The Demand Generation Framework Every B2B Fintech Needs

One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth.

But despite these challenges, there are real opportunities for marketers at B2B fintechs to transform how they drive demand.

And in this podcast episode, Matt Dodgson talked with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve, about a framework they created in partnership with Nottingham Trent University for content marketing within the context of demand generation.

This framework aims to help fintechs create content that aligns with where buyers are in their journey, and it can be a game-changer for fintechs looking to create and capture demand.

We cover;

00:00 Introduction
01:57 What led Kerry and Rebecca to create this framework?
03:40 Why is content marketing so important for fintechs today?
06:49 Summary of the demand gen framework
09:56 The first step to implement this framework
12:05 What sort of content is used in the framework?
15:53 The metrics that you should track
19:24 Should you gate content? And if so, what should you gate?
21:51 The two biggest opportunities for B2B marketers in the fintech space

And so much more...

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