Marketing Spotlight: A closer look at Experian’s Marketing and Sales Strategies
Article summary
Experian is a data and technology company and it was founded in 1826. Today, Experian headquarter is located in Costa Mesa, CA, USA, and is operating across 32 countries. Experian offers various services, such as Data, Credit, Data Management, Data Science, Automotive Data, Big Data, Analytics, Marketing Services, Digital Marketing, Information Services, and many more.
The company has more than 10.000 employees and 23,795 associated members on LinkedIn. Most of their employees are working in the IT department (4.449), followed by the sales department with 2,948 employees and 705 in the marketing department. On LinkedIn Experian has 1M followers.
Their ICP is stated by the phrase: “Customers range in size from small to medium to large, and to multinational organizations”.
📝 A quick note before you start reading:
The data and analysis in this article are valid as of the time we wrote it. We don’t know when you’ll be reading this, maybe next week, maybe six months from now, and things might have changed since we looked at this company’s marketing and sales approach. Still, the insights and lessons here stay useful, even if the numbers or tactics have evolved a bit.
Brand promise
This is further elaborated as “Improving financial health for all”. Their promise is not just about finance, but about empowerment and improved lives; because in the end, that’s why we are making money, right? So they will use the statement: “We help people thrive on their financial journey” to show that.
This is further elaborated as “Improving financial health for all”. Their promise is not just about finance, but about empowerment and improved lives; because in the end, that’s why we are making money, right? So they will use the statement: “We help people thrive on their financial journey” to show that.
How do they differentiate themselves
To answer this question, we will analyze their “About us” page and other sections from the main page.
Some of the information is found on the map page, not on the main page, which could decrease the number of people reached. On their main page, we see that they have some goals and principles they follow, such as “investing for growth”.
Experian highlights its continuous investment in “new ways to extract meaning from data”. This reinforces their position as a technology leader. For consumers, they emphasize financial empowerment and well-being, and for businesses, they highlight sustainable financial growth and data-driven solutions.
When it comes to their mission, their value preposition is quite simple, but impactful: “We’re built on our purpose. It’s central to our brand, articulated by our people and mutually reinforced by our culture…..our mission to improve financial inclusion, because access to credit opens up opportunities for people to transform their lives”.
Their focus on the UN Sustainability Goals and social innovation programs demonstrates a commitment to corporate social responsibility.
Interestingly, their actions are distributed to consumers, communities, businesses and “their people”. For each target they have a dedicated section, where they provide more details about their visions and plans, like the statement “Our ambition for Consumer Services is to be recognized as the No.1 platform globally for people to improve their financial lives and save money”.
After each section, they provide a small graphic with the achievements for each of these categories. For example, for communities, they mention their investments and employee volunteer hours.
Experian’s services & products
To analyze this part, we will check our “What we do” page. As you might notice, their services and products are not clearly mentioned. They do not appear in a tab or at the bottom of the page, where they are usually listed. Instead we have to understand what they are by checking their “Our business model” and “Our strategy” page.
Experian’s business is organized into two verticals: B2B and B2C.
For businesses they provide data capabilities and support in their decision making, by providing access to their database, including clients’ own data, and helping them to develop analytics, predictive tools, sophisticated software and platforms.
For consumers, they provide various services, such as credit education, identity monitoring and fraud prevention services. These services also include “free access to their Experian credit report and score, and useful online educational tools.” Here you can have a look at their business model.
More than that, they also tell us which are their revenue models for each service.
For Data services, their ICP are: Banks, retailers, communications companies and the Revenue model is primarily transactional with some contribution from license fees.
For Decisioning, their ICP are: Retail, Financial services, Insurance, Utilities and the Revenue model is consultancy and implementation fees, recurring license fees, and transactional charges
For Consumer services, their ICP are: individuals, lenders and insurance providers, and the Revenue model is Monthly subscription fees, Referral fees, Digital agency fees, White-label partnerships.
Now that we have a basic understanding of what they do, let’s focus more on their social media presence and what strategies they use to engage with their audience on social media.
Social Media Presence
We will now explore Experian’s social media presence across platforms like LinkedIn, Facebook, and Instagram, focusing on whether they use demand and lead generation strategies. Additionally, we will assess their content pillars, how frequently they post, and the specifics of their social selling activities.
