Market Like a Fintech

Hey everyone, I just wanted to share a little update: we’re moving to a new podcast called Fintech Marketing Lab ! If you have been listening to the Market Like a Fintech podcast for the past few months, I want to say a huge thank you. I appreciate you for being a regular and being a part of this journey as I interview many fantastic guests in the fintech marketing world. After some discussion wit...

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 LInk...

The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications at Volt.io Araminta 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 crea...

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...

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 importanc...

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, und...

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 conten...

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 b...

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 disc...

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...

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...

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 enterpr...

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 commu...

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, th...

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 opportunit...

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...

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 bootstr...

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 brandin...

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 Paymen...

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 yo...

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 y...

When no one’s heard about your product and it’s the first of a kind, how do you describe it to a cold audience? How do you educate and reach them? When BigPay, a consumer facing neobank based in Malaysia, launched four years ago, no one knew what a neobank was. At that time, digital banks were still a very new thing. The first marketing play BigPay relied on was referrals. And as you’ll hear from...

Everyone in marketing will talk to you about the importance of building a brand. Why you should build brand equity, figure out brand positioning, communicate your brand effectively to potential and current customers. But putting it in practice is not straightforward. That’s because a brand is not just a nice logo and a cool website. It’s the soul of a company, it’s your mission and purpose and val...

Fintech is supposed to be about financial education, empowerment and literacy. But I think we can all agree, that sometimes there’s more talk than action. Or even worse, hypocrisy. When it comes to education, it can be a little unclear what that means. Does it mean Youtube videos? Blog posts? Webinars? Books? The good news is there are some fintech companies that are taking the financial education...

Community, community, community. Everyone in the marketing world is talking about it. Even everyone in the fintech world seems to be talking about it.  A combination of the pandemic, going online and even crypto seemed to have weirdly brought us together with the power of online communities. But what does community really mean? If you’re a founder or marketer, should you be trying to build a commu...