In the latest episode of Travillian Next, Keith Daly, Principal of Banking & Fintech Search at Travillian, sits down with Caleb Stevens, Vice President – Marketing Manager of Capital Markets & Correspondent Banking at SouthState Bank, to discuss a topic often overlooked in the banking industry—marketing—and its crucial role in community banking. Together, they explore how community banks can leverage modern marketing strategies to stay competitive, from digital marketing to aligning sales and marketing teams.
Tune in now on Spotify and Apple Podcasts, or if you prefer a quick read, check out the summary we’ve put together below!
(02:00 – 06:00) Building a Strong Marketing Foundation for Community Banks
Caleb’s career path into community banking began unexpectedly, starting in a startup before transitioning to SouthState. His family’s history in banking gives him a personal connection to the mission of supporting community banks. SouthState helps these banks remain independent and grow, offering tools often unavailable to smaller institutions.
(06:00 – 10:00) Adapting Marketing Strategies During the Pandemic
When COVID-19 halted in-person meetings, SouthState adapted by embracing digital marketing channels like podcasts (The Community Bank Podcast), LinkedIn, and webinars. These tactics not only filled the gap during the pandemic but became permanent components of their marketing strategy post-COVID.
(10:00 – 14:00) The Importance of Aligning Sales and Marketing Teams
Caleb stresses that marketing should create demand for the bank’s services, while sales teams (especially lenders) convert that demand into business. By aligning these two teams, community banks can ensure they are all working toward the same goals, especially in attracting both retail and business clients.
(14:00 – 18:00) A Shift Toward B2B Marketing for Community Banks
Many community banks focus on B2C marketing, but Caleb encourages them to also invest in B2B marketing, especially for local businesses. Focusing on high-value businesses can drive significant growth. By targeting 25 to 50 local businesses, community banks can develop deeper relationships that generate lasting business.
(18:00 – 22:00) Effective Digital Marketing Tactics for Community Banks
South State has found success with content marketing, especially its podcast, which adds value beyond just selling products. Caleb also recommends using personalized direct mail and email campaigns to engage clients and prospects more effectively. Tracking customer engagement with CRM systems helps optimize these efforts.
(22:00 – 26:00) Personalization and CRM: The Key to Effective Marketing
Personalized marketing doesn’t require a big budget. Simple CRM tools can help track client interactions and tailor marketing messages to specific needs. By focusing on high-value prospects and nurturing these relationships, community banks can increase the effectiveness of their marketing.
(26:00 – 30:00) Building Brand Loyalty Through Community Engagement
Caleb believes that community engagement is crucial. By using tools like podcasts and webinars, community banks can build stronger ties with local businesses. Personal touches, like acknowledging a customer’s specific needs, can help community banks stand out and build brand loyalty.
(30:00 – 34:00) Consistency in Marketing and Measuring Success
Caleb advises banks to focus on the metrics that truly matter—qualified leads and customer engagement. While vanity metrics can be useful, the goal should always be to generate real business. Consistent marketing and content creation are essential for long-term success.
