From Challenge to Opportunity: Assetline’s Integration of Salesforce and HubSpot

About Assetline

Assetline is a leading specialist lender in the Australian market, offering short-term, secured asset financing solutions.

As the company sought to scale its operations and enhance its market presence, Assetline partnered with Lupo Digital to modernise its marketing and sales strategies. Through persona development, automated nurture campaigns, and an integrated HubSpot CRM-Salesforce setup, Assetline significantly improved its lead generation, client engagement, and overall operational efficiency.

Industry: Financial Services / Lending

Major Challenges

Inefficient Buyer Journey

• Assetline lacked clarity on personas and buyer journeys, impacting their ability to engage intermediaries and end borrowers effectively.

Disconnected Systems

• Assetline faced challenges integrating HubSpot’s marketing and sales tools with Salesforce, leading to inefficiencies in lead management and reporting.

Underdeveloped Nurture Campaigns

• With no automated nurture workflows, sales were not always aware of leads, leads were falling through the cracks and not being effectively followed up or converted, and engagement opportunities were missed.

How we
Solved it

Persona and Buyer Journey Development

• Conducted detailed workshops to define primary personas, including intermediaries, property owners, and small business borrowers​.
• Mapped out buyer journeys to identify key touchpoints, challenges, and opportunities for engagement across the funnel​.

HubSpot Marketing and Sales Setup

• Configured HubSpot Marketing and Sales CRM to align with Assetline’s processes​
• Integrated HubSpot with Salesforce for bi-directional data synchronisation, ensuring accurate lead tracking and reporting​.
• Built custom dashboards, templates, and workflows to streamline sales and marketing efforts.

Nurture Campaign Development

• Developed automated nurture campaigns targeting both intermediaries and end borrowers:
  • Created email workflows with 4-step automation for lead follow-ups​.
  • Designed customised landing pages and thank-you pages optimised for conversions​.

Paid Media and Retargeting Strategy

• Implemented paid media campaigns, including display ads, retargeting, and LinkedIn strategies to drive top-of-funnel leads​.
• Leveraged custom and lookalike audiences to maximise reach and engagement​

The Results

Enhanced Lead Conversion

• HubSpot-Salesforce integration and nurture campaigns helped increase the volume of Marketing Qualified Leads (MQLs).

Streamlined Processes

• Automated workflows reduced manual intervention, leading to smoother lead handoff and faster response times.

Improved Engagement

• Targeted nurture campaigns and paid media efforts resulted in higher email open rates and greater engagement across digital channels.

Clear Buyer Journey Alignment

• Defined personas and mapped buyer journeys enabled Assetline to target intermediaries and borrowers with more personalised messaging, fostering deeper connections and meaningful interactions.