Implementing Account Based Marketing in the B2B Fintech World | Eva Sasson, Head of Marketing at Argyle

You’ll often hear in the marketing and startup world “targeting everyone is like targeting no one”. That’s because targeting everyone doesn’t work. No one identifies with your product and when you’re a startup, that means no one buys. Many fintech products are essentially applicable to everyone or a lot of different industries, and it’s tempting to therefore market to everyone.But obviously, this doesn’t work. So one way to approach this is to segment your marketing — also called Account Based Marketing — which is essentially highly targeted marketing. This is what Argyle, a B2B fintech company based in New York, does with their marketing. Argyle provides a single global access point to employment data. That means providing the worker with a single overview of all their employment history and therefore allowing businesses to examine a worker based on multiple income sources. You know how you have an Apple or Android Wallet or for all your flight tickets? Imagine that, but for income sources and employment history.ABM is a big part of their marketing mix, and in today’s chat I’m talking about exactly that with their Head of Marketing, Eva Sasson. She comes from a developer marketing background, and has been with Argyle for over a year. We chat about the difference between developer APIs and fintech APIs, how Argyle is cutting through the noise with content and how they’ve managed a fully distributed team since 2018.Eva Sasson on LinkedIn: https://www.linkedin.com/in/esasson/Argylle website: https://argyle.com/