AUSTIN, Texas–(BUSINESS WIRE)–Women are still underrepresented in financial services, technology and in the c-suite across many industries. But a new report out today highlights how female CMOs are building some of the biggest brands in financial technology (fintech) through brand awareness and reputation building.
In an industry that generally gets bad marks for its lack of female founders, female CEOs and the difficulty women face in raising capital, fintech has a growing number of female CMOs and heads of brand and marketing. Women-owned and led PR and content marketing firm, The Fletcher Group, interviewed some of the industry’s most dynamic CMOs and shared their findings in a new e-book out today.
“As an agency building lasting brand awareness in payments and fintech, we work with many female CMOs who are a driving force in the innovative fintechs they serve,” said Jennifer Tramontana, president and founder, The Fletcher Group. “These companies are rapidly expanding financial services by filling unmet needs and creating brands that deeply resonate with their customers. With an industry as unique as fintech, we wanted to explore the unique contributions and insights they use to build lasting trust.”
The survey surveyed female CMOs from brand name fintech companies to ask what marketing strategies they are buying into, what technology tools and investments they are making, strategies and challenges for attracting talent, what their marketing mix looks like and what their unique vantage point tells them. about the future success and shortcomings of the fintech industry. Some of the key insights in the report include:
Marketing spending will not decrease in 2023
When it comes to planning for 2023, 100% of CMOs interviewed plan to invest more or at least the same on marketing next year. Every CMO agreed that marketing spend is critical to staying competitive and achieving sales and customer acquisition goals.
Increasing focus on PR and owned content
All CMOs use multiple tactics in their marketing mix, but when asked where they are increasing investment, more than half of respondents chose owned content and about a third chose public relations. When it comes to which content is most effective, most of the CMOs surveyed choose long-form content over short-form blogs, social media, newsletters and even video.
Martech tools add tremendous value, but also add the need for more experts
Advances in martech have been invaluable in executing more precise and effective campaigns that meet acquisition and conversion goals while delivering the data needed to demonstrate success. CMOs share what martech tool they can’t live without, and agree that some kind of marketing automation software is a must-have tool. More importantly, they emphasized that technology does not replace human resources, but instead drives the need for more and different human resources. Companies that are not willing to invest in the right number of employees are unlikely to reap the full benefits of these important tools.
For more on female CMOs building some of the biggest brands in fintech, download the e-book and get 9 key insights from those leading the way.
About The Fletcher Group
At The Fletcher Group, we are as passionate about everyone knowing your name as you are. Unlike most PR and content firms that claim knowledge of the payments and Fintech space, we have 17 years of experience in achieving measurable results using a mix of positioning, content storytelling, PR and marketing. Our network and expertise extends to all corners of the industry and enables the TFG team to provide you with the coverage and partnership opportunities you deserve. As a woman-owned and run organisation, we are also committed to bringing diversity to the fore. We are a proud supporter and past speaker of Money 20/20 Rise Up and have also committed to the Money 20/20 pledge to promote diverse voices in fintech.
To learn more about fintech marketing and PR and how we help market leaders bring their vision to life, visit fletchergroupllc.com.
