Funnel This – Details, episodes & analysis

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 us
• How embedded finance is shaping customer experiences without people even realising it
• The role of AI and machine learning in fraud prevention, data protection, and personalisation
• Why stablecoins and digital currencies could transform cross-border payments
• How fintech marketers can build trust and clarity in a complex, compliance-driven world

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/

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 events

This 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/

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 marketing
Marketing as an experiments lab
Career advice for fintech marketers
Founding principles for building a marketing function from scratch
The real impact of AI on marketing
Brand building is actually the short game
Defining brand and how to build real connection
What is thought leadership - really?
How to prove ROI and track what really matters

Whether 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 design
The power of hierarchy
Getting accessibility right
Consistency matters
The secret to maximising content
Tailoring content for better engagement
Design priorities for startups
Benefits of outsourcing

Whether 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 write
Consistency builds authority
Don’t “we” all over your copy
Play the long game
Define your objective before writing
Keep your writing clear and accessible
Avoid the fintech buzzword trap
Use storytelling to build trust and engagement
Don’t let perfection slow you down
AI: A useful tool, not a replacement

By 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 orientation
• Captions and their importance
• Simple tips for better camera quality
• How to film with editing in mind
• Creating the right backdrop
• The ideal length for your video
• Branded sign-offs

Whether 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/

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 decisions
• Why modern buyer journeys are mostly invisible
• The impact of multi-person B2B decision-making
• The rise of peer recommendations via Slack and LinkedIn
• The types of content that get discovered, shared and trusted
• What marketers should prioritise to stay relevant in 2026

Jeremy 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 revenue

If 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 party

A 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 2025
Why trust and compliance must come before growth
The role of brand and marketing from day one
How to scale effectively by fixing internal infrastructure
Collaboration between product, marketing, and compliance teams
Balancing demand generation, education, and brand building
The growing importance of personal branding for founders and C-suite leaders
Lessons from Revolut, Monzo and others on growth with governance
Messaging for B2C vs B2B fintechs — emotional vs rational appeal
Why understanding the product is a marketer’s superpower
Nikolay’s three founding principles for any new marketing department

If 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/