Market Like a Fintech

We’re moving to the Fintech Marketing Lab!

Araminta Robertson — Wed, 04 Mar 2026 08:00:00 +0000

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 with Ani, we have decided to take the podcast under the Mint brand, which means the podcast is still going. We're not ending the podcast, we're still going to have amazing guests covering a wide range of topics. It's just now under a different name. So if you search on Spotify, Apple Podcasts, or wherever you listen to podcasts, search for Fintech Marketing Lab and that's where you'll find it.

We're going to be doing one or two episodes a month (and have already published our first one!). I've called it a Lab because it's kind of where I hope to explore, to understand other people's experiments, break down how fintech marketing actually works in practice.

And the first episode was pretty cool! I was able to interview the CEO of a payments company and kind of get the other side, the other perspective of what CEOs actually want from their marketing leaders.

If you want to continue listening to fintech marketing episodes, please search for Fintech Marketing Lab and you'll find us there. We won't be publishing any more episodes under here, so please subscribe to the new podcast to listen to future episodes.

Hope to see you there!

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/

Mint Studios website: https://www.mintcopywritingstudios.com/

For more information about the new Fintech Marketing lab podcast head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - https://orama.tv/

About Araminta Robertson:

Araminta is the 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 Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Inside the Growth Story of Reaching Profitability as a Fintech (and the Marketing Strategy Behind it) | Gregory Aubert & Edvin Pauza, Yapily

Araminta Robertson — Wed, 26 Nov 2025 08:00:00 +0000

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This 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 Yapily
How Yapily makes Google ads work so well
Why consistency across channels is so important

Timestamps:

0:00 Introduction and Welcome

02:10 Yapily's Marketing Success

05:45 Insights on Marketing Evolution

11:59 Consistency in Multi-Channel Marketing

15:33 Paid Ads and Performance Marketing

20:56 Common Pitfalls in FinTech Marketing

25:04 Impact and ROI of Paid Ads

35:48 Future Focus for Yapily

39:07 Adapting to AI and Market Changes

40:57 Conclusion and Final Thoughts

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.

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

Araminta Robertson — Wed, 29 Oct 2025 08:00:00 +0000

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 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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This 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 paid
How bringing PR in-house can help bring in more leads
Why brand recall is a primary goal of content strategy

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

How Much Should B2B Fintechs Focus on Social Media? | Alvin Gunputh, Content and Social Media Lead, Thredd

Araminta Robertson — Wed, 01 Oct 2025 08:00:00 +0100

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack
Our website: https://www.fintechmarketinghub.com/
Our podcast: https://www.fintechmarketinghub.com/podcast

This 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 marketing
Strategies for effective content creation
The use of advocacy tools and personal branding to amplify company messaging
The importance of data-driven experimentation

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.

How Enfuce Puts the Human Back into B2B Content | Nicole Heringer, VP Brand and Communications, Enfuce

Araminta Robertson — Wed, 27 Aug 2025 08:56:18 +0100

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This 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:

About Market Like a Fintech and the Fintech Marketing Hub:

Making the Most of Sponsoring, Organizing and Attending Fintech Events | Nikolay Sabev, Fintech Growth Strategist

Araminta Robertson — Wed, 30 Jul 2025 08:00:00 +0100

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/

Key topics discussed:

Strategic Event Selection is Crucial
Preparation and Personalization Drive Results
Satellite and Side Events Offer High Value
Creativity and Personal Branding Make Booths Stand Out
Balance Brand Awareness with Sales Objectives

Timestamps:

00:00 Introduction : The Importance of In-Person Events in B2B FinTech

01:02 Guest Introduction: Nikolay Sabev

01:38 Choosing the Right Events for Your FinTech

06:06 The Value of Satellite Events

11:48 Personalized Follow-Ups and Networking

15:39 Maximizing Event Participation

18:12 Collaborating with Influencers for Side Events

20:04 Engaging Booth Representatives

20:37 Personal Branding and Brand Ambassadors

22:06 Creative Booth Ideas

24:11 Gimmicky but Effective Marketing Tactics

24:38 Challenges in Event Marketing

26:58 Speaking Opportunities at Events

32:33 Balancing Event Attendance and Budget

36:36 Learning from Event Mistakes

40:21 Conclusion and Final Thoughts

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

What Galileo Can Teach Us About Creating Fintech Content for Enterprise Customers | Scott Henderson & Rosa McGoldrick, Marketing Leaders, Galileo

Araminta Robertson — Wed, 25 Jun 2025 08:00:00 +0100

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/podcast

Join 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-fintech

This 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 marketer
Localizing content for different markets

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

TIMESTAMPS

00:00 Introducing: Scott Henderson and Rosa McGoldrick

02:02 The Role of Content in B2B FinTech Marketing

03:50 Content Strategy and Its Importance

06:18 Tracking and Measuring Content Success

08:52 Optimizing Content for Sales and SEO

14:30 Leveraging AI and LLMs in Content Strategy

18:29 Sales Team Integration and Content Utilization

24:07 Target Audience and Content Types

26:58 Leveraging LLMs for Content Creation

28:04 Cost-Effective Survey Strategies

38:05 Optimizing Content for SEO

41:31 Utilizing AI Tools for Brand Analysis

45:14 Proud Content Achievements

47:16 Conclusion and Final Thoughts

Attribution is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director of Growth Marketing, Runa

