Key Equipment Finance, a division of KeyBank National Association headquartered near Denver, Colorado with operations bases in Albany and Toronto, delivers business-to-business equipment finance solutions, manages around $10 billion in assets and acquires $4.5 billion in equipment annually. Founded in 1973, Key Equipment Finance has about 300 employees in North America.
The small in-house marketing team at Key Equipment Finance had done a great job with its first attempts at content marketing. But after seeing success with whitepapers and email blasts, the brand found its growing content offerings difficult to manage and wanted a more intuitive template for building content. ion interactive helped Key Equipment Finance maximize the efficacy of their in-house marketing team as they repurposed their first traditional static content piece into a more engaging interactive infographic.
– Amy Thomas, Corporate Designer, Key Equipment Finance
Key Equipment Finance’s first foray into interactive content has already led to a 21% increase in site visits as well as a 36% increase in conversions, and Thomas says that the additional engagement has also created a valuable feedback loop for both the sales and marketing teams.
“We’re able to track our success by all the different tags that we put on the infographic,” Thomas says. “And the platform itself enables us to see where people are engaging with our content, which has led to a considerable increase in engagement and sales.”