MassPay, a FinTech startup providing cross-border payout orchestration across more than 175 countries and 70 currencies, has launched a measurable demand generation programme using ZoomInfo‘s data platform, replacing the word-of-mouth growth strategy that fuelled its early expansion.
While referrals helped establish the company’s reputation, they offered limited visibility and could not be scaled consistently, leaving MassPay without a predictable pipeline generation model.
Recognition also presented a challenge in the cross-border payments market, where trust plays a central role in purchasing decisions. When prospects were unfamiliar with the business before being contacted by sales representatives, teams first had to establish credibility before discussing products or services.
To address this, MassPay redesigned its go-to-market strategy around engaging prospective buyers before direct sales conversations take place.
The company now enables sales teams to launch targeted campaigns supported by marketing, using verified company and contact data to reach buying committees with messaging tailored to their business challenges.
The strategy is informed by two intent signals: identifying companies visiting MassPay’s website and accounts actively researching payments solutions. This allows the business to prioritise prospects already demonstrating buying intent.
According to the company, the shift has changed the nature of customer conversations. Rather than asking who MassPay is, prospective customers increasingly begin discussions focused on how the company can solve their payment challenges, indicating that marketing engagement is building familiarity before sales outreach.
MassPay also said the same data is providing leadership teams with broader market intelligence, helping refine customer segments and monitor changing market trends.
The company provides businesses with cross-border payout capabilities through a single know-your-business verification process and one API. It plans to continue expanding the approach as it enters new industries and customer segments.
ZoomInfo describes its platform as an AI-powered go-to-market solution for sales, marketing and customer success teams. Its B2B database includes more than 100 million companies, 500 million contacts and billions of buying signals.
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