B2B FinTech Marketing: Four Powerful Tactics Most Companies Miss

The B2B FinTech industry has the world at its feet, with the kind of corporate investment and rapid market growth most other sectors can only dream of. So why don’t most companies reflect this in their marketing? 

Companies that invest heavily in the right marketing strategies will experience incredible growth over the next few years as FinTech goes from a “nice to have” to a strategic necessity for companies across industries. However, there are still a number of high-value channels that most B2B FinTech firms are missing, and this article reveals exactly what they are and why they matter. 

Expect to learn: 

• The most common reasons finance departments don’t buy your product 
• The three most powerful reasons to invest in B2B FinTech marketing 
• The four “low-hanging fruit” marketing channels that will deliver the best ROI in the next year 

B2B FinTech Marketing: An Overview 

What is FinTech? 

Financial technology (FinTech) is a broad category that encompasses all technology designed to deliver financial products and services. This ranges from mobile banking apps and digital payment infrastructure to regulatory tech (RegTech) and peer-to-peer lending platforms.  

It is one of the world’s fastest-growing markets, and the number of global vendors has more than doubled since 2018, and total annual revenue is set to exceed $140 billion by 2028. Yet while the industry’s consumer-facing brands have invested heavily in marketing, solutions that sell to businesses have often been slower off the mark. 

B2B vs B2C Fintech: What’s the Difference? 

B2C products are sold directly to consumers, whereas B2B FinTech is bought by a “buyer team” within a business – typically for use within the finance department. As a result, B2C marketers have a few advantages: 

• Awareness: B2C companies are often “disrupting” existing markets such as commercial banking or investment services. This means the target audience already has a frame of reference for the product, and companies can expend more marketing resources on differentiation and brand building. 

• Purchase Process: B2C FinTech products are bought by an individual, and therefore, marketers can easily identify their audience. This has its own set of challenges, of course; companies typically have to achieve a far higher volume of sales to drive reliable profit. However, it is far simpler from a strategic point of view than appealing to a large, diverse B2B buyer team. 

Understanding B2B FinTech Buyers 

B2B FinTech buyer teams usually include individuals from the finance, operations, and compliance departments. These individuals will typically undertake separate research and then share their findings with the wider group, ensuring products are evaluated from all perspectives. 

The size of the team – and the number of different departments included within it – will vary greatly based on the industry and size of the company. However, one study found that 52% of buyer teams evaluating FinTech purchases contained ten or more individuals.  

This has a few important implications for B2B FinTech marketing: 

• Content Volume: B2B buyers always require a wide range of content to help them understand the market and learn about your specific solution – typically including short-form content like blogs and more detailed whitepapers and product sheets. This challenge is inevitably exacerbated by a large and diverse buyer team, meaning B2B FinTech companies need even more content to drive engagement across the entire team and build trust. 

• Messaging: You will need to develop multiple messaging frameworks to speak directly to each persona, ensuring your marketing hits each department’s pain points and articulates a strong case for your product that resonates with operations, finance and the rest. 

• Purchase Cycles: Most companies are likely to take several months to make a FinTech purchase, carefully considering the likely ROI and potential technical or operational challenges. As a result, marketers should expect a long “middle” to their funnel, wherein extensive nurturing efforts are required to maintain buyers’ interest. 

What Role Does Marketing Play? 

Most companies are still relatively new to fintech, which means they are likely to be extra cautious about a purchase. The default for most companies is “no” when it comes to this technology – even though most finance leaders see the obvious value in most fintech. One survey found that finance teams cite a lack of time/resources (59%), lack of budget (52%), “fear of the unknown” (37%) and lack of company buy-in (29%) for their decisions to not purchase FinTech solutions. 

Marketing plays a vital role in addressing all these concerns through: 

• Increased Awareness: Marketing helps to eliminate the “unknown” factor and build trust with buyers. The more exposure they have to your brand – and the better their understanding of how your product works – the less resistance buyers are likely to present. 

• Simpler Purchasing Process: Marketing can provide valuable insights and information that reduce the burden on B2B FinTech buyers. They are often time-poor and overwhelmed by the market, and the right marketing can position your company as a true partner that will guide them through the process. 

• Stronger Business Cases: Marketing can provide a clear business case that helps buyers justify the use of their budget and persuade key stakeholders to support the decision. With a combination of hard data and emotional appeals, your company can demonstrate that a purchase will more than pay for itself. 

All these factors make extensive marketing essential to generate, nurture, and convert B2B FinTech buyers. But why should FinTech firms invest in marketing now? 

3 Reasons B2B FinTech Companies Should Invest in Marketing 

Every B2B business requires marketing to generate, nurture and convert leads – and, therefore, must allocate an adequate budget to their efforts. But there are a few strong reasons B2B FinTech, in particular, should invest heavily in marketing over the next few years: 

1. Market Growth

FinTech has spread rapidly in recent years, but there is still a lot of room for growth – especially within B2B. Most companies’ finance functions are still either largely analog or rely on legacy tech that leaders know is no longer fit for purpose. In fact, a recent survey found that 96% of finance departments believe they would benefit from AI, automation, and more tech integration.  

This is reflected by research from McKinsey, which suggests that B2B FinTech may be overtaking B2C in terms of growth and industry focus. Equally, B2B FinTech saw 25% annual increases in investment from 2018 to 2022, and funding for B2B solutions has been more robust than its B2C counterparts. 

The bottom line? B2B FinTech companies that successfully market themselves will win the lion’s share of massive category and industry growth over the next few years. 

2. Efficiency 

Marketing is often most effective when competition is relatively low. Once your category has ten well-known brands trying to woo every corporate buying group, the cost and difficulty of winning a contract will shoot up. But for now, there is still room for a relatively cost-efficient marketing and sales funnel. 

This is not to say that B2B FinTech marketing is easy: there are many roadblocks in the way of sales, including the lack of time, resources, and budget in most finance departments. But, companies that can overcome those obstacles in 2025 are likely to experience a lower cost-per-acquisition than they should expect in subsequent years when the industry reaches full maturity. 

3. Low -Hanging Fruit

For example, many B2B FinTech companies build a heavy social media presence – no doubt hoping to replicate successful B2C FinTech companies like Monzo or Revolut – but research shows that B2B buyers aren't influenced by these channels when evaluating FinTech solutions.  

So, which channels will have an impact – and how can you make maximum use of them? 

4 Marketing Tactics Most Companies Miss  

1. Webinars 

Webinars are one of the most powerful sources of high-value leads for B2B companies. Not only does a quality event attract new prospects, but it also immediately builds trust by allowing them to interact directly with your team. Yet most B2B FinTech companies miss a handful of key factors that limit the value of their events. 

A few common missteps include: 

• Limited Promotion: Most companies use a few key channels to market their webinar, with the net result that attendance is relatively low. Instead, you should use everything from cold emails to LinkedIn ads to reach new audiences and build a stronger “buzz” around your event.  

• Lack of Collaboration: Many companies want to ensure their events are solely focused on their offering – and that can work. However, collaborating with companies in related – but not directly competitive – fields can both spread the cost (and increase overall ROI) of the event and help reach new prospects. 

• Poor Follow-Up: The webinar itself is simply a means of generating leads – you need to follow up in order to actually generate value from the event. Plan and execute a follow-up email campaign to launch as soon as the event is over, helping to convert more attendees into warm leads before the webinar fades from memory.