We only take on 4 clients per month. Join our October cohort. 1 spot left.
Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Yasmin Graeml, Marketing & Communications Leader at Flourish Fi, a cutting-edge platform dedicated to enhancing financial engagement and loyalty.
Here are the most interesting points from our conversation:
- Unexpected Beginnings: Yasmin’s journey into marketing began with her high school vlogs and a knack for SEO, which led to early opportunities in social media for small businesses. This grassroots start provided a foundation for her future career in marketing.
- Influential Brands: Yasmin admires brands like Nubank for their ability to own a distinctive element—in this case, the color purple—to create a unique identity in the financial sector. This strategy of brand ownership can be a powerful tool for differentiation.
- Brazilian Tech Ecosystem: Yasmin describes Brazil’s tech ecosystem as rapidly growing with increasing numbers of unicorns. She highlights the blend of local and international opportunities, showing how startups in Brazil are beginning to gain global recognition.
- Marketing Strategy: Flourish Fi’s marketing approach focuses on understanding and engaging the right audience through targeted channels. Yasmin emphasizes the importance of being present where ideal customers are, such as relevant events and LinkedIn, rather than relying on broad, less-targeted platforms.
- Multilingual Operations: Yasmin’s role at Flourish Fi involves managing communications across English, Portuguese, and Spanish. This multilingual approach reflects Flourish Fi’s expansion into Latin America and the importance of catering to diverse linguistic and cultural contexts.
- Book Inspiration: Yasmin recommends “Convergence Culture” by Henry Jenkins, which explores the integration of physical and digital media. This book has influenced her view on creating immersive brand experiences and building a community around a brand.
Actionable
Takeaways
Leverage Brand Identity:
Consider adopting a unique and memorable element for your brand, similar to Nubank’s use of the color purple. This can help create a strong, recognizable brand identity that resonates with your target audience.
Focus on Targeted Channels:
When marketing a B2B product, prioritize channels where your ideal customers are most active. For instance, LinkedIn and industry-specific events can be more effective than broader social media platforms.
Multilingual Marketing:
If expanding into new regions with different languages, ensure your marketing strategies are tailored to each language and culture. This can involve localized content and targeted communication strategies to address specific regional needs.
Community Building:
Apply insights from media and culture studies to create a brand universe that engages and retains customers. Develop content and experiences that build a sense of community and belonging around your brand.
Adapt to Rapid Change:
Embrace flexibility in your marketing approach, especially in fast-growing startups. Be prepared to pivot strategies and adapt quickly to changing market conditions and customer preferences.
Recommended Founder
Interviews
Ren Riley
General Partner of Fin Capital
Funding the Future: Ren Riley, General Partner at Fin Capital
Kalpesh Kapadia
CEO and Founder of Deserve
Kalpesh Kapadia, CEO and Founder of Deserve: $50 Million Raised to Build the Future of Credit Cards
Stephany Kirkpatrick
CEO and Founder of Orum
Stephany Kirkpatrick, CEO and Founder of Orum: Over $85 Million Raised to Build an API integration for Instant Payouts
Olga Chin
CEO and Founder of InterPrice Technologies
Olga Chin, CEO and Founder of InterPrice Technologies: Over $10 Million Raised to Build the Future of Capital Markets Treasury Management
Bob Suh
CEO of OnCorps
Bob Suh, CEO of OnCorps: $18M Raised to Help Large Financial Institutions Solve Operational Problems with AI
Brendan Playford
CEO of Pngme
Brendan Playford, CEO of Pngme: $18 Million Raised to Support Financial Inclusivity and Unlock Economic Potential Across the Developing World
Fady Hawatmeh
Founder and CEO of Clockwork
Fady Hawatmeh, Founder and CEO of Clockwork: Nearly $3 Million Raised to Make Financial Modeling and Cash Flow Forecasting Easy
Daumantas Dvilinskas
CEO & Co-Founder of TransferGo
Daumantas Dvilinskas, CEO & Co-Founder of TransferGo: $125 Million Raised to Build the Future of Cross-Border Payments
Jack McDonald
CEO of PolySign
Jack McDonald, CEO of PolySign: $50 Million Raised to Power the Future of Digital Assets
Rodney Reisdorf
Co-Founder & CEO of Co-Founder & CEO
Rodney Reisdorf, CEO of Verivend: $3 Million Raised Transform Private Capital Transactions
Daniel Grunstein
CEO and Co-Founder of Crowded
Daniel Grunstein, CEO and Co-Founder of Crowded: $6.4 Million Raised to Transform Nonprofit Financial Management
Patrick Mollard
CEO & Co-Founder of Fipto
Patrick Mollard, CEO & Co-Founder of Fipto: $16 Million Raised to Build the Future of Blockchain Payments
Arik Shtilman
CEO of Rapyd
Arik Shtilman, Rapyd: $15 Billion Valuation (Unicorn Builders)
