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Market like a Fintech is a podcast by Mint Studios and the Fintech Marketing Hub, on a mission to find out what marketing strategies and tactics the top fintech companies in the industry use to acquire real customers, build a brand and grow revenue.
In the world of B2B FinTech,
the typical content marketing
tactics don't always apply.
A lot of content marketing advice
out there is actually more for
software companies where customers
are typically worth under five KA
year, and the perceived risk for
the buyer is often on the lower end.
When B2B FinTech, we're often dealing
with six or seven figure deals.
Sales cycles that take over six
months and integrations that can
also take months, and the risk for
the buyer is a lot higher as well.
So these are not people who
are gonna convert after seeing
one ad or even one blog post.
They often require 30, 40, or even 60
touch points before converting, which
is why in this space it makes more sense
to account based marketing, where you've
got list of accounts, you create very
personalized marketing and target them
specifically in a joint effort with sales.
And in this scenario, what
is the role of content?
What kind of content should
you be producing and how
do you know it's working?
How do you track success?
That's what we discuss in today's
episode with Scott Henderson, senior
Digital marketing manager at Galileo.
And Rosa, Alfonso McGoldrick, head of
corporate communications at Galileo As
well, Scott has extensive experience
in FinTech, starting off his journey in
the financial advisor space, followed by
building his own personal finance website.
Much like what I did
actually back in the day.
He then went on to do marketing
for a B2C FinTech called Cube
Money, and he's now at Galileo.
Rosa also has extensive experience
more on the financial services side,
having worked almost 20 years at
American Express before moving over
to SoFi, which then acquired Galileo.
As for Galileo, they are a FinTech
that enables banks, brands, and
other fintechs to build financial
solutions through open APIs, issuing
cards, and other financial products.
They've actually been around for over two
decades and one of the first fintechs to
appear, and in this episode we talk about.
Content's role in the sales cycle,
how analyzing sales calls has helped
them come up with content topics,
how they're using content for sales
enablements with Confluence as a
repository, using proprietary data in
a cost effective way to improve their
long form content like reports and how
they're using AI and LLMs to localize
their content to other languages.
Without further ado,
let's get to the episode.
Araminta Robertson: You are listening
to the market like a FinTech podcast.
My name is Ara Minta, MD admin studios
and partner at the FinTech Marketing Hub.
And with this podcast, my aim is to
explore the strategies and tactics
that top marketers around the world
use to grow FinTech companies.
We have discussions about how to navigate
compliance, the intricacies of marketing
technical products, and targeting
hard to reach ideal customers, all of
that while living the startup life.
I hope you enjoy this episode.
Araminta: Let's get started with
just a round of introductions.
If you could both, introduce yourselves
and say what it is that you do at
Galileo, and we'll start with that.
Rosa: I'm Rosa McGoldrick.
I've been with Galileo three years.
I head our, Galileo Communications, so
pr, media relations, exec visibility,
and also content, so content
marketing and, media partnership.
Scott: Yep.
And I'm Scott Henderson.
been at Galileo for three and a
half years at this point, and.
I'm the senior manager of digital
marketing, so that entails, content,
website advertising, video distribution,
all that kind of fun stuff.
And, I've been in the FinTech industry
for about almost six years now.
love the marketing, field within FinTech.
I think it's a lot of fun.
Araminta: Nice.
Awesome.
so yeah, content, you're both kind
of involved in content, so clearly
it plays quite a big role in,
in Galileo's marketing strategy.
So yeah, talk to me about that.
Like how do you see content?
What is the role in your marketing,
and then kind of what kind of content
are you, are you focused on creating?
Rosa: Sure.
I mean, we feel like content is
really critical to helping us both
on awareness and sales pipeline.
I think Scott would agree.
for us it's definitely not
just a marketing asset.
it's core to how we connect
to modern B2B buyers.
many of which we've learned
are 70% through their journey.
before they even touch a sales person,
or touch a possible supplier or vendor.
so we really feel like content
plays an early, role in
early stage decision making.
So you gotta really bring 'em in.
and then that's how also we
stand out from the competition.
Araminta: And what kind
of content is that?
Like, you know, we're in the B2B
world here, payments issue processing.
Rosa: Well, we have a very integrated
approach, and I want Scott to chime in
here too, but it's really for us around.
Six areas.
So it's like media relations, exec
visibility, analyst relations,
social media, content, our content
marketing, all of it on our site.
as well as, you know, even the
media partnerships, where we
are, where they are, right?
Not necessarily on our site.
So, Scott, chime in here.
Scott: Yeah, I totally agree.
I think what we're trying to do is
solve problems and provide solutions
for our prospects and for our clients.
Right?
And as many areas and different
places we can share that.
Content that helps address either
specific questions or specific
needs that they're looking for.
We try to help educate them as much as
we can so that when they do get to a
sales rep, they've been informed about
a lot of the general basic information,
and then they can help, make a better
decision as they work with sales on
what exactly it is they're looking for.
Rosa: some of our, data finds that, and
it's really something we're saying all
the time to our executives too, that
it takes a enterprise buyer, 13 to 30
touch points and multiple stakeholders.