Araminta Robertson — Wed, 28 May 2025 08:00:00 +0100

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack
Our website: https://www.fintechmarketinghub.com/
Our podcast: https://www.fintechmarketinghub.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/

Key topics discussed:
Cultural adaptation
Empathy in marketing
Measuring results in B2B marketing
The Importance of Personal Branding
The Hidden job market

Timestamps:
00:00 Introduction
02:46 Joana's Experience in China
04:13 Cultural Adaptation and Marketing Insights
05:57 The Role of Empathy in Marketing
07:52 Introduction to Attribution Challenges
12:07 Account-Based Marketing (ABM) Strategies
19:58 Tools and Techniques for Tracking Marketing Impact
24:30 The Decline of ROAS Accuracy
24:45 The Shift to Multi-Channel Marketing
25:34 Challenges in Measuring B2B Marketing Impact
27:22 Maximizing Limited Marketing Budgets
31:30 The Role of BDRs in Marketing
34:27 Creating Effective Marketing Content
35:55 Introduction to Tech Talk
37:11 Navigating the Tech Job Market
38:49 Challenges in Marketing Job Applications
41:14 The Importance of Personal Branding
42:54 The Hidden Job Market
44:11 Conclusion and Upcoming Events

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.

Inside the Strategy that Makes Trulioo a Trusted Expert | Dawn Crew, Chief Marketing Officer, Trulioo

Araminta Robertson — Wed, 30 Apr 2025 08:00:00 +0100

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This 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 strategy
Trulioo's content strategy to being a trusted expert
Using content to stand out in a saturated market
How the rebrand helped them understand their brand persona

Timestamps:

00:00 Intro

01:19 Guest Introduction: Dawn Crew

02:57 Dawn's Role as CMO

03:56 Importance of Content in Marketing Strategy

05:29 Types of Content and Their Impact

08:33 Content Strategy and Team Collaboration

10:00 Measuring Thought Leadership

11:10 Content Distribution Channels

13:40 Targeting Enterprise Clients

17:22 Creating High-Quality Content

21:15 Rebranding and Its Impact

28:41 Leveraging AI in Content Creation

33:00 Final Thoughts and Wrapping Up

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

How to Make Your Fintech B2B Marketing Less Boring | Jeremiah Glodoveza, SVP Head of Marketing, Nium

Araminta Robertson — Wed, 26 Mar 2025 08:00:00 +0000

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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

Our website: https://www.fintechmarketinghub.com/

Our podcast: https://www.fintechmarketinghub.com/podcast

This 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 boring
focus on the core pain points to grab attention
the importance of storytelling in marketing
using emotional connections and narratives
innovative sponsorship and event strategies

Timestamps:

00:00 Guest Introduction: Jeremiah Glodoveza

01:13 Jeremiah's Background in Entertainment and Tech

02:42 Podcast and Storytelling in FinTech

05:46 Real-Life Examples of Effective Storytelling

08:35 Creating Emotional Connections in Marketing

13:55 Nium's LinkedIn Success Story

18:05 Standing Out in the FinTech Industry

21:07 Engaging the FinTech Community

24:15 The Shift in Marketing Responsibilities

29:11 Empathy and Cross-Functional Collaboration

31:18 Harnessing Technology for Marketing

37:06 The Four P Update: A New Habit

40:27 Conclusion and Final Thoughts

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

The B2B Content Strategy That Transformed ComplyAdvantage’s Growth | Will Thompson, Marketing Director, ComplyAdvantage

Araminta Robertson — Wed, 26 Feb 2025 07:00:00 +0000

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-study

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/podcast

Join 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-fintech

This 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 regtech
Effective collaboration between content and sales teams
Use of strategic campaigns aligned with business goals
Emphasis on bottom-of-funnel SEO content
Innovating virtual event formats for better engagement

Timestamps:

(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 Achievements

About Araminta Robertson:

About Market Like a Fintech and the Fintech Marketing Hub:

What Does Successful Enterprise Marketing Look like? Lessons from Adyen | Katarina Nordin, SVP Marketing & Revenue, Adyen

Araminta Robertson — Wed, 29 Jan 2025 08:00:00 +0000

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 Nordin
Adyen's website: Adyen
Adyen's content case study: How Financial (Technology) Companies Do Content: Adyen’s Content that Sells to Enterprise
Find Araminta on LinkedIn: Araminta Robertson

For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast

Join the Slack group for free: Fintech Marketing Hub Slack group
Our videos: FMH Youtube Channel
Our website: Fintech Marketing Hub
Our podcast: Market Like a Fintech

This episode was produced by Orama - a video and podcast studio for B2B Brands

Key topics discussed:

Marketing differences between enterprise vs SMB customers
Adyen's approach to ABM (Account-Based Marketing)
Content marketing strategy for enterprise payments
Moving away from traditional "best practices"
Direct mail success stories
Channel strategies for enterprise marketing

Timestamps:

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.

