Scaling Smarter in B2B FinTech with HubSpot.

Build rich, data-driven ICPs

Not fully understanding your target audience is why most marketing initiatives fail. B2B FinTech businesses have complex buyer groups, such as CFOs in mid-market firms, Heads of Risk in enterprise environments, or procurement leads in regulated sectors. The need for a deep understanding of the audience is critical.

HubSpot helps you build robust ICP profiles using:

• Firmographic data (industry, company size, geography)
• Technographic info (e.g., legacy vs. cloud-based finance systems)
• Behavioural triggers (e.g., engagement with compliance-related content)
• Lifecycle stage and buyer readiness

With HubSpot AI, marketers can now surface lookalike audience data, score ICP-fit leads faster, and tailor messaging suggestions based on segment performance.

According to Gartner (2023), organisations that use AI for segmentation and persona modelling report 2x faster go-to-market cycles.

Craft messaging that tackles real industry pain points

Unlike consumer marketing, B2B FinTech messaging needs to balance multiple themes, addressing operational, compliance, and integration risks. This means going beyond feature benefits and focusing on building messages around trust, experience, security, and  ROI.

HubSpot’s A/B testing and adaptive content tools let you test messages in real time across segments. But the real power lies in:

• AI-driven headline and CTA optimisation
• Smart content recommendations based on user behaviour
• Contextual personalisation at every stage of the journey

Effective messaging often speaks to:

• Outdated or manual financial processes
• Complexity in onboarding or KYC
• Integration pain with legacy infrastructure
• Pressure to demonstrate ROI to investors or boards

Map your customer buying journey inside HubSpot

FinTech buyers are often consensus-driven, with long buying cycles and multiple stakeholders. Knowing your buying journey and mapping this inside HubSpot ensures the right content reaches the right person at the right time.

Stages to align:

• Awareness: Target industry pain points (e.g., compliance bottlenecks)
• Consideration: Highlight how your solution integrates or reduces risk
• Decision: Offer proof (case studies, ROI calculators, compliance guides)

HubSpot tools to use:

• Lifecycle stages to segment leads
• Lead scoring (manual and AI-enhanced) to prioritise
• Workflows to trigger timely nurtures and rep follow-ups

According to Demand Gen Report (2023), companies with a defined buyer journey and lifecycle automation see 23% higher conversion rates from MQL to SQL.

Model Your business with custom objects

We see it a lot. Out-of-the-box CRMs are rarely suited for the complex and nuanced relationship structures in FinTech. For example:

• A single investor may back multiple clients.
• A compliance officer may manage documents across different business lines.
• A customer may have one contract but multiple product entitlements.

What to model with custom objects:

• Investor Relations: Track investor communications, interests, and introductions made.
• Product Entitlements: Useful if your FinTech product has a modular structure (e.g., cards, treasury, FX modules).
• Licenses/Certifications: Attach expiration dates, renewal workflows, and documentation.
• Multi-Branch Entities: Ideal for insurance tech, digital banking, or platform plays with different business units.

Benefits:

• Clearer reporting on “non-deal” entities
• Enhanced workflow logic (e.g., auto-remind of expired licenses)
• More accurate campaign targeting (e.g., exclude expired customers from upsell emails)

Power up segmentation with predictive lead scoring

Many FinTechs fall into the trap of treating every inbound lead the same. But in practice, a Head of Risk in a Tier 1 bank has radically different buying dynamics from a startup CFO. Predictive lead scoring enables your team to work smarter, not harder.

HubSpot’s AI scoring engine:

• Trains based on your historic conversion patterns
• Scores new leads based on similarity to won deals
• Continuously updates as performance data flows in

What to include in your lead scoring model:

• Demographic Fit: Job title, company size, industry
• Behavioural Intent: Pages visited, form submissions, event registrations
• Lifecycle Stage Velocity: How fast they’ve moved from contact to MQL
• Engagement Cadence: Email opens, reply rates, booked meetings

Attribution that connects strategy to revenue

Board-level growth conversations often stall at the question: “But which channel is driving pipeline?” HubSpot’s advanced attribution modelling enables FinTech marketers to show exactly how every campaign, asset, and channel contributes to closed revenue.

Use These HubSpot Attribution Models:

• Linear: Equal credit to all touchpoints—useful for long nurture cycles
• Time Decay: Prioritises recent actions—useful in short, conversion-focused campaigns
• Position-Based: Splits credit between the first and last interaction—great for full-funnel visibility

Campaign Reporting Best Practices:

• Tag every campaign asset with UTMs and HubSpot’s Campaign ID
• Use the “Campaigns” tool to group emails, ads, blogs, and forms
• Monitor CPL, MQL conversion, and influenced revenue in one dashboard

Forrester (2024) found that companies with mature attribution practices reduce wasted ad spend by 28% and achieve faster CAC payback by 19%.

