Embedded Finance
FinTech for Businesses
Developing a Go To Market (GTM) strategy, building the brand & social media presence, launching conversion campaigns
Developing a Go To Market (GTM) strategy, building the brand & social media presence, launching conversion campaigns
Overview
Overview
A FinTech startup specializing in embedded finance, payment solutions, BNPL, and banking APIs. As a startup, the business needed a go-to-market digital strategy. There was no social media presence, no paid advertising or content strategy in place. There was a definitive need to create awareness, drive traffic leading to demand generation, primarily focusing on B2B.
The Challenge
The Challenge
As a startup, the brand needed to establish strong messaging and positioning, supported by cohesive brand templates for inbound marketing and paid advertising. While it had a website and social media presence, engagement and conversions were minimal, highlighting the need for targeted campaigns, a long-term content strategy, optimized social media assets, and a focused paid advertising approach to drive growth and expand within the FinTech market.
What I did
What I did
I developed and executed a focused B2B content and advertising strategy in collaboration with the internal team and CMO. This began with optimizing the website and social media profiles to ensure unified brand messaging and visuals, followed by defining clear brand positioning and ideal customer profiles (ICPs). To drive user acquisition and engagement for the B2B FinTech company, I implemented inbound content marketing and paid campaigns via LinkedIn Ads and Google Ads. Through audience-driven content, precise targeting, and continuous optimization, we enhanced brand visibility, engagement, and lead generation while maximizing ROI.
