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InvoiceCloud came to us at a moment of change. Their go-to-market messaging was already in market — focused on savings, efficiency and transformation — but it wasn’t performing the way they hoped.
At the same time, they were considering a different direction: “Digital payments for everyone,” with a brand that felt more human, open, friendly and inclusive.
They wanted confidence before they leaned into it: Would this new story actually feel more credible to enterprise buyers?
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The answer wasn’t simply to make the brand feel more human.
Insurance and Utilities buyers were using fundamentally different filters to decide whether InvoiceCloud felt credible.
Friendly language without operational fluency could feel lightweight. Claims and statistics triggered scrutiny. Trust came from precision, industry language, compliance and integration proof.
A more human, supportive tone could work — but only when it connected to real workload, efficiency and implementation concerns.
That difference changed everything from tone to word choice.
“Revolutionize” suggested disruption.
“Smarter billing” felt vague.
Specific, operational language earned credibility.
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The story had to meet each buyer in the way they decided what was believable.
We started with synthetic users to quickly explore how different buyers reacted to the messaging across the full journey. That helped us see what made sense, what felt believable and what was falling flat.
Then we took the strongest ideas to real people. Using brain-science-informed testing called the Implicit Association Test, we measured their gut-level reactions — what felt credible, what created resistance and what resonated before they had time to think through an answer.
This gave us something traditional message testing couldn’t.We could see both sides of the decision: what buyers could tell us they thought, and what they instinctively responded to.
We turned those findings into a repeatable Messaging Playbook designed to work from the first instinctive reaction through to the rational decision.
InvoiceCloud now had behaviorally tested messaging for two very different markets — and a clear understanding of what made each one trust, question or reject a message.
They knew what to lead with.
What language to avoid.
What kind of proof each buyer needed.
And how the message needed to change between Insurance and Utilities.
The work also gave the team something they could keep using: a repeatable messaging system, not a one-time campaign recommendation.
Instead of debating what should resonate, they had evidence for what buyers were actually responding to — from the first instinctive reaction through to the rational decision.
The result wasn’t just better messaging. It was a smarter way to build it.
What are your buyers deciding before they can explain why?
The strongest signals aren’t always the ones buyers can articulate. We uncover the instinctive responses behind trust, hesitation and preference — then turn them into messaging that moves.
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