The Fintech Marketing Hub CIC

It's that time of the year! 🤩 👀 The 4th edition of our "Top 30 Most Influential Fintech Marketers is out now! 🎉 We're once again shining the spotlight on some of the most prominent marketers in the #fintech space who've impressed our judges with their pioneering growth strategies, deep market insights, and unwavering commitment to customer success. Here, we’d love to thank our stellar judges Alexander Ford, Gemma Livermore, Jason Huan, Jessica Lyn Zall, and Polly Gilbert for their collaboration and help in the selection process! Massive congratulations to all honourees! 🚀🎉 To see who the top 30 fintech marketers of 2024 are 👀 and learn 🧠 from their unique experiences, ideas and insights on: ✅ what fintech marketing is, ✅ the challenges fintech marketers currently face and ✅ what 2024 might look like for them Download our special report including 60+ pages of exclusive thought leadership below👇 https://lnkd.in/eTgbd6Fq Last but not least, we’re also sending special thanks to our amazing partner Innovate Finance for backing the initiative! 👐 #FMHTop30 #FintechMarketing #FintechNews PS: Join us to celebrate 2024's outstanding fintech marketing talent at our upcoming Fintech Marketing Spring Meetup in London on 2nd May. 🏙️ 🔗 https://lu.ma/47vtms45

Already planning for H2?! 👀 Mark your calendars for the UK's biggest and most impactful #fintech event on 11th-12th November 👇 The freshly rebranded Fintech Talents FTT Fintech Festival 🤩 And guess what? We'll be once again shining a spotlight on #marketing in the sector with two exclusive sessions 😍 Wanna join us on stage? 🤗 Shoot us an email at info@fintechmarketinghub.com Grab your early-bird tickets with a juicy 20% discount using the code FTTFESTIVALFMH20 here ➡️ https://bit.ly/4d94m12 #FTT24 #FintechNews Alicia Condon Victor Cruz Araminta Robertson Ani Petrova Alexandra Green

Did you miss our Fintech Marketing Summer Conference on 2nd July in London? 👀 You can still catch up on all the insights, ideas, and discussions from the event in the playlist below on our YouTube channel completely free courtesy of our amazing partner Finance Shoots 👇 Thank you Jack Whitehead 🎬 and team for the top-notch work and support! https://lnkd.in/gpWTJ8iv Many thanks again to all our rockstar speakers and moderators 🙏 and our other sponsors and supporters Your Story PR, Growth Gorilla, Rise, created by Barclays, Innovate Finance, AP Marketing Solutions and Mint Studios 🌟 for making the event possible! Until the next time...in the big 🍏 👀 We just announced our upcoming IRL meetup in NYC kindly hosted by our amazing partner and member Adyen 👇 Check it out and secure your ticket now 🚀 https://lu.ma/45orsp5w #FintechNews #FintechMarketing

How #fintechs can integrate sustainability for brand, purpose, and competitive advantage...👀 Learn from our own Dr Leeya Hendricks and her chat with Matt Bullivant of OakNorth at our spring meetup earlier this year. 🌟 Here are some of their key takeaways: 1️⃣ Fintechs have the chance to embed sustainability from the start, unlike larger enterprises facing retrofitting challenges. 2️⃣ Fintechs can act as partners for organisations offering innovative solutions for sustainability. 3️⃣ Communicating sustainability initiatives authentically is crucial for avoiding greenwashing and attracting purpose-driven customers. 4️⃣ Ethical AI and responsible principles is essential, both offering AI solutions responsibly and embedding AI into operations sustainably. 5️⃣ SMEs face challenges understanding regulations; and where to start. SDGs can help provide a foundation, doing what's right for your business. 6️⃣ Balancing environmental, social, governance factors is key for overall sustainability. It’s important not to focus on some and not others. 7️⃣ Partnerships can help advance sustainability goals in Fintech. Successful collaborations can lead to meaningful outcomes. 8️⃣ Marketers should evolve their skills, understanding ethical AI and effectively communicating sustainability initiatives. Watch a recording of the complete discussion on our YT channel now 👇 https://lnkd.in/gx7NVsKd #Fintech #FintechMarketing

🚀 Unlocking the Power of Account-Based Marketing 🚀 I was recently lucky enough to join The Fintech Marketing Hub CIC and a fantastic panel of experts, Sumeet Vermani and Katarina Nordin, hosted by Araminta Robertson talking all things Account Based Marketing in FinTech. A few takeaways, insights, and actions I took from the conversation. Key Takeaways: 💡 ABM as an Enhancement, Not a Separate Strategy: ABM builds on core marketing principles—understanding your audience, cross-team collaboration, and delivering targeted value. It’s an enhancement to your existing marketing efforts, not a standalone tactic. 💡ABM for All Budgets: ABM isn’t just for big spenders. Even smaller players can start with targeted, strategic approaches to build trust and traction, ultimately leading to broader network opportunities. 💡ABM vs. Volume Demand Generation: Unlike high-volume demand gen, ABM requires a deep alignment with customer accounts and personas. This shift towards a customer-centric approach necessitates a cultural change within your organisation. 💡The Journey Beyond Acquisition: Winning an account is just the start. Ongoing engagement is essential for account penetration and retention, impacting long-term relationships and value creation. Actionable Insights: ⚡ Integrate and Align: View ABM as an enhancement to your existing marketing efforts. Ensure alignment across sales, marketing, and product teams with shared KPIs and clear roles. ⚡ Leverage ABM for All Sizes: Apply ABM tactics to both large and smaller, strategic accounts. Use insights from past campaigns and network connections to refine your approach. ⚡ Optimise and Scale: Start with focused, manageable campaigns. Analyse results to identify what works, then scale smartly with the help of automation and AI. ⚡ Continuous Improvement: Use data and feedback to iterate and refine your ABM strategies. Embrace simplicity and leverage existing resources for effective outcomes. Putting Theory into Practice: ✅ Assess Fit and Readiness: Evaluate if your target accounts align with your Ideal Customer Profile (ICP) and gauge their interest through signals. ✅ Define and Scale Your Approach: Choose between "one-to-many," "one-to-few," or "one-to-one" strategies based on your resources and goals. Start with smaller segments and expand based on proven success. ✅ Leverage Insights and Networks: Use data from past successes and insights from your network to inform your tactics. Engage with existing customers to understand their needs and preferences. ✅ Foster Sales and Marketing Alignment: Ensure that both teams are working towards the same goals with clear communication and defined responsibilities. Leadership buy-in is crucial for cohesive execution. #ABM #Fintech #FintechGrowth #AccountBasedMarketing #MarketingStrategy #SalesAndMarketing #CustomerEngagement #BusinessGrowth #AIInMarketing

