Market Like a Fintech

In this episode, we explore Yapily's marketing journey, focusing on their data-driven approach and its impact on their strategies. We discuss how they optimize Google ads for success, the importance of maintaining consistency across channels, their future marketing plans, and a lot more.Useful links:Find Edvin Pauza on LinkedIn: https://www.linkedin.com/in/edvinpauza/Find Gregory Aubert on LInkedin: https://www.linkedin.com/in/gregoryaubert/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics include:What data-driven marketing looks like at YapilyHow Yapily makes Google ads work so wellWhy consistency across channels is so importantTimestamps:0:00 Introduction and Welcome02:10 Yapily's Marketing Success 05:45 Insights on Marketing Evolution11:59 Consistency in Multi-Channel Marketing15:33 Paid Ads and Performance Marketing20:56 Common Pitfalls in FinTech Marketing25:04 Impact and ROI of Paid Ads35:48 Future Focus for Yapily39:07 Adapting to AI and Market Changes40:57 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications at Volt.ioAraminta and Charlie Gilbert, Head of Brand and Communications at Volt.io discuss the significance of truthful marketing in the fintech sector. Charlie shares his journey from journalism to fintech marketing and discusses how his background influences his approach to content creation. He emphasizes the importance of honesty in marketing, particularly in B2B contexts, and shares his content strategies for a diverse audience. The conversation covers managing organic growth, the role of PR in lead generation, the impact of AI on content strategies, and a lot more.Useful links:Find Charlie Gilbert on LinkedIn: https://www.linkedin.com/in/charlie-gilbert/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for Fintech Brands: https://orama.tv/Key topics include:Why focus on organic more than paidHow bringing PR in-house can help bring in more leadsWhy brand recall is a primary goal of content strategyAbout Araminta Robertson:Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta Robertson and Alvin Gunputh, Content and Social Media Lead at Thredd, discuss the value of social media for B2B FinTech companies, emphasizing platforms like LinkedIn and TikTok. Alvin shares insights on effective content strategies, engagement benefits, the importance of testing various formats, and the potential of AI and emerging platforms like Reddit.Useful links:Find Alvin Gunputh on LinkedIn: https://www.linkedin.com/in/alvingunputh/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics include:The evolving role of social media in B2B fintech marketingStrategies for effective content creationThe use of advocacy tools and personal branding to amplify company messagingThe importance of data-driven experimentationAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta Robertson and Nicole Heringer, VP of Brand and Communications at Enfuce discuss the human element in complex B2B marketing cycles. Nicole shares insights into Enfuce's strategies for making content engaging, including snackable videos, podcasts, and intimate dinner events. She also talks about Enfuce's unique initiatives for customer and partner engagement. Nicole emphasizes the importance of balancing automation with in-person interactions and provides an overview of their content strategy integration with sales and product teams to ensure alignment and effectiveness.Useful links:Find Nicole Heringer  on LinkedIn: https://www.linkedin.com/in/nicoleheringer/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:How to leverage data analytics to better understand customer behavior and optimize marketing strategies.Why building authentic relationships with your audience leads to higher brand loyalty and long-term success.What role content personalization plays in increasing engagement and conversion rates.How to effectively use social media platforms to amplify your brand message and reach new audiences.Why staying updated with the latest marketing technology trends is crucial for maintaining a competitive edge.About Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta and Nikolay Sabev, FinTech growth strategist and ex-CMO of Paynetics, discuss the importance of in-person events in today’s tech-driven world.. Nikolay shares strategies for selecting the right events, whether large or small, and the value of both brand-building at big conferences and relationship-building at smaller, niche gatherings. Nikolay emphasizes the importance of preparation, understanding the event's audience, and leveraging personal connections. The episode also covers the practicalities of booth presentations, the significance of deploying engaging representatives, the role of personal branding and speaking engagements as part of a comprehensive event marketing strategy. Practical examples and anecdotes from recent events illustrate the balance between creativity and strategic planning necessary for successful event participation.Useful links:Find Nikolay Sabev on LinkedIn: https://www.linkedin.com/in/nikolaysabev/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Strategic Event Selection is CrucialPreparation and Personalization Drive ResultsSatellite and Side Events Offer High ValueCreativity and Personal Branding Make Booths Stand OutBalance Brand Awareness with Sales ObjectivesTimestamps:00:00 Introduction : The Importance of In-Person Events in B2B FinTech01:02 Guest Introduction: Nikolay Sabev01:38 Choosing the Right Events for Your FinTech06:06 The Value of Satellite Events11:48 Personalized Follow-Ups and Networking15:39 Maximizing Event Participation18:12 Collaborating with Influencers for Side Events20:04 Engaging Booth Representatives20:37 Personal Branding and Brand Ambassadors22:06 Creative Booth Ideas24:11 Gimmicky but Effective Marketing Tactics24:38 Challenges in Event Marketing26:58 Speaking Opportunities at Events32:33 Balancing Event Attendance and Budget36:36 Learning from Event Mistakes40:21 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta interviews Scott Henderson, Senior Digital Marketing Manager at Galileo, and Rosa McGoldrick, Head of Public Relations and Marketing Content at Galileo. They discuss the unique challenges of B2B FinTech marketing, emphasising account-based marketing and personalised content strategies. The conversation covers creating high-impact content, tracking its success, and the critical role content plays throughout the lengthy sales cycles in the FinTech industry. They also delve into using AI and LLMs for content localisation, optimising SEO, leveraging proprietary data for reports, and the importance of having human oversight in content generation. Additional points include the significance of collaboration with sales teams, integrating third-party credibility into marketing strategies, and the nuances of marketing in Latin American markets.Useful links:Galileo: https://www.galileo-ft.com/Scott on Linkedin: https://www.linkedin.com/in/scottthenderson/Rosa on Linkedin: https://www.linkedin.com/in/rosa-alfonso-mcgoldrick/Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastJoin the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcast-market-like-fintechThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Content marketing strategies in B2B FinTech,Content in awareness and sales pipeline;Leveraging proprietary data for content topics and improving sales enablement.The tech stack of the modern b2b marketerLocalizing content for different markets About Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.TIMESTAMPS00:00 Introducing: Scott Henderson and Rosa McGoldrick02:02 The Role of Content in B2B FinTech Marketing03:50 Content Strategy and Its Importance06:18 Tracking and Measuring Content Success08:52 Optimizing Content for Sales and SEO14:30 Leveraging AI and LLMs in Content Strategy18:29 Sales Team Integration and Content Utilization24:07 Target Audience and Content Types26:58 Leveraging LLMs for Content Creation28:04 Cost-Effective Survey Strategies38:05 Optimizing Content for SEO41:31 Utilizing AI Tools for Brand Analysis45:14 Proud Content Achievements47:16 Conclusion and Final Thoughts