In their About section on LinkedIn, they decided to show their “Commitments”, a good strategy for those who are researching them, and want to work at Experian.
How often do they post?
To answer this question, we will analyze their posting schedule over the last three months and calculate an average frequency. On average they post around 43 posts per month. That’s a lot of effort and work, especially since the content it’s not always a text and image, but working with videos and carousels too. By creating so much content (also great for sharing across all of their social media platforms), it looks like they have a solid content strategy going on.
For such a big following of 1M people, their engagement rate is relatively low, with some posts that gain only a little bit over 33 likes. However, there are some posts with over 1k reactions.
Their top-performing post over the past three months is about being recognized as one of the world’s best workplaces in 2024. As you can see, it’s not a post promoting their services or trying to sell you something, but rather a post highlighting their internal culture.
The second one, with almost 850 reactions, is within the same category, focusing on the company’s culture. It shows a human side of the company, making it feel more approachable.
This post with 729 reactions is about their financial performance, talking about a 7% organic growth and improved EBIT margins. This is a very “top-down” approach, highlighting the overall health and success of the organization.
What are the content pillars?
1. Community Engagement and Empowerment
This pillar shows Experian’s commitment to supporting and empowering its community, students and educational institutions. For this pillar they use a specific hashtag, #ExperianDEIPartner, which might states their dedication to DEI initiatives. DEI is extremely important for companies, particularly regarding attracting and retaining talent, driving profitability, and meeting evolving consumer expectations.
According to Mondelēz International – State of Snacking: Future Trends Report, 75% of consumers globally favor businesses that support DEI, and 59% prefer brands that champion diversity and inclusion in online advertising.
2. Company Culture
The post is part of a marketing campaign: “What’s your Experian?”, aiming to showcase the company’s “people first” culture through authentic employee stories. The purpose of these posts might be to attract talent.
Phrases like: “Listen in to know what makes Experian India Global Innovation Center so special” and “Stay tuned for more employee stories!” encourage engagement and create anticipation for future content.
3. Events
In this pillar, they are promoting their online events. In our research, we saw that some of them focus on financial education.
The link from their posts sends the leads to their website, where they can register for the event. So, their main idea this post is about providing practical financial tips and advice through a #CreditChat event.
The post encourages participation by inviting people to “join in and share your own tips and experiences”.
We like how “Spring into Action” clicks with “Spring Cleaning”. As everything’s getting a fresh start, we can give our finances a little refresh too. So they use the idea of “seasonal renewal” to motivate people to take action on their finances.
4. Employee recognition
In this pillar, they showcase their employees and the events they participate in. They highlight their employees, particularly C-level professionals, as being actively engaged in participating to events or conferences, as Experian’s ambassadors.
5. Educational content
Experian’s educational content primarily originates from their blog pages and other publications that feature articles written by Experian employees, often including leadership figures, who share insights on various topics.
This article above, as you can see, is posted on Forbes. And this one below, is an article from their blog. The link in the post description sends us to their blog page. They use visuals and they show their ability to provide valuable research and insights.
6. Partnerships
Another type of educational content they use is video content, where they invite people to participate at free webinars. These can provide more in-depth knowledge and practical guidance on how to improve digital onboarding processes.
What is their overall strategy?
The educational content they post does not appear to be their primary driver for generating leads, as it constitutes a smaller portion of their overall content. Most of their posts focus on company culture, events (including webinars), and employee interviews, which are likely aimed at attracting talent. This suggests that their overall strategy might be centered on building brand awareness.
On Facebook, Experian’s page has 25 likes and 26 followers. Experian appears to post regularly on Facebook, with a variety of content types, including financial tips, event announcements, and industry insights.
Let’s see what content pillars Experian has on Facebook:
1. Educational content
2. Company Culture and Events
3. Their services and features
Most of the posts have few likes, or no likes at all. They posted more educational content on Facebook than on LinkedIn, because LinkedIn is first and foremost a professional networking site, where users might be more interested in industry insights and company culture rather than educational content.
On Instagram Experian has 78.1K followers. The link in their bio sends to a page, where you can choose between:
- A bill subscription page
- The Credit score boost
- Experian Smart Money Account
We would expect to send to their career page, considering that Instagram is used to show the company’s culture. But this tine, the links in bio are about some of their offerings.
