The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice.
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How to Get Your CFO to Fund Brand Without Asking Them to “Just Trust Marketing” | Megan Bowen, CEO, Refine Labs
Episode 18
Wednesday, July 22, 2026 • Duration 42:44
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 CFO
How to figure out where your marketing sits on the maturity curve
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 Lab
Fintech 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 Intro
02:26 Frameworks and Funnels
03:12 Split Funnel Explained
06:57 Low vs High Intent
09:49 Rebalancing the Budget
11:41 Proving Brand Impact
16:43 Fixing CRM and Tracking
18:55 Marketing Maturity Model
25:31 FinTech Buyer Insights
29:41 AI in Modern Marketing
38:42 Agencies in the AI Era
The T-Shaped Marketer: How to Know If Product Marketing Is Your Special Sauce | Bryan McCarty, Head of Product Marketing & Developer Experience, Lead
Episode 17
Wednesday, July 8, 2026 • Duration 42:17
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 page
How to get product marketing into the global roadmap
This episode was produced by Orama - thought leadership videos and podcasts:
Public.com's Strategy For Moving Upmarket Without Losing Younger Investors | Zach Dioneda, VP Brand Marketing, Public.com
Episode 16
Wednesday, June 24, 2026 • Duration 43:14
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 brokers
How 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 AI
Useful links:
Find Zach Dioneda on LinkedIn:https://www.linkedin.com/in/zach-dioneda-36b6989/
How to Design Fintech Conference Booths that Attract Buyers and Accelerate Deals | Rachel Verrill, Field Marketing Manager, Taktile
Episode 15
Wednesday, June 10, 2026 • Duration 44:09
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 traffic
Why your BDRs are the most underrated people you can bring to an event.
How she ties every event decision back to pipeline
How to build your event playbook
Useful links:
Find Rachel Verrill on LinkedIn: https://www.linkedin.com/in/rachel-verrill/
This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:
The Fintech Marketing Playbook for Complex Products, Long Sales Cycles, and Messy Attribution | Paul Staite & James Hayward, Primer
Episode 14
Wednesday, May 27, 2026 • Duration 47:58
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 payments
What’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/
Dark AI, AEO, and Why Content’s Real Impact Is Harder to Measure | Tom Rudnai, Founder & CEO, Demand-Genius
Episode 13
Wednesday, May 13, 2026 • Duration 44:59
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 revenue
What information gain really means in the AI era
How AI is reshaping content discovery
How to use content to support sales conversations and actually accelerate deal velocity
Useful links:
Find Tom Rudnai on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/
What Sales Actually Wants From Marketing (A Fintech Salesperson's Perspective) | Cristina Ciaravalli, Founder & CEO, Valli Ventures
Episode 12
Wednesday, April 22, 2026 • Duration 44:52
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.
How to Turn Events Into a Revenue Engine (Not Just Leads) | Kate Young, Sr Event Marketing Manager, Middesk
Episode 11
Wednesday, April 15, 2026 • Duration 41:14
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 scratch
How to get buy-in from leadership
How to map your events across the full funnel, from awareness all the way to revenue
What to do when your budget is limited
What makes an event genuinely memorable
Useful links:
Find Kate Young on LinkedIn: https://www.linkedin.com/in/kate-young-philadelphia/
This episode was produced by Orama - a video and podcast studio for B2B Brands:
Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy, Director of Marketing and Business Development, OpenPayd
Episode 10
Wednesday, March 25, 2026 • Duration 39:34
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 investments
And a lot more!
Useful links:
Find Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/
What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska
Episode 1
Wednesday, February 25, 2026 • Duration 40:01
What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska
In 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/
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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 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.
Timestamps:
00:00 Intro
03:45 T-Shaped Marketer Mindset
05:56 Influencing The Product Roadmap
08:07 PMM Role Across Build Launch Learn
13:40 Internal Enablement Before Launch
15:05 Remote Rituals To Stay Aligned
20:15 Using AI Without Losing Skill
25:03 Messaging House Framework
28:30 Content For Two Audiences
37:19 Memorable Moments Strategy
40:33 Consistency For AI Discovery
This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:
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 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.
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 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.
Timestamps:
00:00 Introducing Rachel Verrill - Field marketing manager
02:37 All about booths and events
10:18 Vendors And Agencies
17:27 Choosing A Booth Theme
25:43 Color Coding VIP Targets
31:28 Side Events That Work
39:37 Hosting Sporting Suite Events
42:31 Events As Product Signal
43:13 Closing Thoughts And Gratitude
This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:
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 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.
Timestamps:
0:00 Why FinTech Content Matters
01:31 Meet Primer Marketing Leaders
02:59 Why Payments Is Hard To Market
05:44 Global ICP And Persona Complexity
10:13 ROI Proof And Data Gaps
16:31 Building A Content Culture
27:06 What Is GTM Engineering
32:45 Content Team AI Workflows
39:45 Payment Pioneers Research
45:03 Tool Picks And Wrap Up
This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:
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 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.
Timestamps:
00:00 FinTech Content Ebook
01:13 Ebook Launch Details
01:49 Episode Setup Tom Ruay
03:12 Podcast Intro
03:41 Content Attribution Problem
07:55 Information Gain Framework
10:07 Creating Tier Two Content
13:39 Tier Examples And Distribution
15:50 AEO Beyond SEO Lens
18:09 Demand Genius POV
22:24 Bottom Funnel Debate
25:10 Balancing Trackable Impact
36:49 Dark AI Explained
40:19 Future of Content
This episode was produced by Orama - a video and podcast studio for B2B Brands:
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 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.
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 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.
Timestamps:
00:00 Intro
02:08 Neuroscience Meets Events
03:58 Museum Curation Lessons
05:47 Designing Multi Path Experiences
08:32 Defining Event Strategy
12:21 Webinar Types And Outcomes
16:58 Trade Shows Full Funnel Week
19:21 Small Budget Playbooks
25:40 Hosting Builds Credibility
32:38 Executive Dinners That Work
36:35 Booth Dream Team And Swag
This 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 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.
Timestamps:
00:00 Intro
02:17 Marketing to BD Growth
03:36 Wearing Many Hats
05:21 Customer Conversations Matter
06:40 Marketing Team Evolution
09:46 ABM and Trust Building
14:40 Hiring in the AI Era
20:10 Attribution Beyond Lead Source
21:36 Aligning Incentives Sales Marketing
22:35 Gong Insights For Marketers
26:36 AI Content Quality And Differentiation
28:34 Becoming A Product Expert
33:01 Proving Marketing With Long Cycles
This episode was produced by Orama - a video and podcast studio for B2B Brands:
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 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.
Timestamps:
00:00 Patrick Huynh: Introduction and Background
02:49 Evolution of the Payments Industry
06:55 Challenges and Responsibilities of Being a CEO
