Equipping Mississippi's Largest Credit Union With Full Marketing Autonomy in 90 Days
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
Susan Song
CMO
Key Outcomes
Ten thousand loan applications were completed within six months of the July 2025 launch. That figure now stands at 38,000. Marketing accounts for 25 to 30% of digital applications, and each one is attributed to the channel that produced it.
100% Marketing Autonomy
Marketing teams now run campaigns independently with no reliance on IT resources.
Loan Growth Traced Back to Marketing
38,000 loan applications tracked, with 25 to 30% of digital ones attributed to marketing.
Campaign Volume Without Manual Data Pulls
Keesler went from about 3 campaigns a quarter to 200 to 300 campaigns a year.
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.
Susan Song
CMO
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.
40,000 Newly Acquired Members Had No Onboarding Infrastructure
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.
Manual Data Pulls Capped Campaigns at About Three a Quarter
Data managers pulled member lists by hand from the core, cleaned them in Alteryx, and uploaded them to an outdated email server. With no CRM or marketing database behind it, the team ran about three campaigns a quarter.
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 and Kinective enabled access to Keesler’s core data and transformed its marketing in 60 to 90 days, a timeline far faster than any internal build. The solution combined custom architecture, Symitar integration, automated scoring, IT security partnership, and consultative support.
Custom HubSpot Architecture for Shared Emails
Keesler needed a way to treat family members as separate people even when they shared one email address. Mole Street built a custom architecture using Contacts, Members, and Deals so each person received the correct communication without breaking HubSpot’s logic.
Kinective Integration for Full Access to Core Banking Data
Kinective connected Jack Henry Symitar to HubSpot and transformed account-based core data into person-based marketing data. Ninety-seven fields synced daily, giving Keesler access to transactions, credit scores, and product holdings. This integration replaced a build that would have taken more than a year internally.
Automated Lead Scoring for Smarter, Faster Qualification
Mole Street replaced manual scoring with automated models that used behaviors, demographics, and product data. The team identified 40,000 merger members, enabled life-event triggers, and built advanced segments for credit scores, balances, and product holdings to support targeted onboarding and cross-sell campaigns.
IT Security Partnership for Confident, Compliant Implementation
Financial data requires strict review, so Mole Street worked closely with IT through weekly meetings, detailed security documentation, and rapid responses to questions. This proactive process removed bottlenecks and allowed the project to launch on schedule, a rare outcome in financial services.
Consultative Guidance for a Fully Enabled Marketing Team
Keesler received strategic guidance, not order taking. Mole Street anticipated credit union-specific challenges, shared proven best practices, and provided ongoing support through regular check-ins and training. The marketing team was fully enabled to manage HubSpot independently after launch.
Before and After Mole Street
Data Access
Before
IT team required for all data access
After
Marketing team manages independently
Impact
100% autonomy
Member Data Fields
Before
0 fields accessible in marketing platform
After
97 fields synced from Symitar Core
Impact
Unlimited segmentation capability
Customer Journey
Before
Fragmented (leads and members siloed)
After
Unified visibility from lead to product holder
Impact
Full attribution
Loan Attribution
Before
No link to loan applications
After
38,000 tracked, 25 to 30% attributed to marketing
Impact
Channel-level ROI
Campaign Volume
Before
About 3 campaigns a quarter
After
200 to 300 campaigns a year
Impact
Scale without manual data pulls
Merger Integration
Before
No capability to identify acquired members
After
40,000 Jefferson members identified
Impact
Targeted onboarding enabled
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