Brand recognition and marketing process automation

#content #scalability #strategybrand #hubspot #inboundmarketing #linkedin #Marketing #marketingautomation #performance #socialmedia #seo


Findirect is a financial institution of 100% national capital registered in the Bank of Spain, which was founded in 2004 with a very clear objective: to be the credit institution trusted by all Spaniards. Experts in the national financial market, they have a team of advisors and analysts specialized in managing personalized financial products and services in a clear, fast and simple way. In its B2B line, it is backed by more than 10,000 companies, being the financier for top brands such as Thermomix or Fútbol Club Barcelona. On the B2C side, it has more than 400,000 clients. Findirect could be defined as the "financial boutique", which is able to adapt to the needs of each partner in a differential way.

In 2022 Findirect comes to Smartup with the need to enhance its digital presence through a global strategy that allows it to reach a strong brand image, driven by a discourse and methodology entrenched in its partners and understandable by its customers, being able to analyze its results around the data obtained from each action with them. 


First, we conducted a complete immersion through audits by areas (SEO, Performance, Social Networks, Content) that allowed us to know its maturity in the online market, its value proposition compared to the competition and its weaknesses in a market with so much competition in digital. Thanks to this analysis, we defined the marketing strategy to be implemented for Findirect: Inbound Marketing, which acts as an umbrella for all the actions of the digital strategy. With the objective that we can maintain a common thread, take advantage of synergies, and optimize based on data. We validated with Findirect the methodology and the tool that would allow us to execute, measure and optimize this strategy: Hubspot.


  • Digital audit
  • Buyer Personas and Journeys
  • Advanced Analytics
  • Dashboard 


  • Inbound Marketing 
  • Copywriting
  • Graphic Design
  • SEO
  • Link Building
  • Performance
  • Google Ads
  • Meta Ads
  • Remarketing


  • Blog
  • Email Marketing: scoring/nurturing


  • CRM Hubspot Marketing Pro and Sales
  • Email Marketing


Thanks to the implementation of Hubspot and the execution of the strategy led by Smartup, Findirect has a defined and analyzed conversion funnel that allows us to optimize actions, modulating them based on the results obtained and the gaps identified throughout the buyer journey. buyer journey. Achieving a direct impact on the optimization of the sales funnel.

In relation to KPIS, in the last year the organic positioning has grown from 47 keywords in the top 10 in January 2022 to 90 in January 2023, growing in organic traffic by 11% in the second half of 2022, where the inbound strategy has had more strength, starting with the content for the blog. Regarding the performance part, we have optimized the cost per lead by 36% and with the implementation of Hubspot the lead traceability is complete, which allows us in this phase to focus on optimizing the conversion rate from MQL to SQL.

"Thanks to Smartup we have built a 360º digital strategy in which the user is the center of all our actions."

Gonzalo Mateo-Sagasta
Banking and Fintech
Technologies and Services
Buyer Personas and Journeys, CRM (MAIL, SMS, IM), Paid Media and Performance, Search Engine Positioning

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