The episode starts with a discussion on Joana Rocha’s unique experiences living in China and how they shaped her adaptability and perspective in marketing. It transitions into the challenges of marketing attribution and how changing from lead generation to account-based models can create more effective marketing strategies. The conversation delves into the fusion of marketing and sales teams for better alignment and effectiveness, particularly by having BDRs under the marketing umbrella. Joana also shares practical insights on content creation, leveraging various channels, and using specific tools like HockeyStack for tracking marketing efforts. The session concludes with Joana’s initiative, Tech Talk, aimed at helping individuals build fulfilling careers in tech roles.Useful links:Find Joana Rocha on LinkedIn: https://www.linkedin.com/in/joana-rochaa/Runa’s website: https://runa.io/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Cultural adaptationEmpathy in marketingMeasuring results in B2B marketingThe Importance of Personal BrandingThe Hidden job marketTimestamps:00:00 Introduction02:46 Joana's Experience in China04:13 Cultural Adaptation and Marketing Insights05:57 The Role of Empathy in Marketing07:52 Introduction to Attribution Challenges12:07 Account-Based Marketing (ABM) Strategies19:58 Tools and Techniques for Tracking Marketing Impact24:30 The Decline of ROAS Accuracy24:45 The Shift to Multi-Channel Marketing25:34 Challenges in Measuring B2B Marketing Impact27:22 Maximizing Limited Marketing Budgets31:30 The Role of BDRs in Marketing34:27 Creating Effective Marketing Content35:55 Introduction to Tech Talk37:11 Navigating the Tech Job Market38:49 Challenges in Marketing Job Applications41:14 The Importance of Personal Branding42:54 The Hidden Job Market44:11 Conclusion and Upcoming EventsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

