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Financial Services

How Signal Advisors and Annuity Qualifier Implemented HubSpot Business Units

Signal Advisors is a new tech-enabled distributor of annuities and life insurance. Their end-to-end platform for financial advisors and insurance producers simplifies licensing & contracting, new business submission, case design, marketing analytics, compliance and more.

Annuity Qualifier, the consumer arm of Signal Advisors, was created to match consumers with the right annuity products for their unique needs.

Here's how Coastal Consulting worked with Signal Advisors to implement HubSpot Business Units and integrate HubSpot and Salesforce.

Skip to the Numbers ↓

The Brief

Implementing HubSpot Business Units and Integrating with Salesforce

two coworkers at a table with a laptop and a book

The Signal Advisors team needed to manage marketing communications separately for the Signal Advisors and Annuity Qualifier brands. They chose to use HubSpot Marketing Hub for marketing communications and Salesforce for their primary CRM. With a highly secured industry, data compliance and storage is incredibly important. 

They wanted to ensure that the HubSpot Salesforce integration was optimized. They were concerned about selective sync, sync errors, and data management with the integration.

To solve these challenges, they partnered with Coastal Consulting.

The Challenges

Individual branding

Annuity Qualifier and Signal Advisors are two unique brands that needed to be able to market separately.
Individual branding

Integration issues

The HubSpot Salesforce integration was not reliably passing data between the two systems due to sync errors.
Integration issues

Unclear performance

Without reliable data in HubSpot, the team struggled to report on meaningful KPIs.
Unclear performance

Marketing segmentation

Key data from Salesforce was missing from HubSpot making it impossible to meaningfully segment data for marketing campaigns.
Marketing segmentation

The Goals

Defining success for the partnership.

1

Implement HubSpot Business Units

To separate marketing communications by brand, the team needed HubSpot Business Units.

2

Repair the HubSpot Salesforce Integration

Repairing sync errors and adding necessary data from Salesforce to HubSpot was essential to rebuilding trust in the platforms.

3

Build Reports and Lists in HubSpot

To begin marketing to their database and measuring success, the team needed HubSpot reports and Active Lists.

The Partnership

How we partnered with Signal Advisors to implement HubSpot Business Units and repair the HubSpot Salesforce integration.

two coworkers at a table with a laptop

HubSpot Business Units

HubSpot offers Business Units to manage multiple brands in one HubSpot account. We worked with the Signal Advisors team to implement Business Units for Signal Advisors in Annuity Qualifiers. Then, we built unique marketing assets and implemented contact segmentation for the two brands.

Two coworkers talking

HubSpot Salesforce Integration

Sync errors in the integration and settings in HubSpot were preventing the flow of data. We worked with the Salesforce team at Signal Advisors to resolve sync errors, review validation rules, and evaluate data in Salesforce that was missing from HubSpot. Then, we adjusted the HubSpot settings and added new fields from Salesforce as HubSpot properties and synced them between the platforms.

Coworkers at a table with a laptop

HubSpot Reporting

To report on KPIs, we developed four HubSpot dashboards to report on each brand's performance. This included reports showing revenue attribution, email performance, customer retention, and database health.

The Results

0

Sync Errors

2

HubSpot Business Units Implemented

4

Reporting Dashboards built in HubSpot

Signal Advisors Business Units

HubSpot Business Units

Segmented marketing communications by brand.

Signal Advisors Lifecycle Stage Reporting

HubSpot Workflow Automation

Automated data maintenance to enable segmentation and reporting.

HubSpot Email Performance Report

HubSpot Performance Reports

Showed marketing performance by asset.

Our Impact

We enabled the Signal Advisors team to reliably market to both B2B and B2C customers using one HubSpot account by implementing HubSpot Business Units and fixing the HubSpot Salesforce integration. 

About Signal Advisors

Signal Advisors is a new tech-enabled distributor of annuities and life insurance. Their end-to-end platform for financial advisors and insurance producers simplifies licensing & contracting, new business submission, case design, marketing analytics, compliance and more.

Visit their website →

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