Funnel This delivers real-world strategies to help fintech marketers and founders drive growth.
Hosted by Sally Baker, founder of fintech marketing agency Wondrous, each monthly episode features candid conversations with experts from across the tech and fintech space.
The goal? To arm you with actionable tips to fill your pipeline, build your brand, and generate demand that converts.
In this episode of Funnel This, I’m joined by Olivia Minnock, Head of Commercial & Partnerships at mmob, to talk about what partnerships really look like inside a fintech startup — and how life changes when there’s no dedicated marketing team. Olivia shares her journey from editorial and community roles into commercial leadership, and how those early skills in translating complex topics into plain language now shape everything from enterprise sales to product feedback. We explore the re...
10 Mar 2026
Creative Marketing in Regulated Industries
Marketing in financial services isn’t about playing it safe. It’s about thinking big — and then intelligently working within the guardrails. In this episode of Funnel This, I’m joined by Toni Gregory, Brand and Content Lead at OpenPayd, to explore what marketing really looks like inside regulated industries. Toni shares her experience from fintech brands including GoCardless and OpenPayd, and explains why compliance isn’t a blocker to creativity — and why seeing it that way can hold markete...
17 Dec 2025
Payments: What Marketers Need to Know
In this episode, fintech growth strategist Nikolay Sabev joins Sally Baker to explore how payments are evolving, from invisible transactions to AI-driven fraud prevention, and what it all means for fintech marketers. Nick shares global insights from his work across embedded finance, cross-border payments, and digital currencies, and explains why the winners in this space will be those who combine speed, security, and simplicity with clear, trustworthy communication. In this episode: The rise ...
11 Dec 2025
How to Make Your B2B Marketing Work Harder in 2026
As marketing teams head into 2026 with tighter budgets and increasing pressure to perform, this episode is packed with practical advice on how to do more with less without compromising on global impact. Sally is joined by Katie Hayes, Head of Marketing at Ozone API, who shares how her lean team runs effective global marketing across multiple regions, the smart bets they make, and how AI has transformed the way they work. Whether you're planning next year’s strategy, re-evaluating your chann...
2 Dec 2025
How to Stay Visible When AI Makes the Shortlist
In this episode, Sally is joined by Fractional CMO Jeremy Laight to unpack how buyer behaviour has transformed and why the classic AIDA funnel no longer reflects the messy, multi-channel journeys buyers take today. Jeremy explains how AI is collapsing the top of the funnel, how buyers are joining the dots long before they ever reach your website, and why trust and credibility now carry more weight than any neatly mapped “journey”. Together, they explore what this means for B2B and fintech mar...
18 Nov 2025
Build a $Million Pipeline with Owned Events
What if your next event didn’t just build brand awareness, but drove real revenue? In this episode, Shaun O’Keeffe, SVP Growth Enablement at zerohash, joins Sally to share how their flagship Connect event series became a true growth engine. From strategy to execution, Shaun breaks down exactly how the team turned an owned event into tangible business results — including $2M in pipeline, a 15% uplift in conversion rates, and deals moving faster through Salesforce. He also shares how shifting o...
4 Nov 2025
How to Use LinkedIn for B2B Growth
LinkedIn isn’t just a place to share job updates — it’s one of the most powerful tools for B2B growth when used well. In this episode, fintech copywriter Sarah Cheesman joins Sally to share how she turned LinkedIn into her biggest source of leads, and why authenticity, storytelling and employee advocacy are key to making it work. Topics covered: - How to make LinkedIn work for fintech and B2B marketing - Building confidence to post and finding your voice - Using storytelling to ma...
14 Oct 2025
What it Really Takes to Build a Successful Fintech
What does it really take to build and scale a successful fintech? Sally Baker is joined by fintech growth and marketing leader Nikolay Sabev to explore the fundamentals founders need to get right before scaling — from achieving product-market fit to building trust, brand and compliance foundations that last. Topics covered: What defines a “successful fintech” in 2025 Why trust and compliance must come before growth The role of brand and marketing from day one How to scale effectively by fix...
23 Sept 2025
How Fintechs Use CRM and Email to Keep Users Hooked
Email and CRM are two of the most powerful and most underused tools in fintech marketing. In this episode, Sally is joined by Eliane Coudoro, founder of CRM agency Seventy Eight, to unpack why so many fintechs drop the ball after acquisition… and what to do instead. Eliane shares: Why sending to everyone is not a strategy How to build a high-quality email list (without shady imports) What sender reputation really means and how to protect it How to spot journey drop-offs and turn them into ...
4 Sept 2025
Rebranding for Challenger and Established B2B Brands
In the ever-evolving world of fintech, standing out is no small task — and sometimes that means a rebrand. In this episode, Katie Hayes, Head of Marketing at Ozone API, shares her experience of leading rebrands for both challenger startups and established organisations navigating change. Here’s a short summary of what we covered: Why larger brands rebrand to refresh, while startups rebrand to cut throughThe importance of running a brand audit before touching designHow to keep stakeholders ali...
10 Jul 2025
The Brand Framework For B2B Growth
In this episode of Funnel This, Sally Baker talks to Tricia Rogers about Fame, Feeling, and Fluency: a practical, scalable framework for B2B marketing that balances brand-building with pipeline delivery. Tricia explains why B2B brands can’t afford to pick between brand and demand, how to build trust and recognition across complex buying cycles, and where to start — and scale — if you’re a start-up or an enterprise. This is a roadmap for making your brand more memorable, more human, and more s...
7 Jul 2025
How Fintechs Can Win With Growth Marketing
Shameer Sachdev, Founder of Growth Gorilla, discusses growth marketing strategies that drive success for Fintech brands in an interview with the host.
7 Jul 2025
How To Build Better B2B Marketing
Fintech marketing leader Mark Cousins shares practical wisdom with Sally on building a smarter B2B marketing function, covering brand building and AI strategy in this interview.
4 Jul 2025
Design That Converts, Not Just Looks Good
Industry experts explore key design principles for fintech marketers, emphasizing the importance of inspiring action and clear communication to drive desired outcomes.
30 Jun 2025
Writing For Fintech Buyers
Mark Binnersley explores effective content creation for the fintech industry, emphasizing clarity and consistency to resonate with the target audience in this interview.
25 Jun 2025
Top Tips For Filming & Editing Short Form Video
Host Sally Baker interviews Stephanie Dunn about filming and editing short-form videos, revealing how to create professional content using just a phone.
Who has been a guest on Funnel This
Names identified in recent episode analyses. Showing up to five guests.
Shameer Sachdev
Mark Cousins
Mark Binnersley
Stephanie Dunn
Podcast Authority Score: 14 / 100
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