01The challenge
Fortesza is a Panamanian fintech platform that connects investors with real-economy investment opportunities through crowdfactoring. It operates in both B2C (attracting investors) and B2B (financing companies).
When I started working with them, all their data management was built ad hoc with internal systems. The problems were clear: they couldn't properly measure their sales, had no way to properly track leads coming through the platform, and lacked visibility into their conversion funnel. This directly affected the B2B sales team, who had no tools to track opportunities or follow up on their deals. At the same time, the marketing team relied on Brevo to send communications, which meant working with databases disconnected from the rest of the operation.
02What I did
01
Real-time connected B2C funnel
Using Segment as a connector, I integrated the web platform with HubSpot so the entire user journey — from sign-up to KYC approval, through the first deposit and activation — is automatically reflected as a sales pipeline. For the first time, Fortesza could see how their prospects were converting and where in the process they were dropping off.
02
B2B sales team operating from HubSpot
I migrated the sales team to HubSpot and set up the tools they needed to manage their entire sales process from one place: lead tracking, activity logging, pipeline visibility, and full traceability for every sale.
03
Centralized marketing
I implemented Marketing Hub so the team could stop relying on external platforms and launch communications directly from HubSpot, working from a single database updated in real time.
03Results
Fortesza went from operating with no conversion metrics and no funnel visibility to having a professional CRM that connects B2C sales, B2B sales, and marketing on a single platform. For the first time, they can measure how their users convert, properly track sales opportunities, and launch segmented communications without relying on external tools. On top of that, the whole team — sales, marketing, and operations — now works in one place, sharing information far more efficiently.