From trust-building to the power of saying ‘no’, here's what top marketers are focusing on in the coming year.
Last week, fintech marketers came together for Fintech Fringe's Rise & Shine event, "Marketing in 2025: Strategies to Thrive in the Next Wave of Fintech.”
In a series of talks, Sinead Lanyon (Global Head of Marketing at Symphony), Abba Newbery (CMO at Insignis), Mariette Ferreira (CMO at PPRO), Elena Assimakopoulos (Marketing Lead at Prograd), Laura Watkins (Director of Media & Marketing at 11:FS), Shameer Sachdev (MD at Growth Gorilla) and Tom Davies (VP Marketing at Yonder) took to the stage to share their takes on what’s in store for the sector in the year ahead.
Balancing ROI & Creative Bravery
Sinead Lanyon, Global Head of Marketing at Symphony, stressed the importance of a data-driven approach and marketing’s relationship with the finance function, “because [our] budgets are determined by the CFO - a numbers man". But, that doesn’t mean metrics should come at the expense of creativity. VP of Marketing at Yonder, Tom Davies, had a hard truth for marketers when it comes to encouraging creative bravery within their organisations. If your exec team or board isn’t bought into what you’re doing, “that’s on you,” he shared.
Tip #1: Business leaders want ROI. They’re willing to take risks to achieve it but marketing teams have to bring them along on the journey.
Trust & Authenticity in the Age of AI
With AI-generated content on the rise, building trust is more crucial - and challenging - than ever. Lanyon noted that ‘the voice of client’ and user generated content (UGC) is most effective in this new environment. This sentiment was echoed by Marketing Lead at Program, Elena Assimakopoulos, highlighting how the shift from celebrity endorsements to influencer partnerships a decade ago is now giving way to demand for user-generated content - as influencer lifestyles are seen as fake and unattainable.
Tip #2: Mainstream audiences are bored of bots and overly-polished influencer posts. Consider UGC as real voices come back in vogue.
PPC: Click & A Miss
Several speakers touched on the changing landscape of digital advertising. Abba Newbery, CMO at Insignis, shared her experience of overspending on PPC in the past, noting that marketers often hit a ceiling with PPC whereby you end up "reaching the same people over and over again when [you] only needed to reach them once." She added that businesses should beware of over-relying on digital marketing channels simply because they’re easier to measure.
Tip #3: PPC isn’t the only game in town. Costs per click have inflated and organic channels may offer better ROI.
The Resurgence of Traditional Channels
Both Newbery and Mariette Ferreira, CMO at PPRO, also discussed the renewed power of more traditional marketing methods in a saturated digital market. Newbery spoke about the power of mail shots and direct messages, while Ferreira noted that in-person events will be “back in a big way next year”. But new channels are emerging too, as Newbery acknowledged the growing influence of peer-to-peer communities - like WhatsApp groups - seeing this as a valuable channel for brands to ‘infiltrate’. Just “never [go there] to sell”, she urged.
Tip #4: Don't overlook 'old school' marketing tactics and differentiation in a digital world.
LinkedIn: Go Big or Go Home
With the decline of X (thanks Elon), LinkedIn’s importance as a B2B marketing channel has grown dramatically. But, opinions on its effectiveness were mixed. While Ferreira advocated for going "all in on LinkedIn," Newbery pointed again to the need to differentiate: "Either do something amazing or get off."
Tip #5: If you're investing in LinkedIn, don’t do what everyone else is doing. The bar to stand out just got a lot higher.
The Power of Saying No
Davies shared a behind the scenes look at his approach to challenger marketing at Yonder - famous for its recent “Pint Protection” and “Make It Rain” campaigns. Discussing how to build an effective creative function in house, he explained "saying ‘no’ shouldn't be seen as a negative [for your team] but as fuel to get to a really good idea.”
Tip #6: Don't be afraid to reject mediocre ideas and push your talent. The best creative idea is never the first one.
Avoiding "Random Acts of Marketing"
When discussing common mistakes to avoid in 2025, Ferreira warned against what she calls "random acts of marketing" - pursuing pet projects without a clear strategy. While Ferreira is a strong supporter of marketing experimentation, she urged teams to “have a plan - otherwise [this is] one of the easiest ways to waste money."
Tip #7: Random acts should be reserved for kindness. Not marketing.
As we move into 2025, fintech marketers face the challenge of balancing data-driven decisions with authentic content and campaigns. But ROI doesn’t have to come at the expense of creativity.
Planning your marketing strategy for 2025? Learn more about how Hard Numbers can help here.
