Relaunch the CloudPay brand to provide a strong marketing foundation and website designed for lead generation and growth.
Global payroll is a huge challenge. Research reveals that the most difficult and top concern is compliance: differences in language, culture, and the need to stay abreast of the ever-changing legislation and tax landscape on a country-by-country basis creates both complexity and risk exposure. CloudPay, a next generation cloud-based solution, identified a key strategic opportunity to take care of compliance for multinationals while also going beyond — leveraging analytics to uncover strategic workforce insights while collecting, aggregating, and applying big data and algorithms to payroll data.
CloudPay needed a rebrand to position the company as the “next generation” innovator — a true challenger brand and category thought leader — in the rather staid (and not innovative) payroll category. CloudPay wanted to educate companies on the benefits of using a next generation payroll platform with bold, impactful creative and a strong marketing foundation designed for lead generation.
A full rebrand — leveraging a solutions-centric approach — and website built on a strong marketing automation foundation.
We helped CloudPay work through a comprehensive rebrand — including new brand positioning, a new logo, and a new creative brand expression — which we implemented across everything from a new website to sales materials to whitepapers (which we fondly named “CloudPapers” in honor of CloudPay). We also leveraged a number of industry insights to push the brand beyond today’s payroll “status quo” as a single, global platform with proven success through analytics and business performance insights.
Our key focus for execution was the new website: responsible for fueling CloudPay’s sales efforts by engaging prospects in the initial stages of their buyer’s journey. We began by creating a new information architecture and user experience to focus on CloudPay solutions with stronger, more compelling visuals. We also improved the site’s data collection capabilities by leveraging HubSpot marketing automation; this allowed CloudPay to better analyze site performance and optimize it over time based on real-world user activity and helping to engage, generate, and nurture leads.
The Brand Action:
In the first 30 days after implementation of the new site, CloudPay saw a 50% increase in site traffic which also boosted leads by 45% month over month (with continued improvement over time). In two months, overall web traffic increased by 17%, organic traffic shot up 20%, and bounce rate reduced 10%. More, time users spent on the site increased by nearly 30%.
CloudPay also earned 60% more marketing qualified leads, and 56% of these turned to sales qualified leads - an increase from the 40% pre-site launch.
More, the CloudPay website won a W3 Award in the Website Computer/IT: Software category for its creativity, usability, navigation, functionality, visual design, and ease of use. The W3 Awards, hosted and judged by the Academy of Interactive and Visual Arts, honor creative excellence on the web and receive nearly 5,000 entries annually. Entries are judged by executives at acclaimed organizations such as Conde Nast, Disney, The Ellen Degeneres Show, Microsoft, Wired, Yahoo!, and more.
"Garfield Group dove in with a strategic approach from the start; we uncovered industry insights which informed and improved the ROI not only with our new brand but also on our website. The solutions-focused approach continues to deliver real value through a combination of strong brand expression and well-designed user experience. This was one of the easiest transitions possible, and we look forward to seeing how the rebrand and the new website continue to contribute to CloudPay's success."
Head of Marketing, CloudPay