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NPI Case Study


NPI Financial makes sure companies get fair market value for their transportation and technology spend. Billions of dollars are spent every year in these areas, while vendors make a certain profit margin on those purchases. NPI’s job is to ensure this margin is fair and competitive. The foundation for NPI’s business had been built, and in 2004 it was time to start growing revenue – this is when NPI engaged Critical3 Marketing.

Solution Highlights

Critical3 became a key contributor to the NPI management team, developing marketing strategies and programs to help grow their business. Through aggressive PR and media outreach, we were able to capitalize on their deep knowledge and experience in technology and transportation sales to establish NPI as thought leaders in the industry. Our efforts generated incredible press coverage, elevated the NPI brand, and ultimately generated revenue growth.

  • Messaging – created differentiating messaging and positioning
  • Website – concept, design, and development
  • Lead generation programs
  • Sales and marketing tools – presentations, print collateral, customer success stories
  • PR and media outreach – bylined articles, media pitching
  • SmartSpend newsletter – concept, design, development, content


  • Tremendous revenue growth
  • Launched new division for transportation as a result of technology division’s success
  • Press and media coverage – Cover of CIO and CFO magazine
Website Brochure  
NPI Website NPI Brochure  

With Critical3, we get the best of both worlds. They can sit at the executive table as our CMO for strategic planning, while also executing our tactical marketing. They don’t act or operate like an agency – they do what we need, when we need it.”

NPI Financial Jon Winsett
Managing Partner
NPI Financial

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