The Company
20+ years pioneering the fintech order-to-cash space.
Founded in 2000, CreditPoint Software has pioneered the fintech order-to-cash space with a highly configurable, comprehensive credit management platform serving mid-market to enterprise businesses, up to Fortune 50 companies globally. CreditPoint automates the entire credit and collections process, from credit applications to accounts receivable.
The Challenge
A generic website couldn't chase a more valuable buyer.
CreditPoint had a new goal in 2022: not just to generate consistent leads and close more deals, but 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. With 20+ years in the industry, they wanted an organic solution that would clearly resonate with their ICP.
The Approach
Segment by company size and industry, not just one homepage.
FullFunnel overhauled the structure and language on the CreditPoint website to target specific industries and company sizes that have historically generated higher-value deals.
Layer 1
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.
Layer 2
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.
Layer 3
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.
Layer 4
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.