Funnel This

In this episode of Funnel This, I’m joined by Olivia Minnock, Head of Commercial & Partnerships at mmob, to talk about what partnerships really look like inside a fintech startup — and how life changes when there’s no dedicated marketing team.Olivia shares her journey from editorial and community roles into commercial leadership, and how those early skills in translating complex topics into plain language now shape everything from enterprise sales to product feedback.We explore the reality of long, complex sales cycles with tier one banks, why partnerships aren’t just logos or announcements, and how sales and marketing must work as one function — especially when resources are lean.This is a grounded, honest look at startup life: prioritisation, letting things go (and picking them back up), avoiding ecosystem myopia, and remembering that partnerships aren’t just about what you take out of the business — but what you feed back in.In this episode, we cover:- What “partnerships” really mean in fintech — from marketplace listings to referrals and ecosystems- Selling into tier one banks and navigating long, multi-stakeholder sales cycles- Why sales and marketing should sit together, not compete- Turning complex technical products into clear, compelling stories- How to avoid partnership breakdowns and know when you’re truly “ready” to scaleIf you’re operating in that grey space between commercial, marketing and partnerships — or building in a startup where roles overlap and evolve — this one will resonate.Useful links:Connect with Olivia Minnock on Linkedin: https://www.linkedin.com/in/olivia-minnock/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Marketing in financial services isn’t about playing it safe. It’s about thinking big — and then intelligently working within the guardrails.In this episode of Funnel This, I’m joined by Toni Gregory, Brand and Content Lead at OpenPayd, to explore what marketing really looks like inside regulated industries.Toni shares her experience from fintech brands including GoCardless and OpenPayd, and explains why compliance isn’t a blocker to creativity — and why seeing it that way can hold marketers back.We talk about the importance of thinking creative first, peeling ideas back layer by layer, and treating legal and compliance as true partners rather than hurdles. Toni also shares practical advice on building long-term brand equity, using data responsibly, and measuring success when brand impact doesn’t show up overnight.If you work in fintech, financial services or any regulated industry, this episode offers a grounded, honest look at how to stay bold without crossing the line.In this episode, we cover:-  Why compliance should be “baked in” — not bolted on at the end- Thinking creative first, then refining ideas within regulatory guardrails- Building brand voice and long-term trust without relying on hype- Using storytelling and proof points together to strengthen credibility- Measuring brand impact through visibility, consistency and momentum — not just quick wins.Useful links:Connect with Toni Gregory on Linkedin: https://www.linkedin.com/in/toni-gregory/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In this episode, fintech growth strategist Nikolay Sabev joins Sally Baker to explore how payments are evolving, from invisible transactions to AI-driven fraud prevention, and what it all means for fintech marketers.Nick shares global insights from his work across embedded finance, cross-border payments, and digital currencies, and explains why the winners in this space will be those who combine speed, security, and simplicity with clear, trustworthy communication.In this episode:The rise of cashless and invisible payments — and what markets like China and Scandinavia can teach usHow embedded finance is shaping customer experiences without people even realising itThe role of AI and machine learning in fraud prevention, data protection, and personalisationWhy stablecoins and digital currencies could transform cross-border paymentsHow fintech marketers can build trust and clarity in a complex, compliance-driven worldUseful links:Connect with Nikolay Sabev on Linkedin: https://www.linkedin.com/in/nikolaysabev/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

As marketing teams head into 2026 with tighter budgets and increasing pressure to perform, this episode is packed with practical advice on how to do more with less without compromising on global impact.Sally is joined by Katie Hayes, Head of Marketing at Ozone API, who shares how her lean team runs effective global marketing across multiple regions, the smart bets they make, and how AI has transformed the way they work.Whether you're planning next year’s strategy, re-evaluating your channel mix, or looking for new ways to scale output, this episode gives you a clear and realistic playbook for high-impact marketing in 2026.In this episode, they cover:- How to prioritise channels and activity when budgets tighten- Why global messaging needs local nuance — and how to manage this with a small team- A practical approach to repurposing content from a single “hero” asset- How Katie’s team uses Dojo AI to automate insights and reduce manual work- Low-cost strategies for increasing visibility at major industry eventsThis is the episode every B2B fintech marketer should listen to before 2026.Listeners can also enjoy part one of Sally’s conversation with Katie, (episode one in this series) on rebranding for challenger and established B2B brands.Useful links:Connect with Katie Hayes on Linkedin: https://www.linkedin.com/in/katiejayhayes/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In this episode, Sally is joined by Fractional CMO Jeremy Laight to unpack how buyer behaviour has transformed and why the classic AIDA funnel no longer reflects the messy, multi-channel journeys buyers take today.Jeremy explains how AI is collapsing the top of the funnel, how buyers are joining the dots long before they ever reach your website, and why trust and credibility now carry more weight than any neatly mapped “journey”.Together, they explore what this means for B2B and fintech marketers, from the role of content and social proof to how teams can influence the 70% of decisions that happen before a brand even knows it’s being considered.In this episode, they cover:How AI is collapsing awareness and speeding up decisionsWhy modern buyer journeys are mostly invisibleThe impact of multi-person B2B decision-makingThe rise of peer recommendations via Slack and LinkedInThe types of content that get discovered, shared and trustedWhat marketers should prioritise to stay relevant in 2026Jeremy also shares details of The Slice Network, his growing LinkedIn community for fractional CMOs and marketers.Full episode available now.Useful links:Connect with Jeremy Laight on Linkedin: https://www.linkedin.com/in/cmolondon/Join The Slice Network: https://www.linkedin.com/company/the-slice-network/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

