Billtrust is a longtime leader in accounts receivable automation. Following a period of strategic acquisitions, the company needed to bring structure, coherence, and momentum to a marketing operation that had grown faster than the systems supporting it.

The Challenge

Growth through acquisition creates a specific kind of content problem: assets accumulate across teams and initiatives without a unified taxonomy, strategic framework, or clear connection to pipeline. Billtrust had hundreds of existing content assets with no reliable way to activate them in campaigns, messaging that hadn’t kept pace with new offerings, and a content development process that lacked accountability, defined objectives, or even a content calendar. Before they could accelerate, they needed to get organized.

The Work

Content Audit & Taxonomy

Conducted a comprehensive audit of Billtrust’s existing content library — hundreds of assets spanning multiple product lines, acquisition-era materials, and legacy campaigns. Each asset was reviewed, tagged, and categorized to make the library actionable: structured so content could be mapped to buyer stages, personas, and GTM initiatives and plugged directly into nurture and campaign workflows.

Messaging Development

Developed new content and messaging for Billtrust’s key strategic initiatives, including their global Business Payments Network. Work translated complex product capabilities and acquisition-driven expansion into clear, buyer-facing narratives that could scale across channels and audiences.

GTM & Campaign Enablement

With the content library organized and new messaging in place, the work directly enabled Billtrust’s GTM and nurture campaigns — giving the marketing team the assets and structure needed to activate across the funnel without starting from scratch on every initiative.

Process & Operations Consulting

Consulted on a replacement for Billtrust’s existing content development and project management process — one that introduced accountability, clearly defined objectives, and a functioning content calendar. The goal was to give the marketing organization the operational infrastructure to sustain output without the fragmentation that had built up over time.

The Result

Billtrust came out of the engagement with a fully audited and categorized content library ready for campaign activation, messaging built around their most important strategic initiatives, and a content operation with the structure and accountability it previously lacked — positioning the team to execute with consistency as the company continued to scale.