Crews Bank & Trust Achieves 90% Growth in Digital Conversions with HubSpot
Crews Bank leverages Skyvia to sync data from Jack Henry Silverlake into HubSpot.
OVERVIEW Revolutionizing Banking: How HubSpot Powered a Digital Transformation
For almost 100 years, family-owned Crews Bank & Trust has served Florida communities with multiple locations providing comprehensive banking services.
In 2023, the family of banks unified under the Crews Bank & Trust name, creating an opportunity to modernize their marketing and technology infrastructure while maintaining their long-standing commitment to personalized service.
Enter HubSpot & Instrumental Group.
CHALLENGE Disconnected systems complicates data management.
Crews Bank faced critical marketing challenges limiting their growth potential. Their reliance on external vendors for seminar registration created data silos and operational inefficiencies, while complete lack of integration between marketing platforms and Jack Henry core banking system left massive blind spots in understanding the customer journey from initial interest to account opening.
Specific challenges included:
- Disconnected systems preventing effective customer journey tracking and marketing attribution
- External vendor dependency for seminar registration management creating inconsistent data and limited control
- Inefficient communication workflows across different locations making consistent messaging difficult
- Limited scalability for marketing initiatives while maintaining strict banking compliance requirements
Without centralized seminar management, the team struggled with inconsistent registration processes and marketing strategy gaps across locations while needing to demonstrate ROI and optimize customer acquisition efforts.
“We chose HubSpot for this transformation because it offered the capacity and the flexibility to suit our needs both now and in the future, so that we can start and continue to use marketing customer data to make informed marketing decisions going forward.”
Dave Poulos
SOLUTION A multi-phase HubSpot Migration with intent to grow and scale.
Instrumental Group developed a comprehensive four-phase HubSpot transformation leveraging Marketing Hub, CMS Hub, and Sales Hub. Our approach began with auditing Crews' existing technology stack, then developing a custom implementation roadmap addressing their banking requirements while ensuring financial services compliance.
The implementation showcased advanced HubSpot capabilities through custom property configuration, compliant form workflows, sophisticated tracking pixel integration for paid media attribution, and custom reporting dashboards for real-time marketing performance visibility.
Phase 1: Foundation and Migration
We established the core HubSpot environment through the careful migration of existing contact and registration data while maintaining complete data integrity and security standards. We configured Marketing Hub with custom properties and workflows designed for financial services operations, ensuring that automation would meet banking compliance requirements.
Phase 2: Revolutionary System Integration
We focused on bringing seminar management in-house through HubSpot and integrating it with the Jack Henry SilverLake core banking system. The centerpiece was implementing Skyvia's cloud data integration platform to establish SFTP/ETL sync between Jack Henry SilverLake and HubSpot, creating seamless data flow between marketing efforts and core banking operations.
Phase 3: Advanced Marketing Automation
In this phase, Instrumental built sophisticated customer segmentation strategies based on banking product interest and engagement levels. We developed automated nurture workflows to guide prospects through the client journey, from initial seminar interest to account opening and ongoing relationship development. The implementation included conversion tracking and a lead scoring system across all touchpoints.
Phase 4: Campaign Optimization and Digital Growth
Finally, we launched an integrated paid media strategy incorporating sophisticated targeting and tracking. In November 2024, we implemented competitor targeting campaigns followed by strategic retargeting initiatives. Local SEO optimization included a complete overhaul of Google Business Profile management across all bank locations.
AI Usage Innovation
Crews Bank & Trust embraced HubSpot's Breeze Copilot AI to enhance content creation for blogs, social media, and website materials. The team uses Breeze Copilot text suggestion tools to draft compelling content more efficiently while ensuring messaging aligns with the bank's brand voice. Image suggestion tools powered by Breeze AI assist in selecting visuals that resonate with target audiences.
Looking ahead, potential AI integration includes leveraging CallRail's transcription and analytics for call notes, so the bank can identify upsell opportunities based on customer interactions.
Copilot features could enable automated follow-up on seminar leads with timely, personalized outreach.
RESULTS Increasing conversions with unified campaigns.
The HubSpot migration fundamentally transformed Crews' marketing capabilities with immediate measurable impact. Most significantly, the bank achieved a 90% increase in paid conversions while maintaining cost-per-click under $3 across all campaigns, demonstrating improved targeting efficiency. Seminar attendance grew 54% year-over-year, validating enhanced engagement strategies, while email performance improved with 35% increase in click-through rates.
Improved System Performance
- Successfully migrated seminar management in-house
- Established a centralized marketing automation hub
- Created a scalable foundation for future product cross-sell campaigns
- Improved data accuracy and reporting capabilities
Growth In Key Marketing Metrics
- 90% increase in paid conversions
- 54% year-over-year growth in seminar attendance
- 35% increase in click-through rates
- Maintained cost-per-click under $3 across campaigns
- Significant improvement in Google Maps visibility
Operational Improvements & Efficiencies
- Streamlined seminar registration process
- Enhanced attendee communication consistency
- Improved marketing team efficiency
- Better alignment between marketing and banking operations
IMPACT Dave & Niki speak to the impact of our partnership.
"People expect the website to work properly. They expect a level of security with a bank, and we're able to provide that with HubSpot. We love working with Rebecca and the team at Instrumental Group. She keeps us organized and on track."
Niki Smith-LeVasseur, CFMP
FORGING AHEAD Empowering scale with optimized efforts.
The implementation fundamentally transformed Crews Bank operations by eliminating external vendor dependency, creating unified customer data connecting marketing engagement with banking relationships, and enabling data-driven decisions through comprehensive tracking. The bank now operates with streamlined processes across all locations while maintaining compliance standards.
As Crews Bank & Trust continues to evolve its digital marketing capabilities, several key initiatives have been implemented since.
- Ongoing prospect record enrichment with Breeze Intelligence
- Ongoing sync optimization and expansion with SilverLake
- Enhanced customer journey visualization capabilities
- Expanded local SEO strategy with platforms like MapQuest and Yelp
- Continued refinement of digital marketing strategies to empower scale