To really, get to that point.
Right.
So, that they're committed to a sale.
Araminta: So yeah, 13 to 13
touch points is definitely true.
How do you track that in any way?
Like, I know, I've been recently going
down this rabbit hole and there's
different tools that do different
things, but it's hard sometimes when
you're talking to leadership and you
can just say that and they'll be like,
yeah, whatever, you know, show it to me.
Really, like, prove it to me.
How, how would you try and communicate
that to leadership that those
number of touch points, and do you
track it in any way if you can?
Scott: Yeah, we do our best, to
track across different channels and
different touchpoints as we can.
We do have some tools that, give us more
like attribution information, and we can
see what was the first touchpoint that
somebody had when they first came in.
What other pieces of content did
they engage with down the funnel?
And then we also have like, number of
different people within a company, right?
So we look at it from an account
perspective, like how many
individuals within an account
are engaging across the platform.
And, it can easily get
up into 13 to 30 range.
as we're working a deal with all the
content we've put out in the different
channels that they engage with.
Rosa: Yeah, I think influencing our
senior leaders is not that complicated
because, and Scott, tell me if you
agree with this, they see it real time.
Like they, you know, we're close to a
prospect finalizing things and they have
six more questions that you're answering.
even once you know, they're
in the throes of sales.
It's an extended process and
it's group buying, right?
It's not one influencer.
it's multiple stakeholders
that you have to influence.
So I think, that's not a, at
least on our side, that's not
such a tough conversation.
'cause the sales team and everyone
around them, our senior leaders
see it too that it's not a quick
close when it comes to enterprise.
Araminta: And so in terms of tools,
are you using a tool like Dream
Data or is it just Salesforce?
how are you able to track and see
kind of what maybe the pieces of
content are that people are reading?
Scott: Yeah, so the different things we
use is Salesforce is our primary source of
truth, so we've got a lot of data flowing
into that, but we also use Marketo as
our CRM, and then a tool called Bizible
that helps with touchpoint attribution.
And so between those three, we can
get a pretty good picture of how
people are engaging with our content.
Araminta: Yeah.
Amazing.
How do you spell that?
P.
Scott: Bizible, B-I-Z-I-B-L-E.
Araminta: Okay, now that's a new one that
I haven't heard of, want to check out.
okay, so yeah, you, you create a lot
of different, types of content and
one of the main goals is, you know,
increase those touch points, ensure
that there's lots of content for your
target audience to read and to consume.
How do you put together the
strategy behind that in terms
of what topics to focus on?
What do you do a report or a blog?
Like how do you kind of
look at the overarching.
Strategy that you're putting
together and like, deciding on that.
Rosa: I jump in and say, look,
the overall, our objective is
that the content has to be.
Helpful, discoverable, trustworthy,
you know, we're trying to be
visible in all the places they are.
Include, of course in our
website be a useful resource,
credible and top of mind, right?
So that's a lot of goals there.
But I think, one thing that's core
is that we really focus on use
cases and we really are about the
buyer needs and business goals.
So, let me give you an example.
in banking, core modernization, right?
That's like a topic that is very, common,
especially for the larger banks of how
they modernize their backend to be,
faster digital first for their customers.
something we're working on right
now is how does the CTO sell in core
modernization to their organization?
those are the types of things that
are really gonna be a differentiator.
'cause it makes them think along
the lines we're solving their needs.
'cause they're the ones that
have to sell in this multi-year
multimillion dollar, technology buy.
So that's not easy.
Scott: Yeah, and just to add to that, The
way you can kind of think of Rosa and I
is she's helping manage the relationship
with our PR firm, where they're really
digging in to understand like what
is our content strategy for the year.
They're talking with leadership,
they're helping, inform what
the content strategy's gonna be.
Whereas for me, I kind of look at it, and
help support that by looking for trends
or keywords that people are searching
for that we might be able to help.
And so I'll help inform the strategy
a little bit in terms of, Hey Rosa,
I think we see an opportunity here to
rank for a keyword or drive organic
traffic, you know, in this way.
that'll just be a small piece of the
content strategy that we, try to create
a blog post or content around to help
drive some of that long-term traffic.
And then, like Rosa said, putting
together case studies and eBooks
that we can use as a lead generation
tool to help our prospects, get that
extra layer of information that they
otherwise wouldn't get unless they
gave us their email or something.
Rosa: A great example of
that would be our FBO, right?
Scott, you came to me like there was
a definite need in the marketplace to,
really understand FBO accounts, not
how Galileo alone manages, but just the
broader, why they're important, you know
people, how you should think about it.
and so that was one that's got
tapped me and it's definitely
gotten great metrics because a lot
of people want to understand that
Scott: Yeah, and that was a fun piece
of content that was at a time where,
you know, you may be familiar with
this, when Synapse started to go
under and people were wondering like,
well, how did their business model
operate between the sponsor bank?
And really the question came down
to the ledger and how they operated
there for the benefit of accounts,
which we call FBO accounts.
we didn't really have a good.
