Hey everyone, I just wanted to share a little update: we’re moving to a new podcast called Fintech Marketing Lab!
If you have been listening to the Market Like a Fintech podcast for the past few months, I want to say a huge thank you. I appreciate you for being a regular and being a part of this journey as I interview many fantastic guests in the fintech marketing world.
After some discussion with Ani, we have decided to take the podcast under the Mint brand, which means the podcast is still going. We're not ending the podcast, we're still going to have amazing guests covering a wide range of topics. It's just now under a different name. So if you search on Spotify, Apple Podcasts, or wherever you listen to podcasts, search for Fintech Marketing Lab and that's where you'll find it.
We're going to be doing one or two episodes a month (and have already published our first one!). I've called it a Lab because it's kind of where I hope to explore, to understand other people's experiments, break down how fintech marketing actually works in practice.
And the first episode was pretty cool! I was able to interview the CEO of a payments company and kind of get the other side, the other perspective of what CEOs actually want from their marketing leaders.
If you want to continue listening to fintech marketing episodes, please search for Fintech Marketing Lab and you'll find us there. We won't be publishing any more episodes under here, so please subscribe to the new podcast to listen to future episodes.
Araminta is the 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.
Inside the Growth Story of Reaching Profitability as a Fintech (and the Marketing Strategy Behind it) | Gregory Aubert & Edvin Pauza, Yapily
Episode 46
Wednesday, November 26, 2025 • Duration 41:56
In this episode, we explore Yapily's marketing journey, focusing on their data-driven approach and its impact on their strategies. We discuss how they optimize Google ads for success, the importance of maintaining consistency across channels, their future marketing plans, and a lot more.
The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications, Volt.io
Episode 45
Wednesday, October 29, 2025 • Duration 45:51
The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications at Volt.io
Araminta and Charlie Gilbert, Head of Brand and Communications at Volt.io discuss the significance of truthful marketing in the fintech sector. Charlie shares his journey from journalism to fintech marketing and discusses how his background influences his approach to content creation. He emphasizes the importance of honesty in marketing, particularly in B2B contexts, and shares his content strategies for a diverse audience.
The conversation covers managing organic growth, the role of PR in lead generation, the impact of AI on content strategies, and a lot more.
How Much Should B2B Fintechs Focus on Social Media? | Alvin Gunputh, Content and Social Media Lead, Thredd
Episode 44
Wednesday, October 1, 2025 • Duration 41:58
Araminta Robertson and Alvin Gunputh, Content and Social Media Lead at Thredd, discuss the value of social media for B2B FinTech companies, emphasizing platforms like LinkedIn and TikTok. Alvin shares insights on effective content strategies, engagement benefits, the importance of testing various formats, and the potential of AI and emerging platforms like Reddit.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics include:
The evolving role of social media in B2B fintech marketing
How Enfuce Puts the Human Back into B2B Content | Nicole Heringer, VP Brand and Communications, Enfuce
Episode 43
Wednesday, August 27, 2025 • Duration 43:52
Araminta Robertson and Nicole Heringer, VP of Brand and Communications at Enfuce discuss the human element in complex B2B marketing cycles. Nicole shares insights into Enfuce's strategies for making content engaging, including snackable videos, podcasts, and intimate dinner events. She also talks about Enfuce's unique initiatives for customer and partner engagement. Nicole emphasizes the importance of balancing automation with in-person interactions and provides an overview of their content strategy integration with sales and product teams to ensure alignment and effectiveness.
Making the Most of Sponsoring, Organizing and Attending Fintech Events | Nikolay Sabev, Fintech Growth Strategist
Episode 42
Wednesday, July 30, 2025 • Duration 40:41
Araminta and Nikolay Sabev, FinTech growth strategist and ex-CMO of Paynetics, discuss the importance of in-person events in today’s tech-driven world.. Nikolay shares strategies for selecting the right events, whether large or small, and the value of both brand-building at big conferences and relationship-building at smaller, niche gatherings. Nikolay emphasizes the importance of preparation, understanding the event's audience, and leveraging personal connections. The episode also covers the practicalities of booth presentations, the significance of deploying engaging representatives, the role of personal branding and speaking engagements as part of a comprehensive event marketing strategy. Practical examples and anecdotes from recent events illustrate the balance between creativity and strategic planning necessary for successful event participation.
