Welcome to the latest edition of At the Forefront: Fintech Conversations!
To learn more about this podcast and explore our episode archive, click here.
In this special CMO Edition of the podcast, Forefront co-Managing Partner Eric Soderberg sits down with Mireille Adebiyi, Chief Marketing Officer at Regnology, to discuss building marketing functions from the ground up. The episode dives into the strategic thinking behind marketing for a rapidly growing fintech company, offering valuable insights for professionals looking to scale and grow their brands in the financial technology space.
Mireille, a seasoned fintech executive, has led marketing efforts at Itiviti and Murex before joining Regnology three years ago. Her experience of managing 11 acquisitions at Regnology has equipped her with valuable insights on aligning marketing strategies and maintaining a consistent value proposition in the face of organizational change.
Together, they explore how to effectively manage brand building during acquisitions, navigating the complexities of product naming and leveraging data for optimized decision-making in a digital-first world.
To begin the conversation, Mireille shares her approach to brand building, emphasizing that at the core of every brand exercise is a strong value proposition. Mireille stresses the importance of articulating what makes a brand unique and how to deliver that value consistently across all touchpoints. Once the value proposition is defined, the next step is determining how to roll it out effectively across markets. Mireille discusses the importance of aligning key messaging pillars with the company’s product offerings and selecting the right channels to engage target audiences. She also highlights the challenge of striking the right balance between broad coverage and impactful messaging.
The conversation shifts to the importance of having a diversified and holistic marketing mix. Mireille highlights the need for a combination of awareness programs and specific go-to-market activities, with content playing a central role. However, she stresses that content should not be the only focus. Combining events, digital channels, press releases, and case studies allows for a more comprehensive approach that maximizes the impact of every marketing initiative.
Next, Eric and Mireille discuss how, with 11 acquisitions in just three years, Regnology’s rapid growth has presented unique challenges in maintaining a strong brand identity. Mireille explains the importance of a “branded house” approach and shares how the company integrates acquired brands without diluting the Regnology brand. She also addresses the emotional attachment people have to their company’s brand and the challenges of making strategic decisions during acquisitions.
On the product level, Mireille focuses on the importance of clarity in product naming and packaging post-acquisition. Regnology employs a clear product typology that ensures customers understand the function and value of each offering. This approach avoids the complexity of having too many creative product names and ensures that the messaging stays consistent across the organization.
Next, Eric and Mireille discuss managing teams during the organizational changes that come with acquisition, and the empathy and clear communication that’s required. Mireille shares her approach to handling team transitions, emphasizing the importance of giving employees a sense of purpose and growth. She discusses the challenges of consolidating roles and helping employees understand the broader mission of the company while fostering an entrepreneurial spirit.
To close the discussion, Mireille discusses the growing role of data in marketing. She shares how Regnology leverages data to track key performance indicators and optimize marketing efforts. The pair also touche on how data is used across departments to drive more informed decisions and ensure that marketing efforts are closely aligned with business goals.
Tune in to this episode to learn more about marketing strategies in the fast-paced and highly competitive fintech industry and how Regnology is driving growth through acquisitions, brand consistency and data optimization. Visit Regnology’s website to explore their innovative solutions for regulatory reporting and compliance.
See below for a breakdown of what was discussed. Happy listening!
Timestamps:
2:12 – Mireille’s approach to brand building and the importance of a strong value proposition
4:58 – The need for a diversified marketing mix and balancing awareness and go-to-market objectives
7:30 – Regnology’s approach to branding when acquiring companies
11:40 – Navigating acquisitions at a product level
13:30 – Managing teams during the organizational transitions that come with acquisitions
17:15 – Leveraging data to optimize marketing efforts
