A study of lead Generation process in B2B sales

for business development of PayU Payments

By:- Gaurav Sethi
19MBAN075
Naspers serves 1 in every 5 people of the world’s population with 1.5
billion active users in more than 130 countries

Classifieds B2C Transactions Payments

Ventures Video entertainment Listed entities

Naspers is listed on London’s and Johannesburg’s stock exchanges and has a valuation of over 100 billion USD
Owned by Naspers, PayU is a part of the $100B+
group
Leading payment service provider for more ~1800 TPS (scalable) on Cloud
than 7 years, Architecture
processing 15,000 Cr Volumes Monthly

3.5L merchants across different verticals Overall SRT of 82% across all methods
of payments

Consistent Uptime of 99.998% for 2

Process ~ 2 million transactions per day
years

Leading payment service provider for Process payment in over 100+ currencies with
last 6 years capability to settle in INR

24*7 Dedicated Monitoring Team Whitelabel Solution to more than

10 major banks

Best in class Encryption algorithm RBI Compliant and PCI-DSS certified.

(SHA512) and 2048 SSL Key​ Complies with data localization norms

02
PAYU PAYMENTS PVT LTD
 Multi-level Reporting

Universal Dashboard
We provide one-stop solution for all
your online and offline payment needs at International Payments

the highest success rates in the market Online Payments

(Cards, Wallets, Net
Combined Settlement Banking, UPI, Pay
and Reconciliation Later etc.)

We closely partner with the merchants to build an easy and

trustworthy experience for their customers. Our extensive set of Offline Payments
payment products provides merchants with greater control over Vendor Payments and (Point-Of-Sale, QR,
their payment processes. Customer Charge-backs Links, UPI etc.)
 Scalability and Multi-mode payment infrastructure
100+ payment instruments supported on single interface – Cards, Net Banking, UPI, EMIs, 
Wallets
Decoupled authentication and authorization layers for scaling to even in higher TPS

Our Value Intelligent, dynamic routing to multiple payment gateways for high network availability

Greater conversion rate

Proposition
We leverage our expertise to deliver innovative, customized
and practical solutions to our clients, acting as true business
partners
Zero Redirect mode with major card issuers for lesser cart abandonment 
Native mobile SDK with features like Auto OTP, bank page focusing to increase approval rates in
lower bandwidth
Multiple intelligent retries in case of payment failure and real time recommendations for alternate
payment method

Improved payment experience for customers

Standing Instructions and Subscriptions to allow auto top up of wallets
Instant refunds across different payment methods – Cards, Net Banking, UPI providing immediate
customer gratification

Extensive industry experience

and many more partners...

 Our Banking Partners

Acquiring Partners

These banks cover a transactional volume of over 90%.

Owned by Naspers, PayU is a part of the $100B+
group
Leading payment service provider for more ~1800 TPS (scalable) on Cloud
than 7 years, Architecture
processing 15,000 Cr Volumes Monthly

3.5L merchants across different verticals Overall SRT of 82% across all methods
of payments

Consistent Uptime of 99.998% for 2

Process ~ 2 million transactions per day
years

Leading payment service provider for Process payment in over 100+ currencies with
last 6 years capability to settle in INR

24*7 Dedicated Monitoring Team Whitelabel Solution to more than

10 major banks

Best in class Encryption algorithm RBI Compliant and PCI-DSS certified.

(SHA512) and 2048 SSL Key​ Complies with data localization norms

02
 Multi-level Reporting

Universal Dashboard
We provide one-stop solution for all
your online and offline payment needs at International Payments

the highest success rates in the market Online Payments

(Cards, Wallets, Net
Combined Settlement Banking, UPI, Pay
and Reconciliation Later etc.)

We closely partner with the merchants to build an easy and

trustworthy experience for their customers. Our extensive set of Offline Payments
payment products provides merchants with greater control over Vendor Payments and (Point-Of-Sale, QR,
their payment processes. Customer Charge-backs Links, UPI etc.)
 Scalability and Multi-mode payment infrastructure
100+ payment instruments supported on single interface – Cards, Net Banking, UPI, EMIs, 
Wallets
Decoupled authentication and authorization layers for scaling to even in higher TPS

Our Value Intelligent, dynamic routing to multiple payment gateways for high network availability

Greater conversion rate

Proposition
We leverage our expertise to deliver innovative, customized
and practical solutions to our clients, acting as true business
partners
Zero Redirect mode with major card issuers for lesser cart abandonment 
Native mobile SDK with features like Auto OTP, bank page focusing to increase approval rates in
lower bandwidth
Multiple intelligent retries in case of payment failure and real time recommendations for alternate
payment method

Improved payment experience for customers

Standing Instructions and Subscriptions to allow auto top up of wallets
Instant refunds across different payment methods – Cards, Net Banking, UPI providing immediate
customer gratification

Extensive industry experience

and many more partners...

 Our Banking Partners

Acquiring Partners

These banks cover a transactional volume of over 90%.

