250 commercial banking leads in the first month of a national campaign

The challenge

Our client's leadership team had committed to a digital marketing strategy built around lead generation. The goal was to grow its commercial banking business, starting with a capital finance offering that could compete well beyond the bank's home markets.

Activating that strategy took more than a media buy. The bank needed a partner with broad capabilities who could define the targets, the channels, and the measures of success, then run a national campaign and put what it learned into the hands of the sales team.

What we did

Trellist built the acquisition strategy first, then launched a national programmatic program to put it to work.

• An acquisition strategy for commercial banking. We identified opportunistic target markets, set the KPIs that mattered most, chose the primary lead-gen channels, and laid out best practices the team could keep using.
• A national programmatic media plan. Trellist launched a digital marketing and media plan built specifically for the bank's capital finance offering, reaching decision makers across the country.
• Focus on underperforming markets. The campaign built brand awareness in DMAs where the bank had historically underperformed, opening doors in markets that had been hard to reach.
• Campaign intel for the sales team. We shared what the campaign was learning with regional sales reps, so their outreach could follow the interest the media was generating.