Emerging B2B Fintech Marketing Trends to Watch, Part I

Last Updated on October 18, 2022 by admin

The venture capital boom that peaked in 2021 has calmed and some are feeling unease about what the future holds for fintech. As the landscape continues to evolve, the importance of B2B fintech marketing is taking center stage. 

As companies have adapted to the market changes over the past year – including seismic shifts in the global economy, several B2B fintech marketing trends have emerged. Organizations are rapidly innovating to weather the impacts of market changes, and marketing has become more important than ever. We look at some B2B fintech marketing trends that have emerged – and consider how they might play a continued role in company growth in the future.

Focus on Relationship-Building

Relationships are critical for all businesses, but they are hallmarks of B2B fintech success. As the pandemic forced many to rely on the likes of emails and Zoom meetings, how relationships were established morphed. One thing that has remained the same is that relationship-building is a gradual process that continues over time. It is fostered by meaningful conversations and interactions that add value. 

This B2B fintech marketing trend is sure to remain prevalent, even if the modes and methods have changed. Content marketing is one way to cultivate relationships when done well. B2B fintechs that aim to educate, inform, entertain, and add value to their audience will do well in this arena. The key is to focus less on selling and more on storytelling and being helpful to your target audience. 


Storytelling has taken a front seat in B2B fintech marketing over the past several years. It’s important to differentiate between storytelling and typical, long-form marketing. The former emphasizes a human perspective with a story arc and a resolution. The latter tends to focus more on the technical aspects of a solution or service and may highlight features and benefits. Of course, there can be an overlap between the two. 

Storytelling is geared towards making a connection by offering a human perspective. It may include a CEO talking about her background on a podcast or other executives sharing personal stories on LinkedIn and other channels. These stories are meaningful, emotion-driven forms of communication that are unlikely to slow down anytime soon, even as the ways in which they are created and disseminated evolve. 

Tech-Assisted Marketing

Advanced technologies like artificial intelligence (AI) and machine learning are playing bigger roles in B2B fintech marketing. While these don’t (yet) necessarily look like robots stepping in to take over marketing operations, there are key ways in which technology can aid humans. 

AI, in particular, has gotten really good at helping with the more technical aspects of marketing, like SEO optimization and content personalization. Reporting and analysis can be streamlined with the help of AI, and automation goes a long way to ease the time and resource burden for marketers who are executing highly sophisticated campaigns. 

Strategic Media Placements

The press and media landscape has also changed in the wake of the pandemic as media furloughs and layoffs became commonplace. The result has been more opportunities for brands to contribute their own articles to media outlets, especially industry-specific publications. Guest posts and even sponsored articles can go a long way in putting your story in front of your target audience. Leveraging the established audiences of relevant publications is a shrewd marketing tactic that will likely remain a B2B fintech marketing trend well into the future. 

Offering Free Tools

Another well-embraced B2B fintech marketing trend is the creation and promotion of free tools. Tools that increase efficiency or help create solutions for common business problems are a great way to add value for your audience while simultaneously generating loyalty. While free tools have become a fairly popular marketing tactic for B2C businesses of all stripes, there are inherent benefits for B2Bs, too. 

Firstly, people love free anything. Offering tools that can bolster productivity or that solve a  problem is a highly effective way to win the hearts and minds of prospective customers – and the possibilities are endless for B2B fintechs. With a little creativity and some marketing magic, creating free tools – whether demos or freemium options – for your audience can be an effective marketing hack both now and in the future. 

Human Marketing

As we noted earlier, one of the biggest B2B fintech marketing trends is a focus on human-to-human interaction. Many B2B marketing tactics have focused on selling to businesses, but there has been an increased awareness that it’s the people within those businesses who are making decisions. 

Focusing on this human-to-human element means moving away from sales-driven marketing that pushes benefits and features and moving closer to a focus on values and connection. The emotional component of marketing should not be overlooked here. A renewed sense of purpose toward fostering connection and helping the people within businesses meet their needs will be a B2B fintech marketing trend that stands the test of time.

Want to learn how to take advantage of fintech marketing trends? Download the FREE Fintech Content Marketing Playbook today!

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