Caleb Stevens didn’t set out to be a banker. In fact, he was sure he wouldn’t be one. “My dad, a banker himself, jokes that the stereotype is: stale, frail, pale and male,” Stevens says.
Today, though, as Vice President and Marketing Manager for Capital Markets & Correspondent Banking at SouthState Bank in Winter Haven, Fla., Stevens is anything but typical. He’s become a modern-day evangelist for community banking—an industry he not only understands professionally but connects to personally. He shared his story in a recent interview with Keith Daly, Principal of Banking & Fintech Search at Travillian.
Accessing a ‘Start-Up MBA’
Stevens‘ marketing roots go back to an Atlanta-based startup called Champion Tribes, where he worked with David Salyers, former VP of marketing at Chick-fil-A. There, Stevens gained what he calls “a startup MBA,” learning how to build products, run campaigns, and grab attention.
That foundation became invaluable when he joined a local, competing financial institution in 2019—just months before the pandemic shut down in-person interactions and traditional bank marketing with it.
COVID-Era Pivot: The Birth of a Digital Strategy
The lockdowns of 2020 forced Stevens and his team to answer a critical question: How can he—or any relationship-driven banker—continuously add value for clients without face-to-face meetings, conferences, or networking events?
His solution was simple and bold: embrace digital channels and cultivate an audience where it was found, sheltering in place, streaming movies at home, exercising on solo walks while wearing earbuds.
His multipronged approach had him:
- Launching the SouthState Community Bank Podcast
- Reimagining bank email campaigns
- Super-charging his increased LinkedIn activity
- Hosting webinars
- Blowing the dust off traditional direct mail with some innovative approaches
The out-of-the-box thinking worked, and not just in the short term. “Even after the world opened back up, a lot of what we started doing in 2020 became mainstays,” Stevens explains. “The sales process changed, and marketing had to lead the way.”
This shift moved him from a traditional sales role into leading marketing efforts across the bank’s correspondent division. Stevens redrafted his new responsibilities to better incorporate innovation, an instinct born of his deeply held belief: community banks are essential to local economies and deserve marketing strategies that help them thrive.
B2B Marketing: From Sponsorships to Strategy
One of Stevens’ key insights is the need for community banks to rethink their marketing mix. Too many, he argues, are over-indexed on business-to-consumer (B2C) tactics like billboards, parades, and radio ads. “[These are] all good things,” he acknowledges, “but most banks are missing out on strategic B2B marketing that aligns with what their lenders are doing.”
He encourages banks to treat their top commercial prospects like gold—developing account-based marketing campaigns that support relationship managers. “Marketing should create demand. Sales should capture and convert that demand,” he says. “We talk about it as fishing in Lake Lanier versus fishing in a pond. Stop casting a wide net and start being intentional.”
Whether it’s a customized direct mail campaign or a tailored podcast episode, Stevens is adamant that great marketing is personal. He shares a story about a car dealership choosing SouthState because the marketing team created a card signed by local tellers for the owner’s elderly mother. The lesson learned? Personalization can win business, even in a competitive deal.
Content as Currency: Being the Brand They Look Forward To
At the core of Stevens’ marketing strategy is a focus on creating value before the sale. His philosophy is clear: “Become a brand people look forward to hearing from.”
To that end, SouthState’s content strategy focuses on helping bankers grow themselves, their teams, and their profits. From blog posts and podcasts to personalized webinars and highly targeted LinkedIn ads, the goal is to be omnipresent in the lives of their ideal clients. “We want to be their favorite show during a morning commute or gym session,” he says.
This philosophy extends beyond SouthState’s own growth. Stevens believes community banks should adopt similar models. “Imagine a local podcast where you invite small business owners to tell their stories. That podcast becomes a gateway to relationship-building,” he says. “It’s not cold calling. It’s adding value first.”
Tech Optional, Strategy Essential
Despite SouthState’s tech-enabled tactics—CRM tools, website tracking, email segmentation—Stevens is adamant that no fancy system is required to get started. “Start small. Sit down with your lenders and identify 25–50 target accounts. Then build a marketing plan around those relationships.”
He advises community banks not to be intimidated by analytics or technology. “You don’t need a half-million-dollar Salesforce implementation to personalize marketing. It starts with intentionality and communication between departments.”
Even something as old-school as direct mail, if done thoughtfully, can be effective. “We’ve spent $200 on a mail piece that was so targeted, it opened doors digital ads never could.”
Measuring What Matters: ROI Over Ego
In an age of endless metrics, Stevens offers a caution: Avoid “return on ego.” Likes, shares, and podcast downloads are meaningless unless they’re coming from the right audience. “I’d rather have 100 listens from prospects than 10,000 from random people who’ll never buy from us.”
He encourages marketers to focus on qualified pipeline growth—how many new leads, meetings, and opportunities are being generated. “Not everything can be tied directly to revenue, but you have to be clear on what success looks like. And that requires tracking engagement in the right places.”
Building a Stronger Bank Brand
Stevens offers a reminder that bank marketing and branding isn’t just about external perception. “Marketing is how customers experience your brand. Culture is how your employees experience it. And they go hand-in-hand.”
For banks looking to sharpen their edge in the digital age, the advice is clear: Make your brand personal, consistent, and genuinely helpful. Build alignment between your sales and marketing teams. And never forget the human side of banking.
The complete discussion between Daly and Stevens can be accessed at Travillian Next.
