3 min read | May 16, 2023

Sally Baker

How to Influence Fintech Buyers: Insights and Strategies

In the rapidly evolving fintech industry, engaging with potential buyers has become a complex task. Did you know that 45% of fintech buyers only interact with suppliers during the discovery or purchase stage? This means that a significant amount of research is being conducted remotely. Additionally, 33% of buyers face difficulties in making purchase decisions due to a lack of performance data and evidence from suppliers. In this article, we will explore the findings of a study conducted by CCgroup - B2B Tech PR, which sheds light on the most effective channels and content to influence decision-makers in the fintech industry. Read on to discover the key insights and strategies to enhance your marketing efforts and reach your target audience effectively.

The power of the shop window:

CCgroup's study emphasises the importance of the "shop window" for fintech buyers. This refers to the channels and content that marketers must utilise to provide decision-makers with sufficient information to make informed short-lists. Let's delve into the top channels and content types that have proven to be influential in capturing the attention of fintech buyers.

Top 5 channels to be seen by fintech buyers:

Trade media: Articles and analyses published in trade media platforms can help you secure a place on the long-list of potential suppliers. Focusing on these channels allows you to reach a wider audience interested in industry-specific news and insights.

Advertising: Paid media has become more targeted, relevant, and trusted, making it an effective way to reach your desired audience. Invest in well-placed advertisements to boost your visibility among potential buyers.

Internal business analysts: In large companies, internal business analysts play a crucial role in examining trade media and gathering intelligence. Engage with these professionals to enhance your chances of being considered during the purchasing process.

Events: Participating in industry events provides an excellent opportunity for buyers to meet multiple providers and gather information. Make sure to showcase your offerings and engage with attendees effectively to stand out from the competition.

Webinars: Webinars offer a convenient way for buyers to gain insights into your company and solutions. Host informative webinars that highlight your expertise and provide valuable knowledge to potential buyers.

Top 5 content types to influence fintech buyers:

Analyst reports: An invaluable overview of leading players in the market, analyst reports are highly influential among buyers. Aim to be featured in these reports to establish your market credibility and gain momentum.

News articles: Buyers are always on the lookout for businesses with market momentum. Featuring in news articles can help create a positive perception of your company and attract potential buyers.

Speaking engagements: Participating in event panels and speaking at industry conferences can catapult your company onto short-lists. Establish yourself as a thought leader by sharing your expertise and insights on relevant topics.

Blogs: Blogs, particularly those with shallow content, are most influential during the awareness stage. Use blog posts to highlight industry trends, provide insights, and showcase your expertise to potential buyers.

Case studies: Providing evidence of the impact of your solutions is crucial for buyers working on short-lists. Develop comprehensive case studies that demonstrate how your offerings have made a difference for existing clients.

Top 3 channels to drive selection by fintech buyers:

Social media: An overwhelming 84% of C-suite and VP-level decision-makers are influenced by social media. Utilise platforms like LinkedIn, Twitter, and industry-specific forums to engage with potential buyers, share valuable content, and build relationships.

Search: Buyers often rely on search engines to find news and reviews about potential suppliers. Make sure your online presence is strong, and optimise your website and content to appear in relevant search results.

Events: In addition to short-listing potential suppliers, events offer buyers the opportunity to meet providers in person and discuss solutions. Participate in industry conferences, trade shows, and networking events to establish connections and showcase your offerings.

Top 6 content pieces to drive selection by fintech buyers:

Analyst reports: In-depth reviews and analysis provided by industry analysts are highly influential in informing buyer decisions. Strive to be featured in these reports to demonstrate your expertise and gain credibility.

White papers: Technical white papers are valuable resources that can provide answers to buyers' key questions. Develop comprehensive white papers that address industry challenges, offer insights, and highlight the benefits of your solutions.

Opinion articles: Lengthy opinion articles ranging from 1,500 to 2,000 words are highly valued by buyers when selecting a provider. Craft thought-provoking articles that showcase your industry knowledge, perspectives, and expertise.

Social media: As the buyer journey progresses, the role of social media becomes increasingly important. Engage with potential buyers on platforms such as LinkedIn, Twitter, and industry-specific forums. Share relevant content, participate in discussions, and build relationships.

Video: Complex solutions can be better explained through video and motion graphics. Create engaging videos that demonstrate the value and functionality of your products or services. Use visuals to simplify complex concepts and captivate your audience.

Case studies: Evidence of the impact your solutions have made for existing clients is crucial to influencing buyer decisions. Develop compelling case studies that highlight successful implementations, positive outcomes, and measurable results.


In the competitive fintech industry, it's essential to understand how to effectively engage and influence potential buyers. The study by CCgroup - B2B Tech PR highlights the importance of the "shop window" and offers valuable insights into the top channels and content types that resonate with fintech decision-makers.

By leveraging trade media, advertising, events, webinars, and engaging with internal business analysts, you can increase your visibility and capture the attention of potential buyers. Furthermore, focusing on analyst reports, news articles, speaking engagements, blogs, and case studies will help you provide the necessary information and evidence to influence decision-making.

To drive selection by fintech buyers, prioritize your social media presence, optimize your online visibility through search engines, and actively participate in relevant events. Additionally, create compelling content such as analyst reports, white papers, opinion articles, social media posts, videos, and case studies to showcase your expertise, impact, and value.

To learn more about how Wondrous can help you implement effective marketing strategies and reach your fintech target audience, get in touch with us today. Let us help you elevate your marketing efforts and achieve success in the dynamic fintech landscape.

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