Only scratched the surface of the potential and power of Marketing.
Challenge
As a startup, MassPay’s marketing team has been focused on establishing and increasing brand awareness. While word of mouth was an effective strategy for generating initial traction and building early brand awareness, the team needed to implement strategic marketing programs as a foundation for long-term, sustainable growth.
“We knew we wanted to implement a holistic operation that would allow us to execute a modular and measurable strategy. After seeing Marketing, we were confident in its ability to support our marketing efforts,” Chief Marketing Officer Chris Rechtsteiner says.
“I can’t put a value on the data. Being able to extrapolate insights to fine-tune our market segments, understanding the implications of market changes, and having real-time market intelligence that does not exist elsewhere have become critical success factors for us.”
Chris Rechtsteiner
Chief Marketing Officer at MassPay
Solution
MassPay turned to Marketing’s AirCover feature to get in front of key contacts as frequently and effectively as possible. With AirCover, the company’s sales team can instantly request a targeted marketing campaign that will engage key contacts and additional buying committee members with timely, relevant messaging.
“Our goal is for our prospects to be aware of who we are and the benefits we provide prior to our sales team having a conversation,” Rechtsteiner says. “As the team helps build targeted audiences in Sales, we are then able to align our messaging with the challenges and opportunities that our prospects are facing. This helps us deliver immediate value to companies and gives us a direct through line to a potential deal.”
The use of AirCover is now baked into MassPay’s daily go-to-market operations, and the response from prospects has been just what MassPay was looking for.
“Rather than questioning who we are or why they’re seeing us, they are inquiring more about how we can help solve their business problems. For us, this checks a really big box, because it means everything we’re doing from the campaign side is directly reinforcing buying decisions that our prospects are making,” Rechtsteiner says.
The marketing team also uses ZoomInfo’s WebSights and Intent data solutions to learn more about who’s visiting the MassPay website, and which accounts are actively in the market to buy their solution. This highly detailed market intelligence has allowed MassPay to target new verticals and build much broader awareness for their product.
“I can’t put a value on the data. It’s incredibly powerful and helpful to us,” Rechtsteiner says. “Being able to extrapolate insights to fine-tune our market segments, understanding the implications of market changes, and having real-time market intelligence that does not exist elsewhere have become critical success factors for us.”
The Results
MassPay’s sales and marketing teams are now able to unlock market insights and engage target customers much more efficiently, giving them a major advantage in a fast-moving sector.
In addition to the tactical benefits, partnering with ZoomInfo has given MassPay’s leadership team a fresh way to approach the company’s overall go-to-market strategy — something that Rechtsteiner is excited to continue exploring as MassPay grows and tackles new segments and verticals.
“I didn’t anticipate the power of Marketing to directly inform our strategic decision- making. It has been the greatest and most unexpected surprise,” Rechtsteiner says. “We are excited to know that we’ve only scratched the surface of the potential and power of Marketing to drive our marketing initiatives forward.”
