Financial
Mower was KeyBank’s agency of record for B2B marketing for more than ten years. When the Head of Business Banking shared ambitious goals to grow both lending and deposits for small businesses, our team was ready to jump in.
In the highly competitive regions where KeyBank operates, many banks claim to support small business owners. However, few deliver in a meaningful, relationship-focused way. We saw a strong opportunity to help KeyBank stand out by emphasizing its genuine commitment to clients and its status as a preferred SBA lender.
Small business owners wear many hats and often feel stretched thin. While they excel in their own industries, they may lack the time or confidence to make complex financial decisions. Research from KeyBank confirmed that these owners value the advice of fellow entrepreneurs and trust peer stories more than traditional marketing.
We recognized a powerful insight. If business owners were going to tune in, they needed to hear from people like themselves—not just from a brand.
To bring these insights to life, Mower developed a targeted email campaign centered on real client stories. We interviewed a range of KeyBank business clients and crafted compelling narratives, enabling them to tell their stories in their own words. Each story highlighted how KeyBank’s relationship managers provided support, from financial strategy to custom lending solutions.
The result was a campaign built on authenticity. Instead of promotional messaging, we delivered peer-driven content that demonstrated the value of working with a bank that understands real business challenges and invests in long-term relationships.
Surpassed email open rates by
inbound inquiries
The campaign delivered strong results. Email open rates surpassed industry benchmarks by more than 30 percent, signaling high engagement and relevance. KeyBank also saw a measurable increase in inbound inquiries from small business prospects. The feedback was so positive that the campaign was extended to run for a full year.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.