Propel Finance sought a considered, thoughtful approach to content – but their narratives still needed to spark conversations and support new sales initiatives. Now, Narratives Work creates sector-specific content campaigns designed to build trust and win business.
About Propel Finance
Propel Finance is recognised as the UK’s fastest-growing asset finance lender. With a 30-year track record of funding business asset purchases, Propel has lent over £500 million to more than 50,000 UK companies.
Propel’s commercial function is led by Sales and Marketing Director Julie Warren. Julie has spearheaded Propel’s Human-Digital approach to asset finance, blending best-in-class technology with personal relationships and genuine sector expertise to give business owners confidence in Propel as a key financial partner.
The problem
Julie and Propel’s leadership team were scaling up the sales function to reach new audiences across different sectors. The missing piece of the puzzle was how to equip Propel’s new salespeople with genuine insight into Propel’s most important markets, and give them the tools to get those interesting, persuasive opinions out to prospects.
“If you don’t fully trust your content and communications partners, nothing works. Narratives Work really understands how to blend market data into a punchy story that cuts through the noise.”
- Julie Warren
Julie asked Narratives Work to plan a calendar of targeted content campaigns addressing a range of business sectors, from transport, to tech, to manufacturing.
The challenge:
Find good data that would excite and interest company directors and senior leaders
Tell a story using that data, to capture business owners’ attention and encourage them to think about opportunities for growth
Persuade business owners that Propel Finance has the blend of sector expertise and human-first empathy that is a prerequisite in any strong financial partnership
Research, writing, distribution
Narratives Work conducted upfront research into key markets, using numbers to tell stories that not only unearthed relevant information but spoke to the passion and ingenuity of British entrepreneurs.
Did you know, for instance, that agricultural businesses are responsible for the cultivation of 70% of the UK’s land mass? Or that haulage companies move £200 billion tonne-kilometres of freight around the country each year? And having read that, don’t you want to dive a little deeper?
Those headline data points were the trigger to dig into ways asset finance unlocks opportunities for growing companies. Each sector campaign is built to work across channels, with campaigns covering blog articles, email and LinkedIn copy. Now, Propel’s sales team has impactful content that they can use how they see fit.
“Narratives Work delivers multiple campaigns for us each month. It’s rare to find agencies that can produce work of exceptional quality at that pace.”
- Julie Warren
Working alongside Propel’s commercial team, Narratives Work tells stories that deliver on business goals. Interested in how we might help your company? Book a call now.
