Based on our experience running a fintech marketing Slack group, speaking and attending conferences, running a fintech marketing podcast and a marketing agency, we believe this to be the ultimate truth in B2B marketing:
In the B2B world, the most effective marketing medium is sharing expertise.
When it comes to high ticket purchases, it all comes down to trust. And what's the best way to build trust before the sale? By sharing expertise and establishing yourself as the trustworthy expert.
If you're reading this, it's likely you're looking for inspiration for B2B fintech marketing tactics or strategies that have worked well for others and have successfully helped other fintech companies share expertise and establish themselves in the market.
In this article, we'll be going through a few fintech marketing tactics and fintech companies that seem to be doing a good job with their marketing.
Note: we believe one of the best ways to share expertise is with expert-based content. Learn more about our framework that helps fintech companies use content to acquire customers and establish themselves as experts.
What makes B2B fintech marketing unique?
Marketing a B2B fintech product is fundamentally different from marketing most other B2B software. Three things set it apart:
You're selling trust as much as technology. Your product touches money, sensitive financial data or regulated processes. Buyers won't even take a demo until they believe you're secure, compliant and not going anywhere. That means your marketing has to do heavy lifting on credibility — certifications, named case studies, regulatory knowledge — before it can do anything else.
The buying committee is unusually complex. A typical deal involves payments leads, product managers, compliance officers, CTOs and procurement — each with different concerns. Your content needs to speak to technical integration, regulatory risk, commercial value and operational reliability, often within the same campaign.
Education is the product differentiator. Most fintech categories are crowded. The companies that win aren't the ones with the biggest ad budget — they're the ones that help prospects understand complex topics (payment orchestration, Open Banking, embedded finance) better than anyone else. The marketing itself becomes proof of expertise.
If you get these three things right, the rest of your marketing — content, events, partnerships, LinkedIn — becomes significantly more effective. Get them wrong, and even the best tactics will underperform.
Top B2B fintech marketing tactics with examples
Written content marketing
Content marketing is playing an increasing role in the B2B fintech marketing sales for a few reasons:
- If you're targeting small to medium businesses, there's a lot of education required to help them understand how payments work.
- For the consultative sale, more buyers are wanting to do their own research and educate themselves before reaching out to a salesperson.
- Content is one of the most effective ways to share expertise and establish yourself as the trusted expert.
We've been doing work with payment infrastructure companies, and we know that targeting very specific keywords like "intelligent payment routing" and "faster payments api" is bringing in highly qualified customers.
Read more about our approach here: Can Blog Content Bring in SQLs for Enterprise B2B? Yes, and Here's How
When it comes to content marketing for B2B, most fintech companies do it wrong, and there's an opportunity to do much better content. What they do wrong is:
- Most B2B content is for beginners. They start off with "what is an API" and defining terms that a product manager or Head of Payments would already know. See below for example:
- Most B2B content is not designed to convert. In the B2B payments world, it makes no sense to "write for your grandma" or "write for a 5 year old". You're writing to get customers, and your target market is not a grandma or a 5 year old. You're also not writing to entertain. No one (except those in the industry) reads payment content for pleasure. Get to the point and don't try to entertain.
- Most B2B content is not based on expertise. A lot of companies outsource their content to a freelancer who knows nothing about the product, the market or the customer. Instead, they write content that is essentially rephrased or recycled content from Google or white papers, and they call it "thought leadership". This won't position your company as an expert and it won't turn your readers into customers. It is essentially a waste of money.
There's a large opportunity to write B2B content that is:
- Advanced and based on expertise.
- Written for the target audience, not beginners.
- Designed to attract customers, not to entertain.
With this approach via our four pillar framework, we've helped payment and B2B fintech companies acquire customers worth $60k and above. Read this article to learn more: How Many Leads Can You Generate with Content Marketing?
Examples of companies that are doing content well:
- Zai (our client)
- Jeeves (our client)
- Whenthen
- Onfido (now Entrust)
Webinars
Webinars and virtual events are an untapped area when it comes to B2B fintech marketing, especially when it comes to complex payment topics. The most common issue we hear is: what do you do with the attendees once the webinar is over? How do you turn attendees into customers?
It's not easy to find companies who are doing a good job at this, especially in the B2B sector. However, 11FS, a financial services consultancy, have gone full on with virtual events – especially during Covid. They did:
- LinkedIn Lives
- Webinars/virtual events
- Live Youtube videos and more
You can check their Youtube channel to see those in action: 11FS Youtube channel
If there is one social media platform that makes sense to invest in as a B2B fintech company, it's LinkedIn. Pretty much every B2B fintech is on there, and when done correctly, it can produce huge returns.
One great example of a company doing this is Tilled, a payment facilitator. In our case study (coming soon), Caleb, the founder, breaks down in detail how he went from 500 to 12,000 LinkedIn followers.
By sharing advanced technical content and being authentic, LinkedIn has become one of the primary drivers for leads and deals for Tilled. In fact, 95% of the 150+ deals they got in 2022 came inbound, with a majority coming from LinkedIn.
If you want to master LinkedIn, make sure to look at what Caleb is doing: Caleb's LinkedIn.
