Case Study — July 07, 2025
A Powerful Prospecting Solution Supercharges Lead Generation at a Community Bank
THE CLIENT:
A U.S. community bank
USERS:
The technogy team
Elevated deposit costs and fixed-rate loans originated in a lower interest rate environment dampened net interest margins for community banks in 2024. While the year proved to be challenging, reasons for optimism surfaced in the fourth quarter, and tailwinds are expected to accelerate performance in 2025.
To capitalize on improving market conditions, members of the sales team at this community bank wanted to streamline their workflows to identify prospects for loans, credit cards and other bank products in a more efficient manner. The head of the team reached out to the bank's technology specialists to see if there was a better way to obtain lists of potential clients and quickly zero in on those most likely to buy.
The technology team needed to identify a reputable information provider for advanced market analysis and lead generation. Importantly, any solution had to include an automatic data feed into the bank's CRM system to enable immediate access by the sales professionals.
Pain Points
Members of the bank's sales team were receiving long lists of potential prospects that took a great deal of time to sort and screen to identify attractive leads. To meet ambitious sales targets, they needed a more automated way to receive and analyze this information and wanted:
- Streamlined access to business listings by region and industry, with details on firmographics and outstanding loans.
- Robust tools to sort and screen the data.
- Insight into a company's lines of business, creditworthiness and key executives.
In addition, sales managers wanted an automatic feed into the bank's CRM system to centralize the data, eliminate duplicates across the team that may not be up to date and distribute leads to relevant salespeople via rules and specific assignments.
The bank was already a client of S&P Global Market Intelligence ("Market Intelligence") and an active user of S&P Capital IQ Pro, a powerful desktop solution. The technology team reached out to Market Intelligence to learn more about other capabilities that could enhance the bank's lead generation activities.
The Solution
Specialists from Market Intelligence discussed several datasets that would help the sales team identify strong prospects in different regions. They then described S&P Global Reverse ETL, an intuitive point-and-click technology that enables firms to effortlessly integrate trusted S&P Global data into their business tools ‒ like Salesforce, HubSpot, Microsoft Dynamics and more ‒ without code. This eliminates manual data entry and complex mapping processes, enabling non-technical users to set up essential business pipelines. The datasets, together with Reverse ETL, would enable the team to:
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Gain essential intelligence on lending opportunities |
PThe Commercial Prospecting dataset provides commercial property data and Uniform Commercial Code (UCC) liens data for the U.S., combined with business listings across both the U.S. and Canada, helping to evaluate lending opportunities. Users can identify outstanding loans, creditors, debtors and businesses in their markets across different industries with detailed firmographics. The dataset includes: ― Commercial Properties: Loan origination and property data for 25M+ commercial properties, representing 75% of U.S. counties. ― Business Listings: Details on 40M+ businesses across the U.S. and 5M+ across Canada, detailing firmographics and geographic attributes, along with the probability of default (PD) for the respective NAICS industries on a state and county level. ― UCC Liens: 80M+commercial and Industrial (C&I) liens available via UCC filings for 47 U.S. states. |
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Understand a company's business |
Company Intelligence provides profiles of public and private firms worldwide, including company contact information, competitors, financial auditors and summary or detailed-level business descriptions. |
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Link related data for a company |
The Business Entity Cross Reference Service (BECRS) dataset automates the linking process. It provides immediate cross-reference capabilities for millions of public and private entities using standardized and proprietary identifiers, including: — EINs, global tax IDs, VAT IDs and local registration IDs. — Rating IDs from S&P Global, Moody's and Fitch. D&B Duns IDs, Legal Entity Identifiers (LEI), CUSIPs and Money Market Directories (MMD) IDs. |
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Streamline the flow of data into the bank's CRM system |
S&P Global Reverse ETL eliminates manual data entry and complex mapping processes, providing a hassle-free experience for users across an organization. From data to action, S&P Global Reverse ETL revolutionizes data activation by automating the data enrichment of sales and marketing tools. |
Once candidates are identified using data on the CRM, the sales team would be able to use additional data on S&P Capital IQ Pro to dig deeper, since the bank was already a subscriber to this desktop solution. Among other datasets, the desktop includes:
- Key Developments data that provides structured summaries of material company news and events.
- Professionals data that provides profiles of individuals, including current and prior board/company affiliations, job functions, titles, education, compensation and more.
- Transactions data that provides the entire lifecycle of primary and secondary market business transactions across public offerings, private placements, M&As, buybacks/repurchases, corporate restructurings, bankruptcies, spin-offs and split-offs.
- Transcripts that cover earnings, M&A activity, company conference calls and special calls.
Key Benefits
Members of both the sales and technology teams were impressed with Market Intelligence's solutions that could help them grow the business with easy access to actionable prospect data. The bank subscribed to the services and can now:
- Generate robust C&I lead lists by targeting existing lien holders for banking services or identifying existing clients and applicants to see if they have an outstanding UCC lien.
- Use S&P Capital IQ Pro for associated business details and contact information once target prospects are identified.
- Integrate extensive company data into the bank's CRM system with the easy point-and-click technology of Reverse ETL and save time and reduce errors by replacing manual data integration with this smarter, more efficient approach.
- Centralize data to eliminate duplicates across the sales group and distribute lending leads to relevant salespeople via rules and specific assignments.
- Enhance the sales success rate by eliminating time spent on lower-probability prospects.