B2B Fintech Marketing: How to Build a Winning Strategy
Fintech’s potential for high-quality leads and revenue growth is massive. But navigating the complexities of B2B fintech marketing? It’s not always straightforward.
You might feel like you’re firing off marketing tactics in every direction, hoping something sticks. You’re publishing content, but it’s not ranking well in search engines, getting you the traffic or conversions you need, or it doesn’t seem to resonate with your audience.
If that’s you, don’t worry. In this guide, we’ll break down the essentials to creating B2B marketing strategies that deliver great results for fintech companies like yours. Let’s get started.
What is Fintech Marketing?
The Fintech Customer Journey
Fintech solutions change how businesses and individuals manage money. Understanding their journey is crucial for anticipating needs, addressing pain points, and driving adoption.
B2B fintech adoptions can span 6 to 12 months, involving multiple decision-makers and requiring tailored fintech marketing strategies to maintain engagement throughout the decision-making process.
Zelle’s proactive reimbursement of fraudulent transactions in November 2023 showcased how fintech firms must prioritize compliance and consumer trust in their marketing strategies, especially in an increasingly regulated and transparent environment.
Let’s explore the typical stages of this journey:
- Stage 1: Unaware – At the Unaware stage, potential customers don’t even realize they have a problem. The goal here is to create content that educates and builds awareness around common financial pain points. Use broad content like industry insights, thought leadership articles, or trend reports to draw attention. This type of content helps them recognize inefficiencies, like manual processes that are slowing them down or compliance issues they might not be aware of yet.
- Stage 2: Problem Aware – In the Problem Aware stage, prospects know they have a problem but don’t yet know about possible solutions. Here, focus on content that addresses their pain points and explains why these issues matter. Offer educational webinars, whitepapers, and blog posts that highlight the consequences of sticking with outdated processes or not addressing financial compliance concerns. This content should build urgency and encourage them to look for solutions.
- Stage 3: Solution Aware – At the Solution Aware stage, prospects are aware of various solutions but are still figuring out which one is the best fit. This is where you start positioning your solution in the broader landscape. Create comparison guides, in-depth integration guides, or case studies that show how similar companies solved the same problems with your solution. Highlight your unique value propositions—such as a platform that reduces processing times by 50% or integrates seamlessly with popular ERP systems.
- Stage 4: Product Aware – When a prospect reaches the Product Aware stage, they know about your product and are considering it as a solution to their problem. They’re evaluating and comparing your product with competitors. This is where you need to offer highly specific, trust-building content. Provide ROI calculators, host product demos, and create ‘sandbox’ environments where prospects can test your platform. Tailored presentations that address specific use cases and pain points are critical here.
- Stage 5: Most Aware – At the Most Aware stage, the prospect is on the verge of making a purchase decision. This is the time for hard-hitting, persuasive content. Offer special discounts, limited-time offers, or exclusive bonuses that can help push them over the edge. Highlight key differentiators, such as exceptional customer support or an easy onboarding process. Make the decision as easy and risk-free as possible to convert these highly engaged prospects into customers.
- Post-Purchase – The journey doesn’t end after the sale. Once a customer has made a purchase, it’s vital to ensure they have a smooth onboarding experience. Personalized training sessions tailored to specific use cases, like guiding finance teams on using automated reconciliation features, help increase customer satisfaction and loyalty right from the start. This post-purchase support turns new customers into enthusiastic advocates and can lead to long-term retention and upsell opportunities.
Key Strategies for Fintech Marketing
Okay, so you’ve got a great fintech product, but now you need to get it in front of the right people. Here are some tactics that’ll actually get you results.
Strategic Marketing Approaches in Fintech
Sending your message indiscriminately to anyone with a bank account is an ineffective use of your marketing budget. Precision is everything—engage the decision-makers who are not just interested but poised to implement your B2B fintech solution.
Start by building detailed buyer personas. Are you targeting forward-thinking CFOs at mid-sized e-commerce companies? Or maybe, cautious Finance Directors at established manufacturing firms?
Monzo Business, a UK-based digital bank, targets sole traders and small businesses. They create offers using accessible language that makes doing business easy for their target audience.
Once you know who you’re after, use intent data to find them. Tools like Bombora or 6sense can track online behavior that signals interest in fintech solutions. When a potential client starts searching for “best app for business accounting” or reading reviews of digital banks, you want to be the first to know—and the first to reach out.