How We Bootstrapped A Fintech App From Our Community | Holly And Laura, Founders Of Financielle

Araminta Robertson — Thu, 03 Feb 2022 07:00:00 +0000

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/hollyhollandfinancielle
Laura on LinkedIn: https://www.linkedin.com/in/laurapomfret/

Implementing Account Based Marketing in the B2B Fintech World | Eva Sasson, Head of Marketing at Argyle

Araminta Robertson — Thu, 27 Jan 2022 07:00:00 +0000

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/

Using PR for Customer Acquisition and The Value of Focusing on Customer Retention | Diane Myer, Head of Marketing at TrackStar

Araminta Robertson — Thu, 20 Jan 2022 07:00:00 +0000

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/

Creating a Purpose-led, Story-Oriented and Customer Centric Fintech Brand | Eric Fulwiler, Founder at Rival

Araminta Robertson — Thu, 13 Jan 2022 07:00:00 +0000

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/

How We're Building in Public and Bootstrapping a Fintech Company | Thomas Ketchell, CEO and co-founder of Curvo

Araminta Robertson — Thu, 06 Jan 2022 07:00:00 +0000

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/

Why and How We Brand Ourselves as Innovators in the Crypto Space | Marija Riba, Senior Product Manager at Wirex

Araminta Robertson — Thu, 16 Dec 2021 07:00:00 +0000

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-gb
Marija on LinkedIn: https://www.linkedin.com/in/mvriba/

Creating Content, Building a Tribe and Attracting Top Talent in the Fintech B2B Space | Helen Owen, VP of Marketing at Tribe Payments

Araminta Robertson — Thu, 09 Dec 2021 08:00:00 +0000

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-2021
Helen Owen on LinkedIn: https://www.linkedin.com/in/helenowenem/

A Deep Dive into Video Production and Marketing in the Fintech Industry | Gabriel Whitehead, Managing Director at Finance Shoots

Araminta Robertson — Thu, 02 Dec 2021 07:00:00 +0000

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/

NALA Money: Building Purpose Around The Fintech Problem You’re Solving | Benjamin Fernandes, CEO & Founder of NALA Money

Araminta Robertson | Fintech Marketing Hub — Thu, 25 Nov 2021 07:00:00 +0000

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/

Referral Growth, Recurring Payday Campaigns and The Challenge with Content Marketing | Jonathan Nyst, Head of Marketing at BigPay

Araminta Robertson | Fintech Marketing Hub — Thu, 18 Nov 2021 07:00:00 +0000

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 Jonathan, Head of Marketing at BigPay, referrals worked very well. Especially, when certain travel bloggers realised they could make money referring readers to BigPay. One blogger referred over 8,000 people. Jon says himself, these bloggers did a lot of the heavy lifting to get BigPay off the ground and acquiring customers. When no one’s heard of your product type, it seems referrals are still the way to go.

In today’s episode I chat with Jon about how BigPay implemented referrals when they first started, the recurring payday campaigns they implemented and why he thinks content marketing is so difficult and why BigPay has struggled with it as an acquisition strategy.

I’ve known Jon since 2019, when I was living in Kuala Lumpur for a few months and I even helped BigPay myself with some of their articles and website copy. So it was really nice to connect with him again. Jon is a great marketer and a very inspiring person. I highly recommend checking out his Medium.

BigPay's website: https://www.bigpayme.com/
Jonathan's LinkedIn: https://www.linkedin.com/in/jonathannyst/
Jonathan on Medium: https://medium.com/@jonathan.nyst

Building an In-House Brand Team: Why it's Worth it | Luke Richardson, Director of Brand and Communications at Pleo

Araminta Robertson | Fintech Marketing Hub — Thu, 11 Nov 2021 07:00:00 +0000

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 values.

Most companies outsource this exercise or don’t give it too much thought. But we’re in fintech, where a lot of companies care a lot about their brand. And there are some fintech companies where brand is really at the core of what they do. For one, it’s so important, that they have their own in-house brand team working alongside them.

This company is Pleo, known for its minimal, attractive and yet strong and recognisable brand. Pleo is a B2B fintech that offers smart company cards that automate expense reports and simplify company spending.

In this episode I’m chatting with Luke Richardson, Director of Brand and Communications at Pleo. We chat about setting up outdoor campaigns, Pleo’s global summit at the end of the year and how he’s set out to build a successful in-house brand team.

Our conversation was highly focused on brand, so I would say the content in today’s episode is especially useful to both B2C and B2B fintech companies that know they want to have a strong brand and are unsure who to hire in-house and what to outsource to an agency.

Pleo's website: https://www.pleo.io/
Pleo's digital summit: https://www.pleo.io/en/forward
Luke Richardson on LinkedIn: https://www.linkedin.com/in/lukestephenrichardson/

How We've Made Financial Education Part of Our Product (And Why!) | Katie Perry, VP of Marketing at Public.com

Araminta Robertson | Fintech Marketing Hub — Thu, 04 Nov 2021 07:00:00 +0000

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 challenge head on. They’re not just publishing a few blog posts about budgeting, but instead are designing curriculums, hosting virtual events and building a community.

One of those companies is Public.com, an investing platform where members can invest in stocks and also share ideas within a community of 1M+ investors. The Public.com team understood right from the beginning that the number one barrier to investing is psychological, and therefore the best way to overcome this is with a community.

