20+ years pioneering the fintech order-to-cash space.
CreditPoint Software is an industry leader in credit risk and collections management software. With over $50 billion in trade revenue running through its software and serving users on 5 different continents, CreditPoint is truly a global company, working with companies that range from SMBs to Fortune 50.
Founded in 2000, CreditPoint Software has pioneered the fintech order-to-cash space with a highly configurable, comprehensive credit management software serving mid-market to enterprise businesses, all the way up to Fortune 50 companies across the globe. CreditPoint software automates the entire credit and collections process, from credit apps to accounts receivable.
A generic website couldn't chase a more valuable buyer.
CreditPoint had a new goal in 2022: To not only generate consistent leads and close more deals but also to focus on higher-value leads and more up-market customers. CreditPoint found that the deals they were closing could be much larger if they specifically targeted enterprise and high-growth mid-market businesses.
But how could this goal be accomplished? With more than 20 years in the industry, CreditPoint was looking for an organic solution that would clearly resonate with their ideal client persona (ICP).
Segment by company size and industry, not just one homepage.
To generate high-value leads, FullFunnel overhauled the structure and language on the CreditPoint website to target specific industries and companies of a large enough size within them that have historically generated higher-value deals.
FullFunnel expanded the website with new pages and navigation to create a seamless user experience for each ICP. By splitting the solution between enterprise and mid-market, CreditPoint is better able to speak to the needs of each unique audience. The Enterprise pages highlight comprehensive, configurable solutions that may be unnecessary for mid-market clients, while the mid-market pages emphasize user-friendly features and quicker onboarding. Further, the industry pages speak to a wide range of industry decision-makers and highlight relevant case studies and resources that are meant to resonate with their target audience.
Enterprise vs. mid-market segmentation
New pages and navigation split the solution between enterprise and mid-market. Enterprise pages highlight comprehensive, configurable solutions; mid-market pages emphasize user-friendly features and quicker onboarding.
Industry-specific pages
Pages speaking to a wide range of industry decision-makers, highlighting relevant case studies and resources meant to resonate with each target audience.
New content for target verticals
New case studies, blogs, and white papers speaking specifically to high-growth and enterprise businesses in manufacturing, energy, transportation, agriculture, business services, and electronics.
Content reuse across channels
The new website structure and content were also leveraged for advertising and email marketing initiatives to both prospects and users already in the pipeline.