Making Data Visible: A FinTech Marketing
Path for Growth
by Fiona Sherwood
What you'll discover
when watching Fiona's story
- Align marketing and sales teams closely to support each other effectively and drive business success.
- Marketers should continue choosing a career path that combines their skills and passions for a fulfilling and successful journey.
- Businesses should digitize manual processes to make data more accessible, automated, and easier to analyze for better decision-making.
- Utilize a diverse marketing mix, including PR, awards, web content, SEO, email campaigns, events, and social media to generate demand and reach a global audience.
- Understand your ideal client types, and tailor your marketing messages accordingly for better resonance and engagement.
- Develop a strong, distinctive, and modern brand identity to stand out in your industry and be easily recognizable.
- Leverage AI tools strategically in marketing for efficiency, time-saving, and enhanced content creation, but maintain human oversight and direction.
Meet Fiona Sherwood - Chief Marketing Officer @ Dasseti
Fiona Sherwood is the Chief Marketing Officer (CMO) at Dasseti, a Nasdaq-backed industry-leading software platform dedicated to supporting institutional investors, investment consultants, and investment managers throughout the entire investment lifecycle.
With over 25 years of professional experience, Fiona has an extensive background in marketing for both pure technology companies and the financial services sector. She specializes in designing and implementing marketing strategies that deliver results.
At Dasseti, Fiona oversees a range of marketing initiatives, including PR, digital marketing, content creation, and branding.
Under her marketing leadership, Dasseti underwent a major brand overhaul last year, resulting in a distinctive and modern brand identity that stands out in the sector.
Fiona emphasizes the importance of understanding the target audience and their pain points when developing go-to-market strategies for new products. She actively leverages AI tools to enhance marketing efficiency and effectiveness.
Check out Fiona Sherwood's thoughts on content marketing
When it comes to thinking about content and the buyer’s journey, Fiona shares:
"It's important to think about the buyers and where they might be in the decision-making process so you can feed the right content to them at the right time. It's not an exact science and we're still in the early stages of creating enough content for each stage of the buyer journey."
She also shares about how to keep your brand fresh over time:
"To keep it fresh you need to introduce new voices, from the subject matter experts within the team who each have a unique perspective, alongside the corporate "company" voice."
Fiona explains what marketers should do to tap into the power of AI and become more effective:
"Marketers should start following AI experts on social media, sign up to some newsletters (AI in 5 is a great one) and immerse themselves in the space to find out what tools and tips they can use to help accelerate their marketing efforts. I took a training course, which was fantastic!
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