We’ve talked about community before on the podcast, specifically about how to build a community through a Slack group. But Public.com has taken a different approach and made community literally part of the product.

Today I’m chatting with Katie Perry, VP of marketing at Public.com. We walk through three different marketing plays at Public: their recent program for NCAA student athletes, how they’re focusing on financial literacy and community, as well as their recent drops, which are individual campaigns designed to make a statement about who they are.

I found this chat with Katie to be very insightful and relevant, especially for B2C fintech companies that are targeting mass market customers, so I think you’ll enjoy.

Public website: www.public.com
Katie on LinkedIn: https://www.linkedin.com/in/katherineperry/
Public.com's drops: www.public.com/drops

Where to Begin with Community Marketing and Slack Groups | Graham McBain, Technical Community Manager at Moov

Araminta Robertson | Fintech Marketing Hub — Thu, 28 Oct 2021 07:00:00 +0100

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 community to attract and retain customers? And what does a successful community look like?

Today, I explore answers to those questions with our guest, Graham McBain. Graham is the community manager at Moov, a B2B payments API company. He’s in charge of the Moov Slack community, which currently has over 2,500 members, is super active, and by all measures, a success.

Communities are hard to build. The time and energy commitment is high, but the reward and upside is infinite. In this episode, we dive deep into how Graham went about growing the Slack community, how he maintains it, and his own thoughts on the future of community.

It’s full of practical and tactical tips and advice, so hope you enjoy!

Moov website: https://moov.io/
Graham McBain on LinkedIn: https://www.linkedin.com/in/grahammcbain/
FMH Slack group: fintechmarketinghub.com/slack

Customer Research and Reports: How To Do Them Properly | Gunny Scarfo, Co-Founder at NonFiction Research

Araminta Robertson | Fintech Marketing Hub — Thu, 21 Oct 2021 07:00:00 +0100

When’s the last time you read a report?

I don’t mean skim. I mean seriously sat down, and truly thought through the report you were reading.

If you’re anything like me, it’s been a while. I usually download the white papers, reports and put them in a folder, often never to be opened again.

Why is that?

We all know the answer: because they’re boring. The font is small, the paragraphs are thick and the words are often confusing. Even when you do force yourself to read it, you’re often left more confused than before.

Is this how you want your prospects and customers to feel when they read a report you’ve commissioned? Probably not. But how can we make research interesting? How can we make it engaging, and most importantly, useful?

I’m delighted to talk to Gunny Scarfo from Nonfiction Research today. Nonfiction is a research company that (and I quote) “gleefully violates the norms of traditional research, in a crusade to understand the informal, unfiltered lives of customers”. Their research includes everyone from prisoners, to sex workers, to bankers and the average person, and they’ve worked with brands like Disney and Public.com. They also recently published a fascinating report on the secret financial lives of Americans.

My aim with this episode was to explore how Gunny and his team do their research, and most importantly, how they make their reports interesting. Because they are really interesting, and as I mention on the episode, one of my favourite types of reports to read. Not only that, but their research techniques means they truly understand customers.

We went very deep in this episode, and here you’ll find insights on how to truly understand your customer (hint: not with focus groups), what immersive research really means, and how to make research useful and publish your findings in an interesting way.

NonFiction's website: https://nonfiction.co/
NonFiction's report, The secret financial lives of Americans and the future of financial services: https://nonfiction.co/nonfiction-research-secret-financial-lives-of-americans
Gunny Scarfo on LinkedIn: https://www.linkedin.com/in/gunnyscarfo/
FMH Slack group: fintechmarketinghub.com/slack

Tips on Hiring and Becoming a Chief Marketing Officer at a Fintech | Irina Chuchkina, CMO at Thunes

Araminta Robertson | Fintech Marketing Hub — Thu, 14 Oct 2021 07:00:00 +0100

Hiring a fintech's first CMO can be scary. Becoming a first-time CMO can be daunting...

Often, you’re the only marketing person in the company. Often, you are hired to manage everything from content, to paid, to PR and branding. Often, you are hired right when a company is in full growth mode.

I hear so many questions from fintech founders and even marketers in the fintech industry about CMOs, such as: when is the right time to hire a CMO? Where do I find one? How much should I pay them?

And for those who want to become CMOs: how do you know when you’re ready? What does a day to day look like? How do you balance short-term and long-term success? What should you prioritise?

In today’s episode, I’m looking for answers to those questions by chatting with the new CMO of Thunes, Irina Chuchkina. Thunes is a payment service provider that enables global payments via their payment network. They’re based in Singapore, and cater to banks, money transfer operators, e wallets and more.

Thunes' website: https://www.thunes.com/
Irina Chuchkina's LinkedIn: https://www.linkedin.com/in/irinachuchkina/
FMH Slack group: fintechmarketinghub.com/slack

What's the Future for the Market Like a Fintech podcast? | Araminta and Ani

Araminta and Ani — Thu, 07 Oct 2021 07:00:00 +0100

As marketers, we forget that often our job is to inspire.

To inspire potential customers to be a better version of themselves, to inspire our community to join forces and work together, to inspire members of our team, who want to solve important problems.

