Tink
+68% Visibility in Search Systems, 972% More Leads: How Tink Transforms From Technical Provider to Thought Leader Through Strategic Content Development.
Open Banking has never been easy to market. The technology works in the background, use cases are complex, target audiences are demanding. For infrastructure providers, there's an additional challenge: their solution is invisible – yet business-critical.
Tink Germany GmbH, the market-leading Open Banking and data analytics provider in the DACH region (Germany, Austria and Switzerland), had already proven its technical excellence. The technology was mature, the BaFin license in place, renowned customers like Santander, N26 and CHECK24 were using the infrastructure. The ambition was clear: transform from technical provider to visible thought leader.
The answer lay in the system. Together with andweekly, Tink developed a holistic strategy where content, CRM and marketing automation work not alongside each other, but within each other. The result: +68% visibility in search systems, 972% more leads and a marketing machine that demonstrably delivers.
Tink deliberately chose the strategic path: a scalable marketing infrastructure should transform the company from technical provider to visible thought leader.
Building visibility: As a technical infrastructure provider working in the background, Tink was not yet positioned as a thought leader despite its strategic relevance in the fintech ecosystem. The ambition: make Open Banking expertise visible and build trust through high-quality content.
Integrating systems: Marketing, sales and support were working with different tools without central data storage. The goal: create an integrated platform that enables full transparency across the customer journey. Cross-departmental information flow was essential.
Scaling lead generation: Traffic was already being generated, but needed to be systematically converted into qualified leads. The vision: a systematic approach to lead generation that grows continuously and addresses different target groups in a personalized way.
Establishing processes: The challenge was to reach different industries systematically. Banks, comparison portals, e-commerce platforms – each target group had its own needs. This required structured segmentation and intelligent automation.
The goal was ambitious: Tink wanted to establish itself as a thought leader in Open Banking while simultaneously building a scalable lead generation machine. This required more than just content and campaigns.
It was about creating an integrated marketing system – one where strategy, creation and technology reinforce each other. HubSpot should serve as the central platform connecting all departments. Marketing, sales and support with complete transparency across contacts, deals and customer journey.
At the same time, the positioning had to be clear: Tink is the competent expert for Open Banking, account data analysis and digitalization of the financial world. This message should run through all channels. Credible, informative, without aggressive outbound methods. From visibility to impact.
The project didn't start with tools, but with strategy. In intensive workshops, andweekly developed a content strategy that positions Tink as a thought leader. Buyer personas were segmented by industry, content formats developed for each phase of the buyer's journey.
The technical infrastructure built on this foundation. HubSpot was introduced in three phases: first Marketing Hub for content and lead capture, then Sales Hub for deal management, finally Service Hub for ticketing and onboarding. Each phase carefully configured, each interface thoughtfully designed.
In parallel, content production emerged. Corporate blog with in-depth articles on Open Banking regulation. Whitepapers as lead magnets. LinkedIn content for community building. Conversion-optimized landing pages with target-group-specific CTAs. Everything connected, everything measurable.
Marketing automation completed the system. Lead scoring for qualification. Granular segmentation by industry and journey phase. Automated nurturing sequences based on contact behavior. Personalized outreach at scale – without manual effort.
What makes this special: strategy, creation and technology didn't work sequentially or in parallel – they reinforced each other. Content informed the automation, data sharpened the strategy, technology scaled the creation. This is how impact emerges.
"High-quality content positions us as a credible thought leader in the financial world. But above all, it signals: we're here for you, we know your challenges, you can rely on us and our solutions. With HubSpot, we manage to properly convert the generated traffic. Year after year, inbound leads have doubled."
Tobias Cawein
Vice President Marketing, Tink Germany GmbH
What makes this collaboration special? The consistent systems thinking. Strategy, content and technology interlocked from the very beginning. Nothing was viewed in isolation, everything was part of a larger system.
The 972% lead increase shows: when content is understood as a strategic asset and the right processes are in place, measurable impact emerges. The 1,136% improvement in session-to-contact rate demonstrates the quality of conversion optimization. From visibility to impact.
The long-term partnership was particularly valuable. Over several years, andweekly as a HubSpot Diamond Partner accompanied the complete transformation process – from initial onboarding to continuous optimization. Not a one-time project, but strategic development.
The courage to transform was also decisive: Tink deliberately chose against fragmented tools and for a central platform. The willingness to bring all departments along and rethink processes made the difference.
Formerly FinTecSystems (acquired by Tink in 2022, later part of Visa), Tink Germany GmbH is the leading provider of Open Banking and account data analysis infrastructure. With a BaFin license as an account information and payment initiation service, Tink enables banks, fintechs, e-commerce platforms and comparison portals to access account information and data-based decision-making processes.
More about the company: tink.com
The strategic approach shows impact: today, Tink has an integrated marketing system that demonstrably delivers.
Lead generation at peak performance:
+972% generated leads – nearly tenfold increase in lead numbers since HubSpot implementation
+1,136% session-to-contact rate – dramatic improvement in website conversion
Doubling of inbound inquiries year after year throughout the entire project duration
Visibility and reach:
+68% visibility in search systems – strategic content development makes Tink a thought leader
+64% organic traffic – significant increase through content marketing and SEO
Thought leader status in the Open Banking segment – Tink blog as central hub for financial world digitalization
Operational efficiency:
100% transparency across all contacts – marketing, sales and support have complete overview at all times
Significant shortening of sales cycle through automated workflows and pre-qualified leads
Higher output generation in sales through sequences and automated follow-ups
Processes and scalability:
Marketing automation enables personalized outreach at scale
Elimination of data silos – all information in one central platform
Automated onboarding process for new customers reduces manual effort
What do these results mean for Tink? The company has arrived in the market. The positioning as thought leader has succeeded, the lead pipeline is filled, conversion rates are optimized.
More importantly: a system has been created that scales. Marketing automation is running, processes are established, the team is aligned. What has been built over several years can now grow continuously – without proportional increase in resources.
Cross-departmental transparency leads to better collaboration, faster decisions and higher customer satisfaction. Marketing, sales and support no longer work in silos, but as an integrated system with full visibility of the customer journey.
This project demonstrates: technical infrastructure providers can become visible. Not through aggressive outbound tactics, but through thought leadership, strategic content and intelligent automation. Making complexity effective – not simplifying it.