{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Fintech Marketing Lab","title":"How to Get Your CFO to Fund Brand Without Asking Them to “Just Trust Marketing” | Megan Bowen, CEO, Refine Labs","html":"","width":"100%","height":180,"duration":2564,"description":"Araminta speaks with Megan Bowen, CEO of Refine Labs, about frameworks that help marketing teams gain leadership buy-in and reallocate budget toward activities that drive qualified pipeline and revenue. Megan explains Refine Labs' \"split the funnel analysis,\" which tracks inbound leads through to closed-won revenue, highlighting why high-intent leads outperform lower-intent sources and why businesses should move beyond MQL-focused measurement. They discuss balancing investment across demand capture, brand awareness, and expansion, using better CRM tracking and metrics to demonstrate brand impact. Megan also shares insights into FinTech buying behaviour, the role of AI in marketing, and how to identify agencies that deliver measurable business results.\n\nKey topics include:How to make the case for brand spend to the CFOHow to figure out where your marketing sits on the maturity curveWhere AI belongs in marketing Why using it for strategy could cause issues\n\nUseful links:\nFind Megan Bowen on LinkedIn: https://www.linkedin.com/in/meganwhitebowen/\nFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ \nMint Studios website: https://www.mintcopywritingstudios.com/\nFor show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast\n\n\nThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/\n\n\nAbout Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.\nAbout Fintech Marketing Lab\nFintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re...","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}