Equipment financing
From two new vendor accounts a quarter to ten.
We stepped in as fractional CMO for an equipment financing company and built a full-funnel engine: a sharper brand, intent-driven awareness, search and AI visibility, and sales sequences that turn cold accounts into vendor conversations.
- 2 to 10
- new vendor accounts per quarter
- 4 to 28
- inbound leads
- $600K+
- quoted across 13 organic deals, against two deals and $75K the year before
The challenge
Where they started.
The company had a strong reputation with the vendors and borrowers who knew it. The problem was everyone who didn't. After its marketing director left, there was no one setting direction, and the sales team had started building its own flyers and one-pagers to fill the gap.
Behind the scenes, HubSpot and Salesforce weren't working together. Leads landed with the wrong owner or no owner at all. The website explained the company but didn't help a vendor sell with financing or a borrower get to an application.
Growth depended on reps and relationships. The company needed a marketing leader who could own the strategy, fix the plumbing, and give sales a steady flow of warmer conversations.
What we did
The DRIVE method, applied.
Detect
Audited the funnel, the CRM data, and the vendor pipeline, ran a brand perception survey, and mapped 62 competing lenders.
Rank
Prioritized account-based vendor acquisition over broad paid media, and fixed lead routing before spending a dollar on new demand.
Inform
Aligned HubSpot and Salesforce so sales could act on what marketing produced, and gave reps the content and tools they'd been asking for.
Validate
Piloted vendor acquisition campaigns and sequences against named accounts, then measured which verticals and messages earned meetings.
Engage
Scaled what worked across equipment verticals and cut asset turnaround from months to same-day for applications, flyers, and event creative.
What we built
Every stage of the funnel, connected.
Brand foundation
Analyzed a brand perception survey and repositioned the company around what vendors and borrowers actually valued, then held every asset to it.
Programmatic awareness
Built intent models for vendor and borrower audiences and used them to aim programmatic and paid media at companies already researching financing.
Website refresh
Refreshed the website, contact, and careers pages on one design system, so every visit points toward an application or a vendor conversation.
Vertical vendor pages
One financing page per equipment vertical, cross-linked and mapped to a roadmap of about 28 industries, so every vendor finds a page written for its customers.
AI answer landing page
A small business equipment financing page structured to be cited in AI answers, with every answer pointing back to an application.
Local optimization
Tightened local search listings and location signals, so nearby borrowers and vendors find the company when they search.
Calculators that sell
Rebuilt the payment, Section 179, working capital, and equipment ROI calculators, and launched co-branded calculators vendors use with their own buyers.
One application flow
Merged the financing calculator and digital application into a single pre-populated flow, so a borrower goes from estimate to application in one step.
Email and sales sequences
Nurture for vendors and borrowers, with more than 1,200 contacts enrolled in staggered daily sequences across two reps, so the pipeline never flooded or dried up.
Sales enablement
Vertical one-pagers, a competitive map of 62 lenders, and branded templates, so reps walk into every conversation prepared.
CRM plumbing
Rebuilt lead routing, owner assignment, and guarantor sync between HubSpot and Salesforce, so every lead reaches a person.
Same-day creative
A social creative system and vertical icon set that let us ship on-brand ads, flyers, and event assets the day they're needed.
See the work
The tools that turn a price into an application.
Screenshots are cropped to the work: the client's logo, address bar and name are not in frame, because this case study is anonymous.
The payment calculator, rebuilt to run the numbers instantly and hand off to a pre-populated application.
The outcome
Where they are now.
New vendor accounts grew from two a quarter to ten. Inbound leads grew from 4 to 28. Organic deals alone produced $600K+ in quotes across 13 opportunities, against two deals and $75K the year before.
The bigger change is how the company runs. Marketing now has an owner, a plan, and a monthly report. Sales gets warm accounts, current content, and assets on demand. Vendors get tools that help them close their own deals with financing built in.
Bringing in Deep Quiver changed how marketing works here. They took ownership of our strategy and our marketing operations, from HubSpot to our website to our campaigns, and gave our sales team the tools and content they'd been asking for. Our brand shows up more consistently, more of the right prospects know who we are, and our reps walk into conversations better prepared. The marketing assets they've built look and feel like the company we are. We have never had such a well-oiled marketing machine, and it has driven increased revenue year after year.
More results
Other engagements.
IT staffing & AI talent
67 to 631
ranking terms in search
Website refresh, SEO, AEO, and local optimization, plus email nurture, sales sequences, and sales enablement for ten audiences.
Luxury landscaping
45%
increase in quoted prices
Premium repositioning, a website refresh, local optimization, AEO, paid media, and email. 22.5:1 ROAS.
Need marketing your sales team can count on?
Start with the 30-Day Marketing Diagnostic, or spend 30 minutes with a CMO. You'll leave with a clear read on what's working, what isn't, and what we'd do first.