At the Market Like a Fintech podcast, we realised we could do a better job at inspiring fellow fintech marketers to maximise their potential as marketers.

Because the truth is, the fintech industry needs us. The hardest part of growing a fintech company is acquiring customers — without them, you’ve got nothing. But most fintech founders are technical product builders who are focused on working on important issues such as financial inclusion, transparency and accessibility.

But without customers, without reaching the right people, these products are unable to fulfill their purposes. As fintech marketers, we are helping fintech companies reach the right people and solve these important problems.

I’ve taken a step back to figure out how we can do a better job and inspire marketers, while remaining actionable and useful. This allowed us to figure out our mission, which is to inspire fintech marketers fulfill a fintech’s purpose, by uncovering the different ways fintech companies are choosing to build relationships with customers. As the host, I’m taking you on a journey to find out how other marketers do this, and how you can do this too. We all want the same thing: to democratise finance.

Ani's website: https://www.apmarketingsolutions.co/
Araminta's website: https://www.mintcopywritingstudios.com/

Why is Consumer Research Especially Important in Fintech and How Should Startups Get Started? | Sarah Hollinshead, Head of Content at Attest

Araminta Robertson | Fintech Marketing Hub — Thu, 12 Aug 2021 07:00:00 +0100

Talk to the customer.

Be customer-centric.

Do your customer research.

These are words we hear a lot in the marketing world, especially the fintech one where customer-centricity is one of the unique selling points of fintechs when compared to incumbents.

So - how well do you know your customer? The truth is, we often overestimate how well we understand our customers — me included. “A 30 year old male software engineer with 2 kids who lives in the suburbs and his challenge is figuring out the best way to save for retirement”, doesn’t mean knowing your customer. You know you understand your customer well when you can predict what their next move is.

And often to reach that point, you need to do research. That means doing qualitative and quantitive research. You need to send out surveys, get on calls with them and talk to your sales or support team. Then you start to understand your pain points.

In this episode, I’m chatting with the Head of Content at Attest, Sarah Hollinshead. Attest is a consumer research platform that aims to make consumer research fast, simple and affordable. They’ve worked with big companies like Klarna, Wise and others we mention on this podcast.

Attest website: https://www.askattest.com/
Sarah Hollinshead on LinkedIn: https://www.linkedin.com/in/sarah-hollinshead-72056360/

Which Marketing Activities Should You Focus on When Dealing with a Tight Budget? | Valentina Kristensen, Director of Growth & Communications at OakNorth

Araminta | Fintech Marketing Hub — Thu, 05 Aug 2021 07:00:00 +0100

In this episode I’m chatting with Valentina Kristensen, Director of Growth and Communications at OakNorth. Valentina has helped grow OakNorth to the billion dollar company it is today, is a founding editorial board member of Influencer magazine and is a self-professed fintech nerd.

What is OakNorth? OakNorth is a UK bank that provides fast, flexible and accessible debt finance to fast growing businesses. It’s been nominated the fastest growing business in Europe by the Financial Times, has lent over £5bn to hundreds of UK businesses and has been turning a profit since 2017. It is currently valued at $2.8bn dollars.

OakNorth: https://www.oaknorth.co.uk/
Follow Valentina Kristensen on LinkedIn: https://www.linkedin.com/in/valentinakristensen/

This episode is brought to you by VC Innovations.

VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more.

What Role Does Decentralised Finance Play in Fintech Marketing? | Lex Sokolin, Global Fintech Co-Head at Consensys

Araminta Robertson | Fintech Marketing Hub — Thu, 29 Jul 2021 07:00:00 +0100

Today I’m chatting with Lex Sokolin, a futurist and entrepreneur working on the next generation of financial services. He is the Global Fintech Co-head at Consensys, and also writes a weekly newsletter called The Fintech Blueprint, hosts a podcast and creates his own digital art.

Consensys is a blockchain technology company building the infrastructure, applications, and practices that enable a decentralized world. They are an industry leader in Ethereum solutions, offering a wide suite of products that serve millions of users. In April, Consensys raised $65 million through J.P. Morgan, Mastercard, UBS and several blockchain companies.

In this episode, Lex and I chat about the future of content creators, the role of DeFi in fintech and fintech marketing and Consensys’ approach to marketing as a category leader.

Lex on LinkedIn: https://www.linkedin.com/in/alexeysokolin/
Lex's personal website: https://www.lexsokolin.com/
Consensys' website: https://consensys.net/
The Fintech Blueprint: https://lex.substack.com/

This episode is brought to you by VC Innovations.

The Do's and Don'ts of Communicating ESG Initiatives Effectively | Gihan Hyde, Founder of Communique

Araminta Robertson | Fintech Marketing Hub — Thu, 22 Jul 2021 07:00:00 +0100

Today I’m chatting with Gihan Hyde, founder of Communique and ESG communicator. She has experience leading ESG campaigns with organisations such as Barclays, HSBC, M&S. With experience in 8 sectors over 6 Countries, Gihan A.M.Hyde’s ESG campaigns have impacted over 150,000 employees, 200,000 customers and resulted in £300M investment deals in the past 15 years.

