Business Card Acquisition

Execute a data-driven strategy to find and engage new SME customers.

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Four people in a meeting seated around a coffee table.

Define the best strategies to acquire new customers for your business card

Small and medium enterprises (SMEs) vary by size, sector, financial sophistication and business maturity. That's why a one-size-fits-all approach doesn't work. For SME issuers, acquisition is the first step towards a superior customer engagement strategy – one that increases account profitability and motivates brand preference. Acquisition works best when issuers promote specific features of business cards that address the needs of SMEs by industry.

Analyze your business, the market and your competitors

Understand your key business drivers, processes, budgets and communication strategies through a current state assessment. Evaluate your current SME product(s), benchmark key competitors and practices and leverage insights to develop recommended strategies and initiatives.

Find new SME customers by choosing a data-driven strategy

Use a data-driven approach to identify SMEs open to a new banking relationship, find potential SME clients hidden in a consumer portfolio, or understand which existing business clients are likely to add a business card to the range of products they use.

Design targeted acquisition campaigns

Issuers that cater to SMEs can create effective acquisition campaigns by tailoring their offerings to the needs and aspirations of SME cardholders which includes improving cashflow management, managing finances easily, and supporting business activities or simply being recognized as a business.

Use patented analytics to review campaign effectiveness and gain insight for future campaigns

Test vs. control methodology helps to review how customers respond to the campaign stimulus.

Offering SMEs the right product boosts an issuer’s acquisition opportunities

21%

of SMEs have never been offered a business banking product.¹

76%

Percentage of small businesses in the US that still use their personal credit card for their business purchases.¹

2.5x

Increase in revenues when the average SME becomes more engaged. ²

47%

GDV growth opportunity when SMEs use a business product rather than a consumer product.²

CUSTOMER STORY

A European bank grows SME market share with Mastercard

Mastercard helped the bank identify hidden SMEs by building propensity models to identify cardholders exhibiting SME behavior.

Advisors

Mastercard Advisors business consulting services solve challenges using expertise in strategy, analytics, consumer loyalty, risk, sustainability, and payments.

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Small Business Credit Analytics

Improve small business performance evaluation with data-driven insights.

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SME Portfolio Optimization

Future-proof your card value proposition with Mastercard’s current state assessment, competitive analysis and product ideation workshop.

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1. Source: Mastercard for Small Business – Quantitative Research Findings, 2022 ↩

2. Source: Mastercard Economic Institute, Recovery Insights: Small Business Reset, 2021 ↩

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