Account-based marketing (ABM) shines in targeting specific, high-value prospects. Instead of generic campaigns, create personalized outreach for your top-tier prospects. For instance, fintech firm ComplyAdvantage successfully used ABM (with Cognism’s help) by creating personalized proposals for high-value prospects, resulting in a 15% increase in conversion rates.
Also, tap into rich firmographic data to refine your targeting further. Look for trigger events like new CFO appointments or recent funding rounds. These moments of change often signal a readiness for new fintech solutions.
Your best leads may also come through partnerships—team up with complementary providers or financial advisors for webinars or joint research projects. For example, Monzo partners with small businesses to promote its ease of use.
Why does this influencer marketing partnership work so well? Sam demonstrates to other small businesses how easy it is to set up their ventures, and her endorsement of Monzo reinforces its accessibility and ease of use for entrepreneurs.
SEO for Long-Term, Compound Growth
When it comes to B2B SEO, fintech companies need to think beyond just ranking for a few high-traffic keywords. Instead, the focus should be on a compound growth strategy that leverages content clusters and long-tail keywords to build authority over time.
By creating content clusters around core topics—such as “digital payments,” “cross-border transactions,” or “automated financial reporting”—you can dominate niche areas and increase your chances of ranking for multiple, related search terms. This strategy helps Google see your site as an authoritative source on specific topics, which over time, can lead to compound growth in organic traffic.
For example, a B2B payment processing platform might focus on long-tail keywords like “cross-border payment solutions for e-commerce businesses” or “real-time FX risk management for SMEs.” These highly targeted keywords are not only less competitive but also drive more qualified traffic that is likely to convert.
Regularly updating content, optimizing for semantic search, and incorporating internal linking to reinforce content clusters can help build momentum in organic rankings. Over time, this compounding effect results in sustained growth, increased brand visibility, and higher conversion rates from organic search traffic.
Creative Customer Acquisition Techniques
Fintech marketing requires campaigns that capture attention and leave lasting impressions.
Why opt for unconventional fintech marketing campaigns? They build trust by making your fintech brand more relatable and memorable. When you’re asking businesses to handle their financial operations, being memorable matters.
Examples of unconventional campaigns include:
- Experiential marketing: Create immersive experiences at industry events, like trade shows or conferences, that allow potential clients to interact directly with your product. For example, set up interactive booths where attendees can engage with a virtual demo or participate in a hands-on workshop that showcases how your fintech solution addresses common industry pain points. This approach captures attention and provides a memorable, practical experience that highlights the value of your offering.
- Guerrilla marketing: Use low-budget, high-impact tactics in unexpected places where B2B decision-makers are likely to be. For example, place branded digital screens or thought-provoking installations in financial district lobbies or business parks. These can share quick, powerful messages or stats that challenge conventional industry practices and pique curiosity, encouraging professionals to learn more about your solution.
- Viral marketing: Develop compelling content tailored for B2B audiences that has the potential to be widely shared within professional networks. This could include provocative thought leadership pieces, humorous takes on industry trends, or case study videos that highlight successful client partnerships. Ensure the content is optimized for platforms like LinkedIn, where it can easily gain traction among industry professionals.
- Influencer collaborations: Partner with niche industry influencers or respected thought leaders who have credibility among your target audience. Collaborate on content like webinars, podcasts, or LinkedIn Live sessions where these influencers share insights about current challenges and how your fintech solution can help address them. This strategy not only amplifies your reach but also builds trust and authority within your specific market.
A standout example of creative marketing is Klarna’s collaboration with Paris Hilton. The payments company partnered with the Y2K icon to create the “House of Y2K” pop-up in Los Angeles—a nostalgic nod to the early 2000s.
This strategic move generated significant buzz and cemented Klarna’s modern fintech identity.
The global multimedia campaign also included a series of films featuring Hilton reacting to different Klarna product offerings with the catchphrase, “That’s Smoooth.”
Through this creative approach, Klarna promoted its stretched payment options in a memorable way.
While this is a B2C example, B2B fintech companies can take inspiration from this level of creativity. Imagine hosting an immersive pop-up at a major industry conference that showcases the future of finance through interactive technology demonstrations or virtual reality experiences.
Partnering with well-known industry thought leaders or tech innovators to co-create content—like live debates or trend showcases—could generate the same kind of buzz and engagement as Klarna’s campaign. The key takeaway is that B2B doesn’t have to be boring—being bold and unexpected can help differentiate your brand in a crowded market.
