The cross-border payments startup replaced word-of-mouth growth with a repeatable demand generation program that reaches buyers before its sales team calls.
ZoomInfo, the all-in-one AI GTM platform, has reported that MassPay, a fintech startup whose payout orchestration platform moves money across more than 175 countries and 70-plus currencies, has built a repeatable, measurable demand generation program using ZoomInfo data, according to the company.
MassPay lets businesses send cross-border payouts through a single know-your-business check and a single API. Like many startups, it grew on word of mouth. That built early brand awareness, but word of mouth is not a system. It does not scale on command, and it cannot be measured or repeated.
The real problem was the moment the sales conversation started. In cross-border payments, trust is close to the whole product. A company sending payouts around the world has to believe the platform will move the money correctly, every time. A prospect who does not recognize MassPay when a rep calls is a prospect the team has to convince from zero. Word of mouth could not deliver that recognition on demand.
MassPay rebuilt its motion around one rule: reach the buyer before the call, not during it. Its sales team can trigger a targeted marketing campaign on demand, surrounding a key contact and the wider buying committee with timely, relevant messaging. The marketing team builds those audiences from verified company and contact data, then aligns each message to the challenges the audience is facing. Two demand signals sharpen the aim. MassPay sees which companies visit its website and which accounts are actively researching payments solutions, so effort goes to buyers who are already in motion.
The clearest result is a change in how prospects respond. Before, buyers questioned who MassPay was or why they were seeing the company. Now, according to the company, those same prospects ask how MassPay can help solve their problems. MassPay reads that shift as a sign its campaigns are reinforcing buying decisions before sales even engages. The company also reports a payoff it did not expect. The same data now informs strategy, giving leadership real-time market intelligence to fine-tune its market segments and read shifts in the market, insight the company says it could not get elsewhere.
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