What Does Successful Enterprise Marketing Look like? Lessons from Adyen | Katarina Nordin, SVP Marketing & Revenue, Adyen

Market Like a Fintech

After a 3 year hiatus, the Market Like a Fintech podcast is back!

In this episode of the Market Like a Fintech Podcast, Araminta explores the dynamic world of FinTech marketing after a three-year hiatus. The episode kicks off with an interview with Katerina Nordin, Senior Vice President of Marketing & Revenue at Adyen, as she shares insights on marketing complexities and strategies for enterprise customers versus SMBs.

The conversation delves into Adyen's unique ABM (Account-Based Marketing) approach, how they manage digital funnels, and the innovative ways they've optimized marketing campaigns with limited resources. Highlights include the challenges and opportunities of marketing in an ever-evolving tech landscape and the power of consistent marketing strategies.

Useful links:

• Find Katarina on LinkedIn: Katarina Nordin
• Adyen's website: Adyen
• Adyen's content case study: How Financial (Technology) Companies Do Content: Adyen’s Content that Sells to Enterprise
• Find Araminta on LinkedIn: Araminta Robertson

For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast

• Join the Slack group for free: Fintech Marketing Hub Slack group
• Our videos: FMH Youtube Channel
• Our website: Fintech Marketing Hub
• Our podcast: Market Like a Fintech

This episode was produced by Orama - a video and podcast studio for B2B Brands

Key topics discussed:

• Marketing differences between enterprise vs SMB customers
• Adyen's approach to ABM (Account-Based Marketing)
• Content marketing strategy for enterprise payments
• Moving away from traditional "best practices"
• Direct mail success stories
• Channel strategies for enterprise marketing

Timestamps:

00:00 Started in translations, transitioned to marketing strategist.

07:34 Enterprise marketing: Limited audience, different tactics needed.

09:08 Focus on long-term strategy, not short-term metrics.

14:55 Global sales strategy prioritizes customer-focused collaboration.

18:26 Embrace ambiguity; ingenuity distinguishes exceptional marketers.

21:04 Long-term strategies and audience targeting ensure success.

27:28 Payment solutions must meet specific functionality.

29:46 ABM focuses on targeted messaging and audience segmentation.

34:00 Digital transactions in B2B model need customization.

36:23 Relevance and testing drive successful marketing engagement.

About Araminta Robertson:

Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.

About Market Like a Fintech and the Fintech Marketing Hub:

Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.