A great example of experiential or guerilla marketing by fintech Monzo Bank 👀👇

How to do fintech content marketing in the age of #AI... Araminta Robertson looked into this with industry experts Naomi Prakash, Geoff Whitehouse and David Beach 🏖 at our spring meetup earlier this year. Here are some of their discussion's key takeaways: • Junior content marketers may be ok, because AI will take care of the more "boring" parts of content creation allowing them to spend more time on the most fun part: creative work. • To us, using AI tools feels weird and unnatural, but the next wave of content marketers will be used to the tools and will know how to use it in ways we cannot predict. • Tools like ChatGPT could act as editors to new writers, potentially helping them get better, sooner? Watch the full recording of the talk now on our YouTube 👇 #AIcontent #FintechMarketing

Did you miss our Fintech Marketing Summer Conference on 2nd July in London? 👀 You can still catch up on all the insights, ideas, and discussions from the event in the playlist below on our YouTube channel completely free courtesy of our amazing partner Finance Shoots 👇 https://lnkd.in/eMbEYEP6 Many thanks again to all our rockstar speakers and moderators 🙏 and our kind sponsors and supporters Your Story PR, Growth Gorilla, Rise, created by Barclays, Innovate Finance, AP Marketing Solutions and Mint Studios 🌟 for making the event possible! Until the next time! 🚀 #FintechNews #FintechMarketing

In last week's InMarketing briefing, I shared my key takeaways from the The Fintech Marketing Hub CIC's Summer Conference and concluded that nothing important happens in the office. I also flagged Elliot Gulliver-Needham's piece about wealth managers losing a fifth of customers because of one issue, Ant Intl making billions in JPM Coin payments using programmability, and why building a trusted community outshines reliance on intent signals in B2B marketing. The last word went to Bethany McLean, reviewing Richard Behar's new book on Bernie Madoff. Learn why: ① Marketing should aspire to enterprise value. ② Content marketing can deliver leads as well as brand awareness. ③ Keeping a customer is more critical than gaining one. ④ Programmability is digital money’s secret weapon. ⑤ The value of building trust in your brand cannot be overstated. ⑥ CEOs are broadening their concerns to tackle an ever more complex world. ⑦ Retail investors will likely always come second to institutional ones. Don’t settle for marketing. Strive for #InMarketing: innovate, interact, influence. Wishing you a productive week. #IMTW

"A successful ABM/ABX strategy is the ultimate team sport - integrated around the customer, being front of mind and enabling buyers when they are in-market for a solution. People, processes and data are the foundation, with platforms a mere enabler in any approach." Throwback a couple of weeks to the The Fintech Marketing Hub CIC Summer Conference in London at Rise, created by Barclays, talking all things Account Based Marketing, captured by Toby Jeffries. Brilliant to share the stage with Kate Eadie, Katarina Nordin and Araminta Robertson for a fascinating discussion with varied perspectives and interesting insights, in front of such a highly engaged audience. I've been walking the walk, and talking the talk on this topic since it's emergence in 2018 but there are 3 areas I focus attention on today: ➡ Buyer Behaviour ⬅ 71% of B2B decision makers are now 45 years old or younger and are increasingly dissatisfied with buying processes that still equate to a bygone age - only on average 3% of website visitors fill in a form. With buying teams increasing in size, and trusted sources shifting, how are you adapting to selling the whole house? ➡ Culture is key ⬅ Too often I see ABM strategies deployed and failing, as a reflection of cultures that are siloed, leadership that skews to one particular part of the organisation and where teams are operating from different playbooks. Your approach works best when all GTM teams are operating from a joined up strategy, built together, in service of key business priorities. Creating common language and definitions, integrated KPI's, clarity on what good looks like, with constant communication and calibration. Is your operating model built for this? ➡ The AI Opportunity ⬅ There is a lot of hyperbole and focus on using AI to scale personalised content in ABM targeting which is definitely a use case. The bigger opportunity lies in how it can be leveraged in improved account intelligence, to identify buying signals in data or prospect interactions, and to reduce internal friction in responding to buyer intent. I hear a lot about using AI to scale ABM efforts, but if everyone is using the same tools and methods, I challenge you to think - how will you be trusted and how will you stand out? #abm #b2bmarketing #fintech #saas #abx #cmo #nextgencmo