The Fintech Marketing Lab

Targeting Enterprise? Here's What Needs to Change With Your Marketing | Pamela Velentzas - VP, Marketing at SpreedlyAraminta speaks with Pamela Velentzas, VP of Marketing at Spreedly, on how to go from SMB to enterprise. Pamela explains what enterprise requires, she describes budget moves away from paid search toward curated in-person experiences, partner-led events, ABM-style named account programs, and PR/analyst relations, with examples of what worked. They also discuss PR, ABM, LLM-driven research, Reddit and OpenAI ads testing, and a content pivot.Key topics include:How to market fintechs to enterprisesWhy enterprise messaging must changeWhere to spend enterprise budgetsHow events build buyer relationshipsUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportFind Pamela Valentzas on LinkedIn: https://ca.linkedin.com/in/pamelavelentzasFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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 intro04:08 Messaging Must Shift05:48 From Dev Talk to CFO Outcomes08:50 Budget Reallocation for Enterprise10:18 Events and ABM Experiences14:19 SMB Pain Points vs Enterprise Outcomes19:28 PR Stories That Drive Enterprise24:23 Named Customers Proof33:38 Enterprise Content Playbook38:19 Reddit Strategy Explained40:52 Enterprise Expansion Advice

Araminta speaks with Zak Ali from Finder, about what drives success in Fintech affiliate marketing and comparison-site partnerships. Zak explains why generic inbound pitches get ignored and why publishers take risks only when brands show proof (case studies, competitive rates, clear fit, and specific page placements). They discuss how offers and transparency affect clicks and conversions, when it makes sense to use affiliate networks like Impact for tracking and setup, and how AI overviews and LLMs are changing attribution and pushing partners to pay for visibility despite hard-to-prove ROI. Zak shares how Finder is building an owned audience. How Finder repurposes content across platforms in a “search everywhere” world, and how AI workflows and tools support content efforts.Key topics include:How can fintechs get featured on FinderWhat mistakes to avoid in a fintech pitchWhen to use platforms vs networksWhy LLM visibility is becoming a marketing priorityUseful links:Find Zak Ali on LinkedIn: https://www.linkedin.com/in/zak-ali44Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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 Intro02:07 AI Shakes Affiliate Trust04:24 Owned Audiences Win07:36 Getting Featured on Finder13:31 Attribution in the AI Era18:03 Finder Content Waterfall24:57 Winning LLM Visibility31:21 Build Automation and Earn Trust

Araminta speaks with Gabrielle Bier, Content and Brand Marketing Lead at Parafin, on building a content strategy when the product is white-labeled and brand awareness is low despite Parafin reaching 20% of U.S. small businesses. Gabrielle explains focusing content on platform product leaders and executives by owning specific conversations like embedded capital and embedded lending, using proprietary SMB data and anonymized merchant stories to differentiate, and balancing technical posts with thought leadership. She shares her review process involving executives, sales, and compliance, and her SEO/AEO strategy. They also discuss distribution and evolving measurement from top-of-funnel to sales influence and attribution.Key topics include:How to build awareness for a product that works behind the scenesWhy building content for AEO first over SEOHow to build a mini-committee with stakeholders outside marketingUseful links:Find Gabrielle Bier on LinkedIn: https://www.linkedin.com/in/gabriellebier/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. 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 Intro02:31 Switching Audiences03:43 White Label Branding Challenge05:22 Zero to One Content Strategy10:28 Scaling Formats and Channels20:40 Sales Enablement and Advocacy26:00 Scaling Carefully With AI26:29 Measuring Content Impact30:39 AEO And LLM 