 We have a Unified Interface to manage entire
Payment Ecosystem

API Checkout SDK

PayU is API First platform providing highly Checkout X provides advance, beautiful PayU’s SDK solutions allows merchants to
scalable, flexible API gateway to build holistic payment pages for merchants and allows build most native payment experience for
payment solution for merchants. Some of the them to go live as soon as possible Mobile Apps
many APIs are as below
Device optimized branded payment pages Modular, light weight SDK to offer all the
Authentication API to accommodate every payment method payment methods through single interface
Authorize API Constant improvement in performance Higher conversions with Auto OTP read,
Pre-Authorize API backed by strong data analytics advance Focus with net banking pages
Query API Easiest integration, Zero maintenance cost Dedicated SDK for UPI to offer In-App as
Refund APIs for merchants for all the new payment well as Collect flow
Raise Chargeback methods Support for Global Vault to ensure
Create Standing Instruction Support for Global Vault to ensure subsequent payments are quicker, and
Get Card BIN subsequent payments are quicker, and faster
faster
Get FX Rates
Smart retires and PG health notifications
Send Invoice
Schedule Payments
Trigger Payout
Create User Vault
 Our Online Payment Offerings
PayU provides all payment methods with a value added offerings that enhance merchant
experience, including next-generation checkout experience

1 Security
Merchant Experience Certified in PCI DSS V3.2.1 and ISO 27001:2013
Payment management solutions added on to core payment offerings to help merchants manage their KMS driven AES-256 encryption for card vault
B2B and B2C payments seamlessly

Merchant Panel Global Vault Whitelabel Instant Refunds

2 High-availability
Multiple web/app nodes behind H/W LB (NM) and AWS ELB
Auth Capture Zero Redirect Checkout Pro SurePay DB Services using multiple hot-swappable real-time replicas
Payouts Subscription International Split Pay
3 Network
Multiple ISPs for higher uptime routing traffic
Next-gen firewall controlled perimeter
Akamai Kona Site Defender cloud DDoS protection
Core Payments BCP/DR with 30
Payment methods integrated into one payment page and enabled by fast authentication and
authorization processes at backend to ensure highest success rate.
4 Scale
Cards Net Banking Direct Integration eNACH Load tested up to 1800 TPS
Highly scalable basis merchant demand and surge in transaction request
Standing Instructions Wallets Lenders Onboarding

EMI Bin Sponsorship Dynamic Switching Modular Anti-Fraud 5 Monitoring

UPI Coherence Chargebacks Refunds Dedicated 24*7 monitoring and support team
Performance based monitoring with consistent uptime of 99.98%
 Credit Cards
Standing Instructions

Debit Cards
Our EMI for 12+ Banks
All major issuers

Payment
International Debit Cards Instruments Multicurrency Gateway
All major currencies supported (100+)

Net Banking
Domestic and International
Cashcards, Wallets and UPI
54+ banks Integration with all major players
Our Top Merchants are on Online
Payment Gateway
 Landscape – 17 high growth markets

 Local experts in fintech for global growth markets

 Connection to 2.3 billion consumers in 17

markets

 300+ payment methods

 Locally trusted brand for consumers and

merchants in local markets

 Local operations and > 1.500 payments experts

from over 30 nationalities in the markets

 PSP Market leader in Colombia, India, Peru,

Poland, Romania, South Africa and Turkey – one
of the top players in other markets
 Lead Generation

• Lead generation is the process of attracting and converting strangers and prospects into someone who has
indicated interest in your company's product or service. Some examples of lead generators are job applications,
blog posts, coupons, live events, and online content.

• Business-to-business (B2B), also called B-to-B, is a form of transaction between businesses, such as one
involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business-to-business refers to business
that is conducted between companies, rather than between a company and individual consumer. Business-to-
business stands in contrast to business-to-consumer (B2C) and business-to-government (B2G) transactions.

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What is Lead Funnel?
“A lead funnel is a system that focuses on capturing a large number of prospects and push them down from the top of the funnel to the bottom end of
the funnel turning these prospects into actual buying customers. “– TruConversion.com

Understanding the mechanics of lead funnel is important as it will help you optimize your marketing activities and advertising
campaigns to ensure that your prospects come out the end of the funnel as actual, paying customers.

Lead Funnel takes the typical AIDA (Awareness, Interest, Desire, and Action) to the next level, defining the stages buyers journey
from landing up on a website to the point of sale

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Lead Generation Process
If you’re serious about increasing B2B sales, you’ll need a strong lead generation process. This aligns marketing and sales teams and gives reps a
proven framework to follow.
We know that B2B lead generation describes the process used by sales/marketing teams to turn prospects into paying customers. But what do these
steps entail?

• Step 1: Finding B2B leads

The first step towards generating B2B leads is finding the contact information of potential buyers. This information is
often sourced in-house, generated by a third-party “lead gen” company, or bought from a lead database (not advisable
for B2B lead generation).