Communique is a social enterprise startup that specialises in communicating strategies that focus on environmental, social and governance. They work with organisations to develop communication strategies and campaigns that align the business with investors, employees and clients.

Gihan's LinkedIn: https://www.linkedin.com/in/gihanam/
Communique's website: https://communique.global/

This episode is brought to you by VC Innovations.

What is Unique About Building a Community and Social Media Presence in the Crypto Space? | Michelle O'Connor, VP of Marketing at TaxBit

Araminta Robertson | Fintech Marketing Hub — Thu, 15 Jul 2021 07:00:00 +0100

In this episode I’m chatting with Michelle O’Connor, VP of marketing at TaxBit. Michelle has extensive experience working in the fintech marketing space. She set up her own marketing agency helping small businesses in 2009, and since then has worked as the VP of marketing at Uphold, and currently advises startups in the cryptocurrency and blockchain space.

TaxBit is a tax software platform and accounting firm that helps traders, merchants and exchanges manage their crypto taxes. It supports over 4,200 cryptocurrencies, equities and commodities, and is the official IRS partner for data and reporting on taxes. They recently raised $100 million in their Series A this January.

Michelle and I chat about what makes the crypto community a different kind of community, how to produce content that is reliable and trusted, and how crypto and fintech companies should be managing their social media.

Michelle's Twitter: https://twitter.com/Mq2Oco
TaxBit: https://taxbit.com/

This episode is brought to you by VC Innovations.

The Key to Building a Global Brand While Remaining Customer Centric | Patrick Stal, VP of Marketing at N26

Araminta Robertson | Fintech Marketing Hub — Thu, 08 Jul 2021 07:00:00 +0100

Today I’m interviewing Patrick Stal, global VP of marketing at N26. Patrick was previously a member of Uber’s EMEA leadership team, and has a decade of experience working with brands like TomTom, Asics, Gucci and Abercrombie & Fitch.

N26 is a global mobile bank, based out of Berlin and active in 25 markets. They have over 7 million customers and was recently voted as the best bank in the world. They recently raised $30 million at a $3.6 billion dollar valuation.

In this episode, Patrick and I chat about his learnings working for big grands, how to localise your product and marketing and why N26 decided to focus on partnerships as a growth method.

Patrick's LinkedIn: https://www.linkedin.com/in/patrickstal/
N26's website: https://n26.com/

This episode is brought to you by VC Innovations.

How to Stand Out From Competition in a Growing Market | Marc Winitz, CMO at Rapyd

Araminta Robertson | Fintech Marketing Hub — Thu, 01 Jul 2021 07:00:00 +0100

In this episode I’m chatting with Marc Winitz, Chief Marketing Officer at Rapyd. Marc has experience as a senior marketing leader working with multi million dollar budgets and a background in enterprise software, SaaS and systems integration markets.

What’s Rapyd? Rapyd is a fintech as a service platform, which lets businesses collect and disburse money locally through preferred payment methods. Rapyd offers 900 alternative payment methods ranging from cash, e-wallets, local card networks and a lot more. They currently operate in over 100 countries, hit $100 million in revenue in 2020 and were valued at $2 billion earlier this year.

In this episode, Marc and I talk about his experience with SaaS and fintech companies, who Rapyd’s target market is and how Rapyd is building a developer community.

This episode is brought to you by VC Innovations.

Why the Future of Fintech Marketing is Content and Partnerships | Stephanie Bowker, Head of Marketing at Spendesk

Ani Petrova | Fintech Marketing Hub — Wed, 16 Jun 2021 22:45:29 +0100

Your host for today is my partner Ani, founder of the Fintech Marketing Hub. In this episode, Ani chats with Stephanie Bowker, Head of Marketing at Spendesk. A product marketer by trade, she lives by the mantra that customers always come first. Before Spendesk, Steph worked at Intuit and was the first product marketing hire at Gusto.

Spendesk is an all in one spend management platform built for finance teams. They do company cards, expense reimbursements and automated accounting all in one place. They now have over 40,000 users and raised $18 million back in October last year.

In this episode, Stephanie and Ani chat about how she built Spendesks 6,500+ CFO community, Spendesk’s current marketing mix and how to create shareable content.

This episode is brought to you by VC Innovations.

What are the Banks and Fintechs That Get Social Media Right? | Dave Wallace, NMD+ and Afshan Dadan, Whitesight

Araminta Robertson | The Fintech Marketing Hub — Thu, 10 Jun 2021 07:00:00 +0100

Today, I’m chatting with Dave Wallace from NMD+ and Afshan Dadan from Whitesight about a fascinating report they recently published on banking and social media.

NMD + is a creative, data and technology consultancy enabling the best Active CX for financial services. We think beyond UX, harnessing the power of digital channels and data to deliver ideas that are feasible, valuable, purposeful, meaningful and provide a return on investment.

WhiteSight is a research firm that explores whitespace opportunities in the global FinTech space. They provide data-driven and domain-specific knowledge to help ecosystem participants such as startups, banks, investors and government bodies to leverage such opportunities.

In this episode, we talk about the fintech companies that are doing the best at social media, why incumbents struggle to get engagement and what fintechs should do when it comes to social media.

