• Company name: Miden
  • Use Case: B2B Payments and banking stack platform.

“We tested the waters with a corporate card adoption report, and the outcome was so impactful that we’re doing an even bigger benchmark report next quarter.”

Okiemute, D.A.—CEO, Miden

Challenge: A First Attempt at Original Research

Miden wanted to create a research report that would position them as a thought leader in B2B payments, and build SEO through high-quality backlinks.  

I worked with Miden to design the “Corporate Card Adoption Report” to address these goals. I focused on awareness, usage, benefits, and challenges. The final report not only provided valuable data but also strengthened Miden’s industry presence.

Pain Points Before the Report:

  • No prior experience publishing research-based content.
  • Uncertainty about which data would resonate most with their audience.
  • A need for content that could fuel long-term marketing initiatives.

My Process

Identifying Gaps in Existing Industry Reports

I began by reviewing existing reports on corporate cards and B2B payments, specifically looking for areas underexplored or missing. This research revealed gaps in data around corporate card adoption and usage patterns. 

Defining Success Metrics and Research Scope

In close collaboration with Miden, I clarified the scope of the report and set specific success metrics: thought leadership positioning, lead generation, and measurable engagement through backlinks and shares. We aligned on these goals early, ensuring the report would be actionable and directly tied to Miden’s growth strategy.

Designing a Targeted Survey

To capture relevant data, I crafted a survey focused on four core areas: corporate card awareness, usage and satisfaction, card types, and perceived benefits and challenges. I included qualifying questions—such as 

“Does your business use corporate cards?”—to filter for relevant respondents, ensuring a clear, focused dataset. 

I also recommended using a panel company to reach the right B2B respondents and targeted distribution channels to drive responses.

Overseeing Data Collection and Quality Control

Working with a panel company, I managed data collection to ensure we received high-quality responses in a timely manner. Regular check-ins with Miden kept the project on track and allowed us to monitor emerging trends. Organizing the data by key themes made analysis straightforward and laid the foundation for a strong narrative.

Analyzing Data and Crafting a Narrative

Once the data was collected, I analyzed it to uncover actionable insights that would be useful to Miden’s audience. Key findings included trends in corporate card awareness and common pain points, such as challenges in managing expenses. To make the report engaging and accessible, I added visuals like charts and infographics. Two rounds of feedback with Miden ensured the report’s clarity and alignment with their goals.

Key Success Factors:

  • My expertise in B2B Fintech and Payments ensured relevant insights aligned with Miden’s business goals.
  • Worked hand-in-hand with Miden to craft the right questions and frame insights effectively.
  • We had a content-focused strategy right off the bat. The report was designed to inspire further content, maximizing its value beyond publication.

Results: More Than Just a Report—A Content Catalyst

The initial success of the corporate card adoption report validated Miden’s investment in original research and paved the way for more ambitious projects.

  • Blog Posts & Webinars: The report inspired multiple blog posts and even a dedicated webinar, driving deeper engagement with the target audience.
  • Strategic Partnerships: The report’s success fostered collaboration between Miden and industry players like Thrive Agric and Swerv, enriching the research with diverse perspectives.
  • Thought Leadership & Industry Influence: Positioned Miden as a credible thought leader in the payments space.
  • Expanded Research Partnership: The positive impact of the pilot project led Miden to commission a more comprehensive report for the next quarter.

Looking Ahead: Scaling Research for Greater Impact

With the success of this initial report, Miden now sees original research as an essential part of its brand strategy. And looking to invest more resources as part of its growth and marketing strategy.