Piece around, educating someone
on what does that actually mean?
how do they work?
how does Galileo operate
when it comes to those?
and so we put together a long
form article around that and
it immediately started ranking.
and we've seen good consistent
traffic coming from it, since then.
And we've tried, you know, with other
keywords in a similar phrase, like
bin sponsorship, things in banking.
and we've seen some good
results that way with content.
Araminta: Yeah.
Interesting.
About FBO, how do you kind of
stay on top of what may be those
important interesting topics are,
do you subscribe to newsletters?
Are you like, I'm just
following certain people online?
How do you know a little bit what your
ideal customers are interested in?
Scott: Yeah, I mean, we
definitely work on it as a team.
there's a lot of different
things we're actually.
Going through this new exercise,
about pain points and triggers.
So we as a team have a lot of each of
our specific areas we're looking at.
What are the pain points or triggers
that our prospects have that we
can now help make an informed
decision on to help answer those or
help direct them, in the process?
So, for my area, I'm looking at,
keywords, keyword research within Google.
We've even gone as far as, analyzing
some of our sales calls to see what.
Prospects are actually saying when
they come and meet with sales,
so they might say something that
we've never thought of before.
And so it's hard for us to get
outside of our box and think like,
actually, no, they want the same thing.
They're just saying it in a different way.
So if we can create some content
around how they speak about it, it
can usually resonate with them better.
Rosa: for me, it's definitely the
news and influencers, you know?
Simon Taylor, we have actually a long list
of those that are in our industry that are
constantly, giving us insights on that.
And then the other thing I'd say,
which, we're all guilty of not doing
enough of, Scott is better at it.
I'm trying to get better at
it, is being close to sales.
Scott is really good at that.
I, you get mired in your day to day
having to produce, but I'm making a
real concerted effort and it really
helps because, it, it's critical.
Like they're the ones with the on the
front line and you get a lot of insights
from them when they have the time,
Araminta: Yeah, no, definitely.
I think sales recordings or just
talking to sales is my favorite
way to get, like as an SUA.
Agency ourselves.
We've actually started playing around
with using AI to, so usually we would
listen to a sales call and as you're
listening you're like, oh, this could be
interesting, this could be interesting.
But then with that recording, you
can also use chat PT or Claude or
whatever to extract even more ideas.
And there's some really interesting
prompts that you can use.
To, to get more ideas.
There's also a couple of websites,
one called Write Sonic, for example.
so that's an interesting use case
for AI, using it to extract even more
keywords or ideas from sales calls.
But yeah, I totally agree.
Sales teams are the best because
they're like actively talking
to the customers every day,
Rosa: And Scott talk about LLMs and
how all our content is, LLM, optimized.
Araminta: tell me about that.
I'm very curious.
Scott: so you know, we've been obviously
keeping a close eye on what's happening
in, in AI as well, and, and we would
use either, our sales platform is Gong.
I don't know if you've
heard of that before.
But, we also will use different tools
like either Gemini or Chachi PT to
help analyze some of those sales calls
and also help inform our strategy.
But, what we noticed in the two
years that we've been tracking
this is in 2024, we basically saw
no traffic as, LLMs as the source.
And we started to see
it a little bit in 2024.
So we actually created a dashboard
within our marketing dashboard
that shows us, you know, chat, CT,
perplexity, Gemini, meta, sorry,
Lama, so those d these different LLMs.
It's like way higher
than it was last year.
we're now really starting to see
not only people probably get the
majority of their questions answered
within the chat bot itself, but are
actually still clicking through some
of the links, to come to our website.
And so we're able to see that source.
So our organic search in
Google has not been impacted.
I think a lot of people predicted like,
Hey, in 2025 and 2026, 25% of your
organic traffic is gonna get a hit.
we haven't seen that yet, but we're just
seeing an increase in traffic from LLMs.
And so what we're trying to do is figure
out how to optimize our content, not just
for Google and SEO, but more broadly for
LLMs in general, and make it as useful as
we can for the LLMs to pick it up and help
answer questions around how we want them
to think about our products and solutions.
Araminta: Yeah, that's an entire
topic in itself and something
that I'm also going deep into.
I think one interesting thing, I'm
curious, as you're optimizing this,
are you optimizing more for top,
middle, or bottom of the funnel?
what kind of content are
you trying to optimize?
Because what we've been seeing is that if
the thing about top of the funnel, someone
who's looking up, you know, what is
issuer processing or something like that.
it's very unlikely that the LLM is
gonna source you because they're
just looking for information.
They're not looking for
a product or solution.
but if they're looking for, someone
who can help me with card issuing,
they're actually looking for a website.
They're actually looking for a source.
And then, you know, hopefully
the Galileo would then turn up.
And so what we're seeing is actually,
we've always been focused on bottom
model funnel content, but now it is
now more important than ever because
if you want to appear when someone's
looking for a specific solution.
Then you need to optimize, you need
to create that kind of content.
So I wonder if you've been,
experimenting with that and have you
played around with optimizing both
bottom and top or what have you seen?
Scott: Yeah, we've definitely seen.
I think it's easier for us to kind of
optimize for top of funnel and try to
answer some of those basic questions.
it feels like it's more of uncovering
a lot more as we get more down
towards the bottom of the funnel.
