The Challenge
GE Capital needed to differentiate a specialist division from its big-spending national bank competitors while also generating leads from the highly coveted middle-market CFO target audience.
GE Capital needed to differentiate a specialist division from its big-spending national bank competitors while also generating leads from the highly coveted middle-market CFO target audience.
Research identified that middle-market CFOs want partners who provide “an edge” by offering meaningful data and support.
Our digitally-led campaign promoted not only GE Capital’s flexible financing and loans, but also something that no bank could—access to GE tools, resources and real-world operational insights.
The campaign targeted select industry verticals and prominently featured valuable downloadable content designed to engage and capture leads.
One recent vertical campaign generated 2,250 landing page visits. Of these, 37% downloaded a white paper. And 8.5% were subsequently engaged and qualified as leads.
Digital ad targeting the food and beverage vertical incorporating gated content
Food and beverage vertical campaign video
Example print ads targeting different verticals
Example of a digital ad takeover targeting the aerospace vertical
