Earning trust in a regulated market, one proof point at a time
Compliance-led messaging and B2B lead generation for a lending platform that sells to NBFCs.
- Client profile
- Loan-management platform for NBFCs and digital lenders
- Region
- India
- Timeline
- 6-month programme
Where they started
Lending platforms are bought slowly and carefully. Risk, compliance, technology and business heads all weigh in, and every claim on the website is scrutinised against regulatory guidelines.
Existing campaigns used broad finance terms and generic messaging, so the sales team spent most of its time disqualifying leads rather than running meaningful conversations.
What we did
- 01
Segment by lender type
Separated NBFCs, digital lenders and co-lending partners, with pages and messages tuned to each segment’s priorities.
- 02
Lead with compliance and proof
Built a resource hub on regulatory topics, audit readiness and integration practices, reviewed by the client’s compliance team before publishing.
- 03
Target decision-makers precisely
Used LinkedIn job-title targeting and a curated lender list, with a tight search programme around specific lending-operations problems.
- 04
Qualify before the handoff
Added short qualifying questions and routing rules so sales receives only leads that fit the segment and timeline.
What success looks like
- A consistent, compliance-aware voice across the website and campaigns
- Lead flow concentrated on lenders the sales team wants to talk to
- A resource hub that supports every stage of the buying committee’s research
- Clear reporting on cost per qualified lead by segment
Numbers you can check
- A qualified lead is a lender with a valid licence, matching size band and an active evaluation
- Cost per qualified lead calculated per channel and per segment
- Every public claim logged and reviewed with the client’s compliance team before launch
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