But we also have, we're doing some
things actually right now to answer this
specific question of like what is top of
funnel, middle and bottom of the funnel.
And we're definitely gonna try
to lean in more towards the
bottom of the funnel, which.
we can always improve.
Araminta: Yeah.
Well, really interesting.
so let, let's go back to, your sales team.
I think one of the challenges
that we often see when it Comes
to content, is, how can we
encourage the whole team to use it?
and you mentioned that, you're trying
to get as close as you can to the
sales team and, multiple touch points.
Your leadership is seeing that
it takes multiple emails and
all of that to close a deal.
Where does content play in all that?
how does your sales team use it?
How do they use it?
How have you found.
They prefer it in, in the sense
that, how do you encourage them
to use it as much as possible?
what have you found has worked there?
Rosa: Well, one thing I'll chime in
on is that we, besides of course, all
our content is on our, website, but we
also for sales alone, have like a sales
library that's organized differently
so they can really see banking versus,
IVAs and our connective product
and like kind of different, areas.
And then Scott, you wanna talk
about, Confluence where we have
some other more deep dives, right?
About of our, offerings
and product offering.
So that's one differentiator I would say.
Scott: Rosa brought up her sales library
and it's honestly an incredible, document.
I don't know how many times we
get, compliments from people that
are like, wow, how did you guys
put all of this content together?
So Rosa does a really good job of
keeping everything in one place
that's easily accessible based on
topic for all of our sales folks.
I think that's been super useful.
And then we also have, an internal.
Tool, called Confluence, where it's
for our team to get up to speed on
how a specific product or solution,
works and as many questions and
answers as we can around it so that
they kind of feel armed and ready to
go for, sales calls and product calls.
So, it's not like.
Every sales rep is on top
of using all of our content.
Obviously we have to help them see what
something can be used for and try to make
it as easy for them to use it, whether
that's putting an email together for them
so they can send it out to a prospect.
But we do have a couple of sales
reps that are Really good at using
all of our content and sending
it to prospects themselves and
adopting it to what they do.
but it's definitely something that
we're also working on as well,
is how do we get as much of our
content, to be in the hands of sales.
Rosa: Yeah.
One thing I've been doing lately is
some of our content is bylined by them.
which, really makes, I know
they're gonna syndicate, their own.
Points of view and blogs too.
So we marry the two, like content
I might already have in the
works with their tips and tricks.
So we just, started a little bit of that.
But look, we are struggling with
social media, like getting them
to push through social and we have
some, considerations up our sleeve.
I mean, we did have a tool that did
that before and it wasn't so used.
But, I think we're gonna
revisit that again.
And I think it really
comes from leadership.
You know, our CRO is really, making sure
they're using Salesforce the right way.
And we only use Salesforce
and the reports on Salesforce.
We're not like creating other documents,
that's a complete waste of their time.
and I know Gong is gonna allow
us to do a lot of different go
to market campaigns for them.
That's gonna make it a
lot easier in turnkey.
So some of the content will be there.
and we'll be pushing those out
as well, and that's helpful.
So, but we're still, you know, we still
have our areas where we're, pushing
through and learning and iterating it.
That's the thing about content.
I think it's always about iteration.
you've gotta continue to, push and evolve
and see what works and try new things.
So that's why I'm so proud of
the work Scott has done on LLMs.
'cause I feel like we're ahead
of other companies on that.
Araminta: Yeah, definitely.
it's crazy how just making content
easy to access can change things.
There's a tool, if anyone listening
needs one, it's called Flock J and
its only role is to just, you upload
the content and it makes it very
easy to, for salespeople to send.
And also you can have checklists and stuff
and people can say, okay, I read this.
I read that part.
And actually I was looking
for a tool that someone else.
on our podcast, will from Comply
Advantage, it's called Octa Post, and it
does a little bit what you just mentioned.
Have you heard of it?
Oh, okay.
Scott: Yep.
Araminta: because I was just
wondering that kind of, does, it
uses AI to create social media posts?
Is that the one that you have tried
Rosa: That's the one we used.
like anything, it's a behavior, right?
That you have to really, instill in sales.
And I think we're gonna go
back to, evaluating that tool.
But, you know, there's
something to be said too while.
So many different tools
are great and productive.
You've gotta be careful you don't
over index on the tools for sale.
It's too much.
You know, I've been on some training
calls where they're just like,
just, so you've gotta really, it
takes time, it takes commitment, but
you've gotta also like limit how much.
How many tools you give them
because it's, it's not fair.
sometimes it's not fair.
Scott: Yeah.
And as a marketing team, sometimes what
we found ourselves is, is providing
a lot of the training for the whole
revenue team and for the sales team.
'cause like if we're gonna adopt a
tool, we wanna make sure they know how
to use it, they're familiar with it.
And that sometimes takes, you
know, learning and training.
And so we try to help enable our
sales as much as we can with tools.
Like last week, we just did a training
on how to get the most out of Gemini.
Gmail and Drive and all that kind of stuff
that we have built into our Google Suite.
So.
Araminta: Very cool.
