CloudPay: From net to spear - Modern l B2B Marketing

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Strategy transformation from a ‘netfishing’ lead approach to an account based model

CloudPay is a leading provider of global payroll and payment solutions.

75%

YoY pipeline growth

$4M

in revenue from two deals

75%

Account engagement rate

Understand the problem

CloudPay found their high-volume ‘netfishing’ demand generation approach was creating challenges as they pursued ambitious 30% year-on-year growth targets. Despite increased marketing investment, their broad targeting strategy wasn’t converting media spend into meaningful pipeline value. Accounts often stalled in mid-funnel stages with marketing and sales teams operating independently.

Analysis highlighted opportunities to strengthen brand presence across key campaign regions. Working with a focused budget, CloudPay needed a strategic ABM approach to drive measurable improvements in account engagement and funnel velocity, specifically targeting high-value enterprise prospects operating across multiple regions.

people sat around a table working and discussing graphs. ABM

Strategic approach

We formulated a data-driven ABM strategy using Demandbase to target 170 tier-one accounts with 1,000+ employees across multiple regions, primarily in the US and EMEA. Our messaging frameworks addressed specific pain points based on their role in the purchase decision.

The campaign integrated paid media channels in an ‘always-on’ approach, balancing ‘MQL Acceleration’ and ‘Deal Acceleration’ initiatives that delivered tailored content across six funnel stages.

By combining sales and marketing intelligence, we created a responsive acceleration system that reacted to engagement signals. Paid media insights guided sales interventions, while sales outbound data influenced media spend and ad treatments for high-priority accounts. Sales teams were also equipped with a “pick and mix” asset library for personalised outreach.

Partnership matters

This project demonstrates a ‘Do More For Less’ paid media approach, leveraging a depth of insight not commonly applied in B2B.

Its power is in alignment between sales and marketing. They engaged 75% of identified accounts (exceeding the 60% target), increased total pipeline by 75% YoY (against a 50% KPI), and secured two deals totalling over $4m in revenue, including their largest-ever account.

Cloudpay now run this programme as a rolling, always-on cornerstone of their overall sales and marketing strategy.

The clarity of the framework that we have, the logic on which it’s based, and the fact we can measure the impact of every marketing activity has been a real benefit… We’ve been able to be very articulate about what we’re doing, why we’re doing it and what the impact is.

Nick Webb, CMO, CloudPay