Daniel has more than 13 years’ experience in B2B technology PR and heads up CCgroup’s fintech division. He is responsible strategic marketing communications across awareness, lead generation, talent acquisition and investment.
Daniel has advised a range of fintech organisations ranging from nimble high-growth companies like Flywire, Tribe Payments and Signicat to major industry brands including Deloitte, Travelex and Visa. Daniel speaks at industry events, regularly contributes to outlets such as TechCrunch, Huffington Post and BankNXT, and broadcast media like FinTech Insider and StartUp Van.
Most fintechs are implementing sales and marketing strategies “blind”. Put simply, fintechs don’t know what channels, types of content and messages drive engagement with buyers.
Marketing has a critical role to play in helping fintechs navigate the sales process successfully and generate sales opportunities. But too many companies base marketing strategies on generic B2B marketing advice or anecdotal evidence. What is missing is quantitative data on how decision makers identify and select their fintech partners. So CCgroup decided to collect and analyse this hard evidence. It asked purchasing decision makers at major fintechs and banks what influences their choice of technology partner.
In this masterclass, Daniel Lowther, Head of Fintech at CCgroup explore:
• The internal buying landscape – pricing, timescales, decision makers, requirements - and the impact of Covid-19
• What channels most influence selection?
• What content most influences selection?
• Which attributes buyers are looking for?
• What influencers buyers that providers don’t do?
CCgroup has a 15 year heritage in the fintech space working with brands including ClearBank, Flywire, Rabobank, Revolut, Tribe Payments and Visa.