The Fletcher Group

In an industry as dynamic as #fintech, the voices of #WomenInLeadership, particularly #ChiefMarketingOfficers, have never been more vital. In our third annual Women CMOs in Fintech report, we investigate the evolving role of CMOs and highlight the strategies these leaders are using to advance some of the most well-known fintech brands.👇 https://lnkd.in/g7vnqRTk #fintech #CMO

Featured in Forbes' Tech Pulse newsletter: Derek White, CEO of our client Galileo Financial Technologies, discusses how banks can start defining success like tech companies do, and how they'll be rewarded for it. via Forbes Technology Council #digitalbanking

𝐓𝐡𝐞 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐁𝐞𝐭𝐰𝐞𝐞𝐧 𝐁𝐫𝐚𝐧𝐝 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬, 𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐋𝐞𝐚𝐝 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧: 𝑩𝒓𝒂𝒏𝒅 𝑨𝒘𝒂𝒓𝒆𝒏𝒆𝒔𝒔: The ongoing process of maintaining a strategic, cohesive and visible company presence among target buyers. Brand awareness should build credibility, help your brand be known among target audiences and build awareness of what your brand stands for via content and thought leadership. 𝑫𝒆𝒎𝒂𝒏𝒅 𝑮𝒆𝒏𝒆𝒓𝒂𝒕𝒊𝒐𝒏: Gaining the attention and trust of potential customers through valuable information – often achieved via thought-leadership content and third-party credentialing. Demand generation brings potential buyers into contact with your brand’s content and nurtures these contacts’ initial interest in your products or services. The focus here is to build brand recognition and to educate. Educate, not sell. It’s your opportunity to demonstrate that you understand your buyer’s problems. 𝑳𝒆𝒂𝒅 𝑮𝒆𝒏𝒆𝒓𝒂𝒕𝒊𝒐𝒏: Capturing the contact information of interested contacts, through tools such as gated content, webinars, event meetups, etc. These contacts should be expressly interested in your products and services and ready to engage in sales conversations. 𝐇𝐨𝐰 𝐏𝐑 𝐂𝐚𝐧 𝐒𝐮𝐩𝐩𝐨𝐫𝐭 𝐁𝐫𝐚𝐧𝐝 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬: At The Fletcher Group, we believe brand awareness can serve two important roles in the sales process: as a “halo” hovering above the traditional sales funnel and as the “glue” holding the funnel together. A buyer’s journey may begin at the top of the funnel, but they will have likely become aware of your brand and even developed opinions about the quality of your brand before being identified as a potential buyer. PR is a great way to reach a prospective audience outside the funnel and reinforce the brand throughout the nurture process. Through earned media coverage – especially with outlets your buyers read and engage with – earned media brings the value of third-party credibility to your brand. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐭𝐡𝐞 𝐋𝐨𝐧𝐠 𝐆𝐚𝐦𝐞: 𝐖𝐡𝐲 𝐈𝐭 𝐏𝐚𝐲𝐬 𝐭𝐨 𝐁𝐞 𝐏𝐚𝐭𝐢𝐞𝐧𝐭 We get it. Everyone wants real qualified leads in the funnel now, or yesterday. And if you need to take a short-term approach to scratch that itch, then go for it, but be careful not to overspend, and start building your long-term demand generation strategy now. Here’s how. 𝑪𝒓𝒆𝒂𝒕𝒆 𝒄𝒐𝒏𝒕𝒆𝒏𝒕 𝒕𝒉𝒂𝒕 𝒆𝒅𝒖𝒄𝒂𝒕𝒆𝒔: Work closely with your CRO/sales team to align on your buyer’s burning questions. Know what they are and answer them and then put that content everywhere. 𝐑𝐞𝐚𝐥 𝐋𝐞𝐚𝐝 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧: With sustained brand awareness and demand generation programs in place, more contacts will become leads, and more leads will come inbound seeking your most useful content. For the full post by Carey Madsen, click here: https://lnkd.in/gH_75yCH

A major round of applause to Yinglian Xie for being named one of American Banker's Most Influential Women in Payments! As CEO and Co-Founder of our client DataVisor, Yinglian has built a powerful AI-driven fraud and risk solution with centralized management capabilities. A well-earned recognition! https://lnkd.in/dhWQUn9Q via Courtney Brunkow, Tara Strazdas and Carey Madsen

As you assemble your marketing and sales strategies for 2025, now is a good time to visit some emerging trends being discussed by fintech CMOs in our annual Women CMOs in Fintech report, examined in this story from The Financial Brand: https://lnkd.in/gRcFbmsv

In the discussion "Supply Chain Finance or Invoice Factoring: Which Is Better for Managing Cash Flow?" Brandon Spear, CEO of our client TreviPay, explains that buyer-seller loyalty hinges on a better payment experience. Full story by Sean Peek: https://lnkd.in/gwgtMRBr #b2bpayments business.com, a Centerfield company

Another great story covering the newest CEO of First International Bank & Trust, Peter Stenehjem, for The Business Journals by Keith Schubert: https://lnkd.in/g6bvzJh4

Congratulations to Jennifer Prinz! The Board of Directors for the Organ Donation and Transplantation Alliance is getting a smart, experienced leader at a critical time.

Gift cards for a subscription to Snapchat+ are now available online and in-store at select major retailers, thanks to a new partnership between our client Blackhawk Network and Snap Inc. Full story on PYMNTS: https://lnkd.in/gsMnQgfp #giftcards #snapchat

First International Bank & Trust didn't have to look far to find its next CEO! Congrats to Peter Stenehjem, who succeeded his father, Stephen Stenehjem, and represents the fourth generation of the family to manage the bank. Story in American Banker by Jim Dobbs: https://lnkd.in/dqyuDzhD