{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Fintech Marketing Lab","title":"Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy, Director of Marketing and Business Development, OpenPayd","html":"","width":"100%","height":180,"duration":2374,"description":"Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he structures the team around two core functions—brand and go-to-market—including product marketing and SDRs, and why customer conversations and event presence remain critical. He also covers hiring for intelligence and drive over pure experience, using tools like Gong to improve feedback loops between sales and marketing, and how to justify long-term investments like proprietary research and events when ROI can take 12+ months.\nKey topics include:How OpenPayd marketing shifted from brand awareness to ABM Why Michael structured the team around two specific core functions How he hires people with skills that he might not personally have How to justify long-term marketing investments\nAnd a lot more!\n\nUseful links:\nFind Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/\nFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ \nMint Studios website: https://www.mintcopywritingstudios.com/\n\n\nFor show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast\n\nThis episode was produced by Orama - enterprise fintech podcasts and videos: https://orama.tv/\n\nAbout Araminta Robertson:\nAraminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.\n...","thumbnail_url":"https://img.transistorcdn.com/RxTsGogqJoX15VsYrjZdN5NqurDLl-H2dcmuZVY5O3E/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iODE4/NzIyYmM4OGU5NjNl/MmIyODM2OGI2NTg2/Njk3OS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}