Credit Union Adds HubSpot, Syncs Jack Henry, and Automates Communication
INTRODUCTION Parda Credit Union upgrades to HubSpot, improves loan application communication.
Parda Credit Union was founded in 1937 with the simple premise: "People before profit". Today they serve over 15,000 members from 300+ Select Employee Groups with locations in Michigan, Illinois, Pennsylvania, and South Carolina. The values have remained unchanged, as the Parda team remains fully committed to the financial well-being of their members.
Parda came to Instrumental Group to support its planned upgrade to HubSpot Marketing HUB. They were looking to HubSpot to support communication needs, including the ability to get better reporting to inform marketing decisions.
Instrumental was up for the challenge, embarking on an onboarding and integration project to help the marketing team achieve their goals.
PROJECT OVERVIEW
CHALLENGE Powering marketing communication with sensitive Core data.
For Parda's marketing goals to be achieved, the challenge of integrating its Core System had to be met. Parda utilizes Jack Henry Symitar. A one-directional data integration utilizi had to be implemented to bring contact and company record data from Symitar into HubSpot. A successful integration would greatly reduce manual and duplicate entries, assuring the team had quick and accurate access to each record.
- Client initially came to us to gain visibility into their marketing process via Jack Henry Symitar and an integration to HubSpot. Then, use this data to find gaps in the funnel and re-engage those people. Symitar lacked this data natively.
- The needed to replicate what they were doing with their Core, Symitar, and current marketing email platform. The challenge was in how to send this data to HubSpot.
SOLUTION An integrated solution for marketers.
The goal would be to map in from their Core a host of contact and company information to land inside HubSpot. Segmentation criteria would be developed based on application status by filtering the available endpoints.
The solution we designed was multi-fold. First, HubSpot would be onboarded to ensure the license was set up for use and the team was trained for activation. Second, we needed to leverage HubSpot's open beta for sensitive data to ensure the information Parda wanted to reference was securely available within the software.
Finally, we needed to establish a one-directional data sync to drive critical loan data from Jack Henry into HubSpot. The SFTP data sync via Hightouch would provide critical data points for the marketing team to leverage in marketing campaigns. Here's a high-level look at what we set out to accomplish:
HubSpot Onboarding
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 Parda's marketing team to our HSM and launched into onboarding:
- Marketing Hub Configuration: 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 email templates, aligning with Parda's brand elements.
- 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.
Jack Henry Symitar > HubSpot Data Sync
Parda's marketing team knew that syncing data to support their marketing strategies would be a critical step in their ability to realize value and usability with HubSpot. The ability to leverage Core banking data would empower the team to formulate automated journeys, increasing the team's ability to report and act on key reporting.
We collaborated with our integration team at Instrumental and the Parda marketing team to identify one-directional sync requirements involving upwards of 80 fields across the contact and company objects.
- Step 1: Discovery & Strategy. As we kicked off the data sync project, we had to fully understand and map the endpoints from Jack Henry via Hightouch that would be necessary to house in HubSpot.
- 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 Parda's active applications.
- Step 3: Field Configuration. Inside HubSpot, custom fields had to be configured to support the data integration. With HubSpot configured to receive the data from Jack Henry, we moved into the next step.
- Step 4: SFTP Connection via Hightouch. With a clear vision of which endpoints needed to map and destination fields in place in HubSpot, our integration team architected an STFP solution for Parda's IT team to post to. This allowed us to retrieve and sync the data directly into HubSpot, providing updated CRM data daily.
- 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.
"Partnering with Instrumental Group was a game-changer for our credit union. They seamlessly set up our SFTP connection to HubSpot, streamlining our processes and saving valuable time and resources."
Kendra Chandler
NEXT STEPS Connected data driving results.
As the Parda team began operating in HubSpot it was time to provide their team with flexible expertise. Our team transitioned from the project into an ad-hoc support plan, helping the marketing team action marketing strategies and communication. The plan to help the team activate HubSpot for value includes the following:
- Email workflow automation
- Marketing support & asset creation
- Contact status management and hygiene
- Report validation and optimization
- Extended user training and support
- Integration maintenance & continuity