$500M FinTech Biz2X® unlocked Zoho's full potential for marketing and sales.

$500M FinTech Biz2X knows exactly what marketing and sales efforts drive revenue

Client Success

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Results & Impact

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Our team at Biz2X enjoyed working with Drew as our Zoho consultant. He has extensive experience in Zoho and truly understands what’s needed to align sales and marketing. He is organized and delivers assets in a timely manner. In addition, his suggestions for implementing plans and tactics based on our goals were fantastic.

Ruchi P.

B2B Marketing and Partnerships Leader

The Background

Biz2X provides a cutting-edge Digital Business Lending platform, empowering financial institutions with the technology needed to automate and streamline business lending. As the sister company of Biz2Credit—recognized by the Financial Times as one of the fastest-growing companies in the Americas—Biz2X operates in a highly competitive, data-driven environment where marketing and sales efficiency are critical for sustained growth.

However, despite their success, Biz2X faced a fundamental challenge: they lacked visibility into what was truly driving revenue.

The Challenge

Biz2X had no reliable way to determine which marketing and sales initiatives directly contributed to closed deals. Their CRM was not structured to provide accurate reporting, making it difficult for leadership to measure ROI and optimize marketing efforts. Without proper tracking in place, the company struggled to attribute success to specific campaigns, leading to inefficiencies in resource allocation and strategy execution.

Objectives & Solution

To address these challenges, we implemented a comprehensive Zoho CRM solution tailored to Biz2X’s needs:

Re-engineered the Sales Process – We restructured Biz2X’s journey stages to align with their actual sales process, ensuring Zoho CRM fully supported the buyer’s journey.
Enhanced Team Accessibility & Documentation – We provided clear documentation, making it easy for the team to understand and follow the customer journey.
Executive-Level Visibility – We built an executive dashboard offering real-time insights into client progression through each stage of their journey.
Marketing Attribution Reporting – We created a robust reporting system that tracked the effectiveness of marketing campaigns, breaking down performance by campaign, source, medium, keyword, and content—all tied to closed-won deals using a last-touch attribution model.
Improved Lead Attribution – Leveraging Attributer.io, we ensured precise tracking from the first call-to-action to deal closure, enabling Biz2X to make data-driven decisions with confidence.

This transformation gave Biz2X the clarity they needed to optimize their marketing spend, refine their sales process, and ultimately drive more revenue with greater efficiency.

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Case Studies