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Case Study

How Southpac turned scattered student data into a connected marketing foundation with HubSpot and aXcelerate

Southpac Aerospace logo

Southpac runs three specialist businesses across aviation safety training, consulting and ISO certification. Lupo set up HubSpot as the foundation of its digital transformation, then built a custom aXcelerate integration so course and enrolment data could power real segmentation and lifecycle marketing.

Marketing Education CRM & Integration

Enrolment custom object live

Course & enrolment data now inside HubSpot

Lifecycle segmentation enabled

Current students, graduates and alumni, by course and dates

One connected foundation

HubSpot + aXcelerate, across all three businesses

About the client

About Southpac

Southpac operates across three specialist businesses: Southpac Aerospace (accredited aviation safety training), Southpac International (Human & Organisational Performance, leadership and management consulting and training), and Southpac Certifications (ISO certification services). For Southpac Aerospace in particular, aXcelerate is the critical student management platform.

Industry
Education & training
HubSpot
CRM · Marketing
Scope
aXcelerate (native)
Client since
2021

The challenge

A strong market position held back by scattered customer data

Core problem

Southpac had the reach and reputation, but customer and student data lived across disconnected systems, so it couldn't segment or market on real course and enrolment activity.

Data across systems

Marketing and customer information spread across email, webinars, LinkedIn, content and direct sales, with no single view.

No course/enrolment context

The existing sync brought contacts into HubSpot, but not the course, status or dates behind them.

Can't segment by training history

Without that context, Southpac couldn't distinguish current students, past students and alumni, or target by course.

The solution

HubSpot as the foundation, then a custom aXcelerate integration

Lupo set HubSpot up around how Southpac actually operates, then built a custom integration so course and enrolment data could drive marketing.

Southpac Aerospace flight instructor talking with a student beside a training aircraft cockpit
  1. 01

    HubSpot setup & onboarding

    Configured HubSpot across three business models (Aerospace, International, Certifications) and helped the team transition from its previous CRM.

  2. 02

    Custom aXcelerate integration

    Designed a custom integration that brings course and enrolment data into HubSpot, beyond contact-level sync.

  3. 03

    Enrolment custom object

    A new HubSpot object holding course details, enrolment status, commencement and completion dates, and student/alumni relationships.

  4. 04

    Lifecycle segmentation foundation

    Enrolment and course data associated with each contact, ready for lifecycle campaigns.

Solution Stack

Platform

  • HubSpot CRM
  • Marketing Hub

Growth infrastructure

  • Custom aXcelerate integration
  • Enrolment custom object
  • Data sync (course, status, dates)
  • Segmentation foundation

Enablement

  • Onboarding & training
  • Multi-business configuration
  • Ongoing optimisation
Marketing CRM aXcelerate Enrolment object Onboarding Segmentation Lifecycle

The results

A connected foundation that turns student data into marketing opportunities

With course and enrolment data flowing into HubSpot, Southpac can segment and engage students on real training activity across all three businesses.

Course & enrolment data live in HubSpot (via Enrolment object)

Segmentation by enrolment status, course and key dates

Lifecycle engagement current students, graduates, alumni and repeat prospects

One connected platform across Aerospace, International and Certifications

Student data becomes marketing data

Enrolment and course information can drive relevant, timely campaigns instead of one broad audience.

Built to scale

A connected foundation Southpac can extend across future sales, marketing and CX initiatives.

Before & after

What changed for Southpac Aerospace

Before

After

Customer/student data scattered across systems
HubSpot + aXcelerate connected via custom integration
Contacts in HubSpot with no course context
Course, status and dates on each student record
No way to segment by training history
Segmentation by enrolment status, course and dates
Manual audience selection
Automated, lifecycle-based engagement

The client's voice

In their words

“We worked with Lupo Digital as our HubSpot onboarding partners, and we couldn't have asked for a better experience. The Lupo team managed our HubSpot integration from top to bottom in such a professional, organised manner. As newcomers to the HubSpot platform, the training and guidance they offered throughout the process were invaluable. No issue has been too great, and Mike, Glenn and Lupo team have always made themselves available to our team. We will certainly be using them again to support our next phases of growth!”

K. Brown Southpac

Questions buyers ask

FAQ

Set up and onboarded HubSpot across its three businesses, then built a custom aXcelerate integration to bring course and enrolment data into HubSpot.

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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