SkyOne Goes from Cobbled Systems to a Unified Marketing Engine with HubSpot

Case Study

SkyOne

SkyOne Federal Credit Union is an award-winning financial institution serving Southern California for 70 years. They provide affordable banking services and free financial education tools to help members thrive financially.

Looking at HubSpot Marketing Enterprise as a potential solution for several business critical initiatives, SkyOne approached Media Junction to guide them on transitioning from best practices to better practices. They knew that a cobbled collection of systems would hold them back from delivering an overall great customer experience.

Challenges

Cobbled Tech Stack Designed for Bankers, Not Marketers

SkyOne used a legacy system called Symitar®, a processor for credit unions, to securely manage member and account data for the past 8 years. It required their marketing team to manually enter new leads as they came in and spreadsheets to manipulate data. In addition, prospects were manually entered into DocuMatix for email marketing, and social posts were handled in Hootsuite.

Using a platform not designed for marketing forced the SkyOne team to spend hours on unnecessary steps and extra touchpoints. Entering the same data manually into multiple systems led to inconsistencies and data hygiene issues.

Poor Customer Onboarding Experience

Helping newly acquired digital lending customers feel welcomed was challenging and slow with their current processes. Entering data into multiple locations, lack of true record context, and misalignment with the customer journey were harming SkyOne’s reputation and causing a decline in new customer interaction.

Lack of Visibility

Without real-time visibility into user behavior, the marketing team lacked the context needed to gain new members, cross-sell, or upsell. The SkyOne team struggled to market to both leads and members in a meaningful way.

Vulnerable Member Data

Restrictive PII requirements mandate the securing of sensitive financial data. While Symitar® is still the best solution for this, the member information needed for marketing purposes had to be migrated into HubSpot — yet Symitar’s API is only open to partners. We needed to find a way to transfer data from Symitar® without violating any of the legal requirements around how personally identifiable information is stored.

Solutions

Migrate to an All-in-One Marketing Engine (HubSpot)

HubSpot was selected as a system that could consolidate its current marketing tools while also expanding access to features that are fully integrated and intuitive to marketers. The transition to a broader, more flexible tool stack has increased their marketing team's bandwidth to focus on what matters the most, taking care of prospects and customers.

How we did it:

• Workflows automatically parse imported data, manage marketing contact status, update personas, and keep data clean.
• Emails can now be triggered by real-time segmented lists vs unstructured data and manual data management that they were used to dealing with.
• Adding cookie tracking to their website now records contact activity, allowing the marketing team to better plan future marketing campaigns.
• Social media posts can now be managed from inside of HubSpot and prospect/customer interactions connect to contact records.

HubSpot Reports & User Activities

Lack of meaningful visibility prevented the marketing team from forming contextual marketing campaigns. Flying blind between disjointed systems caused them to be more reactive than proactive in their efforts. We built 61 Hubspot reports and 10 dashboards that deliver meaningful insights that drive decision-making and reveal marketing successes. 

Visibility into HubSpot user activities also allowed for cross-sell and up-sell communications to be relevant and more effective at matching customers to meaningful services.

Automated Personalized Communications

With the right data in the right places, near-real-time communications could be triggered for new members. Workflows and a series of custom properties allow HubSpot to automatically take new customers into an educational journey on their new membership.

Data Modeling a Secure Database

An extensive data mapping exercise allowed us to differentiate sensitive and non-sensitive information and identify the actionable data the marketing team needed from Symitar® which could safely come over into HubSpot. Over contact 40k records were carefully considered.

A simple templated process was developed for repeatability to continue driving marketing efforts. We then can rely on HubSpot’s deduplication features to QA incoming data.

Data mapping included working with the legal team and SQL views to identify the information that could be housed in HubSpot. We set up custom properties, associations, and personas that will support current and future needs.

Results & Insights

IMPACT: Improved Emailing

Email sends in HubSpot have effortlessly increased to over 55k in the last month. Bounce rates are now .53% with a high deliverability at 99.25%.

IMPACT: Lower Labor Costs

Streamlining the marketing tech stack and improving processes reduced marketing administrative labor costs by 75%. The extra time they now have can be focused on marketing strategy vs marketing administration.

IMPACT: Reduced Systems

Separate systems were consolidated removing 3 independent tools and replacing them with HubSpot. But HubSpot’s robust system set delivered access to more features that they could not afford to have if separate.