How Kantox Centralized Marketing Insights & Empowered Demand Gen with HockeyStack

The Who

Kantox is a fintech company offering a powerful automation solution for currency management. Its platform is built for companies operating in multiple currencies, helping them manage risk, optimize conversion processes, and ensure accurate, compliant FX strategies.

Lucía Delpozo leads the Market Intelligence team at Kantox, a function that combines sales enablement and marketing operations. Her team is responsible for defining marketing KPIs, enabling the sales team with strategic intelligence, and driving operational excellence across marketing.

“When I joined four and a half years ago, marketing was three people. Now demand gen alone is five—our growth has been exponential, and with that growth came a real need for marketing clarity and performance visibility.”

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The Problem

Kantox’s rapid commercial growth created an increasingly complex marketing landscape. With more channels, campaigns, and touchpoints, visibility into performance became a major challenge.

Marketing KPIs were scattered across Power BI, Excel, and slide decks. Each team owned their piece of the puzzle—content tracked podcast performance in slides, campaign data lived in Excel, and opportunity creation was monitored via Power BI. But nothing was unified. It was hard to know what was working, what wasn’t, and how to optimize.

“We had the information, but no platform that pulled it together. Marketing performance was fragmented—and trust in our KPIs was shaky.”

Even basic definitions like “inbound” or “content attribution” varied across the team. Without standardization or a single source of truth, reporting was inconsistent and slow.

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The Requirements

Kantox needed a platform that could do deliver on the following requirements:

• Centralize fragmented data: Replace Power BI + Excel + slides with a unified dashboard that connects campaigns, content, and pipeline data.
• Enable content attribution: Give the team a way to track how top-of-funnel content—like podcasts and blog posts—influences pipeline, even if it’s not the last touch.
• Empower marketers directly: Move away from a BI-dependent model where updates required technical help. Each marketer needed the ability to create and adjust their own dashboards without waiting on analysts.
• Flexible, customizable reports tailored to Kantox’s GTM model.
• Cookieless tracking and company-level visibility for strategy personalization.
• A user-friendly platform that demand gen could adopt without formal BI training.

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The Alternatives

Kantox’s final decision came down to HockeyStack and Dreamdata.

While both platforms promised attribution and funnel visibility, HockeyStack’s customizability sealed the deal. According to Lucía, Dreamdata was too rigid:

“DreamData was more strict in how the information was going to be shown. Ludo, our marketing director, had a clear vision of the reports he wanted and Dreamdata couldn’t flex to that—HockeyStack could.”

The team also appreciated HockeyStack’s cookieless capabilities, which allowed them to identify which companies were engaging with their website—even when users weren’t converting right away.

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The Insights

With HockeyStack, Kantox redefined how it approaches campaign performance and content attribution.

Instead of siloed metrics, the team now has full-funnel visibility: from initial views to opportunities. Demand Gen teams can track the journey across every stage, campaign, and asset without waiting for Power BI updates.

Each marketer can now:

• Build and modify their own dashboards.
• Trace how specific content pieces (e.g., podcasts) impact pipeline.
• Understand which companies are engaging with which touchpoints and run follow-ups accordingly.

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“What we couldn’t see before—the connection between views, leads, and opps—is finally visible. We used to rely on fixed dashboards. Now every member of our demand gen team can build what they need themselves. That flexibility is game-changing.”

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The Results

Kantox plans to expand HockeyStack usage across the demand generation team, with a focus on deepening content attribution and onboarding new team members as they scale. So far, the team has unlocked several key wins:

• Centralized marketing data into one unified, actionable source—replacing fragmented views across Power BI, Excel, and slide decks.
• Enabled self-serve reporting, giving marketers the autonomy to build and adapt dashboards without relying on the BI team.
• Improved content visibility, especially for top-of-funnel assets like podcasts and blog posts that were previously hard to track.
• Accelerated campaign analysis, providing real-time insights that support faster decision-making and performance optimization.

“The more we dig into HockeyStack, the more value we uncover.”