Three ways to improve B2B fintech marketing: growth lessons from Kora
Your marketing team frustrates you. You don’t know if they have any effect on the bottom line. Half the time, you wonder if your head of marketing knows what they are doing. And if your sales team followed up on all those terrible marketing leads, they would never close a sale.
Inside the financial dashboard of financial metrics that you and your board care about, marketing isn’t seen to be moving the needle. You are done. But before you fire your marketing team, I have a few ideas to help you course-correct your Business-to-Business (B2B) fintech marketing team towards the metrics you care about.
But why should you listen to me?
We grew our company’s marketing effectiveness by over 4,240% in less than six months. In February, we created $5 in pipeline for every dollar spent on marketing. By July, we were creating $217 in pipeline for every dollar spent, with a CAC payback period of 1.02 months.
What held us back before we got it right?
1. Misaligned sales and marketing metrics
It’s a tale as old as time, rich vs poor, DC vs Marvel, sales vs marketing.
In many B2B organizations, marketing and sales don’t see eye to eye. The reasons for the palpable delineation between sales and marketing are not far-fetched. The most notorious is the misalignment between sales and marketing metrics.
In a typical B2B go-to-market setup, the marketing team generates a high volume of low-intent, low-quality marketing qualified leads (MQLs), and the sales team is frustrated because the leads from marketing are a big waste of time. Marketing is measured on leads, and sales on revenue.
