How KeyBank Increased Commercial Finance Sales by 15% Using Sales Intelligence and Marketing Automation

KeyBank, with over a century of experience in providing commercial finance solutions to small and mid-sized businesses (SMBs), has established itself as one of the country’s leading financial institutions. Serving a wide range of clients across different industries, KeyBank prides itself on its ability to understand and meet the financial needs of businesses in an ever-evolving marketplace. However, the complexity and fragmentation of their sales cycle presented challenges in identifying the right opportunities and nurturing leads effectively. To address this, KeyBank sought a way to enhance their lead generation and prospect engagement efforts by leveraging sales intelligence and marketing automation.

The Challenge: Streamlining a Fragmented Sales Cycle

KeyBank’s commercial finance team faced several challenges in identifying high-quality prospects and nurturing them through the long sales cycle. The financial services industry is highly competitive, and KeyBank knew they needed to find new ways to stand out and differentiate their offerings from the competition. A major hurdle was the inefficiency in sourcing timely B2B leads, especially in commercial finance where potential clients often go through extended decision-making processes.

Furthermore, manually gathering market data to target prospects was both time-consuming and inefficient. The sales team needed a tool that would automate this process and provide real-time, accurate information about businesses with upcoming finance needs. The goal was to move from reactive to proactive, engaging with potential clients before competitors and guiding them through the sales cycle with a personalized approach.

Discovering Industrial SalesLeads: A Data-Driven Solution for Commercial Finance

KeyBank recognized the need for a more sophisticated approach to prospecting. After evaluating several solutions, they selected Industrial SalesLeads to provide actionable insights and data on commercial projects and opportunities that were relevant to their financial services. The decision to partner with Industrial SalesLeads was driven by their ability to integrate seamlessly with KeyBank’s existing CRM system and marketing tools, offering a holistic solution that combined both sales intelligence and marketing automation.

Industrial SalesLeads provided KeyBank with real-time information on upcoming commercial finance opportunities, such as industrial expansions, new construction, and capital projects. This data allowed KeyBank’s sales team to pinpoint businesses that were likely to need financing solutions and engage with them before competitors had the chance. The key advantage was the ability to identify companies that were in the early stages of decision-making, enabling KeyBank to position their offerings at a time when businesses were most receptive.

Integrating Sales Intelligence and Marketing Automation for Maximum Efficiency

By integrating Industrial SalesLeads' sales intelligence into their CRM system, KeyBank was able to automate much of the prospecting process. Instead of manually searching for leads, the sales team could now rely on Industrial SalesLeads to provide accurate and up-to-date information on potential clients. This automated lead generation process saved the sales team valuable time, allowing them to focus on building relationships with high-quality prospects.

The detailed data provided by Industrial SalesLeads included not only the names of target companies but also key decision-makers, contact information, and information about the specific commercial projects these companies were involved in. This level of insight enabled KeyBank’s sales team to create personalized outreach strategies that were tailored to the needs of each prospect.

In addition to automating the lead generation process, KeyBank also leveraged marketing automation tools to streamline their follow-up efforts. The sales team could now use personalized email sequences and automated follow-ups to keep prospects engaged throughout the sales cycle. This combination of sales intelligence and automation allowed KeyBank to nurture leads more effectively, ensuring that they stayed top-of-mind as prospects moved closer to making financing decisions.

Results: A 15% Increase in Commercial Finance Sales

The impact of KeyBank’s partnership with Industrial SalesLeads was evident in the results. Within two years of integrating sales intelligence and marketing automation into their commercial finance operations, KeyBank achieved a 15% increase in sales. This growth was driven by the ability to engage with high-quality prospects earlier in the decision-making process and nurture them through the sales funnel with personalized, data-driven marketing efforts.

KeyBank’s sales team reported higher engagement rates with prospects, thanks to the actionable insights provided by Industrial SalesLeads. The ability to identify companies that were in need of commercial finance solutions—before competitors—allowed the sales team to have more meaningful conversations with decision-makers, ultimately leading to a higher conversion rate.

The combination of sales automation and lead nurturing played a crucial role in this success. By automating the process of gathering and following up with leads, KeyBank was able to reduce the time and effort required to close deals, resulting in a more efficient and productive sales process.

Improved Lead Management and Enhanced Customer Relationships

In addition to increasing sales, KeyBank also saw improvements in their overall lead management and customer relationship strategies. The integration of Industrial SalesLeads with their CRM system allowed the sales team to track and monitor the progress of each lead in real-time. This visibility made it easier for sales managers to assess the quality of leads and make data-driven decisions about where to allocate resources.

The ability to track the sales journey also enhanced communication between KeyBank’s sales and marketing teams. Sales reps could provide feedback on the effectiveness of marketing campaigns, while marketers could use the data from Industrial SalesLeads to create more targeted and personalized content for future outreach efforts.

The result was a more cohesive and aligned sales and marketing operation, which not only improved lead generation but also strengthened customer relationships. KeyBank’s ability to stay engaged with prospects through every stage of the sales cycle ensured that they were seen as a trusted advisor and partner, rather than just another vendor.

Looking Ahead: Sustaining Growth with Data-Driven Sales and Marketing

With the success of their initial implementation, KeyBank plans to continue leveraging Industrial SalesLeads as a core component of their commercial finance operations. The company recognizes that real-time sales intelligence and automated lead generation will be essential to maintaining their competitive advantage in the financial services industry.

KeyBank’s long-term goal is to further refine their marketing automation strategies to ensure that every prospect receives a personalized experience tailored to their unique needs. By continuing to invest in data-driven sales and marketing, KeyBank is confident in their ability to sustain growth and continue delivering value to their clients.

The partnership with Industrial SalesLeads has not only helped KeyBank achieve significant sales growth but has also transformed the way the company approaches lead generation and customer engagement. With access to accurate and timely commercial project insights, KeyBank’s sales team is well-positioned to continue driving success in the competitive world of commercial finance.