In this episode, Araminta interviews Dawn Crew, CMO at Trulioo, about marketing and content creation in the compliance and regulatory sector. They explore Trulioo's content strategy, emphasising the need for specificity and accuracy. Dawn highlights the organisational collaboration required for effective content creation, the recent rebranding of Trulioo, and the role of various channels. The discussion also touches on the usage of AI in content creation and the unique challenges and opportunities in marketing to enterprise clients within FinTech. The episode concludes with insights on Trulioo’s most impactful content pieces, notably their trends report and thought leadership initiatives.Useful links:Find Dawn Crew on LinkedIn: https://www.linkedin.com/in/dawncrew/Trulioo website: https://www.trulioo.com/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Why content is at the core of Trulioo's go to market strategyTrulioo's content strategy to being a trusted expertUsing content to stand out in a saturated marketHow the rebrand helped them understand their brand personaTimestamps:00:00 Intro01:19 Guest Introduction: Dawn Crew02:57 Dawn's Role as CMO 03:56 Importance of Content in Marketing Strategy05:29 Types of Content and Their Impact08:33 Content Strategy and Team Collaboration10:00 Measuring Thought Leadership11:10 Content Distribution Channels13:40 Targeting Enterprise Clients17:22 Creating High-Quality Content21:15 Rebranding and Its Impact28:41 Leveraging AI in Content Creation33:00 Final Thoughts and Wrapping UpAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

In this episode, Araminta interviews Jeremiah Glodoveza, SVP Head of Marketing at Nium, on enhancing B2B marketing by leveraging techniques from the entertainment industry. They discuss focusing on core pain points and storytelling to engage audiences. Glodoveza shares insights from his experience in both tech and entertainment, including Zelle's true crime podcast on financial fraud. The episode also covers Nium's successful LinkedIn growth, brand differentiation strategies, and how technological advancements shape modern marketing roles.Useful links:Find Jeremiah Glodoveza on LinkedIn: https://www.linkedin.com/in/jglodoveza/Nium’s website: https://www.nium.com/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:great B2B marketing doesn't have to be boringfocus on the core pain points to grab attentionthe importance of storytelling in marketingusing emotional connections and narrativesinnovative sponsorship and event strategiesTimestamps:00:00 Guest Introduction: Jeremiah Glodoveza01:13 Jeremiah's Background in Entertainment and Tech02:42 Podcast and Storytelling in FinTech05:46 Real-Life Examples of Effective Storytelling08:35 Creating Emotional Connections in Marketing13:55 Nium's LinkedIn Success Story18:05 Standing Out in the FinTech Industry21:07 Engaging the FinTech Community24:15 The Shift in Marketing Responsibilities29:11 Empathy and Cross-Functional Collaboration31:18 Harnessing Technology for Marketing37:06 The Four P Update: A New Habit40:27 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

The new episode of Market Like a Fintech explores content marketing for regulatory technology (RegTech). It discusses why compliance professionals are avid content consumers and how creating high-quality content can help RegTech companies like Comply Advantage stand out. Featured in the episode is Will Thompson, marketing director at Comply Advantage, who details their content strategy, successful campaigns, and the role of SEO. The conversation offers insights into leveraging webinars, sales collaboration, AI tools, and effective content creation methods, highlighting the significant impact on revenue and customer engagement.Useful links:Find Will Thompson on LinkedIn: https://www.linkedin.com/in/will-thompson-290389106/ComplyAdvantage’s website: https://complyadvantage.com/Adyen's content case study: https://www.mintcopywritingstudios.com/blog/complyadvantage-content-case-studyFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastJoin the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcast-market-like-fintechThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Content marketing as a strategic tool in regtechEffective collaboration between content and sales teamsUse of strategic campaigns aligned with business goalsEmphasis on bottom-of-funnel SEO contentInnovating virtual event formats for better engagementTimestamps:(00:00 Introduction and Background(03:59) Role of Content in Marketing Strategy(06:13) Campaigns and Content Strategy(09:19) SEO and Content Challenges(12:22) Sales Collaboration and Content Impact(20:09) Webinars and Sales Enablement(24:09) Diving into SEO Strategies(25:48) Bottom of Funnel SEO Tactics(29:04) Impact of AI (34:38) Effective Newsletter Strategies(38:27) Webinar Success and Optimization(42:27) Proudest Content AchievementsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

