---
title: Scaleup Finance
description: Scaleup Finance transformed its sales approach from 95% referrals to a scalable marketing-driven pipeline with RiseB2B's strategic HubSpot integration, enabling growth in Denmark and the UK.
---
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- [OUR SERVICES](https://riseb2b.dk/en/our-services)
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- [ABOUT US](https://riseb2b.dk/en/about-us)
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### From 95% referrals to a scalable pipeline — Scaleup Finance wins the market with HubSpot
Scaleup Finance is a Danish fintech company that set a record in seed funding in 2022. RiseB2B helped them build the commercial infrastructure capable of carrying the growth — in Denmark and on the British market.
**Fintech**
Industry
95% →10%
Refferals → marketing
DK + UK
Markets
HubSpot
Platform
1
Where were Scaleup Finance, when we started?
Scaleup Finance is a fintech company delivering financial management to Next Generation Founders — founders and entrepreneurs who need professional financial infrastructure without hiring an entire finance department. In 2022, the company set a Danish record by receiving the largest seed funding in the country at that time, and the ambitions stretched well beyond the Danish market.
But the growth rested on a fragile foundation: a full 95% of sales came from referrals and personal networks. That is a strategy that works in the startup phase, but cannot carry a company that needs to scale quickly — while simultaneously conquering a new market in the United Kingdom.
The challenge was not simply to activate sales. It quickly became clear that Scaleup Finance lacked a commercial foundation: a clear brand identity, a consistent message and a marketing engine capable of filling the pipeline continuously — independent of who knew whom.
---
2
Where is Scaleup Finance now?
RiseB2B stepped in as Commercial Lead and took responsibility for the entire commercial execution. With ambitious targets and limited time, we worked in parallel across brand, marketing and sales infrastructure — governed by 3-month roadmaps that ensured high agility and constant prioritisation.
The core of the solution was an advanced HubSpot setup that united marketing and sales in one coherent system: data structure, lead management and automated flows ensuring that no lead falls through the cracks. On top of this, we built a complete go-to-market activation: new website, content and social media strategy, paid LinkedIn campaigns optimised for lead generation and a unified approach to the British market.
Today, Scaleup Finance has a recognised brand identity, a well-functioning HubSpot setup and a marketing engine that continuously fills the pipeline — in Denmark and in the United Kingdom.
---
3
What have the results been?
The most significant change is the shift in the sales mix: from 95% referrals to a setup where marketing is the primary source of new leads. That is not just a number — it is proof that Scaleup Finance now has a commercial engine that runs independently of personal networks and can scale in line with growth.
The case demonstrates a central point in RiseB2B's approach: when the goal is commercial growth, the best effect is achieved by treating brand and pipeline activation as one integrated effort — not two separate projects.
Touch
95% → 10%
The share of sales from referrals has dropped dramatically — marketing is now the primary driver of new leads
95% → 10%
The share of sales from referrals has dropped dramatically — marketing is now the primary driver of new leads
Touch
2 markets
Scaleup Finance now operates commercially in both Denmark and the United Kingdom with a scalable go-to-market model
2 markets
Scaleup Finance now operates commercially in both Denmark and the United Kingdom with a scalable go-to-market model
Touch
Brand + pipeline
Strong brand identity and a HubSpot-driven sales infrastructure working together to drive growth
Brand + pipeline
Strong brand identity and a HubSpot-driven sales infrastructure working together to drive growth
*We knew we could not continue to grow on the basis of referrals alone. RiseB2B understood exactly what we were facing — and they did not just get started on activating marketing. They took a step back, helped us get clarity on brand and message, and then built a commercial infrastructure in HubSpot that actually scales. Today, marketing is our most important source of new leads, and we have a setup that can carry us into new markets.*
Alexander CEO | Scaleup finance
NEXT STEPS
## Ready to make marketing your most important source of sales?
We help B2B companies build the commercial infrastructure that connects brand, marketing and sales in one coherent system. Let's talk.
[Contact us](https://riseb2b.dk/da/kontakt-os?hsLang=en)
Our Team
## Who from our team can help your business?
Jonathan Riis Gilmartin Partner, Activation
+45 51 93 21 32
[jrg@sunrise.dk](mailto:jrg@sunrise.dk)
If you have a sales challenge, but don't know where to start…
[Book a meeting with Jonathan](https://meetings.hubspot.com/jrg2)
Steffen Buhl Borgstrøm Director, Tech & CRM
+45 23 70 50 90
[sbb@sunrise.dk](mailto:sbb@sunrise.dk)
If your user journey between marketing, sales and service is lagging, but don’t know where to start…
[Book a meeting with Steffen](https://riseb2b.dk/meetings/steffen-buhl-borgstroem?hsLang=en)
Mads Munk Pedersen Senior consultant, CRM & Activation
+45 70 13 31 32
[mmp@sunrise.dk](mailto:mmp@sunrise.dk)
If your system landscape is fragmented and you need help bringing it together…
[Book a meeting with Mads](https://riseb2b.dk/en/kontakt-os?hsLang=en)
Christoffer Kleding Partner, Content & Activation
+45 70 13 31 32
[chk@sunrise.dk](mailto:chk@sunrise.dk)
If you know how to create leads with a cross-cutting content track, but can't find the right format…
[Book a meeting with Christoffer](https://riseb2b.dk/en/kontakt-os?hsLang=en)
[](https://riseb2b.dk/en/?hsLang=en)
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