Financial Services / Asset-Based LendinG
Austin Financial Services
Referral Partner Positioning and Content Strategy That Doubled Closed Transactions
MESSAGING
NEW SALES ENABLEMENT MESSAGING
CONTENT STRATEGY
CONTENT PROGRAM AROUND CLOSED TRANSACTIONS
2×
Closed transactions, year over year
Overview
Austin Financial Services (AFS) needed to generate more qualified financing referrals from banks and other referral sources such as legal and professional services firms. The challenge was twofold: potential referral partners did not always know which clients were a fit for AFS, and AFS needed to stay top of mind so referrers would think of them when the right client came along.
The Work
- →Developed an ongoing content program built around the transactions AFS was closing
- →Created a bi-monthly newsletter featuring recent transactions and company news
- →Set up email marketing infrastructure, segmented the database, and built reusable newsletter templates
- →Added a blog to the site; each transaction was featured as a post on LinkedIn and in the newsletter
- →Refined the referral messaging to clarify when AFS was the right fit: when a business did not meet bank lending standards, had outgrown a bank's lending capacity, or needed more flexibility
- →Developed messaging around what set AFS apart: a streamlined lending process, flexible overadvance and stretch capabilities, and the ability to maintain the client relationship while AFS provided a bridge solution
- →Wrote and designed audience-specific referral materials for banks and service providers
- →Created transaction case studies the sales team could attach to outreach emails
- →Built a landing page to support the referral program
Engagement
The Results
With the content program, refined messaging, and sales materials in place, annual closed transactions doubled from 2024 to 2025.
Ready to talk?