Marketing transformation in a regulated environment.
A formal case study of how the First Western Bank & Trust team modernized digital experience, launched automation and CRM, aligned sales, managed 20+ manufacturer programs, and built compliance-first marketing operations.
Marketing Transformation at First Western Bank & Trust
A formal summary of how the team modernized digital experience, deployed marketing automation and CRM, launched automated NPS programs, aligned sales with enablement and training, managed a portfolio of 20+ manufacturer finance programs, and built compliance-first operations—while stewarding annual budget and strategy.
Website Redesign: Compliance, Customers, and Growth
The redesigned site served as the bank’s primary digital storefront and campaign destination. Workstreams centered on regulatory compliance, customer clarity, and scalable architecture for future growth.
- Compliance integration: FDIC-aligned disclosures and content sign-off flow.
- Customer experience: Mobile-first layouts, simplified navigation, plain-language copy.
- Analytics foundation: Events, funnels, and campaign tagging for measurement.
- Scalable IA: Product modules and landing templates for rapid campaign launches.
| Focus | Outcome |
|---|---|
| Navigation | Clear paths to Checking, Lending, and Equipment Finance |
| Compliance | Centralized review workflow; versioned approvals |
| Performance | Faster page loads; improved mobile usability |
| Campaigns | Consistent landing page system, easy cloning |
Marketing Automation, CRM, and Customer Insight
A unified automation + CRM stack enabled lifecycle communication, segmentation, and shared reporting across marketing and sales. The program shifted outreach from sporadic campaigns to structured journeys.
Program Elements
- Email programs: Onboarding, cross-sell, re-engagement, and product nurtures.
- Segmentation: Mortgage, retail banking, equipment finance, and business segments.
- Data quality: CRM hygiene standards, enrichment, and consistent field mapping.
- Customer voice: Automated NPS surveys with CRM integration and leadership reports.
Shared data and automation aligned teams on a single view of the customer, enabled timely follow-ups, and connected marketing activity with pipeline and satisfaction metrics.
Strategy, Annual Budget Stewardship, and Performance Reviews
Marketing planning and budget management tied spend to enterprise goals. Quarterly reviews reallocated resources to highest-impact initiatives.
Ownership Areas
- Annual plan aligned to deposit, lending, and partner program targets.
- Budget forecasting, pacing, and variance reporting tied to outcomes.
- Quarterly performance reviews and prioritization resets.
Governance & Compliance Workflow
| Stage | Owner | Output |
|---|---|---|
| Brief & Risk Check | Marketing + Compliance | Campaign brief with required disclosures |
| Creative Review | Marketing | Draft assets (copy, layout, disclaimers) |
| Compliance Approval | Compliance | Signed asset versions and audit trail |
| Launch & Track | Marketing + Sales | UTMs, CRM campaign, dashboard |
Sales Enablement and Training
Enablement tools and training connected marketing assets to seller workflows, improving consistency and speed from first touch to proposal.
- Collateral: Customizable proposal decks, brochures, ROI/TCO calculators.
- Training: CRM usage, email sequencing fundamentals, and follow-up best practices.
- Competitive tools: Battlecards and objection-handling notes for regulated products.
Greater seller confidence, faster creation of client-ready materials, and tighter feedback loops from sales to marketing.
Managing a Portfolio of 20+ Manufacturer Equipment Finance Programs
Portfolio stewardship required balancing multiple external stakeholders while maintaining brand and compliance standards.
Program Management
- Co-branded campaigns through manufacturer channels.
- Performance reporting on financing uptake and engagement.
- Tailored enablement resources aligned to product lines.
Stakeholder Map
| Stakeholder | Needs | Marketing Response |
|---|---|---|
| Manufacturers | Program visibility & ROI | Co-brand assets, regular reporting |
| Sales Teams | Fast, accurate materials | Templates, calculators, battlecards |
| Compliance | Clear approvals, audit trail | Versioned assets and review logs |
Program Timeline & Operating Cadence
Key Lessons
- Alignment is non-negotiable: IT, sales, compliance, and ops must operate as one team.
- Compliance as catalyst: Clear constraints create clearer, more trustworthy communication.
- Data informs direction: CRM + automation + NPS enable measurable decisions.
- Vendor & partner management: Agencies and manufacturers expand capacity when governed well.
- Budget discipline: Link spend to outcomes and review quarterly.
Let’s align strategy, systems, and enablement to drive measurable growth.
