Email and CRM are two of the most powerful and most underused tools in fintech marketing.

In this episode, Sally is joined by Eliane Coudoro, founder of CRM agency Seventy Eight, to unpack why so many fintechs drop the ball after acquisition… and what to do instead.

Eliane shares:

• Why sending to everyone is not a strategy
  
  
• How to build a high-quality email list (without shady imports)
  
  
• What sender reputation really means and how to protect it
  
  
• How to spot journey drop-offs and turn them into conversion points
  
  
• The biggest myths holding your email back
  
  
• A fintech case study that increased first trader revenue by 184%

If you’re spending budget on acquisition but neglecting retention, this one’s for you.

Useful links:

Connect with Eliane Coudoro on Linkedin: https://www.linkedin.com/in/eliane-coudoro/

Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In the ever-evolving world of fintech, standing out is no small task — and sometimes that means a rebrand.

In this episode, Katie Hayes, Head of Marketing at Ozone API, shares her experience of leading rebrands for both challenger startups and established organisations navigating change.

Here’s a short summary of what we covered:

• Why larger brands rebrand to refresh, while startups rebrand to cut through
• The importance of running a brand audit before touching design
• How to keep stakeholders aligned (and avoid too many cooks)
• Why a rebrand is a business strategy, not just a logo update
• What to prioritise for launch — from your website to internal excitement
• How to measure if your new messaging is actually landing

Packed with practical advice and real-world lessons, this conversation is a must-listen for anyone planning or considering a rebrand.

Catch it now!

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/

In this episode of Funnel This, Sally Baker talks to Tricia Rogers about Fame, Feeling, and Fluency: a practical, scalable framework for B2B marketing that balances brand-building with pipeline delivery.

Tricia explains why B2B brands can’t afford to pick between brand and demand, how to build trust and recognition across complex buying cycles, and where to start — and scale — if you’re a start-up or an enterprise.

This is a roadmap for making your brand more memorable, more human, and more seamless across every touchpoint, and for making growth marketing work harder as a result.

Useful links:

Connect with Tricia Rogers on Linkedin: https://www.linkedin.com/in/tricia-rogers/

Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

What does it really take to scale a fintech brand in today’s crowded market?

In this episode, I’m joined by Shameer Sachdev (founder and MD of Growth Gorilla) to explore the strategies that actually drive growth. Whether you're B2C, B2B or somewhere in between, this one’s packed with insight.

We cover:

When to get started with growth marketing
What good influencer marketing looks like
Common influencer mistakes and how to avoid them
Influencer marketing as modern TV
What to look for in an influencer
Common missed opportunities with paid media
The metrics that count with paid media
Diagnosing the issue with under-performing ads
One thing not to do with your paid media spend
How to do growth marketing as a B2B
Three tips for starting a marketing function from scratch

If you’re building brand and pipeline in fintech, this is a must-listen.

Useful links:

Connect with Shameer Sachdev on Linkedin: https://www.linkedin.com/in/shameersachdev/

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/