Muévete por Días: an insurance product launched from scratch

The challenge

• No digital foundation: no CRM, no website, no acquisition or sales processes.
• No online operations: there was no system to issue policies in real time.
• Many teams involved: marketing, sales, tech, operations and product, each with its own timelines.
• The whole funnel to own: infrastructure and growth, at the same time.

How we did it

1. Infrastructure first

Instead of treating it as a campaign, we started with the system that would carry the sales:

• Full HubSpot implementation: a pipeline aligned with sales, lead scoring and nurturing and conversion automations.
• GoContact (CTI) integrated with the CRM, so agents had full context before every call.
• ERP connection to issue policies online in real time.
• Training the sales team to work inside the CRM.

2. Go-to-market in three layers

• Awareness: local radio, insurance trade press, Netflix pause ads, DV360 for display and native, and connected TV.
• Performance: Google Ads and Meta Ads for lead generation.
• Inbound: organic social, content and a long-term link-building programme for SEO.

3. Outbound and sales activation

• Prospecting garages and resellers within the existing partner network.
• Outbound and follow-up flows inside the CRM.
• Managing the sales team with full visibility of activity, pipeline and conversion.

That turned existing relationships into a scalable acquisition channel, aligned with inbound and paid.

4. Coordinating five teams

Marketing, sales, tech, operations and product had different priorities, and success depended on all of them. I led the coordination between them and owned the business outcome.

The key was one clear principle from day one: infrastructure first, marketing second.

See the product: muevetepordias.com