CloudPay go-to-market strategy transformation

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Creating change that matters, through technology, strategy and execution.

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

25%

Increase in leads from ICP

Biggest deal

Secured at 600% above average order value

29%

Increase in net new pipeline

Understand the problem

As CloudPay shifted focus from broad demand to enterprise clients, the marketing function needed to re-engineer their strategy. Moving away from a ‘catch them all’ approach, they pivoted towards niche, focused account-based marketing (ABM). This strategic shift significantly impacted both sales and marketing operations, requiring a comprehensive overhaul of their customer acquisition process.

The company faced challenges in understanding their new target market, including the complexities of the customer buying process and defining an ideal customer profile (ICP) for enterprise clients.

Young businesswoman sticking adhesive notes to a glass wall

Strategic approach

The transformation began with a thorough assessment of CloudPay’s position and goals using diagnostic tools and workshops. This created a foundation for shared team objectives.

Short, medium, and long-term priorities were identified for new target audiences and market approaches, aligning these with marketing functions and ABM strategies.

Crucial to success was active engagement across all teams, fostering collaboration and ensuring stakeholder buy-in throughout the shift from broad-based to enterprise-focused marketing.

Partnership matters

Sales & Marketing aligned – CMO & CRO working together on strategy and aligned on approach

New ABM strategy for growth – targeted account lists. Whitespace and focus markets defined and targeted

New campaign practices – campaign cadence and approach revised to deliver growth ambition

We moved from picking our way through thousands of low-quality leads to a model that was precise, thoughtful, and effective, using the data to inform how we work. All of a sudden, we can see what’s going on in a way that we simply couldn’t previously, and I can present to the board and our investors with total confidence.

Nick Webb, CMO, CloudPay