Tell us about your role at TradeBridge.
I’m Head of Marketing at TradeBridge, but we’re a lean and agile team, so I get involved in other areas as well. This includes internal comms, data and even the ESG policy!
How did your business adapt and evolve in light of the pandemic and the new normal?
When the pandemic hit, we pivoted the marketing investment to support the products that would benefit most from it. We provide revenue finance to eCommerce businesses and pharmacies. We were able to genuinely help these sectors in multiple ways, in part because we can be more flexible than other lenders. For example, one of our clients approached us with an urgent need for working capital. We learnt that the GOVT was going to create mass vaccination centres. Our client needed to fund premises and set up costs and there was a gap between that and payment. We were able to help bridge that gap.
What top tips would you give to fellow B2B marketers?
I’m a bit long in the tooth and I come from an IT background, so I am used to fast pace change. As marketer, I believe we need on stay on top of the latest tech trends. That means social, martech and AI. It gets increasingly more challenging, but it’s important to stay ahead of the curve both personally and professionally.
What future digital marketing and media opportunities do you think marketers can leverage over the next year to drive business growth?
Who knows. What will we be doing in the “metaverse” this time next year? Or where will AI lead us? I’m not into second guessing any of this; I just try to follow the data trail of results and build relationships with the people that matter (our clients, salespeople etc.) to gain insights and keep on delivering for the business.
What are the top 5 Fintech Marketing trends to watch out for in 2022?
I am really pleased that ESG is gaining traction in the B2B and B2C environments. I think we all need to sit up and pay more attention to macro contextual factors such as climate change, Russia’s war in Ukraine, repression of rights in Iran etc and where these have a direct impact on business (as they do for some). I think we have to consciously safeguard our brand credibility and values, and continuously monitor really carefully as content becomes increasingly hard to verify. I don’t see budgets increasing any time soon, so we’re going to have to make sure we keep every existing client, maximise their value and acquire new ones thoughtfully. Simple!
Louise Young, Head Of Marketing,
TradeBridge – www.tradebridge.com