Free tools
If you're a B2B Fintech that can build software or widgets, offering free tools is a great B2B marketing tactic.
People (and businesses) love free tools. It's a great way to add value and acquire a loyal customer in return; you're offering something so a customer can do something they couldn't do before - for free!
It's mostly B2C Fintechs that offer free tools, however there may be an opportunity for a B2B Fintech to offer tools as well. Most of the B2B free tools we find in Fintech are using a freemium model:
- Chaser: Freemium model
- Float: free software until you add a client
- TrueLayer: free demo + console
- Square: free team management software
The other bonus of offering free tools is that it's a great way to gather backlinks to a website. As people link to your free tool and recommend it to others, your website gains authority and is more likely to appear on the first page of Google — that's a triple win for everyone!
The other thing to mention is that this marketing tactic is not as saturated as others, so you're more likely to stand out.
Email marketing
Practically all B2B fintechs will be engaging in email marketing – the data says it's effective, however in our panel event last year opinions were divided.
Watch the panel:
It's hard to find an example of a fintech company doing a good job at email marketing, since we're not really their target market and haven't been on the receiving end. When asked for examples of companies doing this, Cognism comes up as a company that's doing a great job (although they aren't fintech).
They have different people in different departments who send out newsletter-like emails every 2 weeks packed with useful, actionable information.
Events and speaking
In certain B2B areas, sponsoring, speaking or organising an event can help a lot with brand awareness, positioning as an expert and customer acquisition.
One company that's been doing this very well is LendInvest in the UK.
They host events in London, with an attendance of over 50 people. They've hosted and spoken at events on topics including proptech, CSS and engineering, and employee incentives.
They allow others to host events in their office space, which also helps with brand awareness and hiring.
Although they haven't shared how the events are going and the results they're getting, the fact that they've been doing them since 2016 is a good way to demonstrate their effectiveness.
If you're looking for a list of fintech events to attend, check out this website: Fintech Events
Partnership marketing
Partnership marketing can be one of the highest ROI marketing tactics specifically for B2B fintechs. Why? Because partnerships are an inherent part of that fintech model. By making use of Open Banking and partnering up, fintechs increase the value of the services they offer.
Partnership marketing basically involves partnering with another company in a way that benefits both parties. The partnership could focus on improving a product through collaboration, releasing a joint venture, or agreeing on a distribution deal. Since Fintechs work with open platforms and APIs, finding partners may be easier than in other industries.
We recently interviewed Yvette Edsall, COO at Fintel Connect, on all things partnership marketing:
The main thing to note is that it's important that partnerships are not created for the sake of a partnership. That means that there should be a specific goal, and both partners should know why they want to work with each other.
As mentioned before, B2B Fintechs have partnerships in their blood, so there are tons of examples of B2B fintechs implementing business development. Here are a few:
- Onfido (now Entrust) with Revolut
- TrueLayer with Zopa
- Square with Xero
- Klarna with Adyen
Podcast
More fintech companies are starting podcasts as well as sponsoring them. In an interview with the demand generation manager at Railz, Nabi says that sponsoring a data science podcast generated a high number of leads.
Community
More and more people are looking to set up or organise a community for their company. This could be a Slack group, or an in-person event or some type of forum.
We, for example, run a fintech marketing Slack group with over 1,000 members now. It's a great place to exchange ideas, ask people what they're thinking and look for inspiration.
But we're not the only ones who have done it. Moov, a payments infrastructure company, also has a Slack group with over 8,000 members. There are discussions in there all day about specific tech issues people might be facing.
And many other fintech companies have Slack groups as well.
The role of trust and compliance in B2B fintech marketing
Trust is the foundation of every B2B fintech relationship. When your product handles money, data or regulatory processes, buyers need to be confident that your company is secure, compliant and reliable before they even consider a demo.
This means your marketing must actively build trust — not just through polished messaging, but through tangible proof. Here are the key ways to do that:
- Certifications and compliance badges. Display relevant certifications (SOC 2, PCI DSS, ISO 27001, FCA authorisation) prominently on your website and in sales materials. These are table stakes for many enterprise buyers.
- Case studies with real numbers. Generic testimonials don't cut it in fintech. Show specific results — transaction volumes processed, time saved, cost reductions — with named clients where possible.
- Transparent security practices. Publish your approach to data handling, encryption and incident response. A dedicated security or trust page signals maturity.
- Regulatory content. Create content that helps prospects navigate the regulatory landscape. When you demonstrate deep understanding of compliance requirements (PSD2, Open Banking regulations, AML/KYC rules), you position your company as a partner, not just a vendor.
Companies that bake trust and compliance into their marketing from day one have a significant advantage. Buyers in financial services are risk-averse by nature — the more you reduce perceived risk through your marketing, the shorter your sales cycle becomes.
Measuring B2B fintech marketing performance
One of the biggest mistakes B2B fintech marketers make is focusing on vanity metrics like page views and social followers. While those have their place, the metrics that matter most tie directly to revenue and pipeline.
Here are the key KPIs every B2B fintech marketing team should track:
- Marketing Qualified Leads (MQLs). How many leads are marketing activities generating that meet your ideal customer profile criteria?
