Case study
Customer not namedThe leads were plentiful.
They were the wrong leads.
This customer offers consumer financing through small and medium-sized merchants. Its sales ROI was falling because existing lead sources kept supplying prospects outside its ideal customer profile. Sixty percent of the leads from Enigma Discover were net new, and converted at 25%.
Enigma — $8.9M of revenue found in leads they didn't have
- Customer
- Consumer financing provider, unnamed by Enigma
- Industry
- Consumer financing via SMB merchants
- Use case
- Outbound prospecting & lead prioritization
- Headline result
- $8.9M expected incremental revenue
60%
of leads from Enigma Discover were net new
25%
conversion rate on those net new leads
$8.9M
expected incremental revenue after one year
Source: Discovering $8.9M in Revenue with Smarter Prospect Lists, enigma.com
01
The challenge
A scoring model is only as good as what you feed it.
The go-to-market strategy runs on outbound prospecting: every prospect gets marketing materials, and high-priority prospects get assigned a salesperson. Each one is scored 1–10 on fit against a specific ideal customer profile — a growing business, in a target industry, with transaction sizes between $500 and $10,000 and revenue between $500,000 and $5 million.
Sales ROI had been coming in lower than expected. Digging into it, the team found they had been prioritizing the wrong leads: existing lead sources were supplying many prospects outside the profile entirely, wasting the sales team's time before the model ever got a chance.
So the team piloted Enigma Discover — customized lists of ideal customers — and compared lead quality directly.
02
The result
Most of what came back, they had never seen.
The team specifies its ideal customers and Enigma sends leads within those criteria each month.
Sixty percent of the leads from Enigma Discover were net new — not present in any existing source — and those net new leads converted at 25%.
Expected incremental revenue after one year: $8.9M. The team was pleased enough with early results to continue the monthly subscription.
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