marketing in fintech

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MARKETING IN FINTECH AND OTHER TECH by Victoria Rusnac @VictoriaRusnac

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Page 1: Marketing in FinTech

MARKETING IN FINTECH AND OTHER TECHby Victoria Rusnac@VictoriaRusnac

Page 2: Marketing in FinTech

Marketing strategy

Brand strategy Product marketing P&L management Customer MarketingGrowth Marketing

Digital Marketing

Executive MBA

MARKETING IN FMCG, TELCO AND TECH

Page 3: Marketing in FinTech

FINTECH IS BOOMING

Page 4: Marketing in FinTech

• Financeisalsoanopaqueindustry.• Feesandchargesarecomplexorhidden.

PAYMENTSGoCardlessRevolut

MONEY TRANSFERTransferWiseAzimo

VIRTUAL BANKAtomN26

TRADINGEtoro

LENDINGMarketInvoice

COMPANIES THAT WE WILL COVER TODAY

Page 5: Marketing in FinTech

FINTECH IS TECH WITH SOME CHALLENGES

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§ FinTech requires a significant behavior change§Customers face a lot of inertia§ Finances are not fun!

BEHAVIOURAL CHANGE IS IMPERATIVE

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FINANCE IS AN OPAQUE INDUSTRY

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TRUST IS CRUCIAL

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REGULATION DRIVES COMPLEXITY&CUMBERSOME UX

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BUILDING AWARENESS & DIFFERENTIATION

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MARKETING IN FINTECH

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Growth Hacker is a person whose true

north is growth, combining engineering, designing and marketingsimultaneously in order to find optimal product-market fit. Sean Ellis, DropBox founder.

MARKETING IN FINTECH… GROWTH HACKING

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THE ONLY FUNNEL I BELIEVE IN

LEAN MARKETING FUNNEL AARRR

Startup Metrics for Pirates Dave McClure

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AARRR IN ACTION

Page 15: Marketing in FinTech

AARRR IN ACTION

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THE CONSUMER DECISION JOURNEY BY MCKINSEY

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PRODUCT MARKETINGACQUISITIONRETENTION

MARKETING IN TECH… THE MOST IMPORTANT

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PRODUCT MARKETING

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https://www.atombank.co.uk

ATOM BANK

BENEFITS

UNIQUE BENEFITS

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§ Mobile, always at hand. § Make things straightforward, personal and great value.§ Receive your own unique Atom logo. Name your bank whatever you

want to.§ Opening an account in just a few taps.§ You can login using face and voice recognition.§ You’ll have 24/7 support from our team at Atom HQ.§ We’ll give you a peek into the future by predicting how much interest you’ll

earn in months to come.§ And we’ll give you a little nudge when you need to do something. Unlike

some banks you may know.§ Better interest rates. Our 1 Year Fixed Saver earns you 1.40%.

ATOM BANK: BENEFITS

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HUMANS HAVE SHORTER ATTENTION SPAN THAN GOLDFISH

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FEATURES CUSTOMER BENEFITS

QUANTIFIABLECUSTOMER BENEFITS

Unique Experiences“Ownable” moment

PRODUCT MARKETING EXPLAINED

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A feature is a factual description of how your product works. The features are the functioning attributes of your product. The features also provide the ‘reasons to believe’.

A benefit is what your product does for the customer. The ways that the features make your customer’s life better by increasing pleasure or decreasing pain.

FEATURES & BENEFITS

FEATURES

BENEFITS

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VIRTUAL BANK N26 HAS FEATURES FOR YOU

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FUNCTIONALITY: send money at the market rateBENEFIT: cheaper money transfer QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72.

TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS

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ETORO: QUANTIFIABLE BENEFITS + SOCIAL PROOF

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BENEFITS:§ Funding in 24 hours§ Flexible§ Low rate between 1

and 3%§Use case study and

quantifiable benefit§Build trust = show the

amount funded so far

MARKETINVOICE: QUANTIFIABLE BENEFITS

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MESSAGING IN ALL TOUCHPOINTS

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ACQUISITION

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AARRR IN ACTION

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§ DIGITAL: SEO, SEM, PPC, SM, CRM, content, influencers§ OFFLINE: TV, radio, OOH, magazines§ EVENTS: roadshows, conferences, training§ VIRALITY: viral acquisition & peer recommendation§ SALES: BD, telesales, lead nurturing§ PARTNERSHIP marketing

ACQUISITION CHANNELS

MULTITUDE OF CHANNELS

Page 32: Marketing in FinTech

BUSINESSSMECONSUMERS

ACQUISITION CHANNELS

DIFFERENT CHANNELS TO REACH DIFFERENT SEGMENTS

Page 33: Marketing in FinTech

UNDERSTAND THE CUSTOMER JOURNEY

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search

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UNDERSTAND THE CUSTOMER JOURNEY

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search

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ACCOUNTANTS partners and selling channel for financial management software

BENEFITS§ Special free software § Free training§ Promotion of their firm§ Marketing funds

PARTNERSHIP MARKETING FOR FINANCIAL SOFTWARE

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Thomas Cook introduces interest-free direct debit paymentsA new method of spreading the cost of paying for holidays by the use of direct debit is being introduced by Thomas Cook.The monthly payments by direct debit scheme is linked to a low deposit as Cook becomes one of the first travel companies to offer an interest-free payment plan with zero fees for its customers.Consumers booking online select the date of the month that the direct debit is taken and can match the timing of payment with convenient dates, such as payday.Setting up the direct debit is integrated as part of the checkout process when booking on Thomascook.com.Cook has teamed up with direct debit provider GoCardless to offer the service.

PARTNERSHIP MARKETING IS A BIG OPPORTUNITY

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PEER RECOMMENDATION

WORD OF MOUTH“INVITE FRIENDS” IN APPSEND & RECEIVE MONEY

Page 38: Marketing in FinTech

DEMAND GEN VS BRANDING

§ First, demand gen that will allow to optimise messaging and LTV/CAC.

§ Second, building brand.§ Branding makes your business

survive in the long term.§ For FinTech companies establishing

a new category, it’s more critical to dial up branding quickly.

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BRAND CAMPAIGN? BE FIRST. BE PROVOCATIVE.

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LEAD MANAGEMENTATTRIBUTION MODELROI

THE BIGEST CHALLENGES

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RETENTION

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Page 43: Marketing in FinTech

NPS IS SUPER IMPORTANT

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CUSTOMER IS KING…. VOCAL KING!First positions in organic of azimoreview.comVideo was viewed 38,500 times

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FULL TRANSPARENCY

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WHAT ARE WE MISSING?

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PRODUCT-MARKET FITBRAND MANAGEMENT MOBILE AND ASOCUSTOMER LIFECYCLE CRMCONTENT MARKETINGPR&PUBLICITY

A LOT…

Page 48: Marketing in FinTech

THANK YOUVictoria Rusnac

@VictoriaRusnac