Florida Full Service Bank Chooses HubSpot For Sales & Marketing

Step 2: System Design

The design phase is where we build the blueprint for a robust implementation that meets all of the organization's requirements. We leveraged all the hard work and contributions from Cogent's team during and discovery and applied them to the Architecture Map. 

At Instrumental Group, we prefer to produce visual diagram that allows us to ensure all processes can be fulfilled while helping our clients understand the inner workings. The Architecture Map is built into swim lanes, organizing activities and triggers along the customer journey.

• How prospects experience the customer journey, including nurturing and qualification for sales
• How Regional Managers would manage new leads and existing relationships within the CRM
• Sales process automation to improve outreach and visibility into relationship status
• Business development activity along the entire journey, with automation throughout
• CRM activity, including attribution, qualification parameters, automation, workflows, and reporting criteria
• All technology leveraged throughout the journey, including how FIS and HubSpot would share data
• Lifecycle progression throughout the journey for automation triggers

The image below is an example of an Architecture Map, simplified and representative only.

[click to open enlarged version]

Step 3: HubSpot Architecture

Architecture is defined through the previous steps. At this point, the project came down to implementing HubSpot to specifications. We were introducing HubSpot's free CRM, Marketing, and Sales Hubs. Each was to play a critical role in pulling Cogent's teams together to solve challenges and grow deposits. Here's a high-level recap of inclusions:

1. Implementation of workflows to automate nurturing emails, notifications, and internal data updates.
2. Utilization of Lists for organizing contacts, leads, and other data to facilitate targeted communication and segmentation.
3. Creation of Forms to capture lead information and facilitate interaction with prospects.
4. Establishment of a comprehensive HubSpot global setup tailored to meet the needs of CRM, Marketing Automation, and Sales Personnel.
5. Customization of Properties to enhance data organization and capture critical information related to products, applications, and customer relationships.
6. Deployment of a HubSpot Marketing Onboarding Dashboard to facilitate seamless integration and orientation for new users within the marketing ecosystem.

Technical structure is difficult to visualize but the screenshots before are glimpses into key infrastructure.

< Each image can be clicked to view full screen >

Step 4: System Integration

The lynchpin to the entire project was the need to equip sales and marketing with critical customer data that lived in their Core, FIS Horizon.

We collaborated with our API integration partners at Integrate IQ and the Cogent IT team to identify sync requirements, including over 50 fields across the contact and company objects. 

• Step 1: Process Mapping. As we started this project element, we mapped the flow of core banking data to meet each user story. Marketing's primary use case would be data-powered marketing automation to improve relationships and cross-sell. Regional Managers and other sales motions would leverage a full 360-degree view of the relationship to improve 'next-best-step' execution. Each process dictated field identification and record mapping. 
• Step 2: Field Mapping. Once we understood the data Cogent wanted to work with, we mapped each endpoint (field record) necessary to personalize communications and inform sales. This mapping accounted for different types of customers for retail and commercial banking.  
• Step 3: Field Configuration. Proper mapping makes field configuration a breeze. Another value Instrumental added was the experience of integrating with multiple core banking platforms. We have developed a recipe book with common configuration requirements. Having implemented the record enhancement during mapping, the delta field set came together quickly and painlessly.
• Step 4: Application Development. Our partners at Integrate IQ performed the application development and API work. With a clear vision of which endpoints needed to map and destination fields in place in HubSpot, they architected the integration via API, writing rules for object sync according to the specifications.
  • Contact data for both retail and commercial information mapped to Contact records in HubSpot
  • Commercial account data mapped to Company records in HubSpot
• Step 5: Validation and Testing. Our teams collaborated with Cogent's IT team to ensure that data in Horizon was accurately reflected in HubSpot. Final validation demonstrated an active, real-time data sync and operational achievement.

Step 5: Team Rollout Training

Instrumental Group supports successful adoption and activation of all implementations. Our dedicated Master Trainer Certified trainers role is to support the entire adoption process. HubSpot Success Managers develop a training Dashboard to center all resources and recordings.

Once this was in place for Cogent a customized training curriculum was developed to build awareness, create desire, develop knowledge, foster ability, and reinforce change and adoption. This is known as the ADKAR Change Management Model. For this project, we delivered the training curriculum through the following steps:

• Step 1: Change Management Plan: We knew we needed to work together to execute an internal communication campaign. Goals included raising awareness, setting expectations, and generating a desire for change. Our training workbook detailed the steps, and communication began in the later stages of implementation.
• Step 2 - System Tours: We started the rollout with a series of configuration review calls with admins, the IT team, and primary stakeholders from each team. As the keepers of the system, it was important for the Cogent team to understand how HubSpot was configured to ensure we were truly ready for the larger team rollout. 
• Step 3 - Role-Based Training: Our next step was to host two training sessions each with the sales and marketing teams to answer questions and provide support. Each session included preparation assignments, including content to cover, resources, and desired impact. Aligning team training based on priorities and feedback is key to successful adoption. This is how Instrumental Group customizes training sessions for impact.
• Step 4 - Software Orientation Training: An onboarding requirement for HubSpot, we included a series of software orientation calls to ensure team members were aware of the complete capabilities within the Sales and Marketing Hub.
• Step 5 - System Documentation: We also carefully documented the entire system and standard operating procedures (SOP). We created a library of training resources for refreshers, future reference, and new employee onboarding. All documentation and training videos were labeled and filed inside their HubSpot file manager and linked on the training dashboard for fast reference.