B2B marketing has long been synonymous with dry content, slow growth, and lengthy sales cycles.

But what if it didn’t have to be that way?

As the head of growth for a financial technology (fintech) business, I’d approach things differently—more dynamic, faster, and with a sharper focus on creativity.

B2B growth strategies must move beyond what’s “tried and true.”

Here’s how I would do it.

Top of the Funnel: Building Brand Awareness at Scale

To grow a B2B fintech brand, the top of the funnel is all about exposure and positioning your brand as a thought leader.

• The goal: brand awareness and impressions

• KPI: minimize cost per thousand impressions (CPM)

Organic Content Across Multiple Channels

Build a robust presence on LinkedIn and X. Not only from the company handles but also by leveraging employee personal brands. This adds authenticity to your messaging and deepens engagement.

• Content focus: Industry-relevant research/blog/insights, webinars, podcasts, and partnerships/co-marketing to expand reach.

Paid Campaigns to Amplify Reach

Boost top-performing content from organic efforts to double down on what’s working.

Invest 30% of budget in X paid campaigns.

Invest 10% of budget in digital and in-person sponsorships, including events, niche-specific podcasts, and newsletters.

Middle of the Funnel: Converting Interest into Leads

Once the audience is aware of your brand, the middle funnel is about nurturing them toward becoming a lead. Here’s where the strategy tightens.

• The goal: lead generation

• KPI: Cost per lead (CPL)

Differentiated Content Through a Newsletter

Build a newsletter audience not just for updates, but as a tool for offering industry-differentiated content.

Ensure subscribers always receive something unique and valuable that builds trust and keeps them engaged.

Gated Reports to Showcase Expertise

Quarterly and annual industry reports can become lead generation goldmines.

By offering deep dives into niche topics, such as trends in algorithmic trading technology, you create high-value content that converts curiosity into tangible leads.

LinkedIn & SEM Campaigns to Drive Traffic

Invest 40% of budget in LinkedIn and 10% in SEM to drive traffic to landing pages that feature gated content or product demos.

Focus on specific audiences and brand keywords to attract the right people to the right content.

Bottom of the Funnel: Driving Conversions

At the bottom of the funnel, it’s all about closing deals and providing the final push for prospects already in the decision-making phase.

• The goal: conversions

• KPI: Customer Acquisition Cost (CAC)

Marketing-Driven Email Sequences & Collateral

Well-crafted email sequences that speak to pain points. Offer case studies and testimonials to give prospects the confidence they need to convert.

LinkedIn Campaigns to Drive Conversions

Invest 10% of budget in LinkedIn campaigns targeting sales-qualified leads (SQLs) with direct, value-driven messaging.

Key Metrics to Track Success

To measure the effectiveness of each tactic, the following KPIs will guide decision-making:

• LinkedIn: CPC, CPL (Secondary: CPM)

• X: CPM (Secondary: CPC)

• SEM: CPC

• Performance Metrics: CAC, LTV

Now, it’s your turn.

Whether you’re in the trenches of a fintech startup or leading growth for an established brand, applying these strategies could mean the difference between stagnant results and exponential growth.

And remember, be creative and engaging with your content.

When you’re ready for more, here’s how I can help.

As always, I love to chat with you guys! Reply back to this email or DM me on X (@markfrommktg) with any questions, feedback, or to simply kick it.

Thanks for being here.

Talk soon,

Mark