You're like at the forefront of
LMS and stuff, so that's great.
I actually wanted to talk to
you about Reports and eBooks.
So the people you're targeting, you're
targeting fintechs mostly, is that right?
Or what are the kind of
entities that you're targeting?
Rosa: Well, definitely large
financial institutions, right?
So the top, top banks in the us,
top banks across Latin America.
fintechs, as you said.
Yes.
and then brands as well.
You might have seen our announcement with
Wyndham on a co-branded debit product with
Wyndham, and we have other announcements
coming up later in the year, but, that's
kind of a new territory, a new territory.
We're updating analysts on.
and, you know, kind of building
content around that offering as well.
to demystify a little bit
for brands, the benefits.
You know of, of really looking at
co-branded debit, where a lot of
them have credit products already.
These large brands like Wyndham,
it's like debit the power of debit
and then supplements in their credit
products with debit, offerings as well.
And by the way, younger
generations want debit.
They don't wanna revolve.
also there's a whole, you know, if
you look at hotel, you know, hotels or
other travel entities, they basically,
use debit for purchase, but then their
rewards offerings don't include debits.
So that's what we want to tap into.
Araminta: so yeah, I was gonna
ask about like eBooks and reports.
what have you found
resonates with your audience?
Fintech's?
Versus fis, for example.
Do you find that, the big banks are really
keen on reports, whereas the fintechs
aren't so much, that kind of thing?
And also, have you been trying out
LLMs or AI to help with those reports
and have you had any success there?
Scott: Yeah, I feel like, the reports
one of the ones we did last year.
You're closer to this, than I am Rosa, but
the one we did on DAOs where we did our
own proprietary survey, where we answer
our own questions to a lot of financial
institutions and Consumer banking.
I feel like that's been one
of our best performing eBooks.
that really helps answer
a lot of questions for our
financial institution segment.
but definitely I feel like since we've
been so well established and well known
in the industry for so long around.
FinTech, that a lot of our FinTech
eBooks in the past have done pretty well.
And then, like Rosa mentioned, we've been
moving into a new segment the past year
or two on these large, Publicly traded
companies that want to offer some sort
of embedded finance feature, whether
that's like a co-brand debit card or,
you know, buy now, pay later, or, you
know, increase their fraud, detection.
We've got solutions to help offer that.
we have our campaigns that we put
together as a team, and it's usually
if we do an ebook, it's geared
towards a segment and, a specific
solution that we're trying to offer.
And then to answer your question
around LLMs and how we do that, yes.
I think you always have to have
humans in the loop when you
put together stuff like this.
think we take that very serious, we
are ultimately responsible, right?
For everything that we put together.
we use LLMs as more of like
an efficiency tool to help us.
Strategize and think through different
maybe things we wouldn't have put in an
ebook or, a piece of content and not just
like, use it to do all the work for us,
Rosa: Yeah.
when you have a gated piece of content,
an ebook that's gated, LLMs can't
really track that gated piece, right?
So it's about the short form blog
and the landing page that you
have to really more optimize.
but we've had really
great traction with our.
With our eBooks and, but Scott's right,
the what Data is just a differentiator.
Right?
And, and it, it's not just any data.
I mean, the, in this case it was,
you know, consumer behaviors.
So it really did, play well and
it was extremely cost effective.
You know what I mean?
People have asked, and it's extremely
cost effective when you sometimes work
with DAOs or some of these analyst firms
that have great packages for like just
adding seven questions or 10 questions
to their already planned survey.
It could be very cost effective as
long as you have a good team that
can really draw those insights out
and really bring them to market.
So, we've.
We have a good, team that
really does that with us.
Our PR agency of record,
the Fletcher Group.
Amazing.
Of course, all of us
on the marketing side.
We're a small but mighty team.
Scott: Yeah.
And one of the things we do to,
optimize some of these eBooks
and case studies is we actually
operate in multiple geographies.
So we are in, most.
Latin America countries and
our primary countries, Mexico,
Columbia, Brazil, Argentina.
And so we have to also make sure
our content is not only translated,
but localized as much as we can.
LLMs will definitely help us with
the translation process of taking,
the ebook, the landing page, the
actual blog post and helping us.
translate it and optimize it
and localize it so that it's
specific for those regions.
And so that's definitely over the
years when I first joined Galileo,
like that wasn't even a thing.
Like we had to literally, every, every a
human had to translate everything we do.
But we've gotten our LLMs really,
optimize to, to like speak in our voice
when we translate, for the different
content, for the different regions.
Rosa: Yeah.
In fact, Scott's being shy, but he
did our entire website, in Portuguese.
And we then we had our agency
that's based in Brazil actually
evaluated and he got very good marks
from translating it to Portuguese.
And it was, you know, some nuances,
but, it was really well done.
So, it's amazing the cost, the
efficiencies you can get from that.
Araminta: case for
Rosa: really is a
Araminta: help distribute or help reach.
Well, so this was gonna be a, a, one of
my questions about, well, well, well,
first of all, I wanted to go back to the
das, report for those who are maybe not.
Super used to, 'cause I, we hear this
a lot in the content space, like if you
want to stand out, you know you need to
do proprietary data, that kind of thing.
