Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy, Director of Marketing and Business Development, OpenPayd

The Fintech Marketing Playbook for Complex Products, Long Sales Cycles, and Messy Attribution | Paul Staite & James Hayward, Primer

Araminta interviews Paul Staite and James Hayward at Primer, a unified infrastructure platform for global payments and commerce. They explain why traditional SaaS marketing playbooks often fail in payments due to long sales cycles, hard-to-demo “background” products, extreme regional and vertical nuance, global-first targeting, multiple personas, and buyers for whom payments is only part of the job. Primer’s lean team succeeds through executive buy-in, data-driven prioritization, tight cross-functional collaboration, and clear goals, while using both quantitative and qualitative attribution signals. Paul describes the “GTM engineer” role and using automation/AI and Clay to surface intent signals into Slack; James shares AI workflows for tone-of-voice consistency. They also discuss Primer’s ungated Payment Pioneers research series and highlight key “first tools” like robust website forms. Key topics include: 1.  Why traditional marketing playbooks don't really work in payments 2. What’s a go-to market engineer  3. How Primer operate as a lean, high performing marketing team  Useful links: Find Paul Staite on LinkedIn: https://www.linkedin.com/in/paulstaite/ Find James Hayward on LinkedIn: https://www.linkedin.com/in/james-h-92178975/ Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ [https://www.linkedin.com/in/aramintarobertson/]  Mint Studios website: https://www.mintcopywritingstudios.com/ [https://www.mintcopywritingstudios.com/] For show notes and more information about guests, head to: http://www.fintechmarketinghub.com/podcasthttps://www.mintcopywritingstudios.com/podcast [https://www.mintcopywritingstudios.com/podcast] This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:  [https://orama.tv/] https://orama.tv/ [https://orama.tv/] 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 Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building. Timestamps: 0:00 Why FinTech Content Matters 01:31 Meet Primer Marketing Leaders 02:59 Why Payments Is Hard To Market 05:44 Global ICP And Persona Complexity 10:13 ROI Proof And Data Gaps 16:31 Building A Content Culture 27:06 What Is GTM Engineering 32:45 Content Team AI Workflows 39:45 Payment Pioneers Research 45:03 Tool Picks And Wrap Up

Dark AI, AEO, and Why Content’s Real Impact Is Harder to Measure | Tom Rudnai, Founder & CEO, Demand-Genius

Tom Rudnai from Demand Genius and Araminta discuss why content is often not viewed as a revenue driver due to attribution challenges, despite its broad impact across the funnel, the rising pressure to make content measurable as AI makes creation easier, the need for “information gain” (tiered from reframing to empirical and conceptual novelty), how AI reshapes discovery and AEO beyond an SEO lens, and why citations appear mostly at conversion-stage prompts. They also cover using content to accelerate deal velocity, enabling sales distribution by removing friction and embedding content into workflows, and how Demand Genius connects web engagement to CRM data to measure content’s pipeline impact. Key topics include: 1. Why most content fails to drive revenue 2. What information gain really means in the AI era  3. How AI is reshaping content discovery 4. How to use content to support sales conversations and actually accelerate deal velocity Useful links: Find Tom Rudnai on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/ Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ [https://www.linkedin.com/in/aramintarobertson/]  Mint Studios website: https://www.mintcopywritingstudios.com/ [https://www.mintcopywritingstudios.com/] For show notes and more information about guests, head to: http://www.fintechmarketinghub.com/podcasthttps://www.mintcopywritingstudios.com/podcast [https://www.mintcopywritingstudios.com/podcast] This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:  [https://orama.tv/] https://orama.tv/ [https://orama.tv/] 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 Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building. Timestamps: 00:00 FinTech Content Ebook 01:13 Ebook Launch Details 01:49 Episode Setup Tom Ruay 03:12 Podcast Intro 03:41 Content Attribution Problem 07:55 Information Gain Framework 10:07 Creating Tier Two Content 13:39 Tier Examples And Distribution 15:50 AEO Beyond SEO Lens 18:09 Demand Genius POV 22:24 Bottom Funnel Debate 25:10 Balancing Trackable Impact 36:49 Dark AI Explained 40:19 Future of Content

What Sales Actually Wants From Marketing (A Fintech Salesperson's Perspective) | Cristina Ciaravalli, Founder & CEO, Valli Ventures

