Libertec: 3,000+ prospects from social media in under three months

Libertec is a fintech that offers payroll-deduction loans (known in Colombia as libranza): loans repaid directly from the borrower's paycheck or pension. It's an advice-led product: people need to understand it and talk to someone before deciding. That makes every sales meeting expensive in time, so lead quality matters as much as volume. DataLab designed the brand's social media strategy and its digital implementations.

Social media delivers reach, but for a payroll loan, reach is worthless unless it turns into a conversation. The goal was to fill the sales calendar with qualified appointments, and to do it fast. At the same time, the brand needed a digital channel that didn't depend solely on its sales force to bring in new customers.

If social content leads to a conversation, not just a like, every interaction can become a prospect, and the sales team spends its time on meetings that can actually close. And if every stage is measured, you learn early which message books meetings and which one only buys reach.

In under three months, the strategy put Libertec in touch with 3,000+ prospects. In the same period, the brand booked 150+ qualified appointments and closed 60+ deals. With the digital implementations, more than 50% of Libertec's customers came through this channel (figures published in 2021). How we read it: the funnel performed at every stage, from contact to meeting and from meeting to deal, within the same window. And the last number is the one that matters most: once more than half of your customers come through digital, that channel stops supporting the sales force and becomes the main acquisition engine.

For advice-led products, social media isn't measured in likes but in meetings. Tracking the full funnel from day one tells you within weeks whether the strategy is filling the sales calendar. If your sales team lives on meetings, define what a qualified appointment is before the first post goes live.