After a 3 year hiatus, the Market Like a Fintech podcast is back!In this episode of the Market Like a Fintech Podcast, Araminta explores the dynamic world of FinTech marketing after a three-year hiatus. The episode kicks off with an interview with Katerina Nordin, Senior Vice President of Marketing & Revenue at Adyen, as she shares insights on marketing complexities and strategies for enterprise customers versus SMBs. The conversation delves into Adyen's unique ABM (Account-Based Marketing) approach, how they manage digital funnels, and the innovative ways they've optimized marketing campaigns with limited resources. Highlights include the challenges and opportunities of marketing in an ever-evolving tech landscape and the power of consistent marketing strategies.Useful links:Find Katarina on LinkedIn: Katarina NordinAdyen's website: AdyenAdyen's content case study: How Financial (Technology) Companies Do Content: Adyen’s Content that Sells to EnterpriseFind Araminta on LinkedIn: Araminta RobertsonFor show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastJoin the Slack group for free: Fintech Marketing Hub Slack groupOur videos: FMH Youtube ChannelOur website: Fintech Marketing HubOur podcast: Market Like a FintechThis episode was produced by Orama - a video and podcast studio for B2B BrandsKey topics discussed:Marketing differences between enterprise vs SMB customersAdyen's approach to ABM (Account-Based Marketing)Content marketing strategy for enterprise paymentsMoving away from traditional "best practices"Direct mail success storiesChannel strategies for enterprise marketingTimestamps:00:00 Started in translations, transitioned to marketing strategist.07:34 Enterprise marketing: Limited audience, different tactics needed.09:08 Focus on long-term strategy, not short-term metrics.14:55 Global sales strategy prioritizes customer-focused collaboration.18:26 Embrace ambiguity; ingenuity distinguishes exceptional marketers.21:04 Long-term strategies and audience targeting ensure success.27:28 Payment solutions must meet specific functionality.29:46 ABM focuses on targeted messaging and audience segmentation.34:00 Digital transactions in B2B model need customization.36:23 Relevance and testing drive successful marketing engagement.About Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

We talk a lot about community on this podcast, as well as in the Slack group.Having a community for your product is incredibly useful: it creates brand evangelists, helps with customer acquisition and product feedback.But there is one benefit that isn’t talked much about: it helps you understand your customers a lot more. When you’re chatting with your customers day in and day out within a community, you see their pains and struggles first hand. The result? You build a much more customer centric product.In today’s episode I’m chatting with Holly and Laura, founders of a financial education app, community, Instagram page and blog for women called Financielle. It started as an Instagram page, but over time evolved into a product that helps people manage their finances.What I love about Holly and Laura’s story is that it is totally organic and their app is completely bootstrapped. They have used their community and the profits from their app to build a startup that is growing and very customer centric.In this episode, we talk about the pain points of the people in their community, how they manage their Instagram page (including some tips on how to make finance memes) and how they are monetising and planning on growing their business.I loved this chat, and I hope you do too. If you want to attend our events in the future, please join us at fintechmarketinghub.com/slack.Financielle website: https://www.financielle.co.uk/Holly on LinkedIn: https://www.linkedin.com/in/hollyhollandfinancielleLaura on LinkedIn: https://www.linkedin.com/in/laurapomfret/