Araminta speaks with Megan Bowen, CEO of Refine Labs, about frameworks that help marketing teams gain leadership buy-in and reallocate budget toward activities that drive qualified pipeline and revenue. Megan explains Refine Labs' "split the funnel analysis," which tracks inbound leads through to closed-won revenue, highlighting why high-intent leads outperform lower-intent sources and why businesses should move beyond MQL-focused measurement. They discuss balancing investment across demand capture, brand awareness, and expansion, using better CRM tracking and metrics to demonstrate brand impact. Megan also shares insights into FinTech buying behaviour, the role of AI in marketing, and how to identify agencies that deliver measurable business results.Key topics include:How to make the case for brand spend to the CFOHow to figure out where your marketing sits on the maturity curveWhere AI belongs in marketing Why using it for strategy could cause issuesUseful links:Find Megan Bowen on LinkedIn: https://www.linkedin.com/in/meganwhitebowen/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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 Intro02:26 Frameworks and Funnels03:12 Split Funnel Explained06:57 Low vs High Intent09:49 Rebalancing the Budget11:41 Proving Brand Impact16:43 Fixing CRM and Tracking18:55 Marketing Maturity Model25:31 FinTech Buyer Insights29:41 AI in Modern Marketing38:42 Agencies in the AI Era

In this episode, Araminta speaks with Brian McCarty, a fintech product and marketing leader now at Lead Bank. They discuss keeping companies aligned on what their product does and expanding product marketing’s role beyond launches. McCarty explains how product marketers can influence roadmaps early by reviewing PRDs, tightening problem statements, and adding launch/comms sections, plus running internal enablement to avoid surprises. He shares his one-page “messaging house” to standardize positioning across teams and channels, and some of his winning Money2020 plays. He also covers using AI thoughtfully while preserving writing skills.Key topics include:How to get an entire company on the same pageHow to get product marketing into the global roadmapHow to maximize big eventsHow to use AI without losing writing skillsUseful links:Find Bryan McCarty on LinkedIn: https://www.linkedin.com/in/bryanmccarty/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: 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 LabFintech 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 Intro03:45 T-Shaped Marketer Mindset05:56 Influencing The Product Roadmap08:07 PMM Role Across Build Launch Learn13:40 Internal Enablement Before Launch15:05 Remote Rituals To Stay Aligned20:15 Using AI Without Losing Skill25:03 Messaging House Framework28:30 Content For Two Audiences37:19 Memorable Moments Strategy40:33 Consistency For AI Discovery

In this episode, Araminta interviews Zach Dioneda, VP of Brand Marketing at Public, discusses how the multi-asset investing platform deliberately rebranded to look more mature, shifting its competitive set from neo-brokers to legacy firms like Schwab and Fidelity by positioning Public as a serious, premium, digital-first investing platform. He explains how years of product expansion since 2022 set the stage for the early-2025 rollout, and how marketing supports longer consideration cycles with a trust-building mix of placements while avoiding incentives that can cheapen the brand. Dioneda also describes engaging younger audiences through authentic online presence, including active Reddit participation by Public leaders.Key topics include:Why Public repositioned against Schwab and Fidelity instead of the other newer brokersHow they build trust across a longer buyer cycle Why they're careful with the incentives of growth hacks that can cheapen a brand  How they made a TV ad almost entirely with AIUseful links:Find Zach Dioneda on LinkedIn:https://www.linkedin.com/in/zach-dioneda-36b6989/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 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 LabFintech 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 Intro00:38 Meet Zach at Public.com02:06 Rebrand Goals and Speed03:06 Threading Trust and Innovation05:54 From Social App to Platform07:34 Tipping Point End of 202409:18 Who Public Is For12:48 Marketing Shift and Media Mix15:50 Trust Building and Incentives20:34 Gen Z Credibility Signals26:21 AI Products Generated Assets33:35 AI Marketing and Staying Close

In this episode, Araminta interviews Rachel Verrill, about designing conference booths and successful events. Rachel shares common booth mistakes and some unusual tactics. She explains her process for vetting vendors, when to use booth design agencies, and designing around demo needs. She shares tips for side events, and how to mobilize your team to make sure that all their initiatives contribute to the pipeline.Key topics include: Why you shouldn’t care that much about foot trafficWhy your BDRs are the most underrated people you can bring to an event. How she ties every event decision back to pipelineHow to build your event playbookUseful links:Find Rachel Verrill on LinkedIn: https://www.linkedin.com/in/rachel-verrill/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 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 LabFintech 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 Introducing Rachel Verrill - Field marketing manager02:37 All about booths and events10:18 Vendors And Agencies17:27 Choosing A Booth Theme25:43 Color Coding VIP Targets31:28 Side Events That Work39:37 Hosting Sporting Suite Events42:31 Events As Product Signal43:13 Closing Thoughts And Gratitude

