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B2B Technology | Fintech | Financial Services | Digital Payments and Identity
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Marketing Strategy
Growth Leadership
Demand Generation
Project Management and Cross-Functional Delivery
Brand Messaging and Content Direction
Data, Analytics and Funnel Optimization
Key Takeaway: A strong growth marketing program requires clarity of the narrative, rigorous measurement, and a well-orchestrated channel strategy. By shifting to a solutions-based story, activating a multi-touch framework, and implementing tight performance tracking, I increased awareness and accelerated pipeline influence within the FI ecosystem.
Executive Summary
In 2020, I led the growth and demand generation for a leading B2B fintech in the payments and identity verification space. My role was to build the campaign activation architecture, lead cross-functional execution, develop messaging frameworks across three solution areas, partner with product and sales leadership, manage paid media vendors and content agencies, and own multi-touch programs end-to-end.
This program became a repeatable blueprint for future campaigns, and I am proud to say that it still remains one of the most impactful demand generation engines I’ve built.
Challenge
Shift from product-focused promotion to a solutions-based narrative that resonated with FI executives navigating fraud, identity, and faster payments challenges. We also needed to increase our influence on pipeline and accelerate our visibility as a thought leader in the North American banking segment.
Solution
Build a multi-touch demand engine spanning webinars, content syndication, paid media, email, and analyst partnerships. My strategy focused on creating an integrated, data-driven demand engine that spanned paid, owned, earned, and analyst channels.
Results:
Webinars consistently outperformed benchmarks, including 455 registrants (3× target) and 400+ registrants (+23% above goal) with strong attendance from top 100 U.S. banks.
Syndication and media—WSJ, American Banker, Nacha, Banking Dive, PYMNTS—drove reach, leads, and engagement, with WSJ delivering 72% of all campaign sessions.
Email and LinkedIn activation delivered a 13% CTR, far above industry norms, fueling registrations and content engagement.
Overall, the program materially influenced pipeline, contributing $44.6M ACV and strong MQL performance.
Strategy and Planning
Key elements included:
Developing the campaign framework and brand B2B brand, positioning the company as an innovator enabling safer, seamless FI experiences.
Building a three-tier solutions framework that aligned fraud mitigation, account opening, and real-time payments to customer outcomes rather than product features.
Designing a multi-touch demand architecture incorporating webinars, syndicated content, email nurture, paid media, analyst relations, thought leadership, and a centralized content hub.
Implementing rigorous measurement, including UTM discipline, benchmarking, and funnel performance tracking from prospect to MQL to opportunity to closed-won.