5 year marketing transformation to best-in-class.
Equifax is a credit reporting agency and works directly with consumers, banks and lenders to provide information on credit history and associated information.
Understand the problem
Extensive discovery sessions across brand, messaging, demand, sales processes and technology determined focus areas for early optimisation and quick wins. By understanding the core areas of the business, the operational structures and business priorities, we focused on areas that provided the biggest impact.
Increase in sales leads created
Sales follow-up from 7 days to 7 hours
Surge in opportunity pipeline
The strategy fine-tuned consumer brand messaging for business audiences, reviewed process flows and customer journeys to streamline lead management flows and ensure immediate impact.
Year 1 focused on website conversion and streamlining lead management.
Year 2 focused on data quality and nurture flows with a view to building a centralised demand centre.
The roadmap ahead is clear – establish an always-on demand centre, implement ABM practices and leverage martech automations to increase efficiency.
Using a consultative approach to engage with senior stakeholders in sales and marketing; diagnostic models and an adaptive roadmap were created. By working together, and formulating the strategy together, making change was successful.
Modern have been instrumental in guiding and consulting with us on our marketing transformation journey.
Jade Faulconbridge, Senior Demand Manager, Equifax