Content drives sales enablement


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Fifth Third Bank has developed its own content portal for prospects, targeting business customers, with activities carefully tracked to inform the company's CRM database. “We built a new site,, with about 200 pages oriented toward business customers,” said Dianne Hardin, digital marketing direct-commercial bank division, at Fifth Third Bank. “Our new online Resource Center in particular is the "lead bait,' with white papers, videos, podcasts and webinars. This is where conversations about solutions drive down to products. Now we have something for prospects to experience on the site and a reason to be there.” Hardin said the bank holding company now is in a position to merge the accumulated information in its CRM tools with its marketing automation database, allowing it to understand the behavior of prospects. She also finds that content at the service of sales can have a useful life span beyond an individual campaign. “When the program began, we promoted the Resource Center and found that it was still being referenced as a result of that campaign nine months later,” Hardin said. “We also had significant close rates and new prospects in the pipeline. “From that first program, we directly attributed $3 million in closed revenue and $18 million in new pipeline in the first nine months,” she said. “Our marketing automation investment was less than $100,000.”

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