The challenge
Crowdcube had plenty of demand. What it lacked was a clear view of what that demand was doing.
Crowdcube is an equity crowdfunding platform that enables everyday investors to back innovative start-ups and growth-stage businesses. It serves two interconnected audiences, investors and the businesses raising money from them, and generates high volumes of engagement across both. Inbound leads arrived in large numbers while marketing-supported outbound activity ran in parallel.
That volume created a visibility problem. Activity was running across marketing and sales, but Crowdcube had limited insight into what was moving people through the funnel and where valuable opportunities were being lost. Across its pan-European operation, different audiences, entry points and sales processes made the full picture even harder to see.
The usual starting point for fixing that was not available. Because of the nature of Crowdcube's platform, HubSpot forms could not be used to collect data, so every data point had to be captured through custom API work and HubSpot Private Apps.
Marketing needed to move beyond running campaigns and become a reliable engine for pipeline. The challenge was building the tracking to make that possible without the standard tools most HubSpot set-ups rely on, then turning the data it produced into decisions.
Our solution
We built Crowdcube's tracking through custom integrations.
Using custom API work and HubSpot Private Apps, we brought user behaviour and lead data from Crowdcube's platform into HubSpot. Behavioural tracking and API integrations gave the CRM a record of how people actually engaged with the platform, across both audiences.
We then designed and implemented Marketing Hub as the control layer for demand generation, scoring, automation and reporting. A full-funnel lifecycle design defined how leads progress, and automated workflows moved them through each stage based on what they did.
Advanced lead scoring and prioritisation turned those behavioural signals into a clear view of intent, so teams could see which inbound and outbound leads to act on first. We also introduced Breeze Studio AI agents to summarise founder pitch decks and research the businesses behind them.
Tracking only creates value when it connects to what happens next. We mapped key user journeys across Crowdcube's European markets, identified the main marketing entry points bringing people into the funnel and connected marketing form submissions with the sales processes that followed. That showed how different audiences moved from first interaction to sales engagement, and where lead context, follow-up and content could work harder.
Finally, we built audience personas and segmentation models around differing needs, behaviours and potential value. These informed a targeted content and segmentation strategy designed for Crowdcube's team to own and apply internally.
The outcome
Crowdcube's HubSpot configuration now operates as a holistic revenue engine.
Reporting connects marketing engagement to pipeline impact, so the team can see which activity contributes to pipeline and where opportunities are lost. High-intent leads are clearly prioritised across inbound and outbound activity, and funnel progression is automated and driven by real behaviour. A scalable reactivation programme gives Crowdcube a structured way to get more value from demand it has already generated.
The visibility has changed how decisions are made. Crowdcube can see how leads enter, how they progress and where the greatest opportunities to improve conversion sit, with clearer ownership of the decisions needed to act on them. The conversation has moved from "where might we be losing money?" to an evidence-led plan for what to change next.
The result is a demand generation engine Crowdcube can measure: tracking built around its platform, scoring that reflects real behaviour, and reporting that connects marketing to pipeline.
