Customer Success Story

Denver, Colorado


Confluence Implements Revenue Marketing Program, Resulting In Significant Revenue Growth & Cost Reduction

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Customer Profile

iLendingDIRECT® is a national finance and insurance marketing firm that focuses on consumer auto refinancing. The company provides low-interest auto loans and end-of-lease financing programs directly to consumers, catering to their unique financial situations. In 2016 iLendingDIRECT® was decorated with position 284 in Inc. 500’s fastest growing company in the country.

The Problem

Fleet Financial — since rebranded as iLendingDIRECT® — approached Confluence at end of 2015 about improving the company’s marketing strategy and programs when the executive team was in search of a long term agency partner. At first, iLendingDIRECT didn’t have much of a digital marketing presence and was still primarily using traditional lead generation programs, such as telemarketing, direct mail and trade shows. Not only was this a more expensive way to go, but it wasn’t able to yield as many high-quality leads as digital marketing programs, and the results were often more difficult to measure. The company had previously contracted a marketing agency but they were disappointed with the agency’s slow progress, and continued to be plagued by low name recognition, an outdated website, and lackluster lead generation programs. They knew it was time for a dramatic change.

Confluence Solution

Confluence began with an in-depth analysis of its existing data and developed four distinct persona profiles based on their respective pain points, needs, behaviors, and financial returns to iLendingDIRECT. This provided a clear strategic roadmap for Confluence team to develop appropriate brand materials and relevant messaging to speak to each persona. This is followed by a total website revamp to better represent the company’s new brand with these personas in mind, attract more meaningful visitors and invite clickthroughs requesting relevant information that speak directly to customer pain points. The direct mail program — which would be difficult to execute and measure with such a widespread target market — was bolstered by a continuous stream of digital nurturing campaigns, which explained the various refinancing programs offered by iLendingDIRECT. Parallel to the development of customer focused strategies and improved content, Confluence oversaw the full implementation of an enterprise level marketing automation system as the engine to deploy and manage digital lead generation and nurturing campaigns for iLendingDIRECT. Confluence also integrated the marketing automation system to feed critical data to the Business Intelligence system (iCapture) Confluence built for iLendingDIRECT. This provided real time intelligence to the CEO, CTO, COO, and various departmental heads to track their relevant Key Performance Indicators (KPIs), resulting in full accountability and the ability for functional managers to take control of their business and respond proactively based on these indicators. In addition, Confluence embarked on a contentbuilding campaign, which involved generating useful information about refinancing, customer success stories and other relevant information and distributing that content through the company’s website and other channels. By “going digital,” not only were costs per lead dramatically lowered but each campaign’s success was easy to measure, through the deployment and ongoing management of the marketing automation system.

The Result


Qualified Leads Increased by


Cost per Lead Decreased by


Sales Productivity Improved By

Even after just a few short months, the results of Confluence’s work were readily apparent. Over a five-month period, Confluence team generated over 1,000 qualified leads for iLendingDIRECT. iLendingDIRECT’s new website traffic has skyrocketed, thanks to an extensive keyword optimization and backlinks campaign.

Why Confluence

The key reasons iLendingDIRECT chose Confluence to be its revenue generation partner include Confluence’s strategic understanding of their needs, proven experience as revenue marketers, and Confluence’s comprehensive yet flexible approach to manage and deliver both strategic and tactical services that focus on measurable results. Confluence Managed Marketing Services uses modular packages designed to advance customers’ marketing capabilities and can be used in combination or separately. iLendingDIRECT’s VP of Information Technology, Dennis Wukovits, has been instrumental in making this relationship successful and was very pleased with the results.

“Confluence always delivered on time and on budget. Their understanding of our needs and ability to deliver flexible solutions efficiently and effectively are what set them apart!”

Dennis Wukovits, VP of IT

About Confluence

Confluence is a revenue generation agency that specializes in providing tailored strategies, actionable roadmap, and execution services for business leaders who are committed to developing a revenue generation focus in their organization.
With over 50 years of combined industry experience in revenue generation, Confluence team helps companies create a winning revenue generation engine within their organization addressing their strategy, resources, systems, processes & structure that affect their ability to generate revenue. The outcome is the creation of a robust “Revenue Generation Engine” that is able to deliver desired revenue outcome. Confluence then takes it further to assist companies to tailor design an action plan and Confluence team works hand in hand as part of the client’s revenue generation engine to execute that plan.


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