DANIEL LOWTHER
HOW TO INFLUENCE FINTECH BUYERS The shop window is everything, writes Daniel Lowther , head of fintech, CCGroup
A big part of my job is helping fintech brands influence buyers and support commercial efforts. The fintech market has become more competitive, and sales processes more complex, yet there is little guidance on how to effectively engage prospective buyers. To address this, I’ve put together a guide based on research and experience to help technology providers gain a competitive edge. Understanding the buying landscape Fintech buyers are now more selective and strategic in their decision-making. They seek technology that enhances revenue, improves efficiency, and integrates seamlessly into existing systems. Beyond product capabilities, how buyers engage with providers has changed. Our research shows that 45 per cent of buyers only engage at the discovery or even purchase stage, meaning vendors are being evaluated from afar. Selection often depends on what buyers can find out through online research and third-party sources. In this landscape, your shop window – your visibility and reputation – is everything. How do you get on a buyer’s radar? Buyers rely on broad, accessible channels to identify potential providers. The key is delivering enough information to create interest without overwhelming them. Key channels for awareness are... n Trade media n Advertising n Analyst reports n News articles
How do you get selected by a buyer? Once buyers create a shortlist, they look for in-depth, company-specific content to inform their final selection. Key channels for selection are... n Search engines n Industry events n Analyst reports n Whitepapers n Opinion articles n Most influential content Buyers need substance over hype, n Social media prioritising well-documented insights, case studies, and detailed information that demonstrates expertise. What attributes are buyers looking for? Surprisingly, traditional differentiators like cost-effectiveness, flexibility, and cutting- edge technology are increasingly table stakes. Instead, buyers are looking for:
Without clear visibility and credibility, fintech providers struggle to gain trust.
Final thoughts Fintech buyers have higher expectations than ever. Cost-effectiveness and innovation alone aren’t enough – they are now just baseline requirements. Instead, buyers prioritise:
n Industry reputation and trust n lignment with ESG principles n Seamless integration with existing systems
Success in the fintech market depends on building visibility, credibility, and trust through a strategic communication approach. Once again, the shop window is everything.
AT A GLANCE
n Values and ethics n Governance and oversight n Supplier reputation
Daniel has more than 18 years’ experience in B2B technology PR and heads up CCGroup’s fintech division. He is
Fintech buyers want partners with a strong track record, industry credibility, and resilience.
responsible for the strategic direction of client marketing communications programmes, ensuring that they meet business objectives. Daniel’s passion is commercially- driven marketing communications that make a tangible impact on awareness, sales and company value. Daniel has worked with a range of fintech organisations ranging from nimble start-ups to major industry brands including ClearBank, Mollie, Revolut and Visa
How do you boost your chances of selection? Key strategies:
n Leverage analyst relations (AR), PR, and events: These remain the most effective channels of influence. n Invest in digital marketing/advertising: These help reinforce awareness and keep providers top-of-mind. n Engage industry analysts: Nearly 50 per cent of buyers involve analysts in 25 to 50 per cent of their tech purchases. Red flags that can eliminate a provider n Lack of industry analyst awareness n Limited media coverage and news n Little online information about past success
n Internal business analysts n Most influential content n Industry debates
If your company isn’t featured in these spaces, you risk missing out on early-stage consideration.
30
THE PAYMENTS POWER 50
www.thepower50.com
Powered by FlippingBook