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:

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.

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

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.

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:

Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.

About Market Like a Fintech and the Fintech Marketing Hub:

Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

In this episode, Araminta interviews Jeremiah Glodoveza, SVP Head of Marketing at Nium, on enhancing B2B marketing by leveraging techniques from the entertainment industry. They discuss focusing on core pain points and storytelling to engage audiences. Glodoveza shares insights from his experience in both tech and entertainment, including Zelle's true crime podcast on financial fraud. The episode also covers Nium's successful LinkedIn growth, brand differentiation strategies, and how technological advancements shape modern marketing roles.

Useful links:

Find Jeremiah Glodoveza on LinkedIn: https://www.linkedin.com/in/jglodoveza/

Nium’s website: https://www.nium.com/

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

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

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

Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.

About Market Like a Fintech and the Fintech Marketing Hub:

Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

The new episode of Market Like a Fintech explores content marketing for regulatory technology (RegTech). It discusses why compliance professionals are avid content consumers and how creating high-quality content can help RegTech companies like Comply Advantage stand out. Featured in the episode is Will Thompson, marketing director at Comply Advantage, who details their content strategy, successful campaigns, and the role of SEO. The conversation offers insights into leveraging webinars, sales collaboration, AI tools, and effective content creation methods, highlighting the significant impact on revenue and customer engagement.

Useful links:

Find Will Thompson on LinkedIn: https://www.linkedin.com/in/will-thompson-290389106/

ComplyAdvantage’s website: https://complyadvantage.com/

Adyen's content case study: https://www.mintcopywritingstudios.com/blog/complyadvantage-content-case-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:

Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.

About Market Like a Fintech and the Fintech Marketing Hub:

Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

After a 3 year hiatus, the Market Like a Fintech podcast is back!

In this episode of the Market Like a Fintech Podcast, Araminta explores the dynamic world of FinTech marketing after a three-year hiatus. The episode kicks off with an interview with Katerina Nordin, Senior Vice President of Marketing & Revenue at Adyen, as she shares insights on marketing complexities and strategies for enterprise customers versus SMBs. 

The conversation delves into Adyen's unique ABM (Account-Based Marketing) approach, how they manage digital funnels, and the innovative ways they've optimized marketing campaigns with limited resources. Highlights include the challenges and opportunities of marketing in an ever-evolving tech landscape and the power of consistent marketing strategies.

Useful links:

• Find Katarina on LinkedIn: Katarina 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.

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/

You’ll often hear in the marketing and startup world “targeting everyone is like targeting no one”. 

That’s because targeting everyone doesn’t work. No one identifies with your product and when you’re a startup, that means no one buys. 

Many fintech products are essentially applicable to everyone or a lot of different industries, and it’s tempting to therefore market to everyone.

But obviously, this doesn’t work. So one way to approach this is to segment your marketing — also called Account Based Marketing — which is essentially highly targeted marketing. This is what Argyle, a B2B fintech company based in New York, does with their marketing. 

Argyle provides a single global access point to employment data. That means providing the worker with a single overview of all their employment history and therefore allowing businesses to examine a worker based on multiple income sources. 

You know how you have an Apple or Android Wallet or for all your flight tickets? Imagine that, but for income sources and employment history.

ABM is a big part of their marketing mix, and in today’s chat I’m talking about exactly that with their Head of Marketing, Eva Sasson. She comes from a developer marketing background, and has been with Argyle for over a year. 

We chat about the difference between developer APIs and fintech APIs, how Argyle is cutting through the noise with content and how they’ve managed a fully distributed team since 2018.

Eva Sasson on LinkedIn: https://www.linkedin.com/in/esasson/
Argylle website: https://argyle.com/

As marketers, we often fall trap to only taking care of acquisition. 

So much so, that we forget that there is often a much cheaper and easier way to acquire customers, such as mining your own database or focusing more on retention.

That’s what TrackStar AI, a fintech based in the US, helps banks do: check their own databases. It integrates with lenders and banks, and helps them uncover opportunities to reactive customers who haven’t completed an application or were not eligible. In other words, use alternative data to acquire new customers. 

Today I have the pleasure of talking with Diane Myer, Head of Marketing at Trackstar. She has an incredible amount of experience in the marketing sector, having worked with companies like Kimberly-Clark, Ferrari and Mizuno. 

Trackstar's website: https://www.trackstar.ai/
Diane on LinkedIn: https://www.linkedin.com/in/diane-myer-brown/

In Eric’s words, a great fintech brand is human and makes meaningful connections with consumers.

That means, it is purpose-led, story-oriented and customer centric. 

Ideally, you want to build a brand around something that you can authentically and consistently stand for. 

That’s the beginning of Rival’s marketing framework, a marketing agency built by Eric that helps companies think, act and grow like challengers.

Eric Fulwiler used to be COO and CMO at 11FS, the fintech consultancy based in London. Now, he’s the founder of his own marketing agency, Rival.

This episode is a recorded virtual event we hosted in November through our Slack community. For the first thirty minutes, Eric and I chatted about branding and how Rival is helping companies build human brands. Afterwards, we opened the floor to participants to ask questions.

We cover topics about fintech branding, what it means to be a challenger brand, as well as tips for marketers who are hiring.

The event was great fun and our plan is to host these types of events once per month starting from January. You can learn more and stay tuned at fintechmarketing.com/slack.

 
Eric on LinkedIn: https://www.linkedin.com/in/ericfulwiler/
Rival's website: https://wearerival.com/