Your B2B content marketing strategy needs to address the real challenges your potential clients face daily.
Begin by identifying the most pressing challenges your potential clients face in their daily operations.
Talk to your sales and customer success teams—they’re on the front lines, hearing firsthand about the issues plaguing potential clients. You might discover that regulatory compliance complexities, integration challenges with legacy systems, or data security concerns are at the top of your audience’s mind.
Once you understand these pain points, map your content to the buyer’s journey. For those just becoming aware of their problems, blog posts explaining trends, comparison guides highlighting differences, and case studies with filters for specific goals all work to address your audience’s financial needs.
As they consider different financial institutions and financial solutions, offer comparison guides and case studies. For case studies, create filters for different goals so potential customers can read stories from others who faced the same problems.
But what types of content work best? Plaid’s annual “Fintech Effect Report” provides valuable insights into consumer financial behavior, positioning Plaid as a trusted industry authority due to its thought leadership content. It’s also a useful lead magnet.
Hosting webinars demonstrating real-time financial analytics or creating video tutorials on navigating complex investment platforms also works well.
Plus, podcasts offer easily digestible insights for busy executives on the go.
The lesson here? Focus on creating content that truly helps your audience solve problems or make decisions. When you consistently deliver value, measured by metrics like a 20% increase in content engagement or a 15% higher click-through rate on targeted emails, you build trust and establish your brand as an indispensable resource.
Leveraging Data for Personalized Marketing
B2B fintech companies collect lots of information about their business customers. This includes things like:
- Company size and industry
- How they use financial services
- What kind of money problems they’re trying to solve
Analyzing this data helps fintech companies pinpoint each business’s specific needs. Then, they can reach out with ideas that feel tailor-made to increase customer retention and satisfaction.
This approach has some big pluses. Business clients feel understood, which builds trust. Happy clients are more likely to stick around and tell other fintech business contacts about the service.
Here are some ways to use data for personalized marketing:
- Identify patterns: AI helps fintech companies sift through mountains of data to spot patterns humans might miss. For example, it can predict which businesses will likely need a loan in the next six months based on their cash flow trends. This lets the fintech company reach out at just the right time with the perfect offer.
- Predict customer behavior: By analyzing past behavior, predictive analytics can forecast what a business might need next. If a company’s transactions with international partners are increasing, the fintech might proactively offer better foreign exchange services.
- Improve onboarding: Customized onboarding uses data to tailor the setup process for each new business client. A small startup might get a simplified dashboard, while a large corporation could see more complex features right off the bat. This customized approach helps businesses feel at home with the platform from day one.
- Score customer engagement: This is like a health check for client relationships. By tracking how often a business uses different features, how they interact with customer support, and other behaviors, these companies can spot when a client might be losing interest. They can then step in with tailored help or offers to keep the relationship strong.
- Increase cross-selling: By understanding how a business uses its platform, fintech companies can suggest additional service offerings that make sense. For instance, a fintech company might notice that a business is frequently late on payments and use this data to recommend an automated invoicing system, reducing late payments by 30%.
- Personalize content: This goes beyond just using the client’s name in emails. It’s about changing entire web pages, app interfaces, and marketing materials based on the business’s profile and behavior. A retail client might see case studies about inventory financing, while a tech startup sees content about managing investor funds.
Using Behavioral Analytics and IP Detection for Targeted Marketing
To optimize fintech marketing strategies, integrating tools like IP detection software and behavioral analytics can significantly enhance targeting precision and user experience.
IP detection software helps you identify and categorize website visitors by company, industry, or geographic location, allowing for highly targeted marketing efforts. For example, if your data shows multiple visits from a large financial services company, you can trigger account-based marketing (ABM) campaigns that offer tailored solutions or reach out directly with personalized content. Tools like Clearbit and Leadfeeder provide insights that help focus efforts on high-value accounts, increasing the likelihood of conversion.
On the other hand, behavioral analytics tools, such as heat mapping and session recordings, provide deep insights into how users interact with your website or platform. Understanding user behavior—what they click on, how far they scroll, and where they drop off—can inform UX/UI improvements and content strategies.
For instance, if heat maps reveal that users consistently click on a non-clickable element, that signals an opportunity for adding a valuable CTA or link. Tools like Mouseflow and Crazy Egg help fintech marketers understand these behaviors to optimize website flow, increase engagement, and ultimately drive more conversions.
