SumUp is a leading global financial technology company
It is a financial partner to more than 4 million small merchants in 37 markets worldwide, helping them start, run, and grow their business.
The problems: Fragmented markets and generic outreach
SumUp needed a way to reach more local merchants across cities and verticals without dramatically expanding outbound headcount. The team had built internal automation but was hitting operational bottlenecks.
Fragmented SMB market across many cities and verticals
Local merchants are spread across dozens of markets and business types, making targeted outreach difficult at scale.
Heavy reliance on local signals
Effective outreach depended on data from maps, reviews, websites, and social content, none of which feed into a traditional prospecting workflow easily.
Busy leads who tune out generic outreach
SMB owners are inundated with sales emails. Without real personalization, messages are typically ignored.
Operational bottlenecks slowed everything down
Managing a growing number of domains, handling invoicing for each one, and running mailbox warmup at scale were all ongoing problems.
Why Artisan worked: Local targeting and quality outreach
SumUp deployed Artisan's AI BDR, Ava, to automate outbound sales using rich local business data and third-party signals.
Local targeting at scale
Rich data inputs pinpoint the right SMBs across cities and verticals.
Quality outreach
Messages reference each business's real needs and pains.
Efficient growth
Ava drove more pipeline without adding a large outbound team.
Clear insight
Artisan's analytics provided visibility into which markets and signals convert best.
How Artisan powers local SMB outreach day to day
- Finds and enriches local merchants that match SumUp's ICP
- Uses local data and social signals to personalize every email
- Runs multi-touch sequences that feel timely and relevant
- Routes positive replies to the team for demos, onboarding, and activation
Results in year 1
400,000+
Personalized emails sent
8–15
Positive responses per week
$52
Cost per lead
USA
EMEA
