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.
Modern have been instrumental in guiding and consulting with us on our marketing transformation journey.
Jade Faulconbridge, Senior Demand Manager, Equifax
Case studies
CloudPay
Go-to-market strategy transformation from broad to enterprise-focused marketing.
Equifax
Five year marketing transformation across brand, demand and automation.
Trustpilot
Scaling ABM from the UK to EMEA, APAC and the US.
Software AG
Building a scalable and efficient framework for ABM across EMEA.
Expel
Account journeys and customer insights to inform demand and ABM strategies.
Roland DG
Marketing transformation to centralise and scale activity across EMEA.
Expel
Full digital demand review and maturity assessmennt to drive performance.
Gamma
Marketing technology support for Salesforce Marketing Cloud Account Engagement.
Trustpilot
Technology alignment for a seamless enterprise customer journey.
Equifax
Always-on email nurture in Eloqua including behavioural segmentation and routing.
Expel
Full digital demand review and maturity assessmennt to drive performance.