10 Inbound Marketing Actions for Fintechs using HubSpot

The fintech market in Brazil is one of the most vibrant and competitive in the world. It's not enough to have the best product; you need to educate, engage and nurture potential customers so that they trust you with their money.

That's where Inbound Marketing comes in, and HubSpot has established itself as the ideal platform to unify your CRM, marketing automation and sales, ensuring that no opportunity is missed.

Image taken with Gemini

Below, we've listed 10 Inbound Marketing actions that you can implement today in your fintech, using the HubSpot platform to scale growth.

1. Create High-Converting Landing Pages for Rich Materials

Action: Use the Marketing Hub (Landing Pages and Forms) to create clean, optimized capture pages, offering valuable lead magnets in exchange for contact.

Practical Example Inspired by Crypto Fintechs: Create an e-book called "Complete Guide to Investing in Cryptocurrencies Safely".

• HubSpot: Use the Form to pre-qualify the lead (e.g. "What is your level of investment experience?"). Marketing Hub tracks the conversion and stores the contact directly in the CRM.

2. Automate Lead Scoring

Action: Define engagement criteria to know when a lead is ready to be approached by the Sales team, focusing efforts where there is the greatest chance of conversion.

Practical Example Inspired by Corporate Accounts:

• Award points if: the lead opened the "Welcome" email (+5 points), visited the "Rates and Prices" page (+10 points), or clicked on the CTA to "Open Business Account" (+20 points).

• HubSpot: Smart CRM allows you to create a personalized Lead Score. When you reach, for example, 50 points, the tool automatically changes the lead 's status from MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead).

3. Develop Segmented Nurturing Workflows

Action: Create automated email sequences (Workflows) that educate leads about different products, based on their interests.

Practical Example Inspired by B2B Loans:

• Segment: Leads who downloaded a material on "Working Capital Loans".

• Flow of 3 emails: 1) Financial planning tips for SMEs. 2) Success story of another SME who used the loan. 3) Direct CTA to schedule a meeting with a credit consultant.

• HubSpot: Marketing Hub automates sending, ensuring that the email arrives at the right time and tracking clicks for qualification.

4. Create Chatbots for Immediate Pre-Qualification

Action: Implement Chatbots on the website and Landing Pages to answer common questions and, above all, collect crucial information 24/7.

Practical example (B2B Payment Fintech):

• The Chatbot starts the conversation: "Hello, are you looking for payment solutions for Individuals or Companies?"

• If it's a legal entity, it asks: "What is your company's average monthly turnover?".

• HubSpot: Service Hub and Chatbot Builder allow you to create intelligent conversation flows, which save the user's responses directly in the CRM as contact properties.

5. Personalize Web Content (Smart Content)

Action: Adapt the content displayed on your website pages to the type of visitor or funnel stage they are in.

Practical Example (Inspired by Spend Management):

• New Visitor: The main CTA on the blog is: "Download our e-book: Getting Started with Expense Management".

• Customer logged into CRM: The same CTA automatically changes to: "Access the New Module: Learn How to Use Artificial Intelligence in Your App".

• HubSpot: CMS Hub and Marketing Hub work together to display Smart Content, making the experience more relevant and focused on retention/upsell.

6. Integrate CRM with Customer Service

Action: Ensure that all interactions (email, chat, phone) are recorded in the CRM to offer contextualized, quality support.

Practical example (inspired by financial institutions):

• A customer contacts you via chat with a question about a failed payment.

• HubSpot: Service Hub instantly displays the customer's email history, recent transactions and the product they use, allowing the agent (human or AI) to solve the problem quickly and personally.

7. Monitor Social Media Engagement

Action: Use the monitoring feature to identify and interact with mentions of your brand or your competitors, turning complaints or doubts into opportunities for engagement.

Practical example:

• A user mentions your fintech on Twitter, asking about the yield rate.

• HubSpot: Marketing Hub (allows your marketing or support team to respond quickly to this mention, providing the information and a link to a blog article that goes into more depth on the subject, attracting traffic back to your ecosystem.

8. Create Revenue Attribution Reports

Action: Know exactly which content, campaign or channel (blog, social, email) generated the most leads and, crucially, the most revenue for your fintech.

Practical Example Inspired by Digital Brokerages:

• The fintech needs to prove that the market analysis blog generates money.

• HubSpot: The Marketing Hub (Attribution Reports) maps the complete customer journey: the lead read article X, downloaded e-book Y, opened Nurture Z and then subscribed to the Premium plan. You can see the real ROI of each piece of content.

9. Use Automation for Cross-Sell and Upsell

Action: Use CRM data on the products the customer already has to offer complementary services at the right time.

Practical Example Inspired by Payment Platforms:

• A PJ customer only uses the Digital Account for 6 months.

• HubSpot: Create a Workflow triggered after 180 days without using another product, sending a personalized email about the Treasury Management Solution with a testimonial from a similar customer.

10. Centralize data with the Data Hub

Action: Integrate HubSpot with crucial internal fintech systems (ERP, onboarding systems or credit analysis platforms) to get a single view of the customer.

Practical Example Inspired by Credit and Onboarding:

• The Marketing team needs to know if a lead has failed KYC (Know Your Customer) onboarding before sending them a card offer.

• HubSpot: The Operations Hub (and Data Hub) allows data to be synchronized between the Onboarding system and the CRM. If the lead fails, it is automatically excluded from the card offer list and entered into a "Re-engagement in 6 months" workflow.

Using HubSpot allows your fintech not only to generate leads with content, but also to create a unified customer experience, from the first click to after-sales support.

Which of these actions would you like to implement first in your Inbound strategy?