Fintech Takes · 2026-06-17 · 1h 52m
Welcome back to Fintech Takes. I'm Alex Johnson, and today's episode is a little different. Before I wrote a newsletter for a living, I spent the beginning of my career working in B2B marketing in fintech and financial services. So this episode is built around the provocation that B2B marketing sucks, but it doesn't have to. First up, Cokie Hasiotis (Head of Vertical Marketing at Socure and author of the For the Plot newsletter) and Julie VerHage Greenberg (founder of Quinnovation and formerly a co-founder and writer of Fintech Today and reporter at Bloomberg) join me to diagnose B2B marketing's boring problem. It’s an industry where 80% of decisions are made emotionally, and yet it runs on copy that makes you feel nothing. We get into why the head of content is a job designed to fail, and why founders are so bad at telling their own stories. Then, Jessica Kendall (Head of Content and Communications at Spinwheel) joins me to talk about messaging. We also get into the two AI problems every marketing team now has to own (tune in to find out!).
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