You've segmented your list. You've A/B tested subject lines. You've targeted members by age, location, and the products they already have. And yet, your auto loan campaign gets a 2% click-through rate, and you have no idea if those clicks turned into actual loans. The truth? You're taking educated guesses with incomplete data. Your credit union sits on a goldmine of member information—transaction patterns, account behaviors, financial milestones—but if your marketing team can't access it, you're essentially marketing blind.
What if instead of blasting offers and hoping they resonate, you could pinpoint exactly which members are most likely to need an auto loan, a mortgage, or a credit card right now? That's the power of connecting your CORE data to your marketing strategy.
Most credit union marketers are working with a patchwork of data sources. You're tracking who clicked on your website's mortgage page, who engaged with your Facebook ads, and who falls into broad demographic buckets like "millennials" or "members aged 45-60." You might segment based on current product ownership—sending home equity offers to members who already have a mortgage, or credit card promotions to everyone who doesn't have one yet.
This approach isn't wrong, but it's incomplete. Website behavior tells you what someone browsed, not whether they're financially ready to act. Demographics tell you how old someone is, not where they are in their financial journey. And here's the critical gap: just because a member doesn't currently have an auto loan, doesn't mean they're in the market for one.
Without access to transaction data, account activity, and financial patterns, you're making assumptions. You're operating on surface-level signals while the deeper story—the one that reveals actual propensity and readiness—remains locked in your CORE system.
"Just because a member doesn't currently have an auto loan, doesn't mean they're in the market for one."
Your credit union already knows more about your members than almost any other organization they interact with. You see their direct deposits, spending patterns, savings habits, and how they use the products they already have. This data tells a story about each member's financial health and readiness for new products, but it rarely makes it to your marketing team.
When you connect CORE data to your marketing efforts, you can:
This isn't about collecting more data. It's about using what you already have to move from guessing to knowing.
Most marketing platforms measure success with metrics like open rates, click-through rates, and form submissions. These tell you who engaged with your content, but they don't tell you what actually happened. Did that auto loan campaign generate actual loans? Did members who clicked on your mortgage offer actually apply? More importantly, are your campaigns growing member relationships and wallet share, or just generating activity?
When CORE data is connected to your marketing efforts, you can measure outcomes that matter:
Instead of waiting until the end of a quarter to see if your marketing moved the needle, you can track real business outcomes in near real-time and adjust accordingly.
Your CORE system holds the insights you need to transform your marketing from educated guesses to data-driven precision. By connecting that data to HubSpot, you can target the right members with the right products at the right time, and measure the results that actually matter to your credit union's growth.
FI GROW Solutions helps community banks and credit unions bridge the gap between their CORE data and marketing platforms. We specialize in turning your existing member data into actionable marketing intelligence, so you can build smarter campaigns, improve targeting, and track real business outcomes.
If you're ready to move beyond demographic targeting and start marketing with complete member intelligence, we're here to help.
Contact FI GROW Solutions today to learn how we can connect your CORE data to HubSpot and unlock the full potential of your marketing strategy.