Dave Wallace on LinkedIn: https://www.linkedin.com/in/davejvwallace/
Afshan Dadan on LinkedIn: https://www.linkedin.com/in/afshan-d/
NMD+'s website: https://www.nmd.plus/
Whitesight's website: https://www.whitesight.net/
Banking on social report: https://www.whitesight.net/nmd-plus-whitesight

This episode is brought to you by VC Innovations.

Where to Get Started with Fintech Influencer Marketing | Eric Fulwiler, CCO at 11FS

Araminta Robertson | The Fintech Marketing Hub — Thu, 03 Jun 2021 07:00:00 +0100

Today I’m talking to Eric Fulwiler, CCO of 11FS. Eric has spent over 10 years in the digital advertising world, working with global brands such as PepsiCo and Mastercard as the UK Managing Director of VaynerMedia.

He now works at 11FS, a consultancy that works with financial services companies to help them deliver the next generation of digital propositions and technology. If you’re deep in the fintech space, then you’ll have heard of the 11FS podcasts, events and even documentary. 11FS recently won the British Bank Awards for Consultancy of the year and is one of the leading Financial Times Management Consultants in 2 years.

Eric and I chat about what financial services marketing is, the power of using content to add value and where to get started with influencer marketing.

11FS' website: https://11fs.com/
Eric Fulwiler on LinkedIn: https://www.linkedin.com/in/ericfulwiler/

This episode is brought to you by VC Innovations.

B2B Fintechs: Why Your Employees are Your Best Brand Advocates | Jeanniey Walden, CMO at DailyPay

Araminta Robertson — Thu, 27 May 2021 07:00:00 +0100

In this episode I’m chatting with Jeanniey Walden, CMO at DailyPay. Jeanniey has led marketing and growth for fortune 1000 companies, has authored several books and was recently nominated as transformational CMO of the year by the CMO Club.

DailyPay is an earned income software based in New York that integrates with large company payroll and time management systems, allowing employees to get paid on demand. 80% of Fortune 200 companies that offer on-demand pay partner with DailyPay, including Dollar Tree, Berkshire Hathaway and Adecco. As you’ll see in the episode, they also have exciting news to share.

In this episode, Jeanniey and I chat about how fintech companies can remain customer centric while focusing on the larger vision, how DailyPay markets to employers when the end user are employees and why fintech companies should prioritise brand awareness.

DailyPay website: https://www.dailypay.com/
Follow Jeanniey Walden on LinkedIn: https://www.linkedin.com/in/jeanniey/

This episode is brought to you by VC Innovations.

What Can Fintech Companies Do to Stand Out in a Crowded Market? | Bryan McCarty, Director of Marketing at Moov

Araminta Robertson | Fintech Marketing Hub — Thu, 20 May 2021 02:31:38 +0100

In this episode, I’m chatting with Bryan McCarty, Director of Marketing at Moov. Bryan is a two-time founding SaaS team lead and has experience working as a product manager and product marketer at companies such as Jack Henry and Banno.

What is Moov? Moov is a company that helps developers accept, store and disburse money. They’re a platform built by developers for developers, with a focus on delivering exceptional user experiences. In December last year they raised $27 million in a series A round led by a16z.

We chat about what fintechs miss when it comes to customer experience, how to stand out in a world of integrations and APIs and Moov’s approach to creating and publishing content.

Moov's website: https://moov.io/
Follow Bryan McCarty on LinkedIn: https://www.linkedin.com/in/bryanmccarty/

How to Develop Product Market Fit as a Fintech | Shameer Sachdev, Founder of Growth Gorilla

Araminta Robertson | Fintech Marketing Hub — Thu, 13 May 2021 02:03:28 +0100

In today’s episode I’m chatting with Shameer Sachdev, founder at fintech marketing agency Growth Gorilla. Growth Gorilla does growth marketing, channel strategy, paid search, email automation and a whole host of other marketing services. They’ve worked with over 25 fintech companies and have worked with companies such as Wayhome, PrimaryBid & Change Invest.

We do a deep dive into what fintech marketing really is, how to take a fintech company from an idea, to product market fit and to a scale up, and finally how fintech companies can make the right decisions based on data and analytics.

It’s an episode that is jam packed with tips and actionable advice for anyone who’s marketing a fintech company, so make sure to tune in till the end.

Growth Gorilla's website: https://www.growthgorilla.co.uk/
Shameer Sachdev on LinkedIn: https://www.linkedin.com/in/shameersachdev/

What is a Fractional CMO and Should You Hire One? | Andrea Linehan, CMO at Currencyfair

Araminta Robertson | Fintech Marketing Hub — Thu, 06 May 2021 02:19:15 +0100

In this episode I’m chatting with Andrea Linehan, CMO at Currencyfair. Andrea worked for 10 years in the Middle East for the Omani government, and then worked as the CMO of a fintech startup called GRID Finance. At Currencyfair, she’s been leading the build of their lead generation and sales enablement infrastructure, as well as establishing the international payments technology brand

What is Currencyfair? It’s a global payment company specialising in FX for both consumers and businesses. They’re based in Dublin, Ireland and have raised a total of $24.5M throughout all their rounds. They recently acquired payments company Assembly in Australia, as they look to expand their suite of products.

