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

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

12/09/21 • 49 min

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/

Managing the brand of a B2B fintech isn’t always straightforward.

Previous Episode

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

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/

Next Episode

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

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/