B2C vs. B2B fintech marketing

Updated: Apr 14

What is the difference between B2C and B2B marketing in fintech? Amandine Moreau, VP of Marketing at the fintech scaleup iBanFirst, outlines the 4 major factors distinguishing the two strategies and explains why marketing and sales alignment, and personalisation are key to developing an effective fintech marketing growth strategy.

B2C Vs B2B fintech marketing

What are the differences between B2C and B2B fintech marketing?

There are quite a few differences between the two strategies, but if I had to summarise them, I would focus on the following 4 key types:

Targeting scope and personalisation

First and foremost, the size of the target market in B2B is generally much smaller than in B2C which requires much greater personalisation. While in B2C a generic message can be sent to a large target audience, in B2B personalisation is key and the more personalised, segmented and relevant your marketing is, the better chances you have of attracting and converting the right prospects and consumers. And when we talk about personalisation, we don't only mean a person's name, position or company, but also his/her specific pain points, interests and needs.

At iBanFirst, for example, where we offer a technological solution that revolutionises companies’ foreign currency payments, we had to perfectly understand the stakes and needs of a CFO versus those of a corporate treasurer in order to build an effective marketing strategy. This degree of customisation requires the strongest possible dialogue between marketing and sales teams.