7. OakNorth: Value for money in marketing ft Valentina Kristensen
Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.
In episode 6 we get back to fintech as Eric speaks to Valentina Kristensen, Director of Growth and Comms at OakNorth. She tells us that, as the daughter of an entrepreneur, with a love for small businesses, OakNorth was the perfect fit for her, championing the growth of small businesses into well known chains across the UK and beyond. Valentina tells us about her experience at OakNorth from an agency secondment to leading the communications team as OakNorth hit its billion dollar valuation and began its US expansion.
OakNorth are famous for their lack of public facing marketing, and Valentina talks us through why that is; the importance for the business of return on investment and value for money in their marketing; and why for them quality is more important than quantity.
She and Eric dig deep into the importance of collaboration between sales and marketing teams to hone marketing messaging, to pitch to the right audience and to ultimately drive the growth of the business.
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