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Lead Generation Process
• Step 2: Reaching out to leads
With a list of (hopefully) high-quality leads, reps reach out to leads through cold outreach, social media, or by replying
back to inquiries.

• Step 3: Qualifying & prospecting high-quality leads

While interacting with leads, reps measure how likely leads are to buy. They’ll do this by gauging the stage leads are at
during the buying process. These stages include:

1. Research & awareness:

The customer is aware of a solution they need, or problem they face, and they begin to learn more about it. This is the
stage where they’ll consume content like blogs, whitepapers, and case studies.

2.Consideration:
The lead knows the exact service/product that is needed. He/she will now detail their specific needs before researching
and “opening up” to vendors.

3.Decision:
Filtering through vendors that best suit their needs, the buyer will have multiple meetings and check-in with other
decision-makers to complete a purchase. Depending on what stage a lead is at, reps will initiate nurturing campaigns or
focus on getting the prospect to book a call or demo.

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FINDINGS
No matter how much time, money and efforts you invest in your optimizing your inbound lead generation strategies to capture and stimulate the interest of your prospects, even a
simple lead generation mistake can make your lead generation program run into hot weathers. From simple design errors to missing key features of a lead generation strategy, it’s
possible that you’re making some lead generation mistakes without even noticing. Therefore, to help you avoid applying the wrong tactics and getting stuck with your lead
generation program.

• As a marketer or an online business, your focus should be to turn these 92% retailers and business or personal services. So, how
will you turn these 92% companies into paying customers? The answer is simple: you’ll need to understand the nuances of lead
generation and put it into practice.

• Total revenue of the company”. 5 of the respondents used less than 10 Lakh, 24 used between 10 Lakh and 1 Crore. Use between
1 Crore and 50 Crore and more than 50 Crore were 35 and 7 respondents separately.

• The large majority, 87% respondents answered “India”, 10% answered “U.S.”. and 3% respondents answered “Others “.

• “Do you use online payment?” The large majority, 99% respondents answered “Yes”, 1% answered “No” There was nobody
without previous experience in online payment before.

• The most popular online payment system respondents knew was Debit card and PayPal with 22% and 20%. 19% of respondents
chose Net Banking and 14% of respondents knew PayU. 37% of respondents chose Paytm. 7% knew Razorpay. CCAvenue was
known by 6 % of the respondents.
• Which online payment systems they use most regularly. 35% of respondents used debit card most frequently. PayU and Net
Banking ranked second and third, with 24% and 20%. 13% of respondents used PayPal and 4% of respondents used Razorpay
most frequently, 1% of respondents used CCAvenue most frequently.

• What % of your sales are done online”. 29 of the respondents used less than 10%, 17 used between 11% and 25% on online
payment. Use between 26% and 50% and between 51% and 75% were 9 and 10 respondents separately. 6 respondents used
50% and 100% by online payment.

• The most popular pro of online payment was convenience with 93%. 86% of respondents thought fast speed of transaction is a
pro of online payment. 77% of respondents selected efficiency. Automatic and Low risk of theft ranked next with 48% and
42%. Only one respondent chose others, the answer was “Source”.

• The most popular con of online payment was technical problem which had 39 respondents chosen. 38 respondents selected
vulnerability to cybercrime. 28 of respondents chose service fee and increased business costs. Next was reliance on
telecommunication infrastructure which 14 respondents selected. 4 respondents thought it may take time to start and fraud
concerns. Two respondents selected “others” option. The answers were: “authorization may be difficult” and “when you return
stuff or something goes wrong you pay twice or whatever, the refund process can sometimes be unpleasant”.

• 53 of respondents chose malware attack, and 29 of respondents selected financial issues. The market regulation issues and
moral issues were ranked next, which were 20 respondents and 14 respondents chose. There are 2 of respondents selected others
but they did not give the reason.

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WORK DONE

Primary objective of this study is lead generation and to generate awareness about the brand among clients to increase the

company’s sales channel. Main aim was to generate new sources of revenue. To achieve this, following activities were carried

out-

 Find out the new start-ups which have received funding more than $5 million

 Finding NBFC and BFSI companies to whom I can reach

 Find out the online merchants those are not connected with PayU

 Find out the right party contact details of the decision maker’s of the following companies

 Taking feedback from relationship manager and closing the deal.

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CONCLUSION

In conclusion, it wouldn’t be a hyperbole to say that the measure of any marketing strategy is the quality and
volume of leads they drive in. By generating leads, you'll be able to drive revenue for your business and
successfully take your business off-the-ground.

But the ever-increasing competition on the web has made lead generation a difficult and a daunting task. Despite
the wealth of actionable data available at your disposal, marketers are still struggling to generate high-quality
leads.

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LIMITATIONS

1. Due to covid 19 office work has been done from home itself.
2. Time constraint is unavoidable limitation of my study.
3. Financial problem is also there in completing this project in a proper way.
4. As no work has been done earlier in this regard so scarcity of secondary data is also there.
5. Inadequate disclosure of information is also the problem.
6. Limited period of time and resources available

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Thank You