Leveraging LinkedIn to Dominate B2B Financial Services Marketing

by Claire du Plessis

Tidal Financial Group logo
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What you'll discover
when watching Claire's story

  • Cross-functional collaboration and breaking down silos between teams like sales, marketing and product is essential for organizational success.
  • Building strong teams requires understanding individual strengths/weaknesses, playing to people's strengths, and providing growth opportunities.
  • Leveraging AI tools thoughtfully as aids for research, ideation and efficiency can provide a competitive advantage in marketing efforts.
  • Careers often take unexpected turns, so remain open to new opportunities in different industries.
  • Understanding your target audience and delivering value through high-quality content in the right channels is crucial for effective marketing.
  • Content plays a vital educational role, especially in newer industries, to help customers understand and adopt products/services.
  • Branding is critical in financial services to build trust and confidence, particularly when targeting new market entrants.
Meet Claire du Plessis from Tidal Financial Group

Meet Claire du Plessis - Senior VP of Marketing @ Tidal Financial Group

Claire du Plessis is the Senior Vice President of Marketing at Tidal Financial Group, a leading white label provider in the ETF industry. Her career took an unexpected turn from SaaS to financial services when the ETF opportunity came knocking.

Claire was drawn to the dynamic and rapidly growing ETF space, which has reached $11 trillion in global AUM. At Title, she plays a key role in the company’s aggressive growth strategy following a major capital injection from FTV Capital.

Under Claire’s leadership, Title has become the number one ETF white label platform. She oversees marketing efforts for Title’s fully-stacked offering, which supports issuers from product development through launch and ongoing management.

Claire emphasizes the importance of creating high-quality educational content and leveraging channels like LinkedIn to reach B2B audiences in the financial services sector.

Check out Claire du Plessis' thoughts on branding in financial services

When asked how important is branding in financial services, Claire shares:

"Branding is hugely important. We always start with that point. Looking at all your touch points, it's a consistent daily battle to make sure your brand is out there in the market in a consistent manner."

Claire du Plessis Tweet

She also shares her approach to building and managing teams:

"You're nowhere without your team. What's absolutely paramount to building a successful team is to really know the individuals and understand where their strengths lie and understand where their weaknesses lie."

Claire du Plessis Tweet

Claire also gives her thoughts about creating synergy between product marketing and sales:

"The most success has always come from cross pollination. Go along and make sure that you're not working in silos. The moment you're working in silos, you're gonna run into problems."

Claire du Plessis Tweet

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