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Cash Converters transforms campaign delivery with HubSpot Enterprise

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Cash Converters transforms campaign delivery with HubSpot Enterprise
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Cash Converters is a national brand in second-hand retail and personal finance, with over 160 locations across Australia. As their customer base and expectations grew, so did the need for a smarter marketing engine. Their goal: to replace Adobe Campaign, integrate with their powerful SCV system, and empower the internal team to deliver hyper-personalised campaigns with less friction.

The problem
Legacy tech was holding back agility

Cash Converters recognised a pivotal moment to elevate their customer engagement. Rather than wait for Adobe Campaign’s end-of-life to become a blocker, the team proactively sought a more agile and future-ready platform that could enhance how they used their powerful Single Customer View (SCV) data.
With an eye on scalable growth and customer personalisation, they saw the opportunity to modernise their marketing engine and align it more closely with evolving customer expectations.

Problem 1:

Streamline execution for greater agility - With campaign delivery relying on older tech and IT support, the marketing team was ready for a platform that would let them launch, iterate, and optimise quickly — all without bottlenecks.

Problem 2:

Unlock smarter personalisation - By embracing dynamic segmentation, omnichannel delivery (including SMS), and real-time behavioural insights, Cash Converters aimed to create more relevant, timely, and meaningful experiences across its 160+ store network.

The solution
Building a smarter, scalable Marketing engine
Engaging.io partnered with Cash Converters to deliver a full-scale migration from Adobe Campaign to HubSpot Marketing Hub Enterprise, backed by a deep integration with their SCV platform. We began with discovery sessions to map their data, workflows, and segmentation logic, then built out a scalable, modular HubSpot environment tailored to their operational needs.

Using Operations Hub, we enabled SCV-based segmentation and dynamic workflows tied to lifecycle stages and customer behaviours. Modular email and landing page templates were designed to support agile campaign rollout, while the MessageMedia integration brought SMS into the mix—enabling both marketing and transactional messaging through HubSpot.

Reporting dashboards and attribution models were configured to give the team real-time visibility into performance and engagement. Importantly, the team was trained through a “Train the Trainer” model, allowing internal leads to confidently manage campaigns, workflows, and optimisations without external support.
The Strategic Plan
The Implementation
The process
  1. To prepare for Adobe Campaign’s deprecation and improve marketing agility, we needed to migrate Cash Converters’ entire marketing operations into HubSpot.
  2. This meant rebuilding core assets and workflows in a more flexible, scalable platform with modern automation and analytics.
Retire Legacy Systems
The process
  1. To prepare for Adobe Campaign’s deprecation and improve marketing agility, we needed to migrate Cash Converters’ entire marketing operations into HubSpot.
  2. This meant rebuilding core assets and workflows in a more flexible, scalable platform with modern automation and analytics.
Integrate SCV for Real-Time Segmentation
The process
  1. Cash Converters’ Single Customer View (SCV) system held powerful behavioural and transactional data.
  2. We needed to create a custom integration that would feed this data into HubSpot, enabling dynamic segmentation and personalised customer journeys across channels.
Build Modular Templates for Scalability
The process
  1. To support rapid campaign rollout, the team needed a library of modular email and landing page templates.
  2. These had to be easy to update, brand-compliant, and scalable—empowering marketers to build and launch campaigns without IT dependencies.
Enable Omnichannel Messaging with SMS
The process
  1. Adding SMS was key to modernising Cash Converters’ marketing mix. We had to integrate MessageMedia with HubSpot to enable both marketing and transactional messages—ensuring timely customer touchpoints beyond email.
Establish Clean Data & Reporting Foundations
The process
  1. With Operations Hub, we needed to ensure that contact data synced cleanly, campaign activity could be tracked end-to-end, and dashboards surfaced actionable insights—laying the groundwork for smarter decision-making and compliance.
The Implementation

We began by migrating all core marketing assets—emails, workflows, and segmentation rules—from Adobe Campaign into HubSpot Marketing Hub Enterprise.

This process involved not just transferring content, but restructuring it to support scalability, compliance, and real-time updates. Simultaneously, a custom integration was developed to connect the SCV platform to HubSpot. This connection allowed behavioural and transactional data to update contact records automatically, driving smarter segmentation and dynamic workflows.

MessageMedia was integrated to introduce SMS as a core channel. The platform was configured for both promotional and transactional messaging, giving the marketing team the tools to engage customers in real time—especially at key decision points. Modular email and landing page templates were created in HubSpot’s drag-and-drop editor, ensuring campaigns could be built quickly while remaining on-brand.

Custom dashboards were configured to track campaign performance, attribution, and lifecycle engagement. The marketing team was trained using a Train the Trainer model to ensure internal ownership and long-term confidence in managing the platform. A post-launch Hypercare phase provided hands-on support while reinforcing adoption. By project completion, Cash Converters had a centralised, scalable marketing engine—fully aligned to their data strategy and ready to support growth.

The Impact and Results
Marketing autonomy meets enterprise scale

 

Cash Converters quickly saw the benefits of their marketing evolution. Campaigns that previously required developer support or lengthy setup could now be launched by marketers in hours, not days. SMS automation unlocked faster customer interactions, and the SCV integration allowed for intelligent, real-time segmentation based on behaviour and lifecycle stage.

The internal marketing team became fully autonomous, managing campaigns without IT involvement and optimising in real-time. Their first major post-migration campaign—the Hallmark Campaign—demonstrated the power of the new platform, with immediate insights used to fine-tune targeting mid-flight.

Internally, collaboration between Marketing and IT improved significantly. Data governance and compliance were strengthened, an essential step for a regulated financial services environment. With the foundational architecture in place, Cash Converters is now exploring loyalty automation, behavioural SMS, and predictive engagement powered by HubSpot Enterprise.

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