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Bank Intelligence Solutions from Fiserv (formerly BancIntelligence) Case Study


Bank Intelligence Solutions’ online advisory solution provides access to powerful market and financial analysis which is used by bank executives to support strategic and tactical planning. The company had initially grown its customer base through an indirect channel partnership. When Bank Intelligence decided to shift to a direct sales model, they knew that professional marketing expertise was required to achieve success. Critical3 Marketing was engaged in 2004 to assist in the process, expand their market awareness and fuel aggressive sales growth goals.

Solution Highlights

Critical3 Marketing has served as the Bank Intelligence marketing team since 2004. Our initial engagement involved a CriticalStart program that focused on rebranding and developing a message that would be both compelling and easily understood by bankers. We also developed targeted lead generation programs that could be efficiently executed in order to generate a continuous stream of quality sales leads. Over the years, Critical3 has also helped Bank Intelligence take full advantage of its strategic relationships with industry associations such as the Independent Community Bankers of America.

  • CriticalStart –messaging, rebranding, new website, collaterals, marketing plans
  • Outsourced VP Marketing and Marketing Execution – continue to work as fully integrated team member proving marketing strategy, management and execution 
  • Lead generation programs – repeatable programs including webinar series, conference programs, email and direct mail activities
  • Sales and marketing tools – print/electronic collateral, customer success stories
  • PR and media outreach – bylined articles, press announcement, media pitching
  • Rebranding – migrated all sales and marketing materials to the Fiserv brand after acquisition


  • Customer growth of over 200%  
  • Acquired by Fiserv in 2007
  • 5 year Webinar series with average of 300 registrations and 60% attendance rate per event
  • Significant editorial coverage in leading banking publications
HTML Webinar Invitation Conference Program  
HTML Webinar Invitation Direct Mail  

We started working with Critical3 Marketing in 2004 when we were poised to accelerate our growth and needed to make a strategic shift in our business from a partner-dependent channel to a direct sales model. They developed a clear, differentiating message and efficient lead generation programs, both of which continue to benefit us to this day. Critical3 played a significant role in helping us to make the move to a direct model and grow our customer base.”

fiserv Steve Cotton
Bank Intelligence Solutions from Fiserv

Business-to-Business Marketing Technology Marketing Messaging Sales Presentations Outsourced Marketing Demand Generation PR Websites Email Marketing