What if your next event didn’t just build brand awareness, but drove real revenue?In this episode, Shaun O’Keeffe, SVP Growth Enablement at zerohash, joins Sally to share how their flagship Connect event series became a true growth engine.From strategy to execution, Shaun breaks down exactly how the team turned an owned event into tangible business results — including $2M in pipeline, a 15% uplift in conversion rates, and deals moving faster through Salesforce.He also shares how shifting outreach from pitching to inviting transformed engagement, taking response rates from 5% to 50%, and why some of the biggest wins in marketing can’t be measured overnight.Expect a practical, step-by-step look at how to make owned events part of your growth strategy.In this episode: 🟣 Why owned events are a powerful part of the B2B mix 🟣 How Zero Hash structured Connect across pre-, during and post-event 🟣 What makes an event memorable without huge budgets 🟣 How to measure success beyond the obvious metrics 🟣 How to turn events into lasting relationships and real revenueIf you’re planning to run your own events next year — or want to prove the ROI of brand-led marketing — this episode is one to bookmark.Useful links: Connect with Shaun O'Keeffe on Linkedin: https://www.linkedin.com/in/shaunokeeffe1/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

LinkedIn isn’t just a place to share job updates — it’s one of the most powerful tools for B2B growth when used well.In this episode, fintech copywriter Sarah Cheesman joins Sally to share how she turned LinkedIn into her biggest source of leads, and why authenticity, storytelling and employee advocacy are key to making it work.Topics covered: - How to make LinkedIn work for fintech and B2B marketing - Building confidence to post and finding your voice- Using storytelling to make “sales” posts engaging - The rise of employee advocacy and how to do it right - Why engagement matters — and - Why LinkedIn is like being at a partyA practical, honest chat packed with advice for anyone wanting to use LinkedIn more effectively.Useful links:Connect with Sarah Cheesman on Linkedin: https://www.linkedin.com/in/wordsbysarah/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

What does it really take to build and scale a successful fintech? Sally Baker is joined by fintech growth and marketing leader Nikolay Sabev to explore the fundamentals founders need to get right before scaling — from achieving product-market fit to building trust, brand and compliance foundations that last.Topics covered:What defines a “successful fintech” in 2025Why trust and compliance must come before growthThe role of brand and marketing from day oneHow to scale effectively by fixing internal infrastructureCollaboration between product, marketing, and compliance teamsBalancing demand generation, education, and brand buildingThe growing importance of personal branding for founders and C-suite leadersLessons from Revolut, Monzo and others on growth with governanceMessaging for B2C vs B2B fintechs — emotional vs rational appealWhy understanding the product is a marketer’s superpowerNikolay’s three founding principles for any new marketing departmentIf you’re a fintech founder or marketer looking to strengthen your foundations and scale with purpose, this episode offers clear, practical advice on how to build a business that lasts — not just one that grows fast.Useful links:Connect with Nikolay Sabev on Linkedin: https://www.linkedin.com/in/nikolaysabev/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Email and CRM are two of the most powerful and most underused tools in fintech marketing.In this episode, Sally is joined by Eliane Coudoro, founder of CRM agency Seventy Eight, to unpack why so many fintechs drop the ball after acquisition… and what to do instead.Eliane shares:Why sending to everyone is not a strategyHow to build a high-quality email list (without shady imports)What sender reputation really means and how to protect itHow to spot journey drop-offs and turn them into conversion pointsThe biggest myths holding your email backA fintech case study that increased first trader revenue by 184%If you’re spending budget on acquisition but neglecting retention, this one’s for you.Useful links:Connect with Eliane Coudoro on Linkedin: https://www.linkedin.com/in/eliane-coudoro/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In the ever-evolving world of fintech, standing out is no small task — and sometimes that means a rebrand.In this episode, Katie Hayes, Head of Marketing at Ozone API, shares her experience of leading rebrands for both challenger startups and established organisations navigating change.Here’s a short summary of what we covered:Why larger brands rebrand to refresh, while startups rebrand to cut throughThe importance of running a brand audit before touching designHow to keep stakeholders aligned (and avoid too many cooks)Why a rebrand is a business strategy, not just a logo updateWhat to prioritise for launch — from your website to internal excitementHow to measure if your new messaging is actually landingPacked with practical advice and real-world lessons, this conversation is a must-listen for anyone planning or considering a rebrand.Catch it now!Useful links:Connect with Katie Hayes on Linkedin: https://www.linkedin.com/in/katiejayhayes/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In this episode of Funnel This, Sally Baker talks to Tricia Rogers about Fame, Feeling, and Fluency: a practical, scalable framework for B2B marketing that balances brand-building with pipeline delivery.Tricia explains why B2B brands can’t afford to pick between brand and demand, how to build trust and recognition across complex buying cycles, and where to start — and scale — if you’re a start-up or an enterprise.This is a roadmap for making your brand more memorable, more human, and more seamless across every touchpoint, and for making growth marketing work harder as a result.Useful links:Connect with Tricia Rogers on Linkedin: https://www.linkedin.com/in/tricia-rogers/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