So would you be able to walk
through a little bit what
that process was, was like?
Because I think I totally agree with you.
I think having that data makes such
a big difference and I think a lot of
marketing teams wished they could do
that, but they're not in a position
to maybe put together a survey.
They don't know where to
start, that kind of thing.
So how would you advise
kind of that process to be,
Rosa: Yeah, so look, I feel like these
analyst firms will work with you.
when I first came to Galileo,
there was already in play a
survey we were doing, and it was
extremely expensive to some extent.
that's when you do a full study, right?
Soup to nuts with a third party,
There are opportunities with analyst
firms to do, let's say they're
already doing a study on fraud, and
you add five questions, that's a
lot more effective than doing a soup
to nuts complete, buy for a study.
And you'd be surprised
if you asked the right.
five to 10 questions you could get almost
as if you did a whole proprietary study.
And it's a lot more cost effective.
So I would say I've done them both
and I've spent a lot of money on
the first one, and I actually got
more out of the one with DAOs.
And then the brand name is good too.
Right.
and, we are, we've.
We're considering other, partners as well.
I mean, as I had shared, analyst
relations is part of our, you know,
go to market strategy, and so it
clearly dovetails, very succinctly in
with the media relations and all the
other facets of our, content strategy,
Araminta: So how did you know that
DAOs was doing a study already?
Like how did you know to then
say, okay, can you add those five
Rosa: because we went to them
for cost on a proprietary study.
Araminta: Oh, I see.
Rosa: And then they had offered that up
and now we are the wiser for it, right?
So now I'm not gonna
do proprietary studies.
I'm gonna see where I can like connect
to other studies they're doing.
in fact we're, we're working
with Javelin right now.
, it, it's a little different.
Their study was already kind of
done, but we're updating our fraud
ebook and we really want data.
And so we're partnering
with Javelin on that.
Ebook and, white paper study as well.
And I think, you know, for us,
for the past three years, I've
really been against white papers.
Araminta: Oh wow.
Rosa: because they're too dense and
because you have to pull out the
nuggets, in this world of chat, GPT,
no one wants to read 20 pages of.
Depth deep content, except
for my fraud product owner.
He definitely wants the white
paper, and he probably knows
most of what's in there already.
But yeah, that's not, high on my
list because it's just too dense I
think they download it, but I don't
know that they really get to it.
So you've gotta make it digestible.
I mean, that's been
that way for many moons.
That's not a unique point of view.
Araminta: so I guess my question is
how do you know though, when atos
is doing a study on that specific,
'cause they don't publish it, do they?
Do they tell the world?
So how did you know that they were doing
a study that you could piggyback on it?
Rosa: it's all about planning, right?
So, all of us are, talking to our
media partners, we're talking to
our analysts of what they have
planned for the following year.
And that's when you have to get
in, you know, after the summer.
August, you're planning, we're already
planning at Galileo for the next year.
So those are really the critical
months to get in and, test those things
and take chances on certain things,
Araminta: No, I think that's
just a really good way, 'cause
exactly what you said, right?
It's often really expensive and so
piggybacking on someone else who's
doing a study is maybe a good way to
overcome that challenge a little bit.
Rosa: and they're by.
They're not like with any competitor,
you know, so it really plays well.
And then you get discounts if
you commit before the new year.
Araminta: Good
Rosa: So they'll work with you too
if you commit before the new year.
'cause they're trying to
get all their sales in.
Araminta: No, no, I love it.
This is really good.
and then you said, okay, so Latin
America, have you found, so you're
translating as well, you're localizing.
What have you found, how is it
different selling if you're processing
to Latin American banks or fintechs?
Like, do you find that the content has
to be different or as in like maybe
different formats or different topics?
How have you tried to approach that
as like a small, small, American team?
Scott: Yeah, so one of the things we
started doing this year, Rosa and I
and the team have, we've looked at what
content has performed really well in the
US over the past few years, and how can
we localize it for different countries.
So for example, when we talk
about instant, payments or a CH
rails or anything like that in the
us, and we just simply translate
that and put it in Brazil.
Nothing's gonna happen because
they're like, you know, we don't
know about these different things.
We have to localize it for picks.
Right?
P system has been around for, you know,
over a decade in Brazil, and, and they've
got that really, really well optimized
for everyone that lives in that country.
So, like we could take a similar article
that has performed well, but we have
to localize it for whatever system
or regulations or different things
that they have within that country.
and so.
We've been doing that this year
where, I don't know how many pieces
of content Rosa we've done, but like
at least 10 pieces where we've taken
it and we've made it specific to
Latin American countries and we've
Rosa: Argentina, Mexico.
Scott: Yep.
Araminta: and how have
you found, found it?
has it performed quite well or
are you still in the middle of it?
Scott: we're still in the middle of it.
I think it's still a little early to tell.
I think we're putting a lot of
content out there right now,
like the past couple weeks.
it feels like we've had a new piece
of content coming out every day.
which is awesome, but I think sometimes we
usually look at it on a quarterly basis.
We'll, we'll look back and say okay, what
content is actually, performing well?
