The Fintech Marketing Lab
The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice.
Episodes
How to Design Fintech Conference Booths that Attract Buyers and Accelerate Deals | Rachel Verrill, Field Marketing Manager, Taktile
In this episode, Araminta interviews Rachel Verrill, about designing conference booths and successful events. Rachel shares common booth mistakes and some unusual tactics. She explains her process for vetting vendors, when to use booth design agencies, and designing around demo needs. She shares tips for side events, and how to mobilize your team to make sure that all their initiatives co
The Fintech Marketing Playbook for Complex Products, Long Sales Cycles, and Messy Attribution | Paul Staite & James Hayward, Primer
Araminta interviews Paul Staite and James Hayward at Primer, a unified infrastructure platform for global payments and commerce. They explain why traditional SaaS marketing playbooks often fail in payments due to long sales cycles, hard-to-demo “background” products, extreme regional and vertical nuance, global-first targeting, multiple personas, and buyers for whom payments is only part
Dark AI, AEO, and Why Content’s Real Impact Is Harder to Measure | Tom Rudnai, Founder & CEO, Demand-Genius
Tom Rudnai from Demand Genius and Araminta discuss why content is often not viewed as a revenue driver due to attribution challenges, despite its broad impact across the funnel, the rising pressure to make content measurable as AI makes creation easier, the need for “information gain” (tiered from reframing to empirical and conceptual novelty), how AI reshapes discovery and AEO beyond an
What Sales Actually Wants From Marketing (A Fintech Salesperson's Perspective) | Cristina Ciaravalli, Founder & CEO, Valli Ventures
Cristina Ciaravalli talks about why sales and marketing often misalign in FinTech and how to build revenue teams that close. Cristina explains what makes FinTech sales uniquely complex—regulation, tri-party deal dynamics, and the need for reps who understand compliance—and highlights common early-stage mistakes such as hiring only one rep, doing shallow discovery, and targeting an overly
How to Turn Events Into a Revenue Engine (Not Just Leads) | Kate Young, Sr Event Marketing Manager, Middesk
Kate Young talks about building an event strategy that ties back to company goals and revenue. She shares how her background in neuroscience, music, and museum events shapes her focus on perception, curation, and memorable experiences, and explains how to map event types across the full funnel while balancing budget and bandwidth. They cover practical approaches for limited budgets, inclu
Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy, Director of Marketing and Business Development, OpenPayd
Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he st
What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska
What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, FiskaIn this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his
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