Equifax.

Eloqua always-on email nurture.

Equifax is a credit reporting agency and works directly with consumers, banks and lenders to provide information on credit history and associated information.

Data

From 5% to 40% match to ICP

50%

Less manual SDR processing

Score

Fully automating scoring

Understand the problem

Equifax had a basic implementation of Eloqua and wanted to maximise usage across a number of initiatives including data segmentation, automations and email nurture to the database.

With a complex product structure and business units, the programme needed to identify interest and intent and then push the user into the relevant communications programme based on behavioural intent.

Strategic approach

The dataset was ageing and required manual interventions to triage and assign records to programmes. The approach was to minimise manual interventions, clean the data and enable automations based on behaviour to do the heavy lifting.

The cleansing process matched 40% of the 80,000 records to the ideal customer profile and reduced the time spent doing manual interventions by SDRs by 50%.

Partnership matters

Working with several teams across Equifax enabled us to build trust across key stakeholder groups, positioned marketing as a credible partner and an enabler of efficiencies.

Working closely enabled us to embed digital processes into a heavily manual-focused business.

quotes

Modern have been instrumental in guiding and consulting with us on our marketing transformation journey.

Jade Faulconbridge, Senior Demand Manager, Equifax

Jade Faulconbridge

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