Enterprise at Pequity
Pequity’s software works best at scale.
So we aim high in our messaging.
We go enterprise.
Pequity’s ICP
Pequity had a strong start, getting a giant enterprise to see their value in the early days.
There was an existing connection between the founders and the customer, but customers this big don’t buy something without clear ROI.
That big enterprise?
Commitment Issues
While there was clear traction and value at the top end of the market, Pequity was still getting plenty of attention from SMB’s.
With faster sales cycles and quicker wins, it’s hard not to orient the business that direction.
But the math doesn’t lie.
Without revealing explicit figures, Pequity was still reliant on Instacart as a load-bearing wall. With no replacement, their departure could have a serious impact.
As Director of Marketing, Adam developed a content plan to attract whale after whale. The goal was to have several columns to bear that load , as opposed to one.
Executing the Plan
The plan was twofold:
Get two or more enterprise customers within a year, and
Pull more folks into the top of the funnel after those wins.
And we did exactly that. Adam and his team laid the groundwork for an ABM strategy, aiming specifically at companies the founders and board believed were achievable in the time frame.
The marketing team got to work creating custom sales enablement materials for each customer—tailored to their business, brand, and goals.
Simultaneously, Marketing focused on consistent press releases, CEO appearances, and even started a podcast called “About Pay.”
After only three months, the podcast was ranked 5-stars ★★★★★ and consistently brought in new customers.
Their sales cycles sped up, having confidence in Pequity’s customers like Instacart—and eventually—Walmart.
Clear Results
As you can tell by looking at Pequity’s homepage today, enterprise is the focus.
By supporting these longer sales cycles with custom sales enablement material, and sharing these major wins via PR and podcasts, Pequity garnered a consistent stream of SMB customers coming to them.
Where previous efforts has been focused in the middle of the funnel, trying to educate SMB’s, Adam’s plan focused essentially at the top.
By bringing new eyes to pequity.com, and introducing more people to the brand, the whales did most of their convincing simply by having their logos there.
Big brands bring in big confidence.
And it has continued to bring Pequity success into 2025.
The Hypothesis
Adam asserted that, by getting even one or two more name-brand clients, the smarter, smaller fish will inherently know there’s value to be had.
He figured: