Enhancing CRM Visibility and Integrations for a Leading Financial Institution

Background

A prominent U.S. financial institution – boasting over $1 billion in assets and recognized, for six consecutive years, by American Banker as the best bank to work for – faced a significant challenge.

Their Customer Relationship Management (CRM) system lacked visibility and was not tailored to the specific needs of their advisors. This led to underutilization of the system and ineffective sales processes. The bank required a custom API integration with HubSpot CRM, enhancing data utilization and marketing effectiveness.

The Challenge

The bank's advisors were struggling with a CRM system that was not optimized for their needs. While they had a compliance software that received updates from the bank's core system, the CRM itself was not leveraged for increased sales effectiveness. The institution sought a solution that would not only integrate with their existing technology but also improve data mapping and usage in HubSpot CRM, ultimately enhancing engagement and providing better marketing metrics and segmentation for their sales pipeline.

Key Actions

Our team, in collaboration with our trusted integration partner, Integrate IQ, embarked on a comprehensive project to address these challenges. The solution involved:

• Data Mapping and Integration: 

  Collaboratively with Integrate IQ, we led data review calls, managed the creation of form fields and tested dashboard KPIs throughout the integration process. Our role was pivotal in determining the flow of data, creating new storage points and ensuring seamless integration.

• HubSpot CRM Integration: 

  We achieved full integration of the bank's existing CRM system (Microsoft Dynamics 365) with HubSpot. This integration was not just about data transfer but also about making two historically isolated systems work cohesively.

• Strategic Data Mapping:Integrate IQ's expertise was crucial in lining up fields, building connectors and creating a development database portal. They provided a staging environment, ongoing support and guidance in mapping essential data for achieving the bank's business goals.

The Outcome & Benefits

The integration project resulted in several significant improvements:

1. Enhanced CRM Utilization: The integration with HubSpot CRM led to increased engagement and utilization by the bank's advisors.
2. Improved Data and Metrics: The bank now benefits from better data quality and metrics from marketing efforts, allowing for a more segmented and effective sales pipeline.
3. Strategic Data Mapping: The collaboration ensured that vital data was mapped correctly, enhancing both systems' functionality and providing valuable insights for decision-making.
4. Ongoing Support and Development: The partnership with Integrate IQ ensured continuous support and development capabilities, future-proofing the bank's investment.

Conclusion:

This case study demonstrates our ability to understand and address complex technological needs in the financial sector. Through our strategic partnership with Integrate IQ, we delivered a tailored solution that not only integrated disparate systems but also enhanced overall CRM effectiveness, paving the way for continued success and growth for the bank.