Combining these technologies allows you to create a more personalized and engaging experience for each visitor, enhancing the effectiveness of your marketing campaigns.
Optimal Channels for Fintech B2B Marketing
B2B fintech marketing plans aren’t a one-size-fits-all situation. Different channels reach different audiences. To maximize impact, fintech companies need to focus on channels that resonate most with their target demographics and align with their unique product offerings.
Digital and Social Media Marketing
In the B2B fintech space, digital and social media channels like LinkedIn and X (previously Twitter) offer powerful ways to reach and engage decision-makers.
- LinkedIn is ideal for connecting with senior executives, decision-makers, and thought leaders in the financial industry. Engage them through targeted discussions in industry groups, thought leadership content, and live webinars.
- X (Twitter) can be leveraged for live Q&A sessions, sharing real-time updates, or hosting Twitter Spaces to foster direct engagement.
- Instagram and TikTok may seem unconventional for B2B, but they’re becoming increasingly important for reaching younger professionals, especially Gen Z and even the younger millennials. Short, engaging videos that simplify complex financial concepts or showcase company culture can make your brand more relatable and human.
Wise, a payment platform, uses LinkedIn to network, share insights, and show customers how to use its products.
Posts like their Customer Challenge program highlight their commitment to customer-centricity, humanizing the brand and offering potential clients a glimpse into company operations.
This approach humanizes the brand and gives potential clients a glimpse into how the company operates.
By sharing news about an employee’s award nomination, Wise shows they value their team.
This can attract top talent and signal to potential clients that they work with high-caliber professionals.
Wise also experiments with different content formats. For example, they posted a carousel introducing Quick Pay. It’s concise, highlights key benefits, and includes a clear call to action.
Across all posts, Wise maintains consistent branding with its distinctive green color scheme and logo. They explain complex financial concepts in simple terms and use images, graphics, or videos to increase engagement.
However, fintech brands targeting younger audiences must think beyond LinkedIn. For instance, platforms like Instagram and TikTok can attract Gen Z professionals with content that is engaging and easy to digest, such as short, educational videos or behind-the-scenes looks at company culture. Wise could extend their social strategy by repurposing LinkedIn content for TikTok, with quick, engaging snippets that resonate with younger demographics.
Referral Gamification
Additionally, referral gamification is an often overlooked but highly effective strategy for engaging Millennials and Gen Z. Fintech companies can implement referral programs within their platforms, offering rewards, badges, or points for referrals.
Gamified elements encourage user participation and build a sense of community and loyalty. Monzo, for instance, has successfully used referral programs, pairing them with vibrant, user-friendly branding to appeal to younger users.
In-App Marketing
In-app marketing is another powerful yet underutilized channel in B2B fintech. Once users are on your platform, personalized in-app messages can guide them through the onboarding process, introduce them to new features, or offer special promotions tailored to their needs. This can be especially effective in converting users who are already engaged and active on your platform.
For example, fintech companies can use in-app notifications to highlight new functionalities that align with a user’s activity patterns or send push notifications about special offers or product updates. This channel is particularly effective for cross-selling or upselling products to current users who might not yet be aware of all the functionalities available to them.
Event Marketing and Networking
Fintech companies also leverage traditional channels like events—conferences, webinars, and networking meetups—to connect with key stakeholders, share knowledge, and get noticed.
These events are great for forging strategic partnerships and driving customer acquisition. However, it’s crucial to maximize ROI from these opportunities.
To maximize ROI from event participation, define specific goals you want to achieve, such as the number of leads generated, partnerships formed, or brand awareness metrics.
Use a multi-channel B2B marketing strategy to promote your participation. This includes using social media, email marketing campaigns, and B2B content marketing to create buzz around the event and encourage attendance.
Implement a robust follow-up strategy post-event to nurture leads. This can include personalized emails, thank-you notes, or exclusive offers to attendees who visited your booth or attended your session.
For example, when Stratabeat CEO, Tom Shapiro speaks on webinars and at conferences, he often gives away free copies of his books, “Rethink Lead Generation” and “Rethink Your Marketing” to the people who attend.
After the event, assess your performance by tracking key metrics like the number of qualified leads generated, the percentage of those leads that convert into customers, and attendee satisfaction scores.
By integrating digital, social, referral gamification, in-app marketing, and traditional event marketing into a cohesive strategy, fintech companies can effectively reach different demographics and convert more prospects into loyal customers.
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