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.
Get these three things right and 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 B2B fintech 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 want 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 worked with payment infrastructure companies where targeting very specific keywords like "intelligent payment routing" and "faster payments API" brought in highly qualified customers. Not just any traffic: specifically buyers.
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 get it wrong, and there's a real opportunity to do it better. The three most common mistakes:
- Most B2B content is written for beginners. They start with "what is an API" and defining terms that a product manager or Head of Payments already knows. 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." You're writing to get customers. Get to the point and don't try to entertain.
- Most B2B content is not based on expertise. A lot of companies outsource to a freelancer who knows nothing about the product, the market or the customer. They write content that's essentially rephrased material from Google or white papers and call it "thought leadership." It won't position your company as an expert and it won't turn readers into customers.
There's a real opportunity to write B2B content that is advanced, based on genuine expertise, written for the actual target audience, and designed to attract customers, not just to rank.
With this approach via our four pillar framework, we've helped payment and B2B fintech companies acquire customers worth $60k and above. Read more: How Many Leads Can You Generate with Content Marketing?
Examples of companies doing content well:
- Yapily (our client)
- Fiska (our client) — see how they went from 0 to 25 monthly inbound leads with content
- Onfido (now Entrust)
Webinars
Webinars and virtual events are an untapped area when it comes to B2B fintech marketing, especially for complex payment topics. The most common issue: what do you do with attendees once the webinar is over? How do you turn them into customers?
It's not easy to find companies doing a good job at this in the B2B sector. However, 11FS, a financial services consultancy, went all-in on virtual events, especially during Covid. They ran LinkedIn Lives, webinars, and live YouTube videos. You can see those in action on their YouTube channel.
If there is one social media platform worth investing in as a B2B fintech company, it's LinkedIn. Pretty much every B2B fintech buyer is on there, and when done correctly, it drives real returns.
One example that stands out: Tilled, a payment facilitator. Caleb, the founder, grew from 500 to 12,000 LinkedIn followers by sharing advanced technical content and being authentic. LinkedIn became one of the primary drivers for leads and deals. In fact, 95% of the 150+ deals they closed in 2022 came inbound, with a majority from LinkedIn.
If you want to see this in action, Caleb's LinkedIn profile is worth studying.
Free tools
If you're a B2B fintech that can build software or widgets, offering free tools is a strong marketing tactic. People and businesses love free tools. You're adding value and acquiring a loyal customer in return: something they couldn't do before, for free.
It's mostly B2C fintechs that offer free tools, but there's an opportunity for B2B fintechs here too. Most B2B free tools in fintech use 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 benefit of free tools: they generate backlinks naturally. As people link to and recommend your tool, your website gains authority and is more likely to appear on page one of Google. This tactic is also less saturated than content or LinkedIn, so you're more likely to stand out.
Email marketing
Practically all B2B fintechs engage in email marketing, and the data says it works, though in our panel event opinions were divided.
Watch the panel:
It's hard to find a fintech company doing a great job at this (we're not their target market). When asked for examples, Cognism comes up consistently, though they aren't fintech. Their approach: different people in different departments send newsletter-style emails every two weeks, packed with useful, actionable information.
Events and speaking
In certain B2B areas, sponsoring, speaking or organising an event can do a lot for brand awareness, positioning as an expert, and customer acquisition.
One company that's done this well: LendInvest in the UK. They host events in London with an attendance of over 50 people and have hosted and spoken at events covering proptech, CSS and engineering, and employee incentives. They also allow others to host events in their office space, which helps with brand awareness and hiring. The fact that they've been doing this consistently since 2016 is evidence enough that it works.
If you're looking for a list of fintech events to attend, check out 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 the fintech model. By making use of Open Banking and partnering up, fintechs increase the value of the services they offer.
Partnership marketing involves working with another company in a way that benefits both parties: improving a product through collaboration, releasing a joint venture, or agreeing on a distribution deal. Because fintechs work with open platforms and APIs, finding partners is often easier than in other industries.
We interviewed Yvette Edsall, COO at Fintel Connect, on all things partnership marketing:
The key is that partnerships shouldn't be created for their own sake. There should be a specific goal, and both partners should know why they want to work together. Some examples from B2B fintech:
- Onfido (now Entrust) with Revolut
- TrueLayer with Zopa
- Square with Xero
- Klarna with Adyen
Podcast
More fintech companies are starting podcasts and sponsoring them. In an interview with the demand generation manager at Railz, Nabi shared that sponsoring a data science podcast generated a high number of qualified leads. For B2B fintechs with a technical buyer, podcasts are one of the few channels that reach prospects during their actual research process, not just during working hours.
Our own podcast, Fintech Marketing Lab, regularly surfaces specific tactics and case studies from people inside the industry.
Community
More fintech companies are organising communities: Slack groups, in-person events, forums. We run a fintech marketing Slack group with over 1,000 members. It's a place to exchange ideas, ask questions, and see what others are actually testing in the market.
We're not alone in this. Moov, a payments infrastructure company, has a Slack group with over 8,000 members, with active discussions all day about specific technical issues. The community itself becomes a trust signal: if the smartest people in the space are in your group, your credibility compounds.
The role of trust and compliance in B2B fintech marketing
Trust is the thing every B2B fintech marketer knows matters and few actually build into their marketing deliberately.
The default approach is to list certifications on a page no one reads, then add "enterprise-grade security" to the website header and call it done. That's not trust-building. It's trust-signalling without the substance.
The buyers evaluating payment infrastructure, banking APIs, or compliance tools are making decisions with real regulatory exposure. A bad vendor choice can mean a failed audit, a data breach, or a regulatory fine. They're not going to convert because your website looks polished.
