CapitalSource

Drive consideration and preference as lender of choice for middle-market lending solutions among referral sources and prospects.

Strategy

  • Increase share of voice at key points in the lending decision journey.
  • Establish relationships with key influencers within the industry and referral community.
  • Build momentum within niche markets and with general business media to raise overall visibility.
  • Generate sales leads by showcasing customer stories and competitive points of differentiation.

Results

  • Established key CapitalSource subject matter experts as industry thought leaders on important topics that impact
    consideration and preference.
  • Shortened the sales cycle by positioning CapitalSource as a company with scale and solutions.
  • Secured high-profile media coverage in all targeted industry segments.
  • Created and syndicated original thought leadership perspective in leading financial news outlets and sources.

ComBlu’s Role

  • Created and syndicated compelling messages linked to timely industry trends.
  • Leveraged messaging with a proactive news engine featuring expert commentary and analysis on middle-market lending trends, news and themes.
  • Solidified meaningful relationships with industry influencers via desk-side briefings, media alerts tied to financial trends
    and original research.