Overview

FinBox is a leading provider of a comprehensive product suite and credit infrastructure, enabling businesses to deliver customized credit products to their customers and partners.

Their offerings include a bank statement analyzer (BankConnect), Alternate data underwriting engine, Loan origination system (LOS), Journey orchestration tools, Partner management modules, Business rules engine, and a Multi-bureau analytics platform. Among these, BankConnect is one of their flagship products.

Challenge

Despite having a strong market presence, FinBox identified a need to intensify its focus on BankConnect. Recognizing its potential to transform banking operations, they planned to enhance lead generation and capture a larger share of the Indian market. To achieve this, FinBox partnered with Kredis, leveraging their expertise in Account-Based Marketing (ABM) to drive higher engagement and generate quality leads for BankConnect.

Our Approach

Kredis implemented a multi-phase, highly targeted ABM strategy tailored to the unique needs of the Indian banking sector, focusing on small banks and NBFCs. The key elements of the approach included:

1. Defining the Ideal Customer Profile (ICP): 

   - Targeted decision-makers with titles like C-level executives and heads of Credit, Underwriting, Digital Lending, Risk, and Credit Risk.

2. Focused ABM Campaign: 

   - Designed a solution-centric email campaign that addressed specific pain points and demonstrated the value of BankConnect.

   - Ensured precise segmentation to maximize market coverage with the right details.

3. Evolving Outreach Tactics: 

   - Kredis ran email campaigns over 1.5 years to build a strong pipeline and establish FinBox’s market presence later shifted their focus to Cold calling.

   - Subsequently, the focus shifted to cold calling to gain deeper insights into existing market dynamics.

    

Key Achievements

Kredis’ strategic approach yielded impressive results for FinBox:

1. Lead Generation Boost:  o   Email campaigns delivered 3X more leads on a monthly basis, with warm requirements aligned to BankConnect’s capabilities.

2. Market Intelligence:  o   Cold calling provided actionable insights, revealing which NBFCs were using competitor BSA tools. This data enabled FinBox to approach these institutions with tailored offers, successfully replacing incumbent solutions.

3. Expanded Outreach: o   Through collaborating with Kredis, FinBox’s market outreach increased by 2X and their lead flow by 1.5X.

Through a carefully planned ABM-driven strategy, Kredis empowered FinBox to strengthen its foothold in the Indian market and maximize the potential of BankConnect. The combination of focused email campaigns and strategic cold calling not only enhanced lead generation but also provided deep market insights, enabling FinBox to outperform competitors and achieve significant growth. This case study underscores the impact of a well-executed marketing strategy in driving business success.