Building a Successful B2B Marketing Strategy in the Payments Industry
by Kristi Lewis
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What you'll discover
when watching Kristi's story
- Product marketing involves much more than just creating sales materials; it requires in-depth market research and strategy development.
- Effective leadership in marketing teams, especially in startups, involves hiring self-starters and avoiding micromanagement.
- While AI can enhance efficiency in marketing, human expertise and industry knowledge remain essential for success.
- Inspiration for a career path can come from unexpected sources, like TV shows or early work experiences.
- Understanding customer pain points and needs is crucial for effective product marketing and development.
- A mix of digital and traditional marketing strategies, tailored to the industry and target audience, is often most effective.
- Developing a unique value proposition is critical when creating a go-to-market strategy for new products or features.
Meet Kristi Lewis - VP of Marketing @ Paramount Commerce
Kristi Lewis is the Vice President of Marketing at Paramount Commerce, the leading pay-by-bank provider in Canada. Her journey in marketing began with a love for the field from an early age, inspired by the TV show Mad Men.
Kristi is an active member of the fintech community, with over 15 years of experience in the financial industry. She has been a leader in all stages of business from startups to large incumbents.
At Paramount Commerce, Kristi leads marketing efforts for payment solutions that enable businesses to accept payments directly from consumers’ bank accounts. Her approach combines digital and traditional marketing strategies, including LinkedIn advertising, content creation, and trade show participation.
Kristi’s expertise in product marketing and go-to-market strategies has been crucial in driving demand for Paramount Commerce’s solutions. She advocates for leveraging AI in marketing while emphasizing the importance of human expertise and industry knowledge.
Check out Kristi Lewis' thoughts on content optimization
When asked what’s important to consider when developing an MVP, Kristi shares:
"Your product doesn't need to be perfect. Having that minimum viable product that solves the pain point but is flexible enough to add additional features and pivot, so you can fail fast and learn, is extremely important."
She also shares how businesses can understand customer needs better:
"We use an AI meeting recording tool. This allows us to very succinctly capture any customer pain points they mention, any competitor mentions, and any product feedback."
And how businesses can leverage AI in marketing:
"I've seen a ton of efficiencies in implementing AI in different areas of content. It's a great way to get a first cut of a blog post, a social post, or to build out the structure for a sales deck."
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