Cristina Ciaravalli talks about why sales and marketing often misalign in FinTech and how to build revenue teams that close. Cristina explains what makes FinTech sales uniquely complex—regulation, tri-party deal dynamics, and the need for reps who understand compliance—and highlights common early-stage mistakes such as hiring only one rep, doing shallow discovery, and targeting an overly broad ICP. She outlines how marketing should support sales through assets, storytelling, SEO, targeted campaigns, and events, emphasizing tight feedback loops, shared pipeline reviews, and access to call recordings. They discuss effective ABM as a true sale–marketing partnership with highly tailored experiences, the risks of ABM too early, and why warm outbound and community-driven events outperform AI-driven high-volume outbound that sacrifices trust. Key topics include: * Why fintech sales is different and what it requires.  * The biggest mistakes founders make when building early stage sales teams. * How sales and marketing should work together to drive revenue.  * Why warm outbound and ABM are more relevant in today's market. Useful links: Find Cristina Ciaravalli, on LinkedIn: https://www.linkedin.com/in/cristinaciara/ [https://www.linkedin.com/in/cristinaciara/] Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ [https://www.linkedin.com/in/aramintarobertson/]  Mint Studios website: https://www.mintcopywritingstudios.com/ [https://www.mintcopywritingstudios.com/] For show notes and more information about guests, head to: http://www.fintechmarketinghub.com/podcasthttps://www.mintcopywritingstudios.com/podcast [https://www.mintcopywritingstudios.com/podcast] This episode was produced by Orama - a video and podcast studio for B2B Brands:  [https://orama.tv/] https://orama.tv/ [https://orama.tv/] 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 Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

How to Turn Events Into a Revenue Engine (Not Just Leads) | Kate Young, Sr Event Marketing Manager, Middesk

Kate Young talks about building an event strategy that ties back to company goals and revenue. She shares how her background in neuroscience, music, and museum events shapes her focus on perception, curation, and memorable experiences, and explains how to map event types across the full funnel while balancing budget and bandwidth. They cover practical approaches for limited budgets, including investing in digital thought leadership, hospitality events, and focused programs like summits, as well as how to make big trade shows work through multi-touch activations. She also discusses what makes events feel premium, how to run effective executive dinners, how to staff a “dream team” booth, and why the best swag is what attendees genuinely need. Key topics include: 1.  How to build an event strategy from scratch 2. How to get buy-in from leadership 3. How to map your events across the full funnel, from awareness all the way to revenue 4. What to do when your budget is limited 5. What makes an event genuinely memorable Useful links: Find Kate Young on LinkedIn: https://www.linkedin.com/in/kate-young-philadelphia/ Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ [https://www.linkedin.com/in/aramintarobertson/]  Mint Studios website: https://www.mintcopywritingstudios.com/ [https://www.mintcopywritingstudios.com/] For show notes and more information about guests, head to: http://www.fintechmarketinghub.com/podcasthttps://www.mintcopywritingstudios.com/podcast [https://www.mintcopywritingstudios.com/podcast] This episode was produced by Orama - a video and podcast studio for B2B Brands:  [https://orama.tv/] https://orama.tv/ [https://orama.tv/] 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 Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building. Timestamps: 00:00 Intro 02:08 Neuroscience Meets Events 03:58 Museum Curation Lessons 05:47 Designing Multi Path Experiences 08:32 Defining Event Strategy 12:21 Webinar Types And Outcomes 16:58 Trade Shows Full Funnel Week 19:21 Small Budget Playbooks 25:40 Hosting Builds Credibility 32:38 Executive Dinners That Work 36:35 Booth Dream Team And Swag

Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy, Director of Marketing and Business Development, OpenPayd

Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he structures the team around two core functions—brand and go-to-market—including product marketing and SDRs, and why customer conversations and event presence remain critical. He also covers hiring for intelligence and drive over pure experience, using tools like Gong to improve feedback loops between sales and marketing, and how to justify long-term investments like proprietary research and events when ROI can take 12+ months. Key topics include: 1. How OpenPayd marketing shifted from brand awareness to ABM  2. Why Michael structured the team around two specific core functions  3. How he hires people with skills that he might not personally have  4. How to justify long-term marketing investments And a lot more! Useful links: Find Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/ Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ [https://www.linkedin.com/in/aramintarobertson/]  Mint Studios website: https://www.mintcopywritingstudios.com/ [https://www.mintcopywritingstudios.com/] For show notes and more information about guests, head to: http://www.fintechmarketinghub.com/podcasthttps://www.mintcopywritingstudios.com/podcast [https://www.mintcopywritingstudios.com/podcast] This episode was produced by Orama - enterprise fintech podcasts and videos: https://orama.tv/ [https://orama.tv/] 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 Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building. Timestamps: 00:00 Intro 02:17 Marketing to BD Growth 03:36 Wearing Many Hats 05:21 Customer Conversations Matter 06:40 Marketing Team Evolution 09:46 ABM and Trust Building 14:40 Hiring in the AI Era 20:10 Attribution Beyond Lead Source 21:36 Aligning Incentives Sales Marketing 22:35 Gong Insights For Marketers 26:36 AI Content Quality And Differentiation 28:34 Becoming A Product Expert 33:01 Proving Marketing With Long Cycles