What Galileo Can Teach Us About Creating Fintech Content for Enterprise Customers | Scott Henderson & Rosa McGoldrick, Marketing Leaders, Galileo
Episode 41
Wednesday, June 25, 2025 • Duration 47:51
Araminta interviews Scott Henderson, Senior Digital Marketing Manager at Galileo, and Rosa McGoldrick, Head of Public Relations and Marketing Content at Galileo. They discuss the unique challenges of B2B FinTech marketing, emphasising account-based marketing and personalised content strategies. The conversation covers creating high-impact content, tracking its success, and the critical role content plays throughout the lengthy sales cycles in the FinTech industry. They also delve into using AI and LLMs for content localisation, optimising SEO, leveraging proprietary data for reports, and the importance of having human oversight in content generation. Additional points include the significance of collaboration with sales teams, integrating third-party credibility into marketing strategies, and the nuances of marketing in Latin American markets.
Attribution is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director of Growth Marketing, Runa
Episode 40
Wednesday, May 28, 2025 • Duration 45:21
The episode starts with a discussion on Joana Rocha’s unique experiences living in China and how they shaped her adaptability and perspective in marketing. It transitions into the challenges of marketing attribution and how changing from lead generation to account-based models can create more effective marketing strategies. The conversation delves into the fusion of marketing and sales teams for better alignment and effectiveness, particularly by having BDRs under the marketing umbrella. Joana also shares practical insights on content creation, leveraging various channels, and using specific tools like HockeyStack for tracking marketing efforts. The session concludes with Joana’s initiative, Tech Talk, aimed at helping individuals build fulfilling careers in tech roles.
Useful links: Find Joana Rocha on LinkedIn: https://www.linkedin.com/in/joana-rochaa/ Runa’s website: https://runa.io/ 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: www.fintechmarketinghub.com/podcast
Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcast
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed: Cultural adaptation Empathy in marketing Measuring results in B2B marketing The Importance of Personal Branding The Hidden job market
Timestamps: 00:00 Introduction 02:46 Joana's Experience in China 04:13 Cultural Adaptation and Marketing Insights 05:57 The Role of Empathy in Marketing 07:52 Introduction to Attribution Challenges 12:07 Account-Based Marketing (ABM) Strategies 19:58 Tools and Techniques for Tracking Marketing Impact24:30 The Decline of ROAS Accuracy24:45 The Shift to Multi-Channel Marketing25:34 Challenges in Measuring B2B Marketing Impact27:22 Maximizing Limited Marketing Budgets31:30 The Role of BDRs in Marketing34:27 Creating Effective Marketing Content35:55 Introduction to Tech Talk37:11 Navigating the Tech Job Market38:49 Challenges in Marketing Job Applications41:14 The Importance of Personal Branding42:54 The Hidden Job Market44:11 Conclusion and Upcoming Events
Inside the Strategy that Makes Trulioo a Trusted Expert | Dawn Crew, Chief Marketing Officer, Trulioo
Episode 39
Wednesday, April 30, 2025 • Duration 33:29
In this episode, Araminta interviews Dawn Crew, CMO at Trulioo, about marketing and content creation in the compliance and regulatory sector. They explore Trulioo's content strategy, emphasising the need for specificity and accuracy. Dawn highlights the organisational collaboration required for effective content creation, the recent rebranding of Trulioo, and the role of various channels. The discussion also touches on the usage of AI in content creation and the unique challenges and opportunities in marketing to enterprise clients within FinTech. The episode concludes with insights on Trulioo’s most impactful content pieces, notably their trends report and thought leadership initiatives.
How to Make Your Fintech B2B Marketing Less Boring | Jeremiah Glodoveza, SVP Head of Marketing, Nium
Episode 38
Wednesday, March 26, 2025 • Duration 40:56
In this episode, Araminta interviews Jeremiah Glodoveza, SVP Head of Marketing at Nium, on enhancing B2B marketing by leveraging techniques from the entertainment industry. They discuss focusing on core pain points and storytelling to engage audiences. Glodoveza shares insights from his experience in both tech and entertainment, including Zelle's true crime podcast on financial fraud. The episode also covers Nium's successful LinkedIn growth, brand differentiation strategies, and how technological advancements shape modern marketing roles.
