Funnel This

In this episode of Funnel This, I’m joined by Olivia Minnock, Head of Commercial & Partnerships at mmob, to talk about what partnerships really look like inside a fintech startup — and how life changes when there’s no dedicated marketing team. Olivia shares her journey from editorial and community roles into commercial leadership, and how those early skills in translating complex topics into p...

Marketing in financial services isn’t about playing it safe. It’s about thinking big — and then intelligently working within the guardrails. In this episode of Funnel This, I’m joined by Toni Gregory, Brand and Content Lead at OpenPayd, to explore what marketing really looks like inside regulated industries. Toni shares her experience from fintech brands including GoCardless and OpenPayd, and expl...

In this episode, fintech growth strategist Nikolay Sabev joins Sally Baker to explore how payments are evolving, from invisible transactions to AI-driven fraud prevention, and what it all means for fintech marketers. Nick shares global insights from his work across embedded finance, cross-border payments, and digital currencies, and explains why the winners in this space will be those who combine...

As marketing teams head into 2026 with tighter budgets and increasing pressure to perform, this episode is packed with practical advice on how to do more with less without compromising on global impact. Sally is joined by Katie Hayes, Head of Marketing at Ozone API, who shares how her lean team runs effective global marketing across multiple regions, the smart bets they make, and how AI has transf...

In this episode, Sally is joined by Fractional CMO Jeremy Laight to unpack how buyer behaviour has transformed and why the classic AIDA funnel no longer reflects the messy, multi-channel journeys buyers take today. Jeremy explains how AI is collapsing the top of the funnel, how buyers are joining the dots long before they ever reach your website, and why trust and credibility now carry more weight...

What if your next event didn’t just build brand awareness, but drove real revenue? In this episode, Shaun O’Keeffe, SVP Growth Enablement at zerohash, joins Sally to share how their flagship Connect event series became a true growth engine. From strategy to execution, Shaun breaks down exactly how the team turned an owned event into tangible business results — including $2M in pipeline, a 15% upli...

LinkedIn isn’t just a place to share job updates — it’s one of the most powerful tools for B2B growth when used well. In this episode, fintech copywriter Sarah Cheesman joins Sally to share how she turned LinkedIn into her biggest source of leads, and why authenticity, storytelling and employee advocacy are key to making it work. Topics covered:   - How to make LinkedIn work for fintech and B2B ma...

What does it really take to build and scale a successful fintech? Sally Baker is joined by fintech growth and marketing leader Nikolay Sabev to explore the fundamentals founders need to get right before scaling — from achieving product-market fit to building trust, brand and compliance foundations that last. Topics covered: What defines a “successful fintech” in 2025 Why trust and compliance must...

Email and CRM are two of the most powerful and most underused tools in fintech marketing. In this episode, Sally is joined by Eliane Coudoro, founder of CRM agency Seventy Eight , to unpack why so many fintechs drop the ball after acquisition… and what to do instead. Eliane shares: Why sending to everyone is not a strategy How to build a high-quality email list (without shady imports) What sender...

In the ever-evolving world of fintech, standing out is no small task — and sometimes that means a rebrand. In this episode, Katie Hayes, Head of Marketing at Ozone API, shares her experience of leading rebrands for both challenger startups and established organisations navigating change. Here’s a short summary of what we covered: Why larger brands rebrand to refresh, while startups rebrand to cut...

In this episode of Funnel This , Sally Baker talks to Tricia Rogers about Fame, Feeling, and Fluency : a practical, scalable framework for B2B marketing that balances brand-building with pipeline delivery. Tricia explains why B2B brands can’t afford to pick between brand and demand, how to build trust and recognition across complex buying cycles, and where to start — and scale — if you’re a start-...

What does it really take to scale a fintech brand in today’s crowded market? In this episode, I’m joined by Shameer Sachdev (founder and MD of Growth Gorilla) to explore the strategies that actually drive growth. Whether you're B2C, B2B or somewhere in between, this one’s packed with insight. We cover: When to get started with growth marketing What good influencer marketing looks like Common...

Discover practical insights from fintech marketing leader Mark Cousins on building a smarter B2B function — from brand building to AI strategy and cutting through the noise. With extensive experience leading high-performing marketing functions at multiple companies including Marqeta, Mark shares with Sally practical wisdom for marketing leaders at every stage. The conversation includes: The state...

Design isn’t just about looking good, it needs to inspire action. And if it doesn’t, then it’s not doing its job. For fintech marketers, design can be particularly challenging, as you often have to balance complex information with visually engaging elements that are easy for your audience to understand and act upon. In this episode, Sally, Ben, and Andy explore a few key principles so you can desi...

In the fast-paced world of fintech, where innovation is constant and competition fierce, effective communication is paramount. In this episode, brand storyteller, Mark Binnersley delves into the nuances of crafting content that truly resonates with your target audience.  Here’s a short summary of what we covered: Lay the foundations before you write Consistency builds authority Don’t “we” all over...

Short-form video is quickly becoming the best way to stand out on LinkedIn and other platforms — a short, sharp way to connect with your audience. But you don’t need a big budget or a full production team to make it work. In this episode, host Sally Baker chats with Stephanie Dunn, Motion Graphics Lead at fintech content design agency Wondrous, to share tips that will help you create professional-...