Top 100 Credit Union
Solution Stack
Salesforce Sales Cloud
Business Units
Business Development, Marketing
Services
Delivery-as-a-Service
Timeline
16 weeks
Growing a SEG Channel
A top 100 U.S. credit union with a strong presence across the Midwest serves a diverse membership base through both physical branches and digital banking channels. Focused on strategic growth, the organization saw SEG partnerships—employers, schools, and community groups—as a key opportunity to expand reach and deepen community ties.
Problem
The SEG (Select Employer Group) strategy had real potential—but no infrastructure. Leads from employer and community partnerships were scattered across teams, tracked manually (if at all), and rarely followed up with consistency. Marketing and business development lacked a centralized view of group activity, making it nearly impossible to nurture relationships or measure results. What should have been a steady source of new member growth felt more like a missed opportunity.
Process
Working with Fortimize, the credit union implemented a SEG-specific configuration in Salesforce Sales Cloud. Now, SEG leads could be captured, converted, and nurtured within a unified pipeline—with full contact history, group-level engagement tracking, and campaign visibility. The system supported personalized outreach at the group and member level, enabling smarter segmentation and targeted follow-up. And because it was built using standard Salesforce functionality, it was scalable from day one.
Results
The credit union transformed its SEG strategy into a measurable growth channel. Teams could finally track the full lifecycle of each SEG relationship—from first contact to active member—enabling long-term partner development and smarter resource allocation. Members benefited too, receiving personalized offers and communications that felt directly connected to their employer or organization. What once felt ad hoc and untracked became a strategic, data-driven engine for growth.
Executive Outcomes | Operational Impact | Technical Shift |
|---|---|---|
Opened new channel | Centralized leads | Used standard functions |
Built healthy pipeline | Enabled custom campaigns | Integrated marketing tools |
Impact on Community Members
Members who joined through SEG partnerships began experiencing more personalized, relevant engagement from day one. Instead of generic outreach, they received communications tied to their employer, school, or community group—making benefits feel directly connected to their everyday lives.