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: Why traditional marketing playbooks don't really work in paymentsWhat’s a go-to market engineer 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/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 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 LabFintech 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 Matters01:31 Meet Primer Marketing Leaders02:59 Why Payments Is Hard To Market05:44 Global ICP And Persona Complexity10:13 ROI Proof And Data Gaps16:31 Building A Content Culture27:06 What Is GTM Engineering32:45 Content Team AI Workflows39:45 Payment Pioneers Research45:03 Tool Picks And Wrap Up

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:Why most content fails to drive revenueWhat information gain really means in the AI era How AI is reshaping content discoveryHow to use content to support sales conversations and actually accelerate deal velocityUseful links:Find Tom Rudnai on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 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 LabFintech 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 Ebook01:13 Ebook Launch Details01:49 Episode Setup Tom Ruay03:12 Podcast Intro03:41 Content Attribution Problem07:55 Information Gain Framework10:07 Creating Tier Two Content13:39 Tier Examples And Distribution15:50 AEO Beyond SEO Lens18:09 Demand Genius POV22:24 Bottom Funnel Debate25:10 Balancing Trackable Impact36:49 Dark AI Explained40:19 Future of Content

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/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: 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 LabFintech 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.

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: How to build an event strategy from scratchHow to get buy-in from leadershipHow to map your events across the full funnel, from awareness all the way to revenueWhat to do when your budget is limitedWhat makes an event genuinely memorableUseful links:Find Kate Young on LinkedIn: https://www.linkedin.com/in/kate-young-philadelphia/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: 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 LabFintech 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 Intro02:08 Neuroscience Meets Events03:58 Museum Curation Lessons05:47 Designing Multi Path Experiences08:32 Defining Event Strategy12:21 Webinar Types And Outcomes16:58 Trade Shows Full Funnel Week19:21 Small Budget Playbooks25:40 Hosting Builds Credibility32:38 Executive Dinners That Work36:35 Booth Dream Team And Swag

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:How OpenPayd marketing shifted from brand awareness to ABM Why Michael structured the team around two specific core functions How he hires people with skills that he might not personally have How to justify long-term marketing investmentsAnd 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/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - enterprise fintech podcasts and videos: 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 LabFintech 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 Intro02:17 Marketing to BD Growth03:36 Wearing Many Hats05:21 Customer Conversations Matter06:40 Marketing Team Evolution09:46 ABM and Trust Building14:40 Hiring in the AI Era20:10 Attribution Beyond Lead Source21:36 Aligning Incentives Sales Marketing22:35 Gong Insights For Marketers26:36 AI Content Quality And Differentiation28:34 Becoming A Product Expert33:01 Proving Marketing With Long Cycles

What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, FiskaIn this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his pragmatic approach to marketing as part of the sales cycle, the metrics he cares about most (customer conversion and revenue), and why leading indicators matter but shouldn’t dominate reporting. They also dive into what Patrick wishes marketers understood about CEO decision-making—keeping communication simple, results-focused, and grounded in trust, domain expertise, and honest progress updates.Key topics include: How does he as a Fintech CEO think about marketing? What are the Marketing metrics CEOs really care about? How does he evaluate a channel when he knows it's hard to calculate the ROI?And what does a CEO wish more marketers understood about how CEOs make decisions? Useful links:Find Patrick Huynh on LinkedIn: https://www.linkedin.com/in/huynhpatrick/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: 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 LabFintech 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 Patrick Huynh: Introduction and Background02:49 Evolution of the Payments Industry06:55 Challenges and Responsibilities of Being a CEO22:41 Personal Insights and Industry Views27:42 Building Trust and Demonstrating Results31:06 Challenges in Marketing Leadership37:05 Understanding CEO Priorities39:14 Final Thoughts and Farewell