As we take a closer look at what they post, it appears that Experian is using Instagram to promote some of their services in a more personalized manner. They focus on educational content combined with promotional content. Of course, at the end, they include a call-to-action (CTA) like: “Tap that button”.
As seen before, considering how many followers they have, the engagement rate could be higher. They seem to post on Instagram every week.
X (formerly Twitter)
On X, Experian has 27.2K followers. On this platform, they promote their #CreditChat events, a podcast series hosted by Experian, featuring expert insights on a variety of financial topics, from credit scores to debt management.
Also, many of their posts are actually reposts from individuals who have participated in their #CreditChat talks.
Experian’s main marketing strategy on X seems to focus on educational content and community engagement. They utilize their weekly #CreditChat discussions to educate users about financial literacy and credit management. By reposting content from participants, they foster a sense of community and encourage user-generated content.
They don’t seem to have a fixed schedule, but there is definitely a lot of activity on their page in some months, especially when they hold their #CreditChat live event. Their reach varies, with an average of 120 views per post.
YouTube
Although Experian joined YouTube in 2012, they only have 3K subscribers. Until now, they have posted 757 videos and have a total of 549.189 views.
On YouTube, Experian has 38 playlists. Their biggest playlist is DataTalk Live Show & Podcast one.
Experian’s YouTube channel features a wide variety of content that can be categorized into several main themes:
- Credit Education and Financial Literacy
- Corporate and Career Insights
- Technology and Innovation
- Sustainability and Social Responsibility
- Podcasts and Live Shows
- Identity and Fraud Protection
The length of their videos is diverse, ranging from 1 minute to almost an hour. They post at least every month, but the view counts for their videos are relatively low, with 100 views on average per video.
Conclusions: Experian’s Social Media Strategy
Their content on social media might focus on: brand awareness, educational outreach (demand generation) and lead generation.
Experian’s got a big social media game going on. They are present on all the usual spots: Instagram, X, Facebook, LinkedIn, YouTube. LinkedIn focuses on professional insights, thought leadership articles, and employee recognition to attract talent and engage with professionals. Their YouTube channel struggles with low viewership despite high-quality content, while Facebook engagement remains minimal despite regular posting.
Experian’s content pillars include educational content (e.g., financial literacy campaigns), company culture (e.g., employee stories), events (e.g., webinars like #CreditChat), employee recognition (e.g., showcasing C-level professionals), and partnerships (e.g., collaborations for diversity initiatives). Their educational content often originates from blogs or publications written by Experian employees and leadership figures.
Their best-performing posts across platforms tend to highlight company culture rather than promoting services. For example, posts celebrating recognition as one of the “World’s Best Workplaces” or showcasing internal culture receive significantly higher engagement compared to service-oriented posts.
Demand generation
Now that we have explored their social media presence, let’s have a look into their content strategy, focusing specifically on their content marketing strategy. In this section, we will analyze their blog, resource center, and any tools they use to generate demand.
Experian’s blog page
Experian’s blog can be found by accessing the “Newsroom” section and then clicking on the Global Newsroom.
As soon as you enter their blog section, you can see some headers, recommended articles, and the CTA button “Read more”.
Here are some of the topics they write about: Financial Education, Innovation, Diversity & Inclusion, Identity & Fraud, Corporate Responsibility, Data & Analytics. The content might target the following audience:
- Businesses
- Consumers
- Investors
- Potential Employees
They are posting a couple times a month, with a high volume of posts in January. So, the frequency is relatively high, indicating a strong content marketing effort.
Let’s analyze some of the articles in more detail. We start with the articles from the Tech & Innovation category.
In this category, Experian’s articles focus on their innovations and news. Some of these are authored by high-level professionals, such as the Chief Innovation Officer.
The tone of these articles is informative, typically presenting new developments or achievements, as seen in examples like: “Experian’s groundbreaking generative AI-powered tool, Experian Assistant, has earned the prestigious 2025 BIG Innovation Award in the Products for Financial Services category”.
While there isn’t a specific content structure, the articles generally use Heading 1 and Heading 2 formats. Additionally, they often incorporate multimedia elements such as videos and images to enhance the content.
In their D&I category, they write about “diversity, equity, inclusion and belonging, and our deep commitment to social and financial inclusion”. Here, the articles are a bit shorter, around 500 words. In the Financial Access category, the articles focus on several key article types, all centered around their expertise in credit, data, and financial services, with a strong emphasis on financial inclusion and education.
