The HubSpot INBOUND 2024 conference was an inspiring showcase of the latest strategies and innovations transforming the marketing world. From insightful talks by industry leaders to actionable takeaways, the event provided B2B fintech marketers with powerful new tools to enhance their efforts. If you couldn’t attend, don’t worry — below, we’ve compiled 10 of the best marketing tips we heard onsite to help you sharpen your B2B fintech marketing strategy.
1. Don’t Be Tricked by “Maximum Delivery” with LinkedIn Ads – Use manual CPC bidding and micro-segment audiences for better targeting and cost-efficiency (AJ Wilcox, B2Linked)
2. Test and Refresh Content – Instead of producing more content, focus on updating top-performing pieces for higher engagement (Neil Patel, NP Digital)
3. Reimagine Event Marketing – Use the “spike and sustain” model by hosting flagship events alongside smaller, tailored micro-events to maintain momentum and produce content throughout the year (Katie Lambert, HubSpot)
4. Leverage Micro-Events – Build anticipation for larger events with digestible, shareable micro-events (Daniel Murray, Marketing Millennials)
5. Embrace Email Frequency – Regular, relevant email campaigns can drive better engagement than a single touchpoint (Jay Schwedelson, Outcome Media)
6. Prepare for Apple iOS’s Email AI – Prepare for iOS 18’s AI-triggered email sorting by using specific trigger words like “important update” and “meeting invite” to improve deliverability (Jay Schwedelson, Outcome Media)
7. Humanize Content – Emotive, relatable content builds trust and deepens engagement, even in fintech (Amanda Green, LinkedIn)
8. Prioritize Brand Memory – Consistent brand building keeps your fintech top-of-mind when buyers are ready to engage (Tyrona Heath, LinkedIn)
9. Focus on Engagement – Followers are a vanity metric; high engagement from a niche audience drives more meaningful results (Neil Patel, NP Digital)
10. Don’t Be Afraid to Post – A Lot: It can take 13 pieces of content/touchpoints before an audience member chooses to engage. 90% of the purchase process is completed before contacting a vendor. (Amanda Green, LinkedIn)
For a deeper dive into these strategies, check out the links above or head over to the Forefront blog, where we’ve covered these insights in more detail. Expand your fintech marketing playbook with actionable advice that can propel your company forward.
