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

1. MARKETING IN
FINTECH
AND OTHER TECH
by Victoria Rusnac
@VictoriaRusnac

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. FINTECH IS BOOMING

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. FINTECH IS TECH
WITH SOME CHALLENGES

6. § FinTech requires a significant behavior change
§ Customers face a lot of inertia
§ Finances are not fun!
BEHAVIOURAL CHANGE IS IMPERATIVE

7. FINANCE IS AN OPAQUE INDUSTRY

8. TRUST IS CRUCIAL

9. REGULATION DRIVES COMPLEXITY&CUMBERSOME UX

10. BUILDING AWARENESS & DIFFERENTIATION

11. MARKETING
IN FINTECH

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. THE ONLY FUNNEL I BELIEVE IN
LEAN MARKETING FUNNEL
AARRR
Startup Metrics for Pirates Dave McClure

14. AARRR IN ACTION

15. AARRR IN ACTION

16. THE CONSUMER DECISION JOURNEY BY MCKINSEY

17. PRODUCT MARKETING
ACQUISITION
RETENTION
MARKETING IN TECH… THE MOST IMPORTANT

18. PRODUCT
MARKETING

19. https://www.atombank.co.uk
ATOM BANK
BENEFITS
UNIQUE
BENEFITS

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. HUMANS HAVE SHORTER ATTENTION SPAN THAN
GOLDFISH

22. FEATURES
CUSTOMER
BENEFITS
QUANTIFIABLE
CUSTOMER
BENEFITS
Unique Experiences
“Ownable” moment
PRODUCT MARKETING EXPLAINED

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. VIRTUAL BANK N26 HAS FEATURES FOR YOU

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. ETORO: QUANTIFIABLE BENEFITS + SOCIAL PROOF

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. MESSAGING IN ALL TOUCHPOINTS

29. ACQUISITION

30. AARRR IN ACTION

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. BUSINESS
SME
CONSUMERS
ACQUISITION CHANNELS
DIFFERENT CHANNELS
TO REACH
DIFFERENT SEGMENTS

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. 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. 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. 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. PEER RECOMMENDATION
WORD OF MOUTH
“INVITE FRIENDS” IN APP
SEND & RECEIVE MONEY

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
BRAND CAMPAIGN? BE FIRST. BE PROVOCATIVE.

40. LEAD MANAGEMENT
ATTRIBUTION MODEL
ROI
THE BIGEST CHALLENGES

41. RETENTION

43. NPS IS SUPER IMPORTANT

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

45. FULL TRANSPARENCY

46. WHAT ARE
WE MISSING?

47. PRODUCT-MARKET FIT
BRAND MANAGEMENT
MOBILE AND ASO
CUSTOMER LIFECYCLE
CRM
CONTENT MARKETING
PR&PUBLICITY
A LOT…

48. THANK YOU
Victoria Rusnac
@VictoriaRusnac