In this episode of B2B Marketing Futures, we explore one of the trickiest challenges in B2B marketing: defining and reaching nuanced audiences in complex industries like fintech and banking.

Our panel brings firsthand experience on navigating the ambiguity of ideal customer profiles (ICPs) and turning complexity into actionable demand generation strategies. They share practical insights on aligning product marketing with the realities of ad platforms, expanding audiences post-acquisition, and running multi-channel campaigns on lean budgets.

Participants:

• Aurélien Gand, RevOps atMambu, sharing strategies for segmenting ICPs and targeting high-value audiences.

• Matthieu Blandineau, Founding Product Marketing Manager at Numeral, bringing experience in orchestrating cross-channel demand engines in fintech.

Together, they explore:

• How to define and segment ICPs where standard categories don’t exist

• Aligning nuanced ICP definitions with LinkedIn, Google, and Meta limitations

• Expanding audiences across geographies and post-acquisition

• Orchestrating multi-channel demand on lean budgets and lessons for startups and scale-ups

Whether you’re in marketing, product, or growth, this episode is packed with insights for tackling complex ICPs and building demand generation engines that actually work.

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