Background
This community-focused bank has been a cornerstone in its region for well over a century. With deep roots in the local economy and a reputation for trust, it had built lasting relationships with individuals, small businesses, and entire communities. But while its reputation was solid, its marketing systems were stuck in the past.
The bank was in the middle of a rebrand—ready to refresh its image and grow its reach. What it didn’t have was a marketing engine capable of keeping up. Campaigns lived across multiple platforms with no central source of truth. Data was scattered. Processes were manual. And opportunities to connect with the community in new ways were slipping through the cracks.
To stay competitive in a market where digital-first banks were gaining ground, the bank needed more than a facelift. It needed a foundation for scalable, integrated marketing.
The challenge
- Disconnected systems: Email, social, and website platforms weren’t talking to each other, leading to siloed data and wasted effort.
- Technical roadblocks: Setting up essential tools like domains dragged on, creating early frustration and delays.
- Limited adoption: With a narrow focus on email marketing, the broader potential of HubSpot was being overlooked.
- Manual workflows: Lead capture was messy, with forms pulling in irrelevant data and no automation in place to route submissions.
The approach
Instead of overwhelming the team with theory, onboarding was built around practical wins:
- Unblocking the tech: Critical setup tasks—like connecting domains—were prioritized and handled with IT directly, clearing the path for campaigns to launch smoothly.
- Learning by doing: Training sessions weren’t about sitting through slides. The team built real campaigns, forms, and landing pages on the spot, learning how each piece connected inside HubSpot.
- Cleaning up workflows: Irrelevant form notifications were turned off, outdated processes were cut, and HubSpot-native tools like pop-ups and landing pages were introduced to streamline lead capture.
- Looking ahead: While email was the immediate need, the team was also shown the bigger picture—how ads, social, blogging, and SEO could all connect into a holistic strategy over time.
The results
- A working system, finally: The bank launched its first integrated campaigns and automations—marking the start of a functional, scalable marketing system.
- Leads routed right: A new Contact Us page ensured submissions were sent to the right person, eliminating the confusion of their old process.
- A shift in perspective: What once felt like “just another email tool” became a gateway to a more connected, efficient way of marketing.
- Future-ready foundation: With core workflows in place, the bank now has the structure and confidence to expand its strategy as it grows.
Takeaway
Even established organizations with loyal customer bases can feel the strain of outdated marketing systems. What made the difference here wasn’t just technology—it was the hands-on, practical approach to onboarding.
By breaking down technical barriers, guiding the team through real projects, and showing the bigger picture, the bank was able to move from frustration to clarity. Today, it has more than a new brand. It has the marketing foundation to carry that brand forward for years to come.