Design for data integrity and regulatory resilience

Marketing success in FinTech isn’t just about performance — it’s also about trust. A single compliance misstep (e.g., emailing a prospect without opt-in, or storing EU data incorrectly) can tank brand reputation or lead to fines.

Use HubSpot to Enforce Compliance:

• Subscription Types & Consent Banners: Separate opt-ins by purpose (product updates vs. investor content)
• Data Retention Policies: Automatically delete or anonymise records after X months of inactivity
• Custom User Roles: Limit sensitive fields like revenue, licenses, or PII to approved users
• Audit Logs for AI Use: Track how AI-generated messages or scores are used for transparency

In highly regulated sectors like RegTech, digital lending, or crypto, proactive compliance is not optional, it’s a differentiator.

According to PwC (2023), 61% of institutional buyers said their vendor’s data handling and CRM discipline factored heavily into purchase decisions.

Orchestrate omni-channel journeys across the funnel

FinTech buying cycles are complex and involve multiple stakeholders. Most buyers' research and decision-making takes place before they engage with a company, meaning one email and one paid ad simply won’t cut it. What works is consistent, cross-channel experiences aligned with buyer intent.

HubSpot’s campaign tools let you:

• Launch coordinated sequences across email, SMS, LinkedIn, and ads
• Dynamically trigger campaigns based on behaviour (e.g., pricing page visit)
• A/B test not just assets, but full flows

Example omni-channel flow:

1. Lead downloads a comparison guide
2. Trigger nurture email sequence
3. Day 3: Retarget on LinkedIn with an explainer video
4. Day 5: Trigger chatbot popup offering a calendar slot
5. Day 7: SDR notified if the lead clicks “Book a Demo”

With AI optimisation, HubSpot adjusts delivery times, recommends content placements, and scores which channels are converting fastest.

Automate campaigns based on lifecycle stage and funnel velocity

What’s a common mistake we see our customers make? Sending the same email to all leads. Remember, not all email cadences should be static. This is where HubSpot’s AI-enhanced automation engine helps you launch smarter campaigns that evolve with your pipeline.

Key tactics:

• Smart Lists: Segment users based on CRM data, deal velocity, or product usage triggers
• If/Then Branching: Vary messaging for fast-moving vs. dormant prospects
• Goal-Based Nurtures: End a sequence once a CTA is completed, like a demo booked

Example: Fundraising campaign for crypto startups

• Segment: Series A–B crypto founders with interest in compliance tooling
• Action: Target with high-conversion case studies, then trigger demo invites
• Path: If no click → switch to educational content; if demo booked → alert sales and suppress further emails

This ensures relevance and reduces email fatigue, which is vital in highly technical buyer segments.

Optimise paid channels with CRM-connected targeting

Most FinTechs rely on paid channels for acquisition, especially for launching new features to markets or promoting lead magnet content. However, ad - and ROI -  success hinges on accurate targeting.

With HubSpot’s ads tool:

• Create lookalike audiences based on best-fit customers (via AI modelling)
• Sync lifecycle stage back to Facebook/Google/LinkedIn to refine targeting
• Auto-stop showing ads to closed-won or disqualified leads (save budget!)

According to BCG (2024), CRM-connected paid campaigns yield 25–40% lower CAC than audience-based targeting alone.

Analyse and iterate with AI campaign insights

No campaign should launch without a feedback loop. HubSpot’s AI-powered reporting provides real-time performance metrics, suggestions, and predictive analytics to help you:

• Identify weak points (subject line fatigue, CTA drop-offs)
• Attribute campaign impact across the funnel
• Forecast future performance based on engagement trends

You can also:

• Track campaign influence across deals
• See how different personas are engaging
• Run experiments on campaign variations

Example: If AI detects high unsubscribe rates for a certain persona, it can suggest alternate messaging styles or exclude that segment from further outreach.

Use AI to handle support at scale

Manual processes can’t keep up in fast-scaling environments, and that’s especially true for manual ticket management. HubSpot’s Service Hub offers AI-powered tools that accelerate response time and will free up your team to deal with any higher-complexity issues.

