Credit Union Chooses HubSpot, Integrates with Fiserv Portico to Empower Marketing Automation
INTRODUCTION Centricity Credit Union transforms digital marketing with HubSpot.
Centricity Credit Union was founded in Hermantown, Minnesota in 1943 with the intent of serving the local community with trusted financial solutions.
Today they serve over 20,000 people in the greater Duluth area with locations in Minnesota and Wisconsin. The values have remained unchanged, although their resources and technology have evolved to meet member demand.
Centricity came to Instrumental Group to continue its digital transformation. They were considering a move from Constant Contact to HubSpot, planning to add sophisticated and automated marketing strategies.
The ultimate goal was to add HubSpot and inject critical member data directly from their Core Banking solution, Fiserv Portico. We were up for the challenge, embarking on an onboarding and integration project to help the Centricity marketing team achieve their goals.
PROJECT OVERVIEW
CHALLENGE Solving through complexities to bring Core data to HubSpot.
In order for Centricity's marketing goals to be achieved, the challenge of integrating its Core banking data had to be met. Centricity leverages Fiserv Portico for Core Banking. This complex data integration between HubSpot and Fiserv Portico had to be solved to provide marketers with the data and insights necessary to segment its HubSpot database for product-informed marketing cross-sell efforts.
The most challenging aspect of the project would be attaining the proper access to Fiserv so that our team could access the Contact, Company, and Product objects. The mapping requirements would need to be defined to ensure the necessary field data from each object was mapped without violating PII restraints.
SOLUTION An integrated solution for marketers.
The goal would be to map in from Fiserv only the necessary information to land inside of HubSpot. Segmentation criteria would be developed from an understanding of available end points.
The solution we designed was two-fold. First, HubSpot would be onboarded to ensure the license was setup for use and team was trained for activation. Second, we needed to establish a one-directional API integration to sync critical member data from Fiserv Portico to HubSpot. The integration 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 Centricity's project 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 templates for email and landing pages, aligning with branding 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.
Fiserv <> HubSpot Integration
Centricity knew integrating data to support their marketing strategies would be a critical step in their ability to realize value and usability with HubSpot. The ability to drive member account data from their Core into HubSpot CRM would facilitate database segmentation and enable marketing emails such as welcome series, event series, and cross-sell campaigns.
We collaborated with our API integration partners at Integrate IQ and the Centricity marketing team to identify one-directional sync requirements involving upwards of 50 fields across the contact, company, and deal objects.
- Step 1: Discovery. As we kicked off the integration project, we had to fully understand and map the endpoints from Fiserv 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 Centricity's members. We landed on the desired mapping as follows:
- Contact information for all members mapped to Contacts in HubSpot
- Company information for commercial members mapped to Companies in HubSpot
- Product information mapped to Deals in HubSpot
- 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 Fiserv Portico, we moved into the next step.
- Step 4: Application Development. We originally planned to integrate via API, but hit a major snag with API accessibility. We simply couldn't sync the specific data points that Centricity desired to bring into HubSpot. Additionally, the application goals were to sync data in real-time, but Fiserv API does not allow syncs even to a daily schedule. This left us in a position where we had to quickly pivot, taking a team approach to solving with an alternative method of syncing data.
- Step 5: STFP Workaround. Our teams had to get creative, pivoting a bit to form a solution Centricity could support. We setup a STFP server solution for Centricity to post to. This allowed us to retrieve and sync the data directly into HubSpot, providing updated data in the CRM every day.
- Centricity's internal Data Team built out 4 separate reports (a Member Address, Shares, Loans, and Certificate reports) that would run daily (to pull the previous day's info) within Fiserv's Reporting Analytics system to obtain the Portico field information/data that we had initially identified during our mapping sessions.
- They then worked with Fiserv through their File Exchange system in order to enable those reports to be sent automatically to the provided SFTP site daily. This automated SFTP loading process eliminated the need for the Centricity Marketing Team to manually upload the files each day. That entire process took about 2-3 months, which of course extended our timeline a bit.
- As Centricity worked through the automated file upload process, our team and friends at Integrate IQ developed the ETL solution to extract the data from the SFTP server, transfer the data securely, and load it into HubSpot.
- Step 6: Validation and Testing. The last step was to ensure that priority data in Fiserv was accurately reflected in HubSpot. As we progressed, we validated that HubSpot accurately matched the data points and was syncing properly.
"We had to pivot a lot with the different curve balls that were thrown our way during this implementation. However, we were able to adapt and collaborate to make this integration work how we needed it to. It involved extra time and effort on all sides, but our partners were fantastic to work with and made it a much less stressful process than it could have been."
Angela Warszynski
NEXT STEPS Connected loan data driving results.
As the Centricity 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