What does it really take to scale a fintech brand in today’s crowded market?In this episode, I’m joined by Shameer Sachdev (founder and MD of Growth Gorilla) to explore the strategies that actually drive growth. Whether you're B2C, B2B or somewhere in between, this one’s packed with insight.We cover:When to get started with growth marketingWhat good influencer marketing looks likeCommon influencer mistakes and how to avoid themInfluencer marketing as modern TVWhat to look for in an influencerCommon missed opportunities with paid mediaThe metrics that count with paid mediaDiagnosing the issue with under-performing adsOne thing not to do with your paid media spendHow to do growth marketing as a B2BThree tips for starting a marketing function from scratchIf you’re building brand and pipeline in fintech, this is a must-listen.Useful links:Connect with Shameer Sachdev on Linkedin: https://www.linkedin.com/in/shameersachdev/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Discover practical insights from fintech marketing leader Mark Cousins on building a smarter B2B function — from brand building to AI strategy and cutting through the noise.With extensive experience leading high-performing marketing functions at multiple companies including Marqeta, Mark shares with Sally practical wisdom for marketing leaders at every stage.The conversation includes:The state of B2B marketingMarketing as an experiments labCareer advice for fintech marketersFounding principles for building a marketing function from scratchThe real impact of AI on marketingBrand building is actually the short gameDefining brand and how to build real connectionWhat is thought leadership - really?How to prove ROI and track what really mattersWhether you’re building a marketing team from scratch or rethinking the way your current one operates, this conversation with Mark Cousins is packed with insights that go deeper than the usual talking points.Useful links:Connect with Mark Cousins on Linkedin: https://www.linkedin.com/in/markcousins/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Design isn’t just about looking good, it needs to inspire action. And if it doesn’t, then it’s not doing its job.For fintech marketers, design can be particularly challenging, as you often have to balance complex information with visually engaging elements that are easy for your audience to understand and act upon.In this episode, Sally, Ben, and Andy explore a few key principles so you can design content that grabs attention, communicates clearly, and drives the action you want.Here’s what you can expect:The biggest mistakes in content designThe power of hierarchyGetting accessibility rightConsistency mattersThe secret to maximising contentTailoring content for better engagementDesign priorities for startupsBenefits of outsourcingWhether you're building brand awareness or trying to drive conversions, strong design plays a huge role in how your content performs. This episode is filled with tips on just how to do it.Useful links:Connect with Ben Baker on Linkedin: https://www.linkedin.com/in/benjohnbaker/Connect with Andy Goring on Linkedin: https://www.linkedin.com/in/andy-goring-a914b9140/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In the fast-paced world of fintech, where innovation is constant and competition fierce, effective communication is paramount. In this episode, brand storyteller, Mark Binnersley delves into the nuances of crafting content that truly resonates with your target audience. Here’s a short summary of what we covered:Lay the foundations before you writeConsistency builds authorityDon’t “we” all over your copyPlay the long gameDefine your objective before writingKeep your writing clear and accessibleAvoid the fintech buzzword trapUse storytelling to build trust and engagementDon’t let perfection slow you downAI: A useful tool, not a replacementBy implementing these strategies, fintech companies can create content that not only informs but also builds trust and drives action. Catch the episode now!Useful links:Connect with Mark Binnersley on Linkedin: https://www.linkedin.com/in/markbinnersley/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Short-form video is quickly becoming the best way to stand out on LinkedIn and other platforms — a short, sharp way to connect with your audience. But you don’t need a big budget or a full production team to make it work. In this episode, host Sally Baker chats with Stephanie Dunn, Motion Graphics Lead at fintech content design agency Wondrous, to share tips that will help you create professional-looking videos using just your phone.They cover:Choosing the right orientationCaptions and their importanceSimple tips for better camera qualityHow to film with editing in mindCreating the right backdropThe ideal length for your videoBranded sign-offsWhether you’re new to video or just looking to refine your approach, this episode is packed with practical tips to help you create short-form content that connects and converts.Useful links:Connect with Steph Dunn on Linkedin: https://www.linkedin.com/in/stephaniejdunn/Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/