CLIENT

MeridianLink

INDUSTRY

Financial Services

REGION

North America

From FinServ lead

generation to a demand
engine that converts.

How Unbound IA helped MeridianLink combine precision targeting, multi-
touch lead generation and coordinated sales follow-up to create 99
opportunities and 29 closed-won deals. 

THE BRIEF

Build a reliable source of high-quality demand across
MeridianLink’s priority financial services audiences —
reaching the right buyers, improving lead quality and 
creating stronger continuity between marketing and sales. 

THE CHALLENGE

Reaching the right buyers

was only half the job.


MeridianLink operates across a complex financial services market, targeting banks, credit unions and mortgage providers with distinct buying groups and priorities.

Over a long-standing partnership, MeridianLink and Unbound IA continued to evolve the demand model — moving beyond simple lead generation toward a more connected approach combining precise audience targeting, human validation, account-level awareness and personalized sales follow-up.

Delivered in under 6 months

  • 99

    qualified opportunities

  • 29

    closed-won deals

  • ~$30k

    average SaaS deal size

THE MODEL WE BUILT

A connected approach to
Demand Generation.

The program was designed around a simple principle: generate better-qualified demand, build familiarity around the account and give sales a stronger starting point for conversation.

TARGETING

Built around the ICP

Campaigns focused on banks, credit unions and mortgage providers across the US, with account parameters based on institution asset size.

AUDIENCE

Buying-group precision

Targeting reached Manager through C-level roles across mortgage, lending, marketing, risk, compliance, legal, retail and IT.

ENGAGEMENT

Multi-touch lead generation

Prospects first engaged through content syndication before BDR validation added a second human touch and strengthened lead quality.

AWARENESS

Brand around the account

Once a lead was generated, the account entered programmatic brand activity — increasing familiarity while MeridianLink SDRs began outreach. 

OUTREACH

Personalized, not automated 

MeridianLink moved away from reliance on automated sequences toward more tailored SDR outreach focused on the buyer’s priorities. 

OPTIMIZATION

One shared feedback loop 

Sales feedback and campaign performance continuously informed targeting, qualification and follow-up — improving the motion over time.

~100%

account coverage

~70%

digital engagement

99

qualified opportunities

29

closed-won deals

Why it WORKED

Three demand advantages,

working together.

01

Precision before scale

The program was built around tightly defined financial services ICPs and buying groups — helping concentrate investment on the accounts and roles most likely to convert.

02

Awareness meets outreach

As SDRs engaged prospects directly, programmatic media built familiarity across the account — reinforcing recognition and trust around the MeridianLink brand. 

03

Human conversations convert

Multi-touch qualification and personalized SDR outreach replaced reliance on automated sequences, allowing conversations to start around customer needs rather than content downloads.

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Unbound has been a trusted extension of our demand generation team for years, consistently delivering high-quality leads that convert into real pipeline and revenue. What sets them apart is their ability to reach the right audiences while continuously optimizing based on what they’re seeing in market. They bring proactive insight, transparency and a level of partnership that has made them a reliable part of our growth strategy.

KIM MORRIS
VP Demand Generation / MeridianLink

Want pipeline like this?

Unbound IA runs demand generation
that treats your buyers like people,
not personas. Person-by-person outreach,
and a return you can take to the board.

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