Accounting & Advisory

Equipping Mississippi's Largest Credit Union With Full Marketing Autonomy in 90 Days

13 min read

Client Overview

Keesler Federal Credit Union is Mississippi’s largest credit union, serving over 365,000 members and managing more than $5 billion in assets. With 40,000 new members added through the Jefferson Financial acquisition, Keesler needed a more modern, efficient marketing operation. This required unlocking data from Jack Henry Symitar and removing the IT roadblocks limiting the marketing team’s independence.

Client: Keesler Federal Credit Union
Industry: Financial Services (Credit Union)
Solution Delivered: HubSpot Marketing Hub implementation with Kinective integration for Jack Henry Symitar Core data access
HubSpot Products Used: Marketing Hub Enterprise, Custom Objects
Key Partners: Mole Street (HubSpot expertise) + Kinective (Data intelligence)

Susan Song

CMO

"Mole Street has been vital in getting us up and running, setting up the data mapping, organizing the templates, and getting our team fully onboarded and trained"

Susan Song

CMO

Key Outcomes

100% Marketing Autonomy

Marketing teams now run campaigns independently with no reliance on IT resources.

97 Data Fields Synced

Ninety seven critical fields sync from Symitar to HubSpot for unified insights.

60 to 90 Day Implementation

A complete implementation finished in sixty to ninety days instead of months.

40,000 Merger Members Identified

Forty thousand merger members were surfaced and segmented for targeted onboarding efforts.

Full Journey Visibility

A single system now connects lead activity, member engagement, and product adoption.

On Time Delivery

The project launched ahead of schedule, enabling immediate value and operational clarity.

The Challenges

Keesler’s marketing team couldn’t access the member data they needed to operate. Core banking data was locked inside Jack Henry Symitar, leads lived in a separate system, and every campaign required IT support just to build a basic segment.

This led to slow campaigns, fragmented customer journeys, and no clear way to target or measure growth during the onboarding of 40,000 new merger members.

Every Campaign Required SQL Queries and IT Approval

The marketing team was completely dependent on IT and data teams for basic marketing operations. They couldn't access member data, couldn't build segments independently, and couldn't launch campaigns without extensive cross-departmental coordination.

Leads and Members Lived in Separate Systems with No Connection

Leads and member data lived in completely separate systems with no connection. Marketing had no visibility into the full customer journey from prospect to member to product holder, making cross-sell campaigns impossible and ROI measurement non-existent.

Transaction Data and Credit Scores Locked in Jack Henry Symitar Core

Keesler’s member data was locked in Jack Henry Symitar, which stores information by accounts, not people. HubSpot organizes by email, so key data like transactions, credit scores, and product holdings couldn’t be used for segmentation or personalization.

Multiple Members Sharing One Email Created Data Structure Conflicts

Many Keesler members share the same email address, like families using one inbox. HubSpot sees one email as one person, but Keesler needed to treat each family member separately so each person could receive the right offer. This required a custom setup to make shared emails work correctly.

Jefferson Financial Merger Integration

After acquiring Jefferson Financial Credit Union and adding 40,000 new members, Keesler needed to identify, segment, and onboard these members with targeted campaigns. However, they didn’t have the data infrastructure to support it.

Roadblocks to Strategic Growth

HBK’s 2025 roadmap included seven key initiatives such as referral tracking and ERP integration. The broken CRM infrastructure stalled all progress. Without a reliable system of record, none of these priorities could advance.

Key Deliverables

Custom Architecture

Implemented a three object configuration designed to support shared emails and person based record management.

Core Data Integration

Synced ninety seven Symitar fields into HubSpot to provide unified member insight across marketing and service teams.

Automated Scoring

Built behavior and demographic based scoring models to enable real time lead qualification and prioritization.

Merger Segmentation

Identified and onboarded forty thousand new merger members through structured segmentation and guided workflows.

Security Alignment

Conducted weekly IT reviews and delivered full documentation to ensure compliant, secure data handling practices.

Team Enablement

Provided training and guidance that empowers the marketing team to operate confidently and independently.

The Solution

Mole Street partnered with HBK to rebuild its CRM infrastructure into a unified and scalable system. The goal was to align technology with real business operations, restore data integrity, and empower internal teams.

Process-Led Integration Architecture

Mole Street rebuilt the integration based on HBK’s real business workflows. A custom job object was introduced, syncs were automated, and over 20 data fields were mapped to support more than 20,000 active clients.

Data Integrity and Validation Framework

Strict validation logic and layered user safeguards were built into HubSpot. Four test rounds ensured accuracy, and real-time error monitoring protected data quality during sync and cleanup.

Organizational Alignment and Change Management

Before

Departments out of sync

After

Unified ownership

Impact

Stronger collaboration

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Client Overview