You’ll often hear in the marketing and startup world “targeting everyone is like targeting no one”. That’s because targeting everyone doesn’t work. No one identifies with your product and when you’re a startup, that means no one buys. Many fintech products are essentially applicable to everyone or a lot of different industries, and it’s tempting to therefore market to everyone.But obviously, this doesn’t work. So one way to approach this is to segment your marketing — also called Account Based Marketing — which is essentially highly targeted marketing. This is what Argyle, a B2B fintech company based in New York, does with their marketing. Argyle provides a single global access point to employment data. That means providing the worker with a single overview of all their employment history and therefore allowing businesses to examine a worker based on multiple income sources. You know how you have an Apple or Android Wallet or for all your flight tickets? Imagine that, but for income sources and employment history.ABM is a big part of their marketing mix, and in today’s chat I’m talking about exactly that with their Head of Marketing, Eva Sasson. She comes from a developer marketing background, and has been with Argyle for over a year. We chat about the difference between developer APIs and fintech APIs, how Argyle is cutting through the noise with content and how they’ve managed a fully distributed team since 2018.Eva Sasson on LinkedIn: https://www.linkedin.com/in/esasson/Argylle website: https://argyle.com/

As marketers, we often fall trap to only taking care of acquisition. So much so, that we forget that there is often a much cheaper and easier way to acquire customers, such as mining your own database or focusing more on retention.That’s what TrackStar AI, a fintech based in the US, helps banks do: check their own databases. It integrates with lenders and banks, and helps them uncover opportunities to reactive customers who haven’t completed an application or were not eligible. In other words, use alternative data to acquire new customers. Today I have the pleasure of talking with Diane Myer, Head of Marketing at Trackstar. She has an incredible amount of experience in the marketing sector, having worked with companies like Kimberly-Clark, Ferrari and Mizuno. Trackstar's website: https://www.trackstar.ai/Diane on LinkedIn: https://www.linkedin.com/in/diane-myer-brown/

In Eric’s words, a great fintech brand is human and makes meaningful connections with consumers.That means, it is purpose-led, story-oriented and customer centric. Ideally, you want to build a brand around something that you can authentically and consistently stand for. That’s the beginning of Rival’s marketing framework, a marketing agency built by Eric that helps companies think, act and grow like challengers.Eric Fulwiler used to be COO and CMO at 11FS, the fintech consultancy based in London. Now, he’s the founder of his own marketing agency, Rival.This episode is a recorded virtual event we hosted in November through our Slack community. For the first thirty minutes, Eric and I chatted about branding and how Rival is helping companies build human brands. Afterwards, we opened the floor to participants to ask questions.We cover topics about fintech branding, what it means to be a challenger brand, as well as tips for marketers who are hiring.The event was great fun and our plan is to host these types of events once per month starting from January. You can learn more and stay tuned at fintechmarketing.com/slack. Eric on LinkedIn: https://www.linkedin.com/in/ericfulwiler/Rival's website: https://wearerival.com/

Building in public takes guts. Being truly transparent takes guts.That’s because it’s easy to be transparent when everything is going well. But what happens when things don’t go so well? Like when you’re having to delay projects? Are you transparent then?Curvo is an investment app based in Belgium that has been building in public for two years. Their founders, Thomas and Yoran, have been bootstrapping the company, which means they are learning everything they can about marketing, product, regulation and investing themselves, and taking their audience along the way. Their build in public approach has helped them build trust with customers as well as helped with marketing their product. And yes, they have been transparent even when projects were delayed.In this episode, I’m chatting with one of their founders, Thomas. We talk about the initial days at Curvo, and what their most effective customer acquisition channel is to date. We also talk about why they are so transparent, how they’re educating people and how leveraging the audiences of influencers helps them gain more reach. Finally, we chat about the regulatory obstacles Curvo faced and how the team cleverly overcame them. Thomas also explains why they’re deciding to bootstrap rather than raise money for the time being.I have a huge amount of respect and awe at what the team at Curvo is doing, and what they’ve managed to achieve in the past two years. They just recently launched their app a few months ago, and are steadily acquiring customers. It’s super exciting to follow their journey, and the plan is to check in with them in another year or so. Thomas is very transparent about how they do things at Curvo, which makes this podcast episode particularly useful to other fintech marketers.Thomas on LinkedIn: https://www.linkedin.com/in/thomas-ketchell/Curvo website: https://curvo.eu/