What actually moves risk-averse buyers: named case studies with specific results (not "a leading fintech increased efficiency"), certifications displayed in context rather than buried in a footer, and content that shows you understand their regulatory environment. If you're selling into markets covered by PSD2, Open Banking regulations, or AML/KYC requirements, and you're not producing content that helps buyers navigate those topics, you're leaving credibility on the table.
The other underused trust-builder is a dedicated security or trust page. Stripe's approach here is worth studying: they publish their approach to data handling, their compliance certifications, and their incident response philosophy in plain language. It's not exciting content. It converts enterprise buyers.
We've seen clients who invested in compliance-focused content start closing enterprise deals with less back-and-forth on security questionnaires. That's the payoff of treating trust-building as a marketing function, not just a sales one.
Measuring B2B fintech marketing performance
The single biggest mistake B2B fintech marketers make is reporting on things that don't connect to revenue. Page views, social followers, email open rates. Leadership sees those numbers and thinks they're paying for branding, not growth.
MQLs and SQLs are the starting point. How many leads is marketing generating that meet your ICP? Of those, how many does sales actually accept? If there's a big gap, you have a targeting or qualification problem, not a volume problem. We see this a lot: teams that are proud of their lead numbers but have sales refusing to work most of them.
CAC by channel is where things get interesting. When you know what it costs to acquire a customer through content vs LinkedIn vs events, you can stop spending on the tactics that look good and double down on the ones that work. Most B2B fintech companies don't track this at the channel level. They lump everything together and wonder why they can't tell what's working.
Pipeline contribution is the metric that earns marketing a seat at the leadership table. Not "we published 12 articles this quarter," but "marketing sourced 40% of the pipeline that closed this quarter." If you can't show that, the budget conversation will always be harder than it needs to be.
Content-to-customer attribution is still hard, especially with AI-assisted search blurring first-touch data. But it's possible. HubSpot attribution, UTM tracking, and consistent CRM hygiene get you most of the way there. We've had clients trace six-figure deals back to a single blog post written 18 months earlier. That's the kind of data that changes how leadership thinks about content.
One more worth tracking: time to close. Are prospects who engage with your content closing faster than those who don't? If yes, you can quantify the commercial value of education. That's a powerful argument for sustained content investment.
See how we've helped B2B fintech companies connect content directly to pipeline
How AI search is changing B2B fintech marketing in 2026
Something significant shifted in how B2B fintech buyers research over the past 18 months. A growing share of the buying journey now starts with an AI query, not a Google search. Buyers are asking ChatGPT, Perplexity, and Gemini for vendor comparisons, use case explanations, and regulatory summaries before they ever visit your website.
We're seeing 30 to 40% of inbound leads from some clients now arriving through LLM-assisted discovery. That's not a prediction. It's what's happening now.
What this means for your B2B fintech marketing strategy:
- Your content needs to be citable, not just rankable. AI models surface information from sources they trust. If your content is thin, generic, or paywalled, it won't get cited. The same expert-driven, specific content that ranks well on Google is what AI systems pull from.
- Brand mentions matter more than they used to. AI systems learn which brands are credible by seeing them mentioned consistently across trusted sources: publications, podcasts, partner websites, customer reviews. Earned media is now an LLM visibility play, not just a PR play.
- FAQ and definition content has renewed value. AI models are designed to answer "what is" and "how does" questions directly. If your website has clear, authoritative answers to the questions your buyers are asking, you increase the chance of appearing in AI responses.
The fundamentals haven't changed. Expert-driven content that directly answers buyer questions is still the right approach. It just needs to be distributed more broadly and structured more clearly to show up in both Google and AI search.
If you want to understand how to build LLM visibility specifically for fintech, read: AI search optimization for fintech companies
B2B vs B2C fintech marketing: key differences
These two things are often treated as variations on the same discipline. They're not.
The most obvious difference is the sales cycle. A consumer downloads an app in two minutes. A B2B fintech sale involves a procurement process, a security review, compliance sign-off, and often a legal team reviewing the contract. Six to twelve months is not unusual. Marketing that doesn't account for that timeline will underinvest in the middle of the funnel and wonder why content doesn't convert.
The audience is also fundamentally different. B2C fintech is marketing to individuals who make emotional decisions, respond to social proof, and care about simplicity. B2B fintech is marketing to committees: a CTO worried about integration, a CFO worried about cost, a compliance officer worried about liability, and a head of payments with strong opinions about routing logic. You need content that speaks to each of them, sometimes within the same piece.
The channel mix follows from that. B2C fintechs invest heavily in social ads, influencer marketing, and app store optimisation. B2B fintechs get more value from LinkedIn (organic and paid), industry events, SEO-driven content targeting buyers already researching solutions, and partnerships. The channels are different because the buyer behaviour is different.
Trust signals are also structurally different. B2C buyers trust app store ratings and friend recommendations. B2B buyers trust named case studies, compliance certifications, and client logos they recognise. A generic testimonial from "Head of Payments at a leading fintech" doesn't move anyone. A named case study showing a 40% reduction in payment failure rates does.
B2B fintech marketing is slower and more complex. Each customer is worth significantly more, which is why the investment in getting it right pays off at a completely different scale.
B2B fintech companies need marketing now more than ever. The industry is getting more competitive and everyone wants to position themselves as the expert. The thing is, you can't be the expert without sharing knowledge. That's where marketing comes in. If you're aiming to be profitable, reduce CAC and become a leader in the field, owning marketing and doing it properly will take things to another level.
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 goal is to position your company as the trusted authority in your niche, not to run 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 to 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 to 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.
