CMS
Connecting is Now Easy!
The Infrastructure That Keeps India's Money Moving
Most people have never heard of CMS Info Systems. But most people in India interact with its work every time they use an ATM. CMS manages cash logistics, ATM servicing and financial infrastructure operations for banks and financial institutions at scale. It is a deeply important infrastructure operating in a B2B environment where buyers are senior finance and operations professionals with specific, complex requirements and zero tolerance for vagueness.
Marketing for a business like this is fundamentally different from consumer marketing. The audience is small and precise. Decision cycles are long. The product is sophisticated. And the thing a prospective client cares about most isn't brand story. It is operational reliability, compliance credibility and cost.
Two Problems Hiding in Plain Sight
The website described CMS's capabilities clearly enough, but it didn't help a potential client navigate to what was relevant to their specific situation. Someone arriving with a particular operational problem had to work too hard to find the right section. Drop off rates on the pages that should have been doing the most conversion work were high.
The performance campaigns had a different problem. They were generating form submissions but the submissions weren't qualifying well. Traffic was coming from the wrong types of companies at the wrong seniority levels. Cost per acquisition looked manageable until a real qualification filter was applied, at which point the economics looked considerably less attractive.
How we
solved it.
The website was restructured around how a buyer actually makes a decision. Services were organised by use case rather than by product category. A visitor arriving with a specific operational challenge in banking, retail cash management or compliance could find the relevant section immediately rather than piecing together which part of CMS's offering applied to them.
Landing pages were rebuilt with a single objective each. Every page had a specific audience, a message tailored to that audience's actual concerns and a call to action calibrated to where they were likely to be in the procurement process. Copy was rewritten to speak to CFOs and operations directors rather than a general business audience.
On the campaign side, targeting was rebuilt around firmographic precision covering company type, size, sector and decision maker role. LinkedIn and Google campaigns were restructured to reach treasury heads, operations directors and CFOs at Indian banks and financial institutions. Bid strategies shifted to target CPA, which improved the quality signal that the algorithm was optimising for.
The work,
in view.
The CMS Info Systems
outcome.
Conversion rate on the website improved by 95%. Lead volume grew 2.8 times. Cost per acquisition fell by 40% even as volume nearly tripled. ROAS reached 4.2x. For a B2B financial services company, those numbers represent a genuine shift in how efficiently the business acquires new clients.
This applies broadly across B2B financial services. The biggest performance gains often come not from creative innovation but from structural discipline: getting the targeting right, building the website for the actual buyer journey and measuring what genuinely matters, a discipline we have applied with equal weight to Angel One's retail stockbroking funnel and Hero Housing Finance's home loan lead generation programme.