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for Fintech Brands: https://orama.tv/
Key topics include:
Why focus on organic more than paid
How bringing PR in-house can help bring in more leads
Why brand recall is a primary goal of content strategy
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
Strategies for effective content creation
The use of advocacy tools and personal branding to amplify company messaging
The importance of data-driven experimentation
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
How to leverage data analytics to better understand customer behavior and optimize marketing strategies.
Why building authentic relationships with your audience leads to higher brand loyalty and long-term success.
What role content personalization plays in increasing engagement and conversion rates.
How to effectively use social media platforms to amplify your brand message and reach new audiences.
Why staying updated with the latest marketing technology trends is crucial for maintaining a competitive edge.
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
Strategic Event Selection is Crucial
Preparation and Personalization Drive Results
Satellite and Side Events Offer High Value
Creativity and Personal Branding Make Booths Stand Out
Balance Brand Awareness with Sales Objectives
Timestamps:
00:00 Introduction : The Importance of In-Person Events in B2B FinTech
01:02 Guest Introduction: Nikolay Sabev
01:38 Choosing the Right Events for Your FinTech
06:06 The Value of Satellite Events
11:48 Personalized Follow-Ups and Networking
15:39 Maximizing Event Participation
18:12 Collaborating with Influencers for Side Events
20:04 Engaging Booth Representatives
20:37 Personal Branding and Brand Ambassadors
22:06 Creative Booth Ideas
24:11 Gimmicky but Effective Marketing Tactics
24:38 Challenges in Event Marketing
26:58 Speaking Opportunities at Events
32:33 Balancing Event Attendance and Budget
36:36 Learning from Event Mistakes
40:21 Conclusion and Final Thoughts
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
Content marketing strategies in B2B FinTech,
Content in awareness and sales pipeline;
Leveraging proprietary data for content topics and improving sales enablement.
The tech stack of the modern b2b marketer
Localizing content for different markets
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
TIMESTAMPS
00:00 Introducing: Scott Henderson and Rosa McGoldrick
02:02 The Role of Content in B2B FinTech Marketing
03:50 Content Strategy and Its Importance
06:18 Tracking and Measuring Content Success
08:52 Optimizing Content for Sales and SEO
14:30 Leveraging AI and LLMs in Content Strategy
18:29 Sales Team Integration and Content Utilization
24:07 Target Audience and Content Types
26:58 Leveraging LLMs for Content Creation
28:04 Cost-Effective Survey Strategies
38:05 Optimizing Content for SEO
41:31 Utilizing AI Tools for Brand Analysis
45:14 Proud Content Achievements
47:16 Conclusion and Final Thoughts
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 Market Like a Fintech and the Fintech Marketing Hub: Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
Why content is at the core of Trulioo's go to market strategy
Trulioo's content strategy to being a trusted expert
Using content to stand out in a saturated market
How the rebrand helped them understand their brand persona
Timestamps:
00:00 Intro
01:19 Guest Introduction: Dawn Crew
02:57 Dawn's Role as CMO
03:56 Importance of Content in Marketing Strategy
05:29 Types of Content and Their Impact
08:33 Content Strategy and Team Collaboration
10:00 Measuring Thought Leadership
11:10 Content Distribution Channels
13:40 Targeting Enterprise Clients
17:22 Creating High-Quality Content
21:15 Rebranding and Its Impact
28:41 Leveraging AI in Content Creation
33:00 Final Thoughts and Wrapping Up
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
great B2B marketing doesn't have to be boring
focus on the core pain points to grab attention
the importance of storytelling in marketing
using emotional connections and narratives
innovative sponsorship and event strategies
Timestamps:
00:00 Guest Introduction: Jeremiah Glodoveza
01:13 Jeremiah's Background in Entertainment and Tech
02:42 Podcast and Storytelling in FinTech
05:46 Real-Life Examples of Effective Storytelling
08:35 Creating Emotional Connections in Marketing
13:55 Nium's LinkedIn Success Story
18:05 Standing Out in the FinTech Industry
21:07 Engaging the FinTech Community
24:15 The Shift in Marketing Responsibilities
29:11 Empathy and Cross-Functional Collaboration
31:18 Harnessing Technology for Marketing
37:06 The Four P Update: A New Habit
40:27 Conclusion and Final Thoughts
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 Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
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