First Guaranty Bank | Hammond, Louisiana | Assets: $4.0 Billion

First Guaranty Bank (FGB), a regional leader in banking with branches across Louisiana, Texas, West Virginia and Kentucky was on a mission to enhance its marketing efficiency and data-driven capabilities. Due to manual processes and fragmented systems, FGB faced challenges in achieving the strategic agility to run efficient, measurable campaigns. By partnering with Marquis, they transformed their approach, reaching remarkable growth and operational efficiency. 

Launching campaigns depended on outside resources to pull data lists from the core system. These lists were often disorganized, requiring hours of manual cleanup, leaving little time for strategic planning. 

A patchwork of tools made tracking performance challenging, relying on error-prone spreadsheets and lacking clear metrics. Without visibility into campaign results, the team found it difficult to refine strategies or showcase their impact to leadership. They knew they needed a centralized solution to streamline processes and gain actionable insights to elevate their marketing efforts. 

 When First Guaranty Bank partnered with Marquis, they knew they were gaining more than just a suite of tools—they were gaining a strategic ally. The first step was integrating Marquis’s Marketing Data Platform (MDP), which brought together data from all their sources into a single, centralized hub. The marketing team now had the data they needed at their fingertips. No more messy lists. For the first time, they had a 360-degree view of their customer base and the insights they needed to act. 

Marquis’s Keys.ai, part of their Conversational Analytics platform, brought the data to life. This interactive suite of tools provided dynamic, visual insights that revealed untapped marketing opportunities within their customer base. To turn these insights into actionable plans, the bank worked closely with its Marquis strategic consultant. Together, they identified areas of opportunity, developed targeted strategies, and ensured the team had the right tools, processes, and creativity to execute campaigns seamlessly. 

With the power of Marquis’s journey orchestration and digital communication tools, First Guaranty Bank could run automated marketing campaigns responding to customer behavior. Campaigns launch live within hours, enabling the team to promote new initiatives and achieve results faster than before.  

By leveraging Marquis’s solutions and strategic guidance, First Guaranty Bank has launched 26 targeted campaigns and initiatives that included: 

Automated Onboarding: Multi-channel email and direct mail campaigns triggered within 24 hours of acquiring a new customer. 

Good Manners Campaigns:  Strengthened customer relationships by showing appreciation through thank- you communications. 

New Product Launches: Used Marquis’s conversational analytics tool to easily identify and target customers that had the greatest need and propensity for their new First Access and Savings Elite products. 

Fraud Awareness: Promoted their SecurLOCK Service while educating their customers on understanding and recognizing dishonest practices. 

CD Campaigns: Targeted communications to customers to open new certificates of deposit, driving retention and cross-sell opportunities.  

E-Statement Optimization: Identified and corrected low e-statement usage through improved reporting, enhancing digital engagement. 

Monthly and Quarterly Reports: Insights into product performance and market trends, enabling data-driven actions. 

Additional One-Off Campaigns: Launched multiple successful campaigns for Money Market Accounts, Credit Cards, Open House Events, etc. 

Since implementing Marquis solutions in 2022, First Guaranty Bank has achieved significant improvements across key metrics: 

These results didn’t just reflect improved marketing performance—they marked a cultural shift. The marketing team became a proactive driver of strategy, presenting insights and opportunities to leadership that were backed by hard data. By introducing automation into their processes, they were able to reduce administrative tasks and spend more time focusing on strategy rather than execution.   

First Guaranty Bank’s partnership with Marquis has elevated its marketing strategy, enabling the team to act with agility, optimize campaigns, and deliver measurable results. With these tools in place, the bank continues to position itself as a forward-thinking institution focused on growth and operational excellence.