- Sales Qualified Leads (SQLs). Of those MQLs, how many are being accepted by sales and entering the pipeline?
- Customer Acquisition Cost (CAC). What does it cost to acquire a new customer through each marketing channel? This helps you allocate budget to the highest-performing tactics.
- Pipeline contribution. What percentage of your total pipeline is sourced or influenced by marketing? This is the metric that earns marketing a seat at the leadership table.
- Content-to-customer conversion. Can you trace closed deals back to specific pieces of content? Tools like HubSpot attribution, UTM tracking and CRM integrations make this possible.
- Time to close. Are prospects who engage with your content closing faster than those who don't? This demonstrates the educational value of your marketing.
- Customer Lifetime Value (CLV). In B2B fintech, where contracts are often multi-year, CLV helps you understand the true return on your marketing investment.
The key is to establish a clear attribution model early on and report consistently. When you can show that a blog post or webinar series contributed to a six-figure deal, marketing becomes a revenue driver rather than a cost centre.
B2B vs B2C fintech marketing: key differences
While both B2B and B2C fintech companies are marketing financial technology, the approaches are fundamentally different. Understanding these differences is critical to getting your strategy right.
- Audience and decision-making. B2C fintech targets individual consumers who often make quick, emotion-driven decisions. B2B fintech targets teams of decision-makers (CTOs, CFOs, heads of payments, compliance officers) who evaluate products over weeks or months.
- Sales cycle. A consumer might download an app and start using it in minutes. A B2B fintech sale can take 3–12 months, involving demos, security reviews, procurement processes and legal sign-off.
- Messaging depth. B2C messaging can be simple and benefit-led ("Send money instantly"). B2B messaging needs to address technical integration, compliance, scalability, support and total cost of ownership.
- Content strategy. B2C content tends to be short, visual and shareable. B2B fintech content needs to be deep, expert-driven and designed to educate multiple stakeholders at different stages of the buying process.
- Channels. B2C fintechs often invest heavily in social media advertising, influencer marketing and app store optimisation. B2B fintechs get more value from LinkedIn, industry events, partnerships, SEO-driven content and targeted account-based marketing (ABM).
- Trust signals. B2C trust comes from app store ratings, user reviews and brand recognition. B2B trust comes from case studies, compliance certifications, named client logos, and demonstrated industry expertise.
The bottom line: B2B fintech marketing is slower, more complex and more relationship-driven. But when done well, each customer is worth significantly more — which makes the investment in expert-led, trust-building marketing well worth it.
B2B fintech companies need marketing now more than ever. The industry is getting more competitive and everyone wants to position themselves as the expert.
And yet, it's not possible to be the expert without sharing knowledge and expertise – and that's where marketing comes in. If you're aiming to be profitable, reduce CAC and become a leader in the field, then owning marketing and doing it properly will take things to another level.
If you're interested in learning about how to do content for B2B fintech content marketing more properly, read more about how we've helped fintech companies get customers with content.
What results can I get with content marketing?
B2B fintech marketing FAQ
How do you market a B2B fintech company?
The most effective way to market a B2B fintech company is by sharing expertise. This means creating advanced, expert-driven content targeted at your actual buyers (not beginners), building trust through case studies and compliance credentials, leveraging LinkedIn for organic reach, attending and speaking at industry events, and forming strategic partnerships. The key is to position your company as the trusted authority in your niche rather than relying on broad awareness campaigns.
What is B2B fintech?
B2B fintech refers to financial technology companies that sell their products and services to other businesses rather than directly to consumers. This includes payment processors, banking-as-a-service platforms, lending infrastructure providers, compliance and identity verification tools, and treasury management solutions. These companies typically serve banks, other fintechs, enterprises and SMBs that need to process payments, manage finances or meet regulatory requirements.
What are the best marketing channels for B2B fintech?
The highest-performing marketing channels for B2B fintech companies are expert-driven content marketing (blog posts, white papers, technical guides), LinkedIn (both organic and paid), industry events and conferences, strategic partnerships, email marketing, webinars and podcasts. The most important factor is not the channel itself but the quality and depth of the expertise you share through it. Channels that allow you to demonstrate genuine knowledge tend to outperform those focused on reach alone.
How long does it take to see results from B2B fintech marketing?
B2B fintech marketing is a long game. Content marketing typically takes 6–12 months to produce consistent inbound leads, though targeting highly specific long-tail keywords can deliver qualified traffic sooner. LinkedIn organic growth can show results within 3–6 months of consistent posting. Partnerships and events can generate leads more quickly but require upfront relationship-building. The most successful B2B fintech companies commit to at least 12 months of sustained effort before evaluating overall marketing ROI.
How is B2B fintech marketing different from B2C?
B2B fintech marketing differs from B2C in several fundamental ways: longer sales cycles (months vs minutes), multiple decision-makers vs individual consumers, deeper technical messaging, emphasis on trust and compliance credentials, and a focus on relationship-building channels like LinkedIn and events rather than mass-market advertising. B2B content needs to be expert-level and designed to convert, while B2C content can be simpler and more entertainment-driven.
