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Case Study

How City Finance connected marketing spend to funded customers with HubSpot

City Finance logo

A digital-first lender was investing heavily across Google, SEO and social, but couldn't see which activity created qualified leads and customers. Lupo built a connected HubSpot ecosystem across marketing, CRM and service, integrated with Salesforce, to turn disconnected activity into measurable, scalable growth.

Marketing Sales Finance CRM & Integration Salesforce integration

~60,000 website visits/month

Around half from organic search

3 HubSpot Hubs connected

Marketing, CRM/Sales and Service in one ecosystem

Salesforce integrated

Marketing activity tied to the downstream customer journey

About the client

About City Finance

City Finance is an Australian consumer lending business offering fast, flexible personal loans through a predominantly digital application journey, customers apply online, move through automated decisioning, and are completed by City Finance's lending and approvals teams.

Industry
Financial services (consumer lending)
HubSpot
Marketing · Sales
Client since
Since 2024

The challenge

Significant ad investment, but no line of sight to what created customers

Core problem

City Finance was already investing heavily in customer acquisition across Google, SEO and social. The problem wasn't generating traffic - it was understanding what happened next.

Limited attribution visibility

Could see overall marketing ROI, but not which individual ads produced qualified leads and funded customers.

Disconnected technology

Salesforce, Mailchimp and messaging tools operated separately, creating gaps in data flow.

Nurture gaps after drop-off

Incomplete and non-progressing applications weren't being re-engaged consistently, leaving conversion on the table.

Preparing to scale

Wanted to grow substantially, but first needed confidence in unit economics, systems and marketing effectiveness.

The solution

A connected HubSpot ecosystem, built around the whole customer lifecycle

Rather than adding another standalone tool, Lupo designed the HubSpot environment around City Finance's whole customer lifecycle - acquisition, CRM data, nurturing, communications and reporting.

City Finance team reviewing a connected HubSpot customer journey on a laptop and tablet
  1. 01

    HubSpot foundation

    Marketing Enterprise setup: tracking, GA and Tag Manager connectivity, email and subscription settings, SEO/crawler config, personas, templates, forms, social connections and custom dashboards.

  2. 02

    Marketing + CRM connected

    Configured HubSpot CRM and designed the Salesforce integration so marketing activity ties to the downstream journey, with customised pipelines, lifecycle stages and reporting.

  3. 03

    Automated lead nurturing

    Workflows, email and SMS campaigns, landing/thank-you pages and pop-ups built around City Finance's personas and funnel, including re-engagement of abandoned applications.

  4. 04

    Extended into Service

    Service Hub foundations: knowledge base, live chat, chatbots and service reporting.

  5. 05

    Team enablement

    Three tailored HubSpot training sessions built around individual user requirements.

Solution Stack

Platform

  • HubSpot Marketing Enterprise
  • CRM/Sales

Growth infrastructure

  • Salesforce integration
  • Automated workflows
  • Email & SMS
  • Landing pages
  • Custom dashboards & reporting

Enablement

  • Personas & funnel design
  • 3 tailored training sessions
  • Ongoing optimisation
Marketing Salesforce MessageMedia Mailchimp Xero Automation

The results

Infrastructure built to connect spend to customers and scale

The engagement created the infrastructure to connect marketing, CRM data, automation and reporting replacing disconnected platforms with one ecosystem built for attribution and growth.

~60,000

website visits per month (≈50% organic)

$15k–$80k

monthly paid media now attributable through the ecosystem

3 Hubs

HubSpot Hubs connected (Marketing, CRM/Sales, Service)

3 team training

Tailored team training sessions delivered

A connected ecosystem

Marketing, CRM data, automation and reporting brought together instead of operating across disconnected platforms.

Stronger attribution foundations

Visibility designed to link acquisition activity to leads and downstream customer outcomes.

Delivery signals

CL Contracts re-imported into HubSpot and workflows re-enabled; Salesforce and HubSpot returned to near parity on active contract data; SMS automation and communication improvements moved into delivery.

Before & after

What changed for City Finance

Before

After

Overall ROI only - no ad-to-customer visibility
Infrastructure to connect interactions to lead and customer outcomes
Marketing spread across agencies and platforms
One central HubSpot ecosystem (marketing, CRM, service)
Limited lead nurturing after drop-off
Automated email, SMS, workflows and remarketing
Salesforce operating separately from marketing
HubSpot integrated with Salesforce
Limited customer self-service
Knowledge base, live chat and chatbot capability

The client's voice

In their words

Excellent experience. Michael, Maai and Lupo team were all a pleasure to deal with. Fantastic communication, well organised and flexible through the HubSpot onboarding process. I look forward to working with Lupo more in the future.

R. Docker City Finance

Questions buyers ask

FAQ

It wanted to connect heavy advertising investment to qualified leads and funded customers, rather than relying on overall ROI, plus stronger nurturing and SEO.

Start the conversation

Could HubSpot work harder for your business?

Talk with Lupo about where your CRM, marketing, sales, service, data, integrations or AI capability could go next.

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