Integrated International Payroll Ltd – iipay
iipay is a payroll solutions provider serving UK, European and International clients. It operates both as an outsourced bureau service and also makes its leading-edge system available direct to UK and global businesses, delivered online (Software as a Service).
The Challenge
The company had reached a point where it had the capacity to increase direct sales in the short term as well as take a more strategic look at longer term opportunities for its unique technologies in the global payroll market. Existing sales collateral, including the website, was too technical and didn't engage with potential customers. This was hindering the sales effort. Strategically, the company also knew it must consider the future of its brand and market positioning, to maintain a sustainable and robust growth. That meant having a better understanding of strengths and options.
The Solution
For short term sales improvement, we rewrote existing brochures to tell a more benefits-focused story. To keep client costs to a minimum, we used iipay's existing website template but reorganised the structure and navigation to make more sense to potential customers; we completely revised the content to bring out key benefits in a readable way.
Strategically we conducted internal and external research, including face to face customer interviews, then worked with the executive team to identify where iipay stood, what the market was telling them, and what options would provide the desired growth. A marcomms plan was developed, enabling iipay to promote key messages through the most appropriate channels.
The Difference
The company has now embarked on its agreed strategy with real market focus. It has a sustainable ambition and knows what needs to be done to achieve it. In the short term, the sales pipeline has improved dramatically and there is significant interest being generated in the company's proposition, as well as new business being written. As a result of the strategic step forward, there will be further realignment of the iipay proposition and we are working with them now to achieve this difference.
