Signals from the Field

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Over time, portals become cluttered with outdated contact records, duplicated properties, and inconsistent information structures.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.

 "How hard can it be to send a happy birthday email?"

That’s what most marketers might think. However, in the world of credit union marketing, where legacy systems, complex member relationships, and intricate data structures prevail, even the simplest automations can become unexpected challenges. 

In this blog post, we’ll walk you through a real-world example of how something as seemingly innocuous as a birthday email exposed hidden data issues, and how we solved them.

Email automation can be one of the most powerful tools in a Credit Union marketer’s toolkit. When used strategically, it not only improves engagement, but also enhances the member experience, drives conversions, and strengthens relationships over time.

To help you visualize what’s possible, we’ve broken down automation ideas into three key stages of the member journey: Lead Generation, Member Experience, and Promoter Engagement. These examples are based on real workflows we’ve implemented using HubSpot for Credit Unions.

Each section below includes a quick explanation and a table of workflow ideas you can adapt for your credit union.

In today's fast-paced sales environment, efficiency is vital. When one of our clients approached us with the challenge of managing over 500 monthly form submissions and assigning them to the correct sales territories and representatives, we knew we had to leverage the power of marketing automation. Here's how we used HubSpot to streamline their process and save countless hours of manual work.

In B2B sales, a "no" doesn't always mean "never." At WebStrategies, we recently helped a client turn a lost deal into a significant win, resulting in a $107,000 equipment sale. Here's how we did it and how you can apply these strategies to your sales process.

The Challenge: Outgrowing Act-On

Our manufacturing client has been using Act-On for their email marketing campaigns for several years, and it is integrated with their on-premise Microsoft Dynamics CRM via nightly batch updates. However, they faced growing frustrations:

• Difficulty setting up workflows
• Inconsistent workflow performance
• Limited platform usage (primarily quarterly emails)
• Underutilized landing pages for regional sales managers

Following the news about the Silicon Valley Bank shutdown on Friday, March 10, and Signature Bank on March 12, U.S. banking consumers expressed fear that their money could be at risk. Credit unions addressed member concerns in a variety of ways; in branches, call centers, and digitally.

When B2B manufacturing marketers promote a new product, reaching the target audience takes an organized plan of attack and someone dedicated to managing the project. The frequency of product releases is different for every manufacturer so whether it is something that happens every few weeks, every few months, or every few years, keeping a documented playbook handy makes the process smoother for everyone involved. It also ensures no channel is overlooked and over time marketers hone the digital strategy that yields the best results.