Case Study: API bridge WordPress to HubSpot
MMRMA (Michigan Municipal Risk Management Authority) provides coverage and services to local government entities. Their WordPress website included a membership portal that needed to sync user data with HubSpot CRM. Membership data was siloed between the website and CRM, requiring manual syncing and limiting the effectiveness of communication and reporting workflows.
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The Challenge
Siloed Membership Data: Key member information was split between the website and HubSpot CRM, requiring tedious manual exports and imports that risked data errors.
Inefficient Communication Workflows: Without real-time data sync, member onboarding emails, updates, and campaign segmentation were often delayed or misaligned.
Lack of Personalization: Forms and messaging couldn’t dynamically adjust to a member’s profile or engagement level, limiting the effectiveness of outreach efforts.
Resource Access Wasn’t Role-Aware: Gated resources weren’t tightly connected to user data, leading to inconsistent access experiences and missed opportunities for targeted support.
Our Solution
Custom HubSpot API Integration: We connected the WordPress membership system directly to HubSpot, enabling real-time sync of profile data and eliminating manual data entry.
CRM-Aware Smart Forms: We implemented forms that adjust dynamically based on a user’s status in HubSpot, allowing for more personalized and relevant experiences.
Flexible, Modular WordPress Infrastructure: Built a user-friendly WordPress site with clean navigation, editable content blocks, and gated resources tailored to MMRMA’s audience.
Tech Stack:
Results
Faster, More Personalized Communication: Email and campaign workflows now launch instantly based on member behavior, improving both timeliness and relevance.
Easier Site Management for Staff: Internal teams can update content, forms, and gated resources without developer support, keeping the site current and useful.
Improved User Experience for Members: Members enjoy smoother onboarding, more relevant content access, and faster support thanks to the synced CRM-powered infrastructure.