Technical HubSpot Consulting

Building a Scalable Digital Infrastructure to Drive Growth for an Asset Management Firm

An alternative asset management company specializing in flexible, long-term private capital solutions approached Mole Street to develop a unified digital infrastructure to support its growth in the private wealth sector. The company is a heavyweight in finance, managing assets worth over $192 billion for clients. It serves two primary client bases:

High Net Worth Individuals: Tailored investment opportunities and asset management services
Financial Advisors: Tools, resources, and education to manage client wealth effectively

The firm already had a website dedicated to its corporate segment. However, it recognized that the site lacked tailored content to deliver personalized journeys for prospects in the private wealth niche.

This was problematic because the organization is committed to providing exceptional experiences and staying ahead of client needs. Consequently, this prompted the launch of a new initiative to establish its wealth division, requiring Mole Street to create a dedicated website and unify its tech stack.

Problem

A Disjointed Back-End With A Non-Existing Website

The firm identified the necessity to build a new website to serve the unique needs of its wealth division target market. This new initiative required a tailored marketing strategy and an advanced digital infrastructure to support its growth goals.
Moreover, the company was in a position to use a variety of different tools across countries to support campaigns launched across different teams. However, guidance was required on how to connect these tools into an optimized backend that would enable seamless data management and improved operational efficiency.

Absence of a Dedicated Website

The client identified an opportunity to enhance the user experience of high-net-worth individuals and financial advisors. This involved building a dedicated website with content tailored to its unique needs – an initiative that would complement the firm’s existing corporate website.

The firm partnered with Mole Street to design a digital platform that would connect with its private wealth audience and cultivate long-term loyalty.

Desired a dedicated website to provide a complete personalized experience for its private wealth niche
Required guidance on how to establish a strong digital foundation to cater to high-net-worth clients and financial advisors

Addressing Gaps in Data Integration and Tracking

The organization’s growth ambitions for a new wealth division needed a strong and unified tech stack to support its operations. However, it had a myriad of tools that were siloed. This included its CRM, event management software, and analytics platforms. Consequently, this restricted data accessibility and hampered alignment.

Sought to gain a holistic understanding of user behavior to make data-driven decisions that are conducive to achieving its goals
The firm’s approach required integrating a central platform to ensure better alignment across its tools

Optimizing Reporting for Clearer Buyer Journeys

The firm already operated with a strong digital infrastructure. However, its desire to maximize the user experience for the wealth division required a coherent system to track buyer journeys and align reporting with its business goals.

With a connected tech stack, it would be able to leverage unified reporting to gather deeper insights about users within this niche. This would provide the firm with a complete and comprehensive understanding of how users interacted with its brand.

Teams relied heavily on manual reporting
Lead attribution within Salesforce needed refinement to provide actionable marketing insights and clarify prospect journeys
The company saw an opportunity to enhance dashboards and reports for deeper insights into buyer journeys and optimized marketing efforts

The Goal

Optimize Both the Front End and Back End

The primary objective of the project was to create a strong digital foundation that would serve as a launchpad for growth. This steered the direction of travel toward a further unified front-end and back-end system to create a scalable platform that supports seamless user experiences and efficient data management.

Build a Scalable Website With Simple User Navigation
Unify Disconnected Systems Into a Cohesive Tech Stack
Develop The Nest as an Advanced Educational Hub
Streamline Reporting With Integrated Dashboards
Enable Real-Time Data Access for Smarter Decision-Making
Build a Modular Email System to Capture and Nurture Leads

Solution

Unify The Tech Stack and Build The Front End for a Strong Digital Foundation for Growth

To maximize the user experience and meet the sky-high expectations of the firm’s target market, Mole Street aimed to build a tech stack that optimized both the front-end and back-end systems.

Front-End System: The focus was to deliver an intuitive and seamless user experience for visitors. This involved ensuring that the site would be easy to navigate, so users could quickly find the information they need and contact the organization with ease. The goal here is to engage prospects, reduce friction, and encourage them to fill out the contact form, effectively pulling them closer to the brand.
Back-End System: The emphasis here was to manage and leverage the data gathered from the front end. This included storing lead information, generating comprehensive and actionable reports, and using data-driven insights to refine and enhance the user experience over time. Effective reporting would play a crucial role in tracking performance, identifying opportunities, and supporting continuous improvement by aligning with user behavior and evolving business needs

Building a Unified Tech Stack

Mole Street integrated the company’s systems into a cohesive tech stack to ensure consistent and actionable data across the organization. This created smoother workflows, centralized data management, and greater alignment across teams and systems.

✔ System Integration: Connected tools to enable seamless data flow and cross-functional collaboration, ensuring consistent and reliable data access across divisions

✔ Custom API Development: Built tailored API integrations to address the firm’s unique operational needs, reducing manual workarounds and ensuring system harmony

Creation of an Intuitive, Scalable Website

Mole Street developed a user-friendly website for the organization’s Private wealth sector, combining intuitive design with personalization to engage high-value audiences effectively.

