show us your revenue iq
How do you create a lead gen campaign that works so well your client has to staff up their sales team? By scoring businesses on how good they are at making money.
It’s a pretty universal truth that every business needs to optimize revenue. So, when Equifax asked us to help them gain more leads we tapped into that truth and came up with one crazy idea: bring together their 32 distinct business units under a single lead gen campaign targeting C-suites from Fortune 500 companies to regional enterprises.
Getting the sign off
First, we had to get their internal vertical team to buy off on the idea. And we did it with a little prayer and a lot of math. We called it “the math behind the mayhem.”
We showed the model economics of the campaign by working backwards from the revenue target for all groups. We used past close/won rates, past web conversion data and industry standard lead-generation rates to determine the media budget. We even modeled how many impressions, web visits, Rev IQ survey form fills, leads, MQLs and SQLs we would require to hit the revenue target so sales could prepare for the volume of leads.
Translation: When you work with us you get work that works and we can prove it with numbers, so you know exactly what you’re getting for what you’re spending.
Display Retargeting Ad
The Quiz
We created a simple, but powerful web experience with the Revenue IQ quiz. And used tactics like account-based marketing to reach the top brass on their own terms and their own timelines wherever they consumed information.
The Revenue IQ successfully generated qualified leads and elevated awareness of Equifax’s data capabilities. By scoring how well a business was doing at generating revenue, how they stacked up against the competition, and then gave them the option to learn how to improve their score.
Paid Ad Linking To The Revenue IQ Test And To Generate Leads
Meta
It was almost too good
Like we said before, the quiz worked so well in landing leads, we had to shut it down just so the Equifax sales team could staff up to serve the volume of leads coming in.
But we also like to look at the numbers. So, we custom-build our own dashboards for each of our clients to ensure all parties can see progress moment to moment. Something is doing well? We lean into it. Something is underperforming? We pivot. It’s that simple.