The challenge
Payapps had a challenge that many B2B tech companies face: a brilliant product that solves real business problems, but an audience hesitant to change its ways.
As a construction application for payment software solution managing £19 billion in annual applications across and with over 98,000 users, Payapps needed to convince Commercial Directors, Financial Directors and Senior Quantity Surveyors across UK and Irish construction firms to ditch their spreadsheets and embrace digital transformation.
The target audience had often overlooked the inadequacy of their spreadsheet-based processes and were time-poor, juggling many competing priorities and managing a complex ecosystem of processes.
We needed to be bold enough to get their attention and highlight the issue, but credible enough to maintain professional trust. We had to highlight the hidden costs and daily frustrations of manual processes without resorting to fear-mongering or losing B2B professionalism.
The solution
We built an integrated digital lead generation campaign that led with emotion over features, tapping into the daily frustrations construction finance professionals actually feel.
Enter ‘Enough Sheeet’; a playful creative platform irreverent enough to stop the scroll, but professional enough to convert.
‘Sheeet’ referenced spreadsheets – the asymmetric competitor to Payapps’ innovative solution – whilst also reflecting the pain finance teams feel when facing yet another payment problem.
We developed multiple creative executions for LinkedIn, including ‘Absolute sheetshow!’ and ‘Oh sheet!’, each reflecting relatable audience frustrations. Bold static ads and animated GIFs were designed to build awareness of the problem and position Payapps as the solution.
It wasn’t all questionable puns though. Behind the creative, we built a sophisticated ABM ecosystem, which included monitoring buying signals in real-time and tracking prospects researching relevant keywords. The strategy was simple: reach decision-makers at exactly the right moment – when they were actively researching solutions.
Our multi-channel approach combined contact intelligence and reveal data with LinkedIn advertising, strategic retargeting and email nurture, through to conversion.
The results
The campaign delivered exactly what Payapps needed: qualified leads ready to convert. We shifted market perception, positioning Payapps as an innovative, essential solution. It broke through to a hard-to-reach audience by speaking their language.
The bold creative proved that even highly process-driven industries respond to campaigns that understand their daily reality. And the precision ABM approach ensured we reached decision-makers at exactly the right moment.
Most importantly, we delivered a scalable, repeatable system that continues to generate qualified pipeline for Payapps’ sales team. Our campaign proved that strategic thinking and creative boldness aren’t mutually exclusive – they’re essential partners in driving B2B growth.
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