Signals from the Field

Seasonal campaigns for credit unions often get rushed out the door: quick launch, quick spend, and a vague hope that something sticks. But in competitive financial markets, that kind of approach usually leads to wasted budget and underwhelming performance.

Why Targeting Got Harder (And Why That’s a Good Thing)

If you lead marketing at a credit union, you’ve felt the shift: audience targeting isn’t what it used to be. Privacy regulations, automation, and platform restrictions within Google Ads, especially for financial services categories, have rewritten the rules of digital reach.

Members expect more than generic web pages and blanket offers. They expect you to know them. And with the data credit unions already have (transactional behavior, branch visits, service usage), you’re sitting on deep insights you can use to deliver truly personalized experiences at scale.

Measuring the success of a digital ad campaign depends on several factors, including the purpose of the campaign, who you’re trying to reach, and the outcomes you want to influence. But one thing it should not be measured by is whether or not you, personally, are seeing the ads.

As HubSpot is a CRM tool, you can integrate all of your member and account data into HubSpot.

So, anytime a new membership is created in your core banking system, it also gets created in HubSpot. This is also the case with accounts. 

Understanding the effectiveness of your digital marketing efforts is critical for credit union marketers. Recently, Origence, one of the leading providers of online loan and account application platforms, introduced a new way to track applications through Google Analytics 4 (GA4). 

This change impacts how you measure member engagement, application completions, and campaign success. From what we have gathered, this impacts applications from Origence's arcDX platform. Here’s what you need to know.

For credit unions using HubSpot, the path to personalized marketing and automated efficiency often begins with one major roadblock: messy data.

Over time, portals become cluttered with outdated contact records, duplicated properties, and inconsistent information structures. Before you can create smart campaigns, you need clean, structured data that reflects how your members actually engage with your credit union.

In this post, we’ll break down how credit unions can transition from a complex HubSpot setup to a streamlined data model that powers smarter marketing and enhanced member experiences.