And then we look at things on a
rolling two year basis as well.
we'll look at anything older than two
years and see does this make sense
to still either, Try to optimize it.
redo it, make it better, or just, delete
it and turn it off, does it not had
enough traffic for us to worry about?
we're constantly looking at ways to
improve and optimize and, with what we've
done with localization this year, I think
it's still a little too early to tell, but
we're getting a lot of information out,
Araminta: Nice.
Rosa: those premium eBooks as well.
Not DAOs, because that's US data.
but other.
Ones and really, localizing it as well.
The other thing, which I'll mention,
which we're testing into is, and it to
some people, they might be surprised
we haven't been including our like
third party PR news on our site.
Like we just haven't been doing that.
And that's new territory we're
testing into and seeing, because
that's something that's often missed
is that third party credibility.
And we have some great stories out
there, but we're not necessarily
putting them on our website.
And you could do that
without copyright issues.
Right?
By clicking through.
A lot of companies do that and we just.
Haven't in the past.
but that's a new territory we're gonna
look into to see because, you know,
we're driving a lot through our website,
so we've, you know, once we got them
there, we wanna make sure they see the
complete, you know, complete offering.
Thought leadership and, and news, not
mentions, but like real articles that
are a little bit in, more in depth.
That really promote, Galileo
offerings, et cetera, so, you know,
Araminta: Yeah.
one last topic that I wanted to
talk about is you've mentioned
a few times like optimizing for
Google and doing keyword research.
It sounds like SEO is quite a
big, channel, or Google is quite
a big channel, for your traffic.
that's interesting considering
it's very B2B and you're
targeting banks and all of that.
So I'm curious if you could
tell me a bit more like.
How have you approached SEO
and content for Galileo?
And also any results that you can
share or anything that you can share
in terms of what you've seen has
worked quite well in this space.
Scott: Yeah, so I actually love.
Google search console.
I know that sounds maybe weird, but like
I actually log into it every day and love
seeing how, our content is performing.
So some of the things we look at to
see if it's performing well is, you
know, impressions first and foremost.
Like how many times has it
shown up in a search query?
then second is clicks.
So how many times, what's the,
and the clicks, which leads you
through the click through rate.
And then we also look at
our position, in Google.
So, we also have that built into
our marketing dashboard where we
can see, which pages and keywords
we're performing well for.
But me personally, I've been using
Google Search Console for years.
I hope that they don't change anything
like they did with Google Analytics and
they just keep it the way it is 'cause
it's a really useful tool for us to see.
one of my favorite things is
to see us moving up in the
ranks for something specific.
And so if we see like, hey, there's a
piece of content that's showing some
promise, we might actually look at using
AI to help us identify maybe 10 to 20
other keywords that we could place within
that specific piece of content so that
we could boost our rankings, in Google.
And so.
That's been, fun and there's been a number
of blog posts we've done that with, for
Google specifically, and this is just my.
Belief.
I don't know if, if I'll be true, but I
do think that in the end, Google wins out.
I think a lot of people are using chat
GBT right now and it's been really useful.
But I think SEO will
just continue to evolve.
I think Gemini is gonna be a bigger
piece of what we do is, is consumers
and buyers, and even in the B2B space.
I think that that's, it's
just gonna continue to evolve
and we have to evolve with it
Araminta: Yeah, definitely.
And to be honest, if you're
doing SEO really well, you're.
Are gonna appear in LLMs as well.
They're still very intertwined.
to appear on LLMs, the LM
needs to scrape content.
So the content still has to be created.
Someone still has to do that.
there's a few things like doing like
best X, Y, Z is maybe more important
now because LMS don't see the bias.
for example, Galileo wrote an
article like Top Issuer Processors.
the LLM can't tell that, Galileo
is one of the issuer processors, so
maybe there's a bit of bias there.
So that is one, like there
are some types of content that
seem to be quite important.
I think everyone's also talking about
digital pr, is more important than ever.
So, being mentioned in, other
websites, like what you were saying,
Rosa, making sure that you're
appearing in those publications.
It sounds like you're doing all the
right things, but I'm very interested
to see also if you find that your target
audience is using those LLMs a lot.
I imagine they are like most people, but
I don't know if there's maybe a skew, like
maybe financial institutions aren't using
it as much as people who work at fintechs.
Scott: I think right now the two biggest
sources are CHATT and and Gemini.
I think chatt right now for us is,
is showing the most traffic source.
But one other thing I'll mention
that we're doing is not just looking
at things in LLMs on a keyword
basis, but from a brand perspective.
So we're actually using a
new tool, called, Revere.
It's probably something
you haven't heard of.
it's a new thing here in the US
but it actually helps us analyze.
How Galileo is being
perceived in all LLMs.
So we could actually stack all, five
or six LLMs and ask one question and
it'll give us, different answers because
they're different, large language models.
But it's amazing to see.
What we can actually see what the
pros and cons of Galileo are, what
the strengths and weaknesses are.
So we're actually using that to inform
some of the content and decisions
that we decide down the road.
This is fairly new for us, but we can
see like, okay, Galileo compared to the
competitors actually struggles in these
three areas compared to competitors.
