{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Market Like a Fintech","title":"What Does Successful Enterprise Marketing Look like? Lessons from Adyen | Katarina Nordin, SVP Marketing & Revenue, Adyen","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/a222a443\"></iframe>","width":"100%","height":180,"duration":2465,"description":"After a 3 year hiatus, the Market Like a Fintech podcast is back!\nIn this episode of the Market Like a Fintech Podcast, Araminta explores the dynamic world of FinTech marketing after a three-year hiatus. The episode kicks off with an interview with Katerina Nordin, Senior Vice President of Marketing & Revenue at Adyen, as she shares insights on marketing complexities and strategies for enterprise customers versus SMBs. \nThe conversation delves into Adyen's unique ABM (Account-Based Marketing) approach, how they manage digital funnels, and the innovative ways they've optimized marketing campaigns with limited resources. Highlights include the challenges and opportunities of marketing in an ever-evolving tech landscape and the power of consistent marketing strategies.\nUseful links:\n\nFind Katarina on LinkedIn: Katarina Nordin\nAdyen's website: Adyen\nAdyen's content case study: How Financial (Technology) Companies Do Content: Adyen’s Content that Sells to Enterprise\nFind Araminta on LinkedIn: Araminta Robertson\nFor show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast\nJoin the Slack group for free: Fintech Marketing Hub Slack group\nOur videos: FMH Youtube Channel\nOur website: Fintech Marketing Hub\nOur podcast: Market Like a Fintech\nThis episode was produced by Orama - a video and podcast studio for B2B Brands\n\nKey topics discussed:\nMarketing differences between enterprise vs SMB customers\nAdyen's approach to ABM (Account-Based Marketing)\nContent marketing strategy for enterprise payments\nMoving away from traditional \"best practices\"\nDirect mail success stories\nChannel strategies for enterprise marketing\nTimestamps:\n\n00:00 Started in translations, transitioned to marketing strategist.\n07:34 Enterprise marketing: Limited audience, different tactics needed.\n09:08 Focus on long-term strategy, not short-term metrics.\n14:55 Global sales strategy prioritizes customer-focused collaboration.\n18:26 Embrace ambiguity; ingenuity distinguishes...","thumbnail_url":"https://img.transistorcdn.com/p4z9HdTvl2PMMe-z87LJ9JnNcyUwWc0fHDpHoKBtVlE/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jNzc1/ZTk1ZDc0NWEzMGRm/ZjJiZjYyOGU1YmQ4/ZTNjYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}