marketing team is crucial. At PennyLane, it is based on three main areas:
- Growthwhich manages acquisition campaigns and analytical tools.
- Branddedicated to content creation and communication.
- Eventsa separate hub to manage strategic initiatives like Comptatech.
Each division benefits from technical autonomy, supported by tools such as Customer.io And N8Nwhich allow you to experiment quickly. Maxime Baumard leaves great freedom to his colleagues, as long as the vision and objectives are clear and correctly shared.
Measure and adjust throughout the year
A good marketing plan is more than just initial planning. It must be adjusted according to the results obtained. At PennyLane, performance is monitored through a combination of quantitative (ARR, payback, conversion rate) and qualitative (declarative attribution, barometric studies) indicators. This dual approach makes it possible to obtain a complete vision of the actions carried out.
Conclusion, a pragmatic and bold 2025 marketing plan
Building a marketing plan for 2025 requires a combination of vision, rigor and flexibility. As Maxime Baumard reminds us, “You have to have convictions and transform them into actions. »
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