Rafael Loureiro
CEO of Wealth
Rafael Loureiro, CEO of Wealth: $16 Million Raised to Build the Future of Estate Planning
Brian King
CEO of LODAS Markets
Brian King, CEO of LODAS Markets: $8.5 Million Raised to Power the Future of Alternative Investments
Ron Benegbi
CEO & Founder of Uplinq
Ron Benegbi, CEO & Founder at Uplinq: Over $5 Million Raised to Transform SMB Lender’s Existing Credit Evaluation Process
Helen Chong
Head of Growth of Puzzle
Helen Chong, Head of Growth at Puzzle: Collaborating with Founders – Insights for Effective Marketing Alignment
Kevin Hart
Founder and CEO of Green Check Verified
Kevin Hart, Founder and CEO of Green Check Verified: $16 Million Raised to Power the Future of the Cannabis Business
Ben Goldin
CEO and Founder of Plumery
Ben Goldin, CEO and Founder of Plumery: $4.5 Million Raised to Power the Future of Digital Engagement for Banks
Ankit Ratan
Co-Founder and CEO of Signzy
Ankit Ratan, Co-Founder and CEO of Signzy: Over $38 Million Raised to Build the Future of Digital Onboarding Infrastructure
Iris Pfeifer
VP of Growth of Wisetack
Iris Pfeifer, VP of Growth at Wisetack: Mastering B2B Marketing Through Sales Alignment and Product Strategy
Dan Beck
Dan Beck, CEO & Co-Founder of 401GO: $14 Million Raised to Build the Future of Retirement Benefits for Small Businesses
Florian Wimmer
Co-Founder & CEO of Blockpit
Florian Wimmer, Co-Founder & CEO of Blockpit: $15 Million Raised to Power the Future of Crypto Tax Management
Magali Chapuis
Marketing Manager of Embat
Magali Chapuis, Marketing Manager of Embat: Strategic Insights for Scaling Fintech Marketing Across Borders
Nik Talreja
CEO & Co-Founder of Sydecar
Nik Talreja, CEO & Co-Founder of Sydecar: Over $16 Million Raised to Make Venture Deal Execution a Frictionless Process
Ahmad Ibrahim
CEO of NeoTax
Ibrahim, CEO of NeoTax: $13 Million Raised to Build the Future of Tax Automation
Shamir Karkal
Co-founder and CSO of Sila
Shamir Karkal, CEO of Sila: $20+ Million Raised to Build the Money API For Fintech
Don Muir
CEO of Arc
Don Muir, CEO of Arc: Over $180 Million Raised to Empower Startups with a Better Cash Management Experience
John Lunn
CEO and Founder of Gr4vy
John Lunn, CEO and Founder of Gr4vy: $27 Million Raised to Build the Future of Payments Infrastructure
Chris McCall
CEO & Co-Founder of Valid8
Chris McCall, CEO & Co-Founder of Valid8: $14.8 Million Raised to Build the Future of Financial Intelligence
Steve Pomfret
Steve Pomfret, CEO & Founder of Cygnetise: $8 Million Raised to Build the Future of Signatory Management
David DeWolf
CEO & President of Knownwell
David DeWolf, CEO & President of Knownwell: $2 Million Raised to Build the Future of Commercial Intelligence
Albert Owusu-Asare
CEO & Co-Founder of Cadana
Albert Owusu-Asare, CEO & Co-Founder of Cadana: $7 Million Raised to Build the Future of Global Payroll Infrastructure
Ben Borodach
Co-Founder and CEO of April
Ben Borodach, Co-Founder and CEO of April: $40 Million Raised to Embed Intelligent Tax Experiences
Wade Arnold
CEO and Founder of Moov
Wade Arnold, CEO and Founder of Moov: $77.5 Million Raised to Build the Future of Embedded Payments
Clancey Stahr
Managing Partner of GoAhead Ventures
Funding the Future: Clancey Stahr, Managing Partner at GoAhead Ventures
Jonas Overgaard
CEO of Anyday.io
Jonas Overgaard, CEO of Anyday.io: $4M Raised to Transform the Buy Now Pay Later Market
Julio Martínez
Co-Founder and CEO of Abacum
Julio Martínez, Co-Founder and CEO at Abacum: $40 Million Raised to Build the Future of FP&A
Eric Velasquez Frenkiel
Founder and CEO of Pomelo
Eric Velasquez Frenkiel, CEO of Pomelo: $70 Million Raised to Build the Future of Remittance
Felix Rodriguez
CEO & Founder of Finally
Felix Rodriguez, CEO & Founder of Finally: $110 Million Raised to Power the Future of Finance Automation
Steven Greene
CEO of Standard Practice
Steven Greene, CEO & Co-Founder of Standard Practice (Previously Nibble Health): $8 Million Raised to Bring the Fintech Revolution to the World Healthcare Payments
Thibaut Sahagian
CEO of Multis
Thibaut Sahagian, CEO of Multis: $9 Million Raised to Build a New Category of Software Designed to Meet the Needs of Web3 Organizations
Colin Luce
CEO & Co-Founder of Basis Theory
Colin Luce, CEO & Co-Founder of Basis Theory: $20 Million Raised to Build the Future of Payments Tokenization
Swapnil Shinde
CEO and Co-Founder of Zeni
Swapnil Shinde, CEO and Co-Founder of Zeni: $47+ Million Raised to Build the Finance Operations Category
Reed Switzer
CEO of Hopscotch
Reed Switzer, CEO of Hopscotch: $10M to Build the Future of B2B Payments For SMBs
Jonathan Sukhia
CEO and Co-Founder of Topkey
Jonathan Sukhia, CEO & Co-Founder of Topkey: $7 Million Raised to Build the Future of Financial Management for Short-Term Rentals
Sohaib Zahid
CEO and Co-Founder of Railz
Sohaib Zahid, CEO and Co-Founder of Railz: $15 Million Raised to Build to Accounting Data as a Service Category
Laura Kornhauser
Co-Founder and CEO of Stratyfy
Laura Kornhauser, Co-Founder and CEO at Stratyfy: $10 Million Raised to Power the Future of Financial Inclusion