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HubSpot development and integration

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HubSpot development and integration
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Map My Plan is an innovative Australian SaaS platform that empowers people to take control of their financial future with accessible, self-directed planning tools. Their mission? Get more people engaged with financial literacy and planning—without the jargon. But to scale engagement, they needed a way to connect user behaviour with personalised marketing in HubSpot.

The problem

Sign-ups weren’t enough—users needed to activate accounts, return to the platform, and engage with financial planning tools to realise the platform’s value. Without integrated data, the marketing team lacked the insights needed to drive smarter re-engagement campaigns.

 

Problem 1:

User activity like logins, survey completions, and scenario tools lived outside HubSpot, limiting the ability to segment and tailor campaigns.

Problem 2:

Many users signed up but didn’t activate accounts, stalling growth and reducing conversion opportunities.

The solution

Engaging.io integrated Map My Plan’s account creation, login, and in-app tools directly with HubSpot. This gave the business a 360° view of each user—enabling tailored email campaigns, smart CTAs, lead scoring, and activation workflows. With automated, data-driven personalisation, Map My Plan could finally match the right message to the right user at the right time.

The Strategic Plan
The Implementation
Track More, Guess Less

  • Implement tracking solutions that follow users from first sign-up, across devices and sessions.

  • Feed every interaction into HubSpot to power segmentation, scoring, and personalisation.

Track More, Guess Less
Track More, Guess Less

  • Implement tracking solutions that follow users from first sign-up, across devices and sessions.

  • Feed every interaction into HubSpot to power segmentation, scoring, and personalisation.

Turn Data into Dialogue
Turn Data into Dialogue

  • Use the behavioural data already available to create contextual email journeys.

  • Focus on micro-conversions (like calculator usage) as engagement signals.

Automate Activation & Re-Engagement
Automate Activation & Re-Engagement

  • Trigger reminders, offers, and helpful content based on account status and usage history.

  • Use one-click magic to reduce barriers and drive users back in.

The Implementation

The transformation began with a seamless account creation integration. From the first sign-up, users were tracked in HubSpot, eliminating the need for artificial conversion tactics like gated content. We extended this into login behaviour, ensuring users who accessed the platform across multiple devices remained connected to a single HubSpot profile.

We then connected scenario tools, calculators, and surveys—capturing behavioural data that revealed user interests and priorities. This data powered segmentation, enabling campaigns to deliver meaningful content tailored to financial goals.

To tackle activation challenges, we synced activation data back into HubSpot, triggering automated campaigns for dormant accounts. Activation tokens embedded directly in HubSpot emails allowed users to activate with one click—removing friction from the process.

Finally, we implemented smart CTAs, personalised email campaigns, lead scoring, and optimised workflows. These enhancements ensured users were shown relevant offers, content, and reminders based on their activity, with automation stopping once milestones (like account activation) were achieved.

The impact and results

By integrating HubSpot with Map My Plan’s platform and building a robust marketing automation system, we transformed the user lifecycle—from anonymous browser to engaged user.

  • Signup tracking is now seamless and tied to contact records, even across multiple devices.

  • Re-engagement flows have brought dormant users back into the platform.

  • Interest-based content is being delivered automatically, improving open and click-through rates.

  • Smarter CTAs and personalisation increased conversions and improved UX.

  • Lead scoring + workflows provide a more accurate view of pipeline and readiness.

And yes—the results speak for themselves. Conversion rates and engagement metrics saw a clear uptick post-implementation.

"Ralph and the team are seriously a step above when it comes to eCommerce, full on SEO and are obviously an awesome HubSpot Partner. Certainly my first choice when it comes to partners…"

Dave O’Connor, HubSpot APAC

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