How a Utah Credit Union Gained Full Marketing Autonomy on HubSpot

Marketing Dependency on Technical Staff

The Salesforce Marketing Cloud environment required SQL knowledge for dedup logic and audience segmentation. Marketing operators waited on technical staff for changes that should have taken minutes. Adoption stayed low, and ownership of the platform sat with IT, not marketing.

Email Marketing Was Siloed From Website and Social Activity

The SFMC environment handled email only. Website visits, social interactions, and product applications lived in separate tools. No way to see a member's full path from first click to account opening. Marketing could not follow its own work.

Member Data Was Fragmented Across Core and Marketing Systems

Symitar held core records, Synapsys held referrals, Glia held call activity, and SFMC held marketing data. Each system spoke its own language. Reconciling them required daily file uploads, SQL joins, and constant manual cleanup.

Manual Daily File Uploads From Symitar Kept Breaking

Each day, files moved from Symitar into SFMC through manual SFTP. Deduplication ran on SQL automation that broke when schemas shifted. Members without email addresses dropped out of sync. The team could not trigger journeys from real-time behavior.

No Attribution From Marketing Activity to Member Outcomes

Leadership had no way to tie email sends, web visits, or campaign engagement to member growth, deposits, or loan applications. Reporting required pulling separate reports from separate systems. Marketing investment was a black box.

No Behavioral Data to Power Personalized Journeys

The old setup could not trigger journeys from real-time member behavior on the website or in product applications. There was no scoring model to surface cross-sell opportunity. Every journey was static and one-size-fits-all.

Rebuilt Marketing Operations on HubSpot Marketing Hub Enterprise

HubSpot Marketing Hub Enterprise replaced SFMC with a drag-and-drop email builder, segmentation without SQL, and lifecycle logic the marketing team controls directly. Five reusable email templates and seven web-to-lead forms let the team operate without engineering support.

Connected Marketing Channels Into a Unified Member Journey View

Website activity, email, social, and form submissions now feed a single member record. The team can trace a member's path from first click to account opening. Over 700 new members have been attributed to online signups since November.

Implemented Datava as the Central Data Bridge

Datava became the single integration layer between Canyon View's Symitar core and HubSpot. Daily Symitar files flow into Datava, where they are cleaned, mapped, and pushed to HubSpot by API. A custom Accounts object holds member relationships natively.

Automated the Daily Sync With an AWS Pipeline

An AWS pipeline replaced SFMC's brittle SQL automation: S3 storage, SQS queues, and Lambda process every daily file. CloudWatch monitors for errors. Nineteen HubSpot workflows trigger automatically on the daily sync, covering mortgage, anniversary, certificate renewal, and account servicing journeys.

Built a Marketing Performance Dashboard for Leadership Visibility

A Marketing Performance Overview dashboard surfaces eleven reports in one place: contact creation by source, web-to-lead form submissions, website visits, new member counts, email engagement rates, and social interaction totals. Leadership now sees marketing activity end-to-end.

Built a Member Relationship Score and Lifecycle Framework

Beyond the original brief, a Member Relationship Score model measures how deeply each member engages with Canyon View's products. A four-stage lifecycle (Lead, MQL, SQL, Member) pairs with Canyon View's core cross-sell framework, covering savings, auto loans, direct deposit, and credit cards.