Crypto can be a tricky market to build a product in.It’s still quite niche, which means a big part of your marketing is helping it go mainstream. It’s also not so obvious just yet what the pain points crypto solves for many consumers. And yet Wirex, a crypto company that allows customers to buy and exchange crypto on its app, is doing a good job of standing out and leading the market, by branding itself as an innovator and by having a clear target audience. They’ve been around since 2014, and keep releasing interesting features in the DeFi and crypto space.In this episode, I’m chatting with their product manager, Marija Riba, who also used to work as their marketing project manager. We talk about the difference between being a product manager and a marketer, what pain points Wirex is focusing on, Wirex’s recent Crypto Female Power list campaign and what they look for in people when it comes to hiring. Wirex website: https://wirexapp.com/en-gbMarija on LinkedIn: https://www.linkedin.com/in/mvriba/

Managing the brand of a B2B fintech isn’t always straightforward.As a brand, you want to have enough personality that the other fintechs you’re targeting want to work with you. But you also have to be professional enough so incumbents and larger players will take you seriously. Many B2B fintech companies are often too corporate or dull. While others are too playful and immature. But Tribe Payments seems to have found the balance. And today, I’m lucky enough to be chatting with their VP of Marketing, Helen Owen.Tribe is a B2B fintech company that does payment processing for issuers, acquirers and fintechs, as well as Open Banking APIs, fraud and risk monitoring and a lot more. With Helen, we chat about Tribe’s core target audience and her approach to creating content for them, how Tribe is standing out and cutting through the noise (and why they love being a Tribe), and finally the current challenges with hiring and how Tribe is attracting talent. In today’s episode, you’ll further hear me experiment with a different structure where we focus on three key aspects of marketing a fintech company: customer acquisition, messaging/branding and hiring/building a team. I’d love to hear any feedback on what you think of this approach. Tribe Payments: https://www.tribepayments.com/Tribe Payment Fintech Five by Five report: https://www.tribepayments.com/fintech-5x5-report-summer-2021Helen Owen on LinkedIn: https://www.linkedin.com/in/helenowenem/

If you’re in marketing, you’ve probably heard it before: video is an essential part of the marketing mix.Video has proven to help increase conversions and build your brand awareness, and is a no-brainer for anyone wanting to connect with prospects and customers. But video is also hard. Video requires having a reasonable budget. It requires a well thought out strategy. It requires knowing what you want and need. Today I have the pleasure of chatting with Gabriel Whitehead, managing director at Finance Shoots, a creative agency focused on fintech and financial services. I had a lot of questions about video and video production, and Gabriel kindly and patiently answered all of them. We even had a chance to cover a few of the questions some people asked in the Slack group.Specifically we talk about attribution — can it be measured with video, and how? We also talked about: how does a startup get started with video: what do they need to already have in place, should they do animation or interviews and what are the 3 most important videos a fintech startup should do — as well as some examples of fintech companies doing a great job with video.Anyway, it’s an episode absolutely jam packed with valuable information, and I really appreciate Gabriel going into so much detail. Anyone who’s getting started with video will love this!Finance Shoots website: https://www.financeshoots.com/Gabriel Whitehead on LinkedIn: https://www.linkedin.com/in/gabrieljwhitehead/

As marketers, our job is to get our solution in front of the right people who have a problem that we can solve.In order to do that well, you really need to understand the problem. That means doing interviews with your target market. Observing how they interact with your product. Even going as far as participating in their day to day life. Essentially, you want to fall in love with the problem you’re solving. That’s exactly what Benjamin Fernandes, founder and CEO of NALA Money, says is the most important when starting and growing a company.NALA Money is a money transfer app that lets people send money securely, quickly and for low cost between the UK, Tanzania, Kenya and Uganda. Benjamin himself has a fascinating personal story: He was the youngest African to be accepted into the Stanford Graduate of Business and after working for the Bill and Melinda Gates Foundation, he returned to Tanzania to launch NALA Money. NALA Money is the number one finance app in Tanzania, and has 250,000 customers in Uganda and Tanzania. NALA was also accepted into Y Combinator and apparently came in as the company that had achieved the most amount of traction with the smallest number of resources.In today’s chat, I’m talking with Benjamin about how he fell in love with the problem he was solving (which is very connected to his personal story), why he’s working so hard to unite everyone under one purpose of increasing economic opportunity for Africans worldwide, how he’s built an outstanding team which got him incredible investors and produce high quality output.Benjamin on LinkedIn: https://www.linkedin.com/in/benjaminf7/NALA Money website: https://www.nala.com/