Marketing Automation Meets AI: How Monite Reached an Impossible-to-Find Audience

The Client: Infrastructure for the Infrastructure Builders

Monite provides embedded finance solutions for platforms - think invoicing, and payment infrastructure that SaaS companies can white-label and offer to their own customers.

Their target audience? Not end users. Not even SaaS companies generally. Specifically platforms serving vertical SaaS businesses.

This is B2B2B at its most complex: Monite sells to platforms, who sell to SaaS companies, who sell to end businesses. If that sounds incredibly niche, that's because it is.

The Challenge: Finding Needles in Digital Haystacks

When your ideal customer is "platforms that enable other platforms," traditional marketing doesn't cut it. You can't just run LinkedIn ads to "SaaS decision-makers" and hope for the best.

Even harder? These prospects don't wake up searching for "embedded finance solutions." They wake up with problems: "How do I add AP/AR functionality to my accounting platform?" or "What's the easiest way to let my customers invoice through our software?"

That's demand generation at its purest - catching people at the exact moment they realise they have a problem, before they even know what the solution is called.

And in a B2B2B model, the complexity multiplies. You're not just marketing to one decision-maker - you're marketing to platforms who need to understand how your solution will help their customers serve their customers.

Plus, there's the classic technical decision every platform faces: build it ourselves or buy a solution? That internal debate can drag on for months while engineering teams estimate timelines and product teams calculate opportunity costs.

Monite needed:

• A way to consistently reach an extraordinarily niche technical audience

• The ability to identify prospects at the demand generation stage, not just actively shopping

• Content that would rank in both traditional search AND emerging AI search results

• A compelling case for why building embedded finance in-house is harder than it looks

• Marketing automation that could scale without requiring constant manual input

• Competitive intelligence to understand positioning in a complex market

The Solution: AI-Powered Marketing Infrastructure

RicochetB2B built a marketing engine that leveraged AI and automation to punch above its weight:

1. AI Reddit Listening Tool

Here's where it gets interesting. RicochetB2B built a custom AI tool that monitored Reddit conversations, identifying threads where potential prospects were asking the exact questions that indicated they needed Monite's solution.

Someone in an accounting subreddit asking "How can I add AP/AR to my platform?" That's not just engagement - that's a demand generation opportunity. The AI tool flagged these conversations in real-time, allowing Monite to engage at the precise moment someone realised they had a problem.

Perfect for B2B2B sales where catching prospects early - before they're comparing vendors or contemplating buildng it themselves- is crucial.

2. Build vs. Buy Campaign

For platforms considering embedded finance, the first question isn't "which vendor?" It's "should we build this ourselves?"

RicochetB2B created a comprehensive Build vs. Buy campaign that laid out the reality: building embedded finance infrastructure is exponentially harder and more expensive than it appears. Compliance requirements, security protocols, integration maintenance, ongoing updates - the true cost of building in-house becomes clear fast.

The campaign included:

• A detailed whitepaper breaking down the hidden costs and complexity of building embedded finance from scratch

• Webinars featuring technical deep-dives and real-world examples of platforms that had attempted (and struggled with) in-house builds

This wasn't just marketing content - it was genuinely educational material that helped prospects make informed decisions, positioning Monite as the expert guide through a complex choice.

3. AI-Optimised Content Strategy

RicochetB2B fully optimised Monite's blog content specifically for AI search engines. Not just traditional SEO - structured content designed to appear in ChatGPT, Perplexity, and other AI-powered search results where technical decision-makers were increasingly doing research.

Result? Monite content started appearing in AI search queries, reaching prospects in entirely new channels.

4. Automated LinkedIn Posting System

Manual social media doesn't scale, especially for technical content. RicochetB2B created a custom automated LinkedIn app that transformed recent blog content into LinkedIn posts automatically - keeping Monite's presence consistent without draining team resources.

5. Email Campaign Management

Strategic email campaigns targeting the narrow slice of platforms and infrastructure providers that fit Monite's ideal customer profile. Not spray-and-pray - surgical targeting based on company type, tech stack, and business model.

6. AI-Powered Competitor Research

RicochetB2B built an AI app specifically for competitive intelligence - automating the process of tracking competitor positioning, messaging, and market movements. This gave Monite real-time insights without manual research overhead.

The Innovation: Catching Demand Before It's Demand

What made this work wasn't just the tactics - it was finding prospects before they even knew they were prospects, and educating them through their decision-making process.

Traditional B2B marketing waits for people to search for your solution. The Reddit listening tool caught them earlier—when they were just describing their problem. The Build vs. Buy campaign intercepted them at the first major decision point, shaping how they thought about the problem before they ever looked at vendors.

In B2B2B sales, this early engagement is even more valuable. You're not just explaining your product - you're helping platforms understand how embedded finance could transform their offering to their customers, and why building it themselves would be a costly distraction.

Combined with AI search optimisation, Monite appeared where their niche audience was actually looking - not just where conventional wisdom said they should be.

The Bottom Line

When your audience is impossibly narrow, extraordinarily technical, and operates in a B2B2B model, traditional marketing playbooks fail. You need automation, AI integration, educational content that shapes early-stage decisions, and the ability to identify demand at the problem stage, not the solution stage.

Monite needed to reach platforms serving vertical SaaS - a tiny, specific slice of an already-niche market - and convince them that buying was smarter than building.

RicochetB2B delivered:

✓ AI Reddit listening tool that identified demand generation opportunities in real-time

✓ Build vs. Buy campaign with whitepaper and webinars addressing the core decision

✓ AI-optimized content that appeared in emerging search channels

✓ Automated social media that maintained presence without manual overhead

✓ AI-powered competitive intelligence for real-time market awareness

✓ Targeted email campaigns reaching the right technical decision-makers

The result? A marketing infrastructure that could reach an ultra-niche B2B2B audience at scale, catching prospects at the exact moment they realised they had a problem - and guiding them toward the right solution before they even knew what the solution was called.