Many articles explain how credit scores work, the benefits of Experian’s products (like Experian Boost), and how consumers can improve their financial health.
The articles typically have a length of around 700 words. They are easy to read and understand, thanks to a well-organized structure that helps maintain the reader’s focus. To make the data more digestible, Experian often uses bullet points and tables.
Using the phrase “According to new research from Experian” suggests that Experian, as a company heavily involved in data analysis and management, has utilized its expertise to gather and analyze data on specific issues.
Experian also provides actionable advice in their articles, such as “Three ways to protect your financial health in relationships”. The advice is straightforward: communication, budgeting, and shared savings goals. The article promotes their #CreditChat events as well. When it comes to calls-to-action (CTAs), the article concludes with an encouragement to discuss financial goals and promotes the #CreditChat.
Thought Leadership
In this section, they have the following content types: case study, e-books, infographic, podcast, report, video, webinar and white papers, and they use 18 topics, as you can see below.
They post thought leadership content almost daily. As of early March 2025, they have 281 assets.
Tip Sheet
We discovered something quite interesting: a “tip sheet.” The Tip Sheet is freely accessible and typically comes in a 2-8 page PDF format. These sheets vary in structure; some provide actionable tips or strategies, such as “Engage these three strategies now”, while others include checklists.
On the last page, at the bottom of it, they have a dedicated section for their sales pitch, such as: “Why Experian” or “Interested in more solutions?”.
Case Study
Most of their Case Studies are freely accessible and they open in a PDF form. The case studies focus on how NeuroID solved client challenges. Experian acquired NeuroID to enhance its fraud prevention capabilities with behavioral analytics. These case studies serve as evidence of how Experian’s solutions, enhanced by NeuroID, can help businesses combat AI-driven fraud, prevent identity theft, and improve the customer experience.
The free Case studies have the following structure:
- Challenge
- NeuroID Solution
- About NeuroID
Videos
A third of social media marketers plan to increase their investment in short-form video more than any other format, and 43% plan to try it for the first time in 2024, according to HubSpot’s Social Trends Report 2024.
Their videos are freely accessible and feature a host discussing various subjects. The length of their videos is relatively short, typically around five minutes. The videos are titled “Commercial Pulse Report“, where they discuss recent events, trends, and more.
At the end of the video, they include the following call-to-action (CTA): “If you are looking for commercial insights, visit our Commercial Insights Hub. Also, subscribe to our YouTube Channel. For more updates and expert insights, reach out to Experian’s account team to start a conversation on how these insights can help you and your business.”
Lead generation
In this section, we will analyze Experian’s lead generation strategies. We will see specific tactics and channels they use to attract, capture, and nurture potential customers.
Downloadables
First let’s look at their lead magnet assets, as part of their “Thought leadership hub”: reports, white-papers, e-books and webinars.
Why is this important? According to Creator IQ – The State of Creator Marketing, 94% of organizations believe creator content delivers higher ROI than traditional digital advertising, a 20% increase since 2023. This highlights the effectiveness of engaging content in attracting and converting leads.
To access the white-paper, e-books and webinars, the leads have to input their contact details (first name, last name, business email, country, company and business phone).
We can also access for free some of their reports, but others are still gated. Their free reports are quite comprehensive, with a nice design and a lot of statistics. Take a look at this one.
On average, their reports have around 15 pages. The language is formal, technical, and analytical, tailored for an audience of professionals, particularly those in the banking and finance sectors.
Their reports have a lot of statistics and projections, such as “global spending on AI has significantly increased”, “five-year CAGR of 59.2%”, and “$202 billion, representing 32% of overall AI spending”.
The CTA is benefits-oriented and explicitly says what the leads should do (“Read our report”). It hints at the value the user will gain by reading the report with phrases like: “To find out more about convergence, read our Redefining risk management: Driving growth in financial services through credit, fraud and compliance convergence report.”
Paid advertising
Until now, Experian has 592 ads on LinkedIn. The ads content is varied, talking about reports, jobs posts, conference events and thought leadership on Generative AI (GenAI) in fraud.
Their CTAs are: “Download now” and “Register”.
Ads are shown in English, Italian, Spanish, German, Danish, and Norwegian language. They use Location-based targeting, for example: Nordic countries, Italy, and Turkey.