So we need to create some content around.
These specific areas, and it's this
tool that's helping us identify what
those strengths and weaknesses are.
we also wanna lean into
our strengths, right?
We wanna understand what people out
in the marketplace see us as good as,
and make sure that we lean into that.
And all of it can be gleaned from, lms.
It's crazy.
Araminta: interesting.
So how do you spell Revere as well?
Just so listeners know where to find it.
Scott: Yeah, it's R-E-V-R-E-I believe.
Araminta: perfect.
Scott: a, an AI consulting
firm that helps us.
Revere, LLM.
Araminta: there's so many of these.
I'm using one called Peak, PE eec.ai
and that one's okay as well.
But I think, yeah, there's a bunch of
them like out right now and I think we'll
see which one's are best at the moment.
But, no, it's an interesting time to be.
To be testing these tools, and it
sounds like you're doing all the right
things, so that's really exciting.
Proportion
Scott: it's easy to feel like
we're way behind everyone else.
You think everyone else is doing
something and then you realize
actually, you know, we're doing
Rosa: I mean, one of the questions
I love that you brought up is like,
what are some of the pitfalls?
as I'm going through the list
in my head, I'm like, Hmm.
I, you know, I don't know.
I'd still, I'm still pushing in
that direction, like, you know,
neglecting middle of the funnel.
We gotta do more on that.
I think we're good at writing for
buyers, not peers, but that's a,
can be a slippery slope leading
with, features and not outcomes.
Outcomes are really the holy grail.
I already discussed under leveraging
third party credibility, right?
You're under leveraging that if it's
not on your site and integrated.
and that's a new consultant
that's, on board that we've been
working with and brought that up.
It's so basic.
but it was, it, we're
gonna test into that.
And then of course, the failing to
localize is another thing that a lot
of people, which, you know, Scott
gave an earlier good example, like
that's a table stakes at this point.
So those are some of the things we
keep top of mind, but we're all guilty.
I want to, throw that out there
that, you know, we're all guilty, so
just, you know, we gotta keep at it.
Araminta: Well, I mean from the
companies that I talked to, it seems
like you're, at the forefront of
this, so you're not at the back.
'cause I think a lot of people
are still just playing around with
chat pt, which is, fine as well.
But I think the key is really
figuring out how to appear more
lms or how to use it to do what you
said, localize those kind of things.
So kudos
Rosa: yeah, I think I wanna just
reiterate what Scott said 'cause it's
really our philosophy at Galileo.
A human has to be in the
Araminta: Sure.
that's so complex and technical
and the stakes are high.
Right.
And, and I think FinTech, I think
financial services, there has
to be a human to double check
Rosa: Absolutely.
Araminta: cool.
Amazing.
Well, this has been super interesting.
Thank you both.
let's end on my final
question, which is what is.
One piece, it could be multiple actually,
of content that you're proud of.
A Galileo.
Rosa: Hard to pick one, Scott.
Scott: I'll share one.
if you do a Google search
for open APIs in banking.
the reason I say that one is
because when I first joined
Galileo, I knew the importance of
long form content that ranks well.
And I actually wrote the whole
thing myself and, I got feedback
from sales and from, product and,
Legal and compliance.
It was a massive lift for me
in one of my first projects.
And, it's performed well and it's
been around, but I look back on that
and I'm like, man, I couldn't imagine
today spending the amount of time I
did on that specific piece of content.
'cause we're just able to do
things a lot more efficient.
So, probably not the most efficient piece
of content I've ever worked on, but one
that I'm proud of, 'cause it was one of
the first projects I did when I was here.
Rosa: I love that one, Scott and I.
Yes, I remember that.
I think for me, I'm gonna bring up
a card launch 1 0 1 with tear sheet,
with actually a media partner.
they're extremely
respected in the industry.
it's got video content.
It's really about optimizing for embedded.
payments and really, thinking
about the card issuing side,
and it performed so well.
and when I got here, it's also a funny
story, Scott, when I got here it was.
Oh, Rosa, you're going
to, work on this piece.
And it was a little, it was new to
me, you know, I had spent 19 years at
American Express doing communications,
pr, media relations, no content.
So this was really new to me.
and it has performed so well.
In fact, we're refreshing
it this year again.
I just have a special place
in my heart for that piece.
So, shout out to Tear Sheet.
who's a great partner for us too.
Araminta: Amazing.
We'll link those out
so anyone can see them.
Rosa: Oh, good.
Araminta: Cool.
Well, thank you so much Scott
and Rosa for jumping on.
Really appreciate it.
It's been really interesting to
see the insight of your content
as well as how you're using ai.
I think there's a lot that
we can learn from there, so I
appreciate you sharing that.
and yeah, we're looking forward to
having this published in the world.
Scott: Awesome.
Thank you
Rosa: Thank you for having us.
A lot of fun.
Araminta Robertson:
Thank you for listening.
You can find show notes and information
about guests at fintechmarketinghub.
com forward slash podcast.
And finally, huge thanks to Orama.
tv for producing this podcast.
We look forward to having
you on our next episode.