Episode 53: Eric Fulwiler of Rival on better FinTech marketing

In today's episode, I'm sitting down with Eric Fulwiler, Co-Founder and CEO of Rival, the digital marketing powerhouse. Eric's storied background with the likes of 11:FS (he was CMO) and VaynerMedia (the GaryV company) means he's precisely the guy I wanted to put in front of you to discuss your marketing. FinTech companies tend to really struggle with Sales and Marketing. I know dozens who find it such a hard nut to crack. So I spent this episode firing questions at Eric about how FinTech CEOs should really be thinking about managing their Marketing -- and by extension, their sales. Eric gives nugget after nugget of perspective that I think will be useful for almost every FinTech leader.

In more detail

In this conversation, Ewan and Eric discuss the challenges that fintech companies face when it comes to marketing and engaging with banks. Eric emphasizes the importance of crafting a differentiated narrative and focusing on relevant, authentic, and differentiated content experiences to earn the attention of the target audience. He also suggests that marketing should be more like a media company, with a focus on collecting, retaining, and monetizing attention. Eric highlights the need for marketing to generate future demand and tells a story that is different and adds value to the audience. He also mentions some companies that are doing good work in this space, such as Strise and Move.

Takeaways

• Craft a differentiated narrative and focus on relevant, authentic, and differentiated content experiences to earn the attention of the target audience.

• Marketing should function more like a media company, with a focus on collecting, retaining, and monetizing attention.

• Tell a story that is different and adds value to the audience, rather than just focusing on the features of the product or technology.

• Build a brand that is recognized and trusted by the target audience, which can lead to warm leads and stronger relationships.

• Consider innovative and differentiated approaches to marketing, such as hosting unique events or partnering with mini media companies.

• Utilize paid advertising effectively to distribute content and experiences to the target audience.

• Consider acquiring or partnering with mini media companies to leverage their existing awareness and trust with the target audience.