CASE STUDY
Building Africa’s B2B Crypto Infrastructure from the Ground Up
COMPANY
Quidax
ROLE
Head of Marketing & Growth, API Business
TENURE
Jan 2024 – Feb 2026
MARKET
Nigeria / Pan-Africa
“Pioneer marketing and growth lead for a new B2B business vertical – zero to product-market fit, zero to 9-figure transaction volume.”
9-Fig
Transaction volume in USD by end of year 2
100+
API merchants acquired within 24 months-++
90%
Of org revenue attributed to B2B vertical by Jan 2026
6 mo
To achieve initial product-market fit
THE CHALLENGE
Launch, validate, then scale - with no playbook to start from.
When I joined, the B2B API business was a blank slate. No brand presence, no pipeline, no marketing infrastructure, and no proven product-market fit. The mandate was clear: build from zero and move fast.
Year one was about hypothesis testing – who exactly needed this product, how to reach them, and what would make them convert. Year two shifted from experimentation to scaling a validated engine.
INITIAL TARGET AUDIENCE
Crypto exchanges and wallet service companies across Nigeria – a high trust, skeptical market requiring credibility-led selling.
EXPANDED AUDIENCE (YEAR 2)
Import/export businesses, financial services, gaming companies, neobanks, asset management firms, payment companies, and traditional finance institutions.
PRODUCTS
API Widget (v1) · Ramp · Basqet – launched across the 2-year period
TEAM BUILT FROM SCRATCH
Full marketing function including team, tech stack, CRM, and cross-functional systems.
The Journey in Three Phases
01
Jan 2024 – Jun 2024
Launch & Validate
Built the brand from zero and ran structured campaign experiments to identify the right ICP, messaging, and channels. Launched SEO content strategy and storytelling stack targeting search intent in a low-trust category. Activated PR, sponsored events (including Moonshot 2024), paid social, and early community plays to drive brand awareness and generate first inbound interest.
The outcome: first 30 API merchants onboarded, product-market fit validated, and organic inbound pipeline established for the first time.
BRAND STRATEGY
SEO CONTENT
PR
EVENT SPONSORSHIP
PAID ADS
ICP VALIDATION
02
Jul 2024 – Dec 2025
Scale & Expand
Launched two new products (Ramp and Basqet) while simultaneously expanding the target market beyond crypto-native companies into mainstream finance, trade, and payments. Deployed a full demand generation engine: lead magnets, content reports, events, and proprietary storytelling frameworks that drove 240% growth in qualified enterprise leads.
By December 2025: 100+ merchants, 9-figure USD transaction volumes, and the B2B vertical accounting for over 90% of organizational revenue.
DEMAND GENERATION
LEAD MAGNETS
PRODUCT GTM
ENTERPRISE SALES ENABLEMENT
EVENTS
MULTI-ICP EXPANSION
03
Late 2025 – Feb 2026
Systematize & Institutionalize
As the business entered a defined growth phase, focus shifted to building systems that could outlast any single campaign: CRM cadence frameworks for marketing-sales-product-CS alignment, marketing automation infrastructure, replicable growth playbooks, and lifecycle programs for merchant retention and expansion. This phase laid the operational foundation for the next stage of growth.
CRM AUTOMATION
GROWTH PLAYBOOKS
LIFECYCLE MARKETING
CROSS-FUNCTIONAL SYSTEMS
Campaign Spotlights
LEAD MAGNET CAMPAIGNS
LIFECYCLE PROGRAM RESULTS
State of Crypto Adoption 2025 Report
Organic leads generated
500+
Channel
100% organic / SEO
Positioned Quidax as a category authority and generated the highest single organic lead count of any content asset produced.
LEAD MAGNET · ASSET
VC List Campaign
Total leads
250+
MQL rate
64%
SQL rate
30%
Conversion to merchant
12%
LEAD MAGNET · TEMPLATE
Editable Pitch Deck Campaign
Total leads
300+
MQL rate
76%
SQL rate
40%
Conversion to merchant
17%
Highest lead quality of all lead magnet campaigns – 76% MQL rate reflects precise ICP targeting in the asset.
EVENTS – 10+ ACTIVATIONS OVER 2 YEARS
CONFERENCE SPONSORSHIP
Moonshot 2024 & 2025
Brand awareness lift (2024)
+55%
Editions activated
2
First major credibility anchor for the API brand. Brought the product to a key audience of founders, investors, and tech builders.
INDUSTRY CONFERENCE
CFI Event 2025 - Sold Out. Both Days.
Attendance
Maximum capacity – 2 days
Strategic outcome
Soft launch into Tradfi & Asset Management
Positioned Quidax’s API business as a serious player in traditional finance. This event opened the door to a new buyer segment – asset managers, fund operators, and institutional finance – that became a key growth vertical in the second half of 2025.
LEAD QUALITY, NOT JUST VOLUME
High-Intent Leads Across the Funnel
Every campaign was engineered to attract the right people, not just any people. The results across lead magnet campaigns demonstrate above-industry conversion rates from lead to MQL to SQL to closed merchant – a reflection of precise ICP targeting and value-first content design.
Averages across lead magnet campaigns run in 2024-2025.
AVERAGE ACROSS CAMPAIGNS
TOTAL LEADS
1,050+ leads total
100%
MQL
~70% avg MQL rate
~70%
SQL
~35% avg SQL rate
~35%
CLOSED
~14% avg close rate
~14%
Benchmarks: B2B SaaS avg MQL- to-SQL ~13% . SQL-to-close ~6%
These campaigns ran significantly above category benchmarks
Skills Demonstrated
PRODUCT-MARKET FIT STRATEGY
B2B DEMAND GENERATION
BRAND STRATEGY & POSITIONING
GO-TO-MARKET EXECUTION
SEO CONTENT STRATEGY
EVENT MARKETING & SPONSORSHIP
LEAD MAGNET DESIGN
ENTERPRISE PIPELINE DEVELOPMENT
MARKETING INFRASTRUCTURE BUILD
CRM SYSTEMS & AUTOMATION
CROSS-FUNCTIONAL LEADERSHIP
TEAM BUILDING & MANAGEMENT
PAID ACQUISITION
PR & MEDIA STRATEGY
LIFECYCLE MARKETING
CONVERSION RATE OPTIMIZATION
FUNNEL OPTIMIZATION
MARKET EXPANSION
PRODUCT GTM (MULTI-PRODUCT)
SALES ENABLEMENT
ALL METRICS AND OUTCOMES REFLECT WORK PERFORMED IN MY ROLE AS HEAD OF MARKETING & GROWTH, API BUSINESS AT QUIDAX.
SPECIFIC FIGURES ARE BASED ON VERIFIED PERFORMANCE DATA DURING MY TENURE (JAN 2024 – FEB 2026).
CONFIDENTIAL COMPANY INFORMATION HAS BEEN INTENTIONALLY OMITTED TO PROTECT ORGANIZATIONAL PRIVACY.