✔ Tailored Website Design: Created a website aligned with the firm’s brand identity, providing a cohesive online presence and supporting business objectives

✔ Personalized User Experience: Implemented seamless navigation and structured content to make it easy for financial advisors and clients to find relevant information, enhancing engagement and reducing friction

Enhanced Reporting and Data Accessibility

Mole Street equipped the alternative asset management firm with tools for efficient, scalable reporting and data-driven decision-making. To maximize the effectiveness of these solutions, Mole Street provided extensive training, enabling the firm’s team to confidently leverage HubSpot’s advanced reporting features and generate actionable insights independently.

✔ Centralized Reporting Framework: Designed dashboards in HubSpot that consolidated data from multiple sources, giving teams a holistic view of performance metrics and buyer journeys in real time

✔ Dynamic Reporting Templates: Developed scalable templates that could be replicated quarterly, significantly reducing manual workload and enhancing efficiency in ongoing reporting processes

✔ Improved Lead Attribution: Enhanced visibility into what drove pipeline success, enabling the firm to refine its marketing strategies and allocate resources effectively

✔ Custom Tracking Implementation: Built 100+ custom tracking events in HubSpot to provide granular insights into website behavior and user engagement

✔ Heat-Mapping: Implemented heat-mapping to visualize user interactions and optimize site design

Developing a Custom Educational Hub for Clients

Mole Street built a custom branded resource center designed to empower financial advisors with CE courses, interactive content, and proprietary resources.

✔ Continuing Education Courses: Delivered secure continuing education courses with advanced functionality, including skip prevention, to ensure engagement and credibility

✔ Interactive Learning Experience: Enabled financial advisors to enhance their knowledge and skills while accessing valuable resources in a user-friendly environment

✔ Extensive Page Development: Created approximately 150 web and landing pages to support this resource center, ensuring seamless navigation and tailored content delivery for financial advisors

✔ Tailored Resource Package: Designed a resource package to address the unique needs of private wealth professionals, providing actionable insights and tools to support their goals

Custom Email Templates and Marketing Automation

Mole Street created an email ecosystem that streamlined campaign creation and ensured the company’s messaging was consistent and professional. These efforts enhanced email marketing capabilities while making the process more user-friendly for internal teams.

✔ Drag-and-Drop Templates: Developed modular email templates in HubSpot to simplify campaign creation and align messaging with the firm’s branding

✔ Email Style Guide: Delivered a 40-page guide detailing best practices for using the templates, optimizing images, and creating web-friendly versions of emails

✔ Marketing Email Subscriptions & Compliance: Provided strategic guidance on expanding marketing email subscriptions while ensuring compliance with global regulations. This was particularly crucial as the firm scaled internationally, helping to minimize risk while maximizing audience engagement

Results

Empowering Growth Through a Unified Tech Stack

The alternative asset management firm has an unwavering commitment to providing an elite user experience to its target market. Prior to Mole Street, the client identified that its corporate website lacked the personalization to engage and connect with its wealth division audience.

It saw this as an opportunity to enhance the user experience for this segment of its target market, prompting the creation of a new website and the optimization of its tech stack.

Through Mole Street’s partnership, the company built a strong digital foundation that enhanced engagement, streamlined operations, and positioned its wealth division for scalable growth.

The optimized back-end systems ensured data collected from the front-end could be effectively managed and utilized. Now it leverages consistent reporting, utilizes actionable insights, and makes data-driven decisions that improve the user experience.

Mole Street’s leadership has laid the groundwork to scale with speed, creating personalized experiences that build strong relationships with its private wealth target market.

While the initial goals were achieved, the partnership remains ongoing to identify new growth pathways to keep them on the front foot in today’s fast-paced digital arena. With Mole Street’s guidance, the firm is experiencing a continuous journey of transformation, where each step builds on the last to deliver exceptional digital experiences that ensure long-term success.

✔ Improved Campaign Performance: The redesign of email templates drove an approximate 7% quarter-over-quarter increase in click-through rate (CTR)

✔ High Conversion Success: The tailored resource package designed to address the needs of private wealth professionals achieved a 47% conversion rate

✔ Streamlined Campaign Creation: Modular email templates simplified outreach efforts, enabling consistent, professional messaging tailored to audience segments

✔ Strategic Growth Enablement: A future-proof tech stack laid the groundwork for continued expansion for sustained expansion and velocity, aligning with the company’s long-term vision

Misfiring Campaigns and Data Blind Spots

The limited segmentation and automation features hindered WVDT’s ability to personalize its marketing efforts. Consequently, WVDT was forced to create broad campaigns that failed to maximize its marketing potential.

Creating marketing emails was cumbersome due to the complex interface and limited flexibility. This required external support, further complicating the workflow.

Moreover, Salesforce Marketing Cloud lacked integrated tools and features necessary for real-time analytics and detailed tracking. As a result, WVDT could not keep its finger on the pulse of user interactions. With no metrics to guide them, WVDT was flying blind in their marketing.

Poor User Experience and Increased Workload

WVDT’s B2B portal was outdated and dysfunctional. This created a barrier that prevented users from accessing vital information, managing advertising campaigns, as well as engaging with the Tourism Board.

Although the portal was built on a reliable CMS, it was dependent on receiving data from Salesforce custom objects. Consequently, this made the system rigid and awkward to use which provided limited control over the design and user experience.