E120: When ICP Gets Complicated: Targeting and Demand Gen in Fintech
B2B Marketing Futures · 2025-09-18 · 31 min
Episode notes
In this episode of B2B Marketing Futures , we explore one of the trickiest challenges in B2B marketing: defining and reaching nuanced audiences in complex industries like fintech and banking. Our panel brings firsthand experience on navigating the ambiguity of ideal customer profiles (ICPs) and turning complexity into actionable demand generation strategies. They share practical insights on aligning product marketing with the realities of ad platforms, expanding audiences post-acquisition, and running multi-channel campaigns on lean budgets. Participants: • Aurélien Gand, RevOps atMambu, sharing strategies for segmenting ICPs and targeting high-value audiences. • Matthieu Blandineau, Founding Product Marketing Manager at Numeral, bringing experience in orchestrating cross-channel demand engines in fintech.