HubSpot Migration & Symitar Sync Empowers Member Growth
Vantage West decided to exit its relationship with Salesforce Finance Cloud & Marketing Cloud in this project.
OVERVIEW Vantage West migrates from Salesforce Finance & Marketing Clouds to HubSpot, integrates with Jack Henry Symitar.
Vantage West is one of the largest Credit Unions in Arizona, with 13 locations in Tuscon. Vantage West has built its brand by helping its members and communities thrive by offering personal and business financial services. The institution strives to provide members with the personalized service, knowledge, and honesty they deserve in a financial partner. Community impact continues to be their proudest achievement.
Refusing to settle for the complex and disconnected Salesforce Financial and Marketing Clouds, they set out to implement a dynamic new marketing strategy to support member growth. The Vantage West team believed the sophisticated marketing automation capabilities of HubSpot would propel them forward but were concerned they wouldn't be able to fully integrate the capabilities with their existing technology stack.
CHALLENGE Untangling all the complexities of Salesforce.
Vantage West's marketing team was done with Salesforce. After years of struggling to execute in a combination of Finance Cloud and Marketing Cloud, they were ready for something more intuitive and powerful. The team had grown weary of continual manual imports due to a lack of connectivity between Salesforce and the Core Banking System, Jack Henry Symitar.
- Salesforce solutions were separated by different logins and data sets
- No integration of data required manual imports into Marketing Cloud
- Financial tasks in Finance Cloud were duplicative with Jack Henry Symitar
- Duplicative records in Core required database clean-up prior to importing to CRM
- Difficulties operating in Marketing Cloud, feeling it wasn't intuitive and laborious
- Lacking support for the team, with no training or learning resources to reference
SOLUTION HubSpot Marketing Enterprise to the rescue.
The Vantage West marketing team was ready for a powerful, intuitive marketing automation platform. They were ready for HubSpot, and they were especially ready for an API integration to make their lives easier. Instrumental Group would lead their team through a complex implementation project that addressed the following important inclusions.
Onboarding HubSpot and training the marketing team.
At Instrumental Group, we have a dedicated team of HubSpot Success Managers who are HubSpot Certified Trainers, ensuring they have a well-rounded and complete understanding of the entire HubSpot Suite. We introduced Centricity's project team to our HSM and launched into onboarding:
- Global License Settings: Our team helped configure global license settings, ensuring the team had everything they needed to begin leveraging HubSpot's Marketing suite. We built out marketing templates for email and landing pages, aligning with branding elements.
- Best-of-Breed Templates: We migrated two important themes to empower the Vantage West marketing team to quickly and codelessly recreate a host of assets from Marketing Cloud. A master landing page theme would allow them to quickly spin up all types of conversion pages, and a new email theme allowed the team to quickly leverage the drag-n-drop technology to spin up new email templates.
- HubSpot Marketing Software Training: We facilitated a series of training calls covering Marketing Hub features. The training series fulfilled HubSpot's requirements to allow for waiving their onboarding consulting fees.
Configuring HubSpot for financial services marketing.
Discovery: We defined the configuration requirements through a series of calls and internal architecture strategy sessions. The resulting deliverable was a carefully crafted Business Workflow Diagram and inclusions for configuration within scope.
CRM Configuration: Our team configured priority CRM features to support the organization's 360-degree view of relationships. This focused effort delivered a practical and effective configuration of Vantage West's CRM needs including customized record layouts with data surfacing from the integration, sales pipelines and lead routing, and automation for efficient progression.
Marketing Automation: Our team also configured priority Marketing Hub features to support the marketing team in being more efficient and productive. This focused effort included smart lists to properly segment their database of over 187,000 contacts. We included setup for non-marketing contacts to ensure Vantage West didn't pay for contacts they weren't currently marketing to. We set up their preference center for subscription management, developed lead scoring to support intelligent and intuitive nurturing and qualification, and worked with the marketing team to develop a series of email marketing workflows that would serve prospects content to encourage them to become members.
SFTP data sync from Jack Henry Symitar to HubSpot.
We collaborated with our integration specialists at Integrate IQ and Vantage West's technical team to identify bi-directional API integration involving upwards of 100 fields across the contact and company objects.
- Step 1: Discovery & Strategy. As we kicked off the integration project, we had to fully understand and map the endpoints from Jack Henry that would be necessary to house in HubSpot. The desired fields had to be carefully evaluated against the API documentation to ensure feasibility. While a bi-directional API integration was originally desired, discovery identified challenges with accessibility of endpoints. The decision was made to pivot to a SFTP solution.
- Step 2: Field Mapping. Once we understood the flow of data, we focused on mapping the data points necessary to personalize communications - identifying which object those fields should be mapped to. The integration specifically mapped contact, company, and product information for Symitar to push into HubSpot.
- Step 3: Field Configuration. Custom fields had to be configured inside HubSpot to support the data sync. Vantage West required a deep integration with around 100 distinct data points syncing into HubSpot.
- Step 4: SFTP Connection. With a clear vision of which endpoints needed to map and destination fields in place in HubSpot, our integration team architected an SFTP solution for Vantage West's IT team to post Core data to. Our team wrote the ETL process, extracting from the server, securely transferring and loading into HubSpot on a daily basis.
- Step 5: Validation and Testing. We collaborated with the Parda team to ensure that priority data in the .CSV file was accurately reflected in HubSpot. As we progressed, we validated that HubSpot accurately matched the data points and was syncing properly.
"Operating in HubSpot could not have been a more night and day experience compared to Salesforce. Our team LOVES HubSpot! It's so easy to use and creating assets is so much faster."
Keysha Webb
NEXT STEPS Launching into marketing activity in HubSpot.
As the project came to completion Instrumental's role shifted into a flexible optimization plan. The plan included monthly strategy consultations to determine prioritization for monthly improvements and general HubSpot administration. In the months following launch, these priorities included working to identify the ideal SMS solution for Vantage West's communication requirements and scoping for an integration solution with AlienVault.