The number of impressions varies significantly across the ads. The ad targeting Denmark had less than 1k impressions, while the ad targeting Italy had 5k-10k impressions. This could be due to several factors, including budget allocation, campaign duration, and target audience size. Their ads reach on average between 1k-10k views.
On Facebook Experian has 16 active ads.
Most of their ads, compared to LinkedIn, promote their app, with the CTA “Install now”, that sends you to the app store.
A majority of the ads heavily emphasize FICO Scores, highlighting Experian’s ability to give free access, track scores, and even help improve them.
As you can see, they use both videos and static ads. The length of the videos is between 10 to 30 seconds. And they are either voiceovers, or they have a host.
Most of their ads have multiple versions. This suggests an A/B testing approach, where Experian experiments with different ad creatives (images, copy, headlines) to optimize performance.
Conclusions: What is their overall strategy?
Experian’s marketing and sales strategy focuses on building trust and humanizing their brand by emphasizing their people, values, and educational resources, rather than direct product promotion. They prioritize brand awareness and community engagement across platforms, using authentic storytelling to connect with both consumers and potential employees.
The two key elements of their strategy are:
- Human-Centered Branding
Experian highlights its internal culture and employee stories to create relatability. For example, their top-performing LinkedIn posts celebrate workplace awards and employee achievements, which resonate more deeply than sales-driven content.
- Educational Content
They invest in financial education through blogs, webinars, and social media campaigns like #CreditChat. By providing free resources, such as credit score tips or fraud prevention guides, they position themselves as industry experts while addressing common pain points. This nurtures long-term trust, making customers more likely to turn to Experian when they need financial services.
Looking at Experian’s strategies, here are some things you might want to start doing:
- Use employees as ambassadors: Encourage your employees to share their experiences or expertise publicly, adding a human touch to corporate messaging. Moreover, employee advocacy programs can boost employee engagement and attract talent. Consumers want authentic connections and organic word-of-mouth, with employee-generated content (EGC) offering a level of credibility that traditional influencers or written content often can’t match.
- Ouality over Quantity: Focus on creating high-quality content that resonates with your target audience rather than spreading thin across multiple platforms. Identify your niche and tailor your content accordingly.
- Lead with values: Share stories about company culture, sustainability efforts, or community initiatives to build emotional connections. Consumers value brands that demonstrate their commitment to social issues through action and communication. This includes clear communication about equity, inclusivity, and sustainability (Source: Gensler – Design Forecast 2024). More than that, according to Accenture – Life Trends 2025, when leaders show appreciation for employees’ contributions, it increases job satisfaction and reduces stress.
Are you ready to transform your brand into a trusted industry leader, just like Experian? We see opportunities for businesses like yours to connect with your audience in an even more impactful way. Let’s schedule a consultation to discuss your specific needs and goals.
Frequently Asked Questions
1. What does Experian do?
Experian is a global data and technology company founded in 1826, headquartered in Costa Mesa, California. Operating in 32 countries, Experian offers services such as data management, analytics, credit reporting, fraud prevention, and marketing services for both consumers and businesses.
2. How does Experian differentiate itself from competitors?
Experian stands out through its dual focus on financial inclusion and technological innovation. The company emphasizes improving financial health for all while continually investing in new ways to extract meaning from data. Its commitment to sustainability and alignment with the UN Sustainable Development Goals also strengthens its position as a socially responsible brand.
3. What are Experian’s main marketing goals and strategies?
Experian’s marketing strategy centers on brand awareness, educational outreach, and human-centered storytelling. The company highlights its culture and employees to humanize the brand, while using educational content—like blogs, webinars, and the #CreditChat series—to engage audiences and establish thought leadership in financial literacy.
4. How does Experian generate leads?
Experian uses a combination of gated content (whitepapers, e-books, reports, and webinars), downloadable resources, and lead capture forms that request professional information such as business email and company details. Their LinkedIn ads and paid campaigns drive prospects toward these assets to convert engagement into qualified leads.
5. What can other companies learn from Experian’s marketing strategy?
Other companies can learn the importance of blending purpose-driven branding with educational value. Experian demonstrates that consistent storytelling, employee advocacy, and value-based communication can build trust, strengthen reputation, and generate long-term demand more effectively than purely promotional campaigns.