Our Approach to Turning Customers into Brand Ambassadors | Jasper Martens, CMO at Pensionbee

Araminta Robertson | Fintech Marketing Hub — Thu, 29 Apr 2021 00:04:47 +0100

In today’s episode I talk to Jasper Martens, Chief Marketing Officer at Pensionbee. Jasper has a background in digital marketing, and used to manage his own marketing agency in Amsterdam. He loves making boring products interesting, and has won several awards for his campaigns. He calls himself a tech savvy marketeer.

Pensionbee is a pensions provider that combines your old and new pension plans into one. It takes 5 minutes to start, and users can combine, contribute and withdraw online. They have some pretty astounding customers: over 470,000 customers, a 97% retention rate and are managing close to £1bn in pension money. They were recently valued at £365M at their recent IPO in April.

In today’s episode, Jasper and I talk about brand-led advertising, PensionBee’s focus on loving its customers and their Instagram marketing.

How Much Customer Research Should You Do? | Romney Taylor, VP of Marketing at Habito

Araminta Robertson | Fintech Marketing Hub — Wed, 21 Apr 2021 23:07:56 +0100

In this episode, I’m chatting with Romney Taylor, VP of Marketing at Habito.

Before working at Habito, Romney was working for a very successful management consulting company, with clients such as Giffgaff, Skype and Zopa.

What is Habito? Habito is an online mortgage broker. But it’s not just any mortgage broker: they’re user friendly, tech-savvy and are a B corp. Since 2015, they’ve received over £63M in total funding, sorted £4 bn worth of mortgages and have over 4000 excellent client ratings on Trustpilot.

In this episode, Romney and I chat about Habito’s hyper focus on customer centricity, how they do their customer research and the role certain emotions play in their marketing campaigns.

Habito's website: https://www.habito.com/
Follow Romney on LinkedIn: https://www.linkedin.com/in/romneytaylor/

Marketing to Developers: Where Do You Start? | Vidya Peters, CMO at Marqeta

Araminta Robertson | Fintech Marketing Hub — Wed, 14 Apr 2021 22:27:18 +0100

In today’s episode I’m chatting with Vidya Peters, Chief Marketing Officer at Marqeta. Before Marqeta, Vidya served as the Chief Marketing Officer of MuleSoft, an enterprise software company focused on APIs and integrations.

She helped take MuleSoft public on NYSE in 2017 and was acquired by Salesforce in 2018 for $6.5B. She was also recently nominated as number one on the list of top 25 women in financial technology.

Marqeta is a card issuing platform designed for companies that want a simplified and flexible payment program. Marqeta won the “2019 Best Fintech Startup” award by FinTech Breakthrough and the "Best Enterprise Technology Company" at the 2019 LendIt Fintech Industry Awards.

Marqeta was valued in 2020 at a $4.3 billion valuation and has well-known clients such as Square, Uber, Instacart and Affirm.

In this episode, we talk about how to market a company to developers, their focus on product marketing and how Marqeta manages marketing to both high growth startups such as Uber and more established brands such as JP Morgan Chase.

Follow Vidya Peters on LinkedIn: https://www.linkedin.com/in/vidyapeters/

Marqeta website: https://www.marqeta.com/

Full show notes and website: https://www.fintechmarketinghub.com/

How to Grow Your Brand with Community Marketing | Alex Latham, Co-Founder of Chip

Araminta Robertson | Fintech Marketing Hub — Wed, 07 Apr 2021 18:33:18 +0100

Welcome to the first ever episode of Market Like a Fintech!

Market‌ ‌like‌ ‌a‌ ‌Fintech‌ ‌is‌ ‌a‌ ‌podcast‌ ‌on‌ ‌a‌ ‌mission‌ ‌to‌ ‌find‌ ‌out‌ ‌what‌ ‌marketing‌ ‌strategies‌ ‌and‌ ‌tactics‌ ‌the‌ ‌top‌ ‌Fintech‌ ‌companies‌ ‌in‌ ‌the‌ ‌industry‌ ‌use‌ ‌to‌ ‌acquire‌ ‌real‌ ‌customers,‌ ‌build‌ ‌a‌ brand‌ ‌and‌ ‌grow‌ ‌revenue.‌

I’m Araminta, a marketing consultant at Mint Studios and partner at the Fintech Marketing Hub.

In today’s episode, I’m chatting with Alex Latham, co-founder, and chief marketing officer at Chip. Chip is the UK’s highest returning savings account. It’s an app that helps users save money automatically with AI. Every few days, Chip's algorithm calculates what you can afford to stash away based on your spending habits. It then transfers that money from your current account to your Chip account - automatically.

Chip is one of the biggest crowdfunded businesses in the UK with over 11,000 investors. They have a user base of over 300,000 active users who have saved over £150m.

Last September they raised £11m in just 3 days, making it the biggest crowdfund in Europe in 2020.

In this episode, we talk about their main strategy to enable viral growth, how they built a community of committed investors and their approach to maturing the Chip brand.

Follow Alex Latham on LinkedIn: https://www.linkedin.com/in/alex-latham-98498449/
Chip website: https://www.getchip.uk/
Full show notes and website: https://www.fintechmarketinghub.com/post/grow-brand-with-community-marketing