HubSpot AI features:

• Auto-tagging and categorisation of support tickets
• AI-generated suggested responses based on ticket content
• Predictive ticket routing (based on historical case similarity)
• Knowledge base content recommendations in live chat

Example: AI in action

A customer submits a ticket saying they’re having trouble with API rate limits.

• HubSpot AI reads the request
• Tag it as “Technical > API”
• Suggests the most relevant KB article
• If no resolution → escalates to your dev team, auto-notifies the customer

This reduces first-response times and ensures SLAs are met, even with a lean CS team.

Proactively reduce churn with health scoring and alerts

Engaging when your customers want to cancel is too late. With HubSpot, you can build a predictive churn framework using customer health scores based on product engagement, ticket volume, and feedback scores.

Set up:

• Define a custom “Customer Health Score” property
• Include metrics like:
  • Login frequency
  • NPS rating
  • Ticket backlog
  • Engagement with content (e.g., webinars, product updates)
• Trigger workflows when health dips below threshold (e.g., notify CSM, trigger re-engagement campaign)

 Bain & Company (2024) found that FinTechs using predictive retention models improved 12-month NRR by an average of 19%.

Create a smart self-service experience

FinTech products are complex, and businesses that use FinTech products have their own technical teams. Most will prefer self-service when embedding FinTech into their platforms, but self-service only works if it’s smart, searchable, and up-to-date.

With HubSpot’s Knowledge Base + AI, you can:

• Auto-generate articles from support ticket history
• Highlight trending help content based on usage
• Embed smart search bots in product and mobile apps

This reduces ticket volume and increases user confidence, especially in regulated environments where documentation is a compliance asset.

Example:

An embedded finance user has trouble setting up multi-user permissions.

• Searches “user roles” in your app
• Gets an AI-curated KB article
• If unresolved, offer a live chat route with full ticket context passed through.

Link success to revenue with upsell automation

Customer Success isn’t just about retention, it’s about recurring revenue. With the right customer engagement signals, your team can spot and act on expansion moments automatically.

In HubSpot, you can:

• Use success milestones (e.g., “Setup Complete” or “Ticket Resolved”) to trigger marketing or sales outreach
• Create nurture paths for upsell based on behaviour
• Link Service Hub outcomes to deal properties and pipeline

Example: A user adds a second region to their FX platform. HubSpot:

• Logs the event as a “Product Expansion”
• Notifies the AE or CSM
• Sends a targeted playbook via email
• Logs the new opportunity in Deals for forecasting

Gartner (2023) reports that CS teams with integrated CRM-to-CS platforms close 35% more expansion opportunities than siloed teams.

Improve forecasting with AI pipeline intelligence

Your sales and marketing team will know that guesswork doesn’t scale. Especially when you have big growth targets and investors or a board to answer to. Understanding your pipeline health is critical in managing forecasts, improving go-to-market strategies and ensuring that your sales teams can meet their targets. 

With AI-powered forecasting, HubSpot helps sales and marketing leaders:

• Predict the close likelihood based on historical signals
• Identify deals at risk (e.g., stalled, no recent activity)
• Model future revenue scenarios

How it works:

• Pulls CRM activity, email data, call notes, and deal history
• Analyses rep patterns and buyer behaviours
• Surface anomalies and opportunities
• Offers AI-suggested next steps (e.g., “Send pricing deck,” “Schedule demo”)

According to Forrester (2024), companies using AI sales forecasting tools reduced forecast variance by 37% and improved win rates by 21%.

Automate the Marketing-to-Sales handoff

One of the biggest challenges we see in FinTech growth is the handoff between Sales and Marketing teams. Manual handoffs can mean missed SLAs, cold leads, and lost context, and not sharing information can mean unpersonalised and generic follow-up. 

HubSpot automations can:

• Trigger custom workflows when MQL becomes SQL
• Automatically assign deals and tasks
• Send key notes, last interaction, and firmographic data to the AE
• Sync contact activity to Gmail, Slack, and Zoom

This ensures no lead is left behind, and reps are never walking blind into important sales conversations without the necessary information.

Build an always-on feedback loop between Marketing and Sales

Finally, the best FinTech growth teams don’t operate in silos—they share data and learn continuously. 

In HubSpot:

• Marketing can see which campaigns influenced deals (attribution)
• Sales can log lead feedback and campaign resonance
• Both teams can review dashboards with funnel velocity, win/loss notes, and buyer insights

Weekly alignment calls powered by shared HubSpot dashboards lead to faster iteration and better targeting.

Insight Partners (2024) found that scale-ups with weekly marketing-sales alignment meetings grew revenue 2.4x faster than their peers.