Transforming Small Business Lending: Marketing Insights from Lendistry's CMO
by Joseph Kerwin
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What you'll discover
when watching Joseph's story
- Building trust and leading by example are crucial for effective team leadership in marketing organizations.
- Metrics and data analytics are essential tools for modern marketers to enhance customer experiences and drive business decisions.
- Aligning closely with sales teams provides valuable market insights that can inform and improve marketing strategies.
- Digital channels, particularly search and email, remain highly effective for lead generation and customer engagement in the fintech space.
- Artificial intelligence is an emerging tool in marketing, but its long-term impact and best applications are still being determined.
- Overcoming negative industry perceptions through consistent positive actions and results can significantly strengthen a company's brand.
- Understanding customer journeys and pain points is critical for creating relevant content and effective marketing campaigns.
Meet Joseph Kerwin - Chief Marketing Officer @ Lendistry
Joseph Kerwin is the Chief Marketing Officer at Lendistry, a national Community Development Financial Institution (CDFI) and fintech company. He started his career in writing and literature before transitioning to marketing at a small tech startup.
Joe has spent most of his career in B2B marketing, particularly in financial services. He previously worked at a conventional bank overseeing marketing for various industries, including CDFIs.
At Lendistry, Joe has helped grow the company significantly. Under his leadership, Lendistry has distributed over $10 billion in grants and loans to small businesses across the U.S.
Joe is passionate about mission-driven work and helping underserved markets. He enjoys the opportunity to learn about different industries through B2B marketing. Joe believes in building trust with his team and leading by example, never asking his team to do anything he wouldn’t do himself.
Check out Joseph Kerwin's thoughts on branding & marketing
When it comes to branding and storytelling, Joseph shares:
"Telling the story in an honest way was fine, but what really helped us overcome it is just keeping cranking out the loans and the help that we could give to businesses."
He also shares his approach to aligning product marketing efforts with the sales process:
"Marketing and sales, this goes back, it's an all-time interesting relationship. I think the truth is as a marketer, you know that there's always something new that sales wants from marketing."
And his perspective on content creation and distribution:
"You have to do AB testing. You have to be open to seeing what really works, not just what I think is gonna work or someone on my team thinks is gonna work."
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