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Desert Financial’s Revenue Transformation: Elevating Member Engagement & MarTech Efficiency

desert rma

Industry

Financial Services

Challenge

Desert Financial Credit Union (DFCU) needed to modernize its MarTech stack and improve member engagement to support its goal of reaching one million members by 2025. Their existing marketing and data management systems were inefficient, slowing campaign execution and limiting customer insights. To drive growth, they required a streamlined lead management framework, better data integration, and enhanced engagement strategies.

Results

Desert Financial achieved a 12% membership increase in six months and doubled its marketable database size from 2018 to 2021, with a 15% improvement in engagement rates. The transformation led to quicker campaign execution, improved lead management, and better customer segmentation, enhancing overall operational efficiency. With a leadership-backed roadmap and MarTech optimizations, DFCU set new standards in member engagement and marketing effectiveness.

Key Services

Lead Management Optimization , Revenue Marketing Strategy, MarTech Optimization & Data Management

www.desertfinancial.com
12%
Membership Increase
15%
Engagement Rate

This engagement has been great! We appreciate the dialogue and planning that went into helping us. TPG listened to our input and put together an actionable plan. We’re very happy with TPG!

Cathy Graham

Executive Vice President

desert financial building

About Desert Financial

Desert Financial Credit Union (DFCU) is Arizona’s largest credit union, providing a range of banking, lending, and financial services to individuals and businesses. With a strong focus on member experience and community impact, DFCU set an ambitious goal of reaching one million members by 2025. To support this growth, they needed to modernize their MarTech stack, enhance lead management, and improve campaign execution for better engagement and operational efficiency.

The Challenge

Desert Financial Credit Union (DFCU) faced the challenge of scaling its marketing operations to support its goal of reaching one million members by 2025. Their existing MarTech stack was outdated and inefficient, leading to slow campaign execution, poor data integration, and limited member engagement insights. To accelerate growth, they needed a centralized lead management framework, enhanced marketing automation, and better customer segmentation to drive stronger engagement and operational efficiency.

The Solution

Desert Financial Credit Union (DFCU) recognized that it needed a modernized MarTech infrastructure and a more effective lead management framework to achieve its aggressive growth targets. After evaluating multiple solutions, DFCU selected our comprehensive revenue operations strategy, which integrated Eloqua and Salesforce, optimized data management, and streamlined campaign execution. Our expertise in marketing automation, customer segmentation, and engagement strategies made us the ideal partner.

By implementing a leadership-backed roadmap for MarTech and operational upgrades, DFCU saw immediate improvements in campaign speed, member engagement, and attribution tracking. With a centralized marketing data system, they gained better insights into customer journeys, allowing for quicker execution, better personalization, and improved retention strategies.

This transformation has been key to achieving our membership growth goals. Our marketing is now more efficient, data-driven, and aligned with our long-term strategy.” – Cathy Graham, Executive Vice President.

The Results

Desert Financial Credit Union (DFCU) achieved significant growth and operational efficiency following the transformation. Within six months, membership increased by 12%, the marketable database doubled from 2018 to 2021, and engagement rates improved by 15%.

By implementing a centralized lead management framework, enhanced MarTech stack, and optimized campaign execution, DFCU streamlined customer segmentation, journey mapping, and marketing automation. These improvements accelerated growth and engagement and established new operational standards for the organization’s long-term success.

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