In The Pulse's Go-to-market series, startup marketers share their advice and insights on marketing for startups. In this edition of Go-to-market, Paypa Plane’s Head of Marketing, Katie Norbury shares why going old-school can be key when competing with the big guys.

Brisbane-based startup Paypa Plane has had a bit of a dream run, attracting top investors and leading Australia’s shift to real-time payments and PayTo. Now the payments software provider is taking on the US and its Head of Marketing and Communications, Katie Norbury couldn’t be more excited—if a little daunted. 

While Paypa Plane is all about modernizing payments, its marketing strategy combines digital tactics with old-school networking. Given the startup’s success in Australia, it’s an approach the business will replicate overseas as they compete with big US fintechs and their equally big marketing budgets. 

Katie’s experience at not-for-profits means she’s adept at using a limited budget to make a meaningful impact. While she admits there is “no clear recipe for success” in startup growth marketing, one thing continues to help Paypa Plane soar – building personal connections. 

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