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

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 were stored 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 merging with 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.

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.