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Marketing in FinTech

This presentation covers my marketing experience in FinTech, including the challenges of FinTech, growth hacking, product marketing and messaging, acquisition and retention.
I have showcased the growth hacks using the following FinTech companies:
Intuit QuickBooks
GoCardless
Revolut
TransferWise
Azimo
Atom
N26
Etoro
MarketInvoice

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Marketing in FinTech

  1. 1. MARKETING IN FINTECH AND OTHER TECH by Victoria Rusnac @VictoriaRusnac
  2. 2. Marketing strategy Brand strategy Product marketing P&L management Customer Marketing Growth Marketing Digital Marketing Executive MBA MARKETING IN FMCG, TELCO AND TECH
  3. 3. FINTECH IS BOOMING
  4. 4. • Finance is also an opaque industry. • Fees and charges are complex or hidden. PAYMENTS GoCardless Revolut MONEY TRANSFER TransferWise Azimo VIRTUAL BANK Atom N26 TRADING Etoro LENDING MarketInvoice COMPANIES THAT WE WILL COVER TODAY
  5. 5. FINTECH IS TECH WITH SOME CHALLENGES
  6. 6. § FinTech requires a significant behavior change § Customers face a lot of inertia § Finances are not fun! BEHAVIOURAL CHANGE IS IMPERATIVE
  7. 7. FINANCE IS AN OPAQUE INDUSTRY
  8. 8. TRUST IS CRUCIAL
  9. 9. REGULATION DRIVES COMPLEXITY&CUMBERSOME UX
  10. 10. BUILDING AWARENESS & DIFFERENTIATION
  11. 11. MARKETING IN FINTECH
  12. 12. Growth Hacker is a person whose true north is growth, combining engineering, designing and marketing simultaneously in order to find optimal product-market fit. Sean Ellis, DropBox founder. MARKETING IN FINTECH… GROWTH HACKING
  13. 13. THE ONLY FUNNEL I BELIEVE IN LEAN MARKETING FUNNEL AARRR Startup Metrics for Pirates Dave McClure
  14. 14. AARRR IN ACTION
  15. 15. AARRR IN ACTION
  16. 16. THE CONSUMER DECISION JOURNEY BY MCKINSEY
  17. 17. PRODUCT MARKETING ACQUISITION RETENTION MARKETING IN TECH… THE MOST IMPORTANT
  18. 18. PRODUCT MARKETING
  19. 19. https://www.atombank.co.uk ATOM BANK BENEFITS UNIQUE BENEFITS
  20. 20. § 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
  21. 21. HUMANS HAVE SHORTER ATTENTION SPAN THAN GOLDFISH
  22. 22. FEATURES CUSTOMER BENEFITS QUANTIFIABLE CUSTOMER BENEFITS Unique Experiences “Ownable” moment PRODUCT MARKETING EXPLAINED
  23. 23. 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
  24. 24. VIRTUAL BANK N26 HAS FEATURES FOR YOU
  25. 25. FUNCTIONALITY: send money at the market rate BENEFIT: cheaper money transfer QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72. TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS
  26. 26. ETORO: QUANTIFIABLE BENEFITS + SOCIAL PROOF
  27. 27. 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
  28. 28. MESSAGING IN ALL TOUCHPOINTS
  29. 29. ACQUISITION
  30. 30. AARRR IN ACTION
  31. 31. § 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
  32. 32. BUSINESS SME CONSUMERS ACQUISITION CHANNELS DIFFERENT CHANNELS TO REACH DIFFERENT SEGMENTS
  33. 33. UNDERSTAND THE CUSTOMER JOURNEY https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and- entertainment/large/generic-paid-search
  34. 34. UNDERSTAND THE CUSTOMER JOURNEY https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and- entertainment/large/generic-paid-search
  35. 35. 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
  36. 36. Thomas Cook introduces interest-free direct debit payments A 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
  37. 37. PEER RECOMMENDATION WORD OF MOUTH “INVITE FRIENDS” IN APP SEND & RECEIVE MONEY
  38. 38. 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.
  39. 39. 39 BRAND CAMPAIGN? BE FIRST. BE PROVOCATIVE.
  40. 40. LEAD MANAGEMENT ATTRIBUTION MODEL ROI THE BIGEST CHALLENGES
  41. 41. RETENTION
  42. 42. NPS IS SUPER IMPORTANT
  43. 43. CUSTOMER IS KING…. VOCAL KING! First positions in organic of azimoreview.com Video was viewed 38,500 times
  44. 44. FULL TRANSPARENCY
  45. 45. WHAT ARE WE MISSING?
  46. 46. PRODUCT-MARKET FIT BRAND MANAGEMENT MOBILE AND ASO CUSTOMER LIFECYCLE CRM CONTENT MARKETING PR&PUBLICITY A LOT…
  47. 47. THANK YOU Victoria Rusnac @VictoriaRusnac

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