A digital strategy and delivery programme designed to give IIGCC members a more useful, personalised experience while connecting website behaviour, communications and engagement data through HubSpot.
- Our role
- Digital strategy
Member-area requirements
CRM and taxonomy design
HubSpot integration planning
Project management - Sector
- Climate finance / membership organisation
- Year
- 2023
01 / The challenge
A member experience that needed to work harder.
IIGCC wanted to improve the experience for existing members, reduce manual communication and understand more about what members were interested in and how they engaged.
The challenge was bigger than adding a login. Asset owners, asset managers and associates needed personalised accounts, while different internal teams needed the CRM to support communications, programmes, events and reporting. The website, taxonomy and CRM therefore had to be designed as one connected member experience.
02 / The approach
Design the member journey and the data model together.
We began with stakeholder workshops to define the audiences, their content needs and the internal workflows behind them. From there, the work was split into clear member-area and CRM workstreams, with priorities, phases, timelines, functional requirements and budgets.
The HubSpot model was shaped around segmentation, automated communications, content tagging, workflows, event touchpoints, analytics and reporting. Taxonomy was treated as part of the experience design: the goal was to make relevant information easier for members to find while giving IIGCC a structured view of individual and organisational engagement.
03 / The result
A platform designed around engagement, not just access.
The programme established a joined-up blueprint for the member experience and HubSpot CRM: personalised member journeys, clearer audience taxonomy, automated communications and a framework for measuring participation and engagement.
It also gave IIGCC a phased delivery roadmap for the member area, CRM migration and internal stakeholder requirements, creating a clearer basis for prioritisation, implementation and future development.
