Proven Strategies To Find More FinTech Leads

When we talk about 'FinTech lead generation', what do you picture? FinTech companies at trade shows? Hands-on demos? Referral-based lead generation campaigns? While these are by no means the only FinTech lead generation strategies around, they have, until recently, remained the norm for the industry.

But things are changing in 2024. The FinTech and financial services industry is splintering more and more (InsurTech, PayTech, and RegTech being just a few examples) and key decision makers are more careful with their purchases than they were a decade ago. An incredible 89% of consumers now begin their buying journey with a custom search - in other words, they know what they're looking for.

In order to adapt to a changing FinTech space, FinTech lead generation campaigns need to adapt. And luckily, that's not as hard as it may seem.

Drawing on our extensive FinTech lead generation experience and our own fine-tuned lead gen methodology, we've gotten together to provide you some of the best lead generation strategies you can implement to fill your sales funnel with more high quality leads today.

Let's take a look.

Leverage digital marketing

Let's face it: as important as traditional lead generation campaigns are (we'll get onto those later), today's world is a digital one, and if your want to stand out with a killer FinTech lead generation strategy, you need to harness that. Let's explore some of the essential lead generation strategies you need to develop for better FinTech leads:

1. Marketing content

You've probably heard the phrase 'content is king' - well, like it or loathe it, it's true: that's why over half of all businesses are spending more on content marketing this year than they were last year.

But what exactly do we mean by 'content marketing'? In essence, marketing content means improving your digital presence by producing high-quality, useful content likely to appeal to your ideal customers. Things like short-form videos, blog posts, case studies, and online events are popular ways to establish yourself as a thought leader and thereby increase the likelihood of making a sale.

This isn't just theory, either: a conclusive 74% of companies say that content marketing efforts have increased their lead generation statistics.

A FinTech business might consider producing:

• Interviews with industry experts
• Articles on industry trends
• Helpful resources
• 'Behind-the-scenes' videos
• Thought leadership articles

Remember, though, that consistency is key for content marketing efforts: stick to a steady release schedule and try not to miss it.

2. Social media platforms

We could hardly talk about digital marketing tactics without mentioning social media, could we? Platforms like X, Facebook, Instagram, LinkedIn, even TikTok (if you're brave enough), represent fantastic opportunities to show off your FinTech services and attract new leads.

But which platform is best for FinTech companies?

Well, thanks to research, we actually know the answer - and of course, it's LinkedIn. People are twice as likely to seek out financial technology advice on LinkedIn as anywhere else. That should be no surprise. With its big user base and professional tilt, LinkedIn is the place to go if you want to reach your target audience and leverage in-built lead generation tools.

But generating leads on LinkedIn isn't just about DM-ing leads. You can also utilize the platform to join groups, promote your content, build relationships, and much more.

Don't forget LinkedIn's Sales Navigator, too, which is one of the best analytics platforms around. Sales Navigator lets members utilize analytics and user insights to generate leads based on specific criteria.

3. Email marketing campaigns

Of course, we couldn't miss out the old favorite: email marketing campaigns. Of all lead generation efforts, email still retains particular efficiency when it comes to cold outreach. In fact, the average open rate for cold emails in the FinTech industry is almost 36% (much higher than the overall average of around 21.5%).

But that's not to say your sales team can simply ping off a load of generic sales emails. There's a lot that goes into successful email-based FinTech lead generation efforts. You have to:

• Personalize every email
• Clearly convey your value proposition
• Ensure timely follow-ups
• Use a powerful visual design
• Offer value at every stage

Only when reps have mastered all these and more will qualified FinTech leads start taking notice.

Utilize FinTech lead generation tools

There's no doubt that FinTech companies should absolutely incorporate top-tier tools and technologies into their lead generation strategy. Not only do these tools help to organize your sales process and usher leads through the sales funnel more effectively, but they also help to identify high quality leads as well.

CRM systems

CRM (or 'Customer Relationship Management') systems are software programs a sales team uses to generate leads and manage customers. A key advantage of such technology is that they collate all necessary information - customer data, interactions, deadlines etc - in one place, making it super easy to stay on top of workloads.

Modern CRMs also incorporate automation and AI technology to lead generation as labor-free as possible. For example, they:

• Capture leads from multiple sources such as website forms, emails, and social media
• Automatically track and score leads
• Segment your audience
• Automate workflows
• Provide accessible analytics platforms

Evidence suggests that FinTech companies who integrate CRM effectively could see as much as a 300% increase in lead conversions. But of course, you need to choose the right CRM system for your business.

Only you can say exactly what your FinTech company needs, but we can point you to some of the top CRM systems for FinTech companies in 2024:

• Salesforce
• HubSpot
• Zoho
• Affinity
• Wealthbox

Network like a pro

As we mentioned in our introduction, FinTech lead generation has traditionally been carried out by connecting with prospects one-to-one. And those lead generation methods still hold sway in the financial services industry. Let's take a look at some of the ways you can use networking to up your lead generation campaigns.

Industry events and trade shows

In-person FinTech events such as trade shows and conferences offer a unique opportunity to demonstrate the power of your product or service and connect with leads on a personal level. By their nature, they're also a great way of building brand awareness and learning more about your competition.

One of the key things to remember though, when thinking about lead generation strategies, is the importance of following up. Your connections, however keen, have probably spoken with many other competitors that very same day - you don't want to get lost in the crowd!

You can find a handy list of some of the hottest FinTech industry events of 2024 at FinTech Labs.

Let agencies form your lead generation strategies

It's no secret that outsourcing sales development is becoming increasingly favorable to building an in-house team; outsourcing cuts costs, brings quicker results, facilitates access to the best lead generation technology, and saves you a ton of precious time.

External agencies like Leadium consult with FinTech brands on their goals for business growth and tailor multi-channel engagement campaigns to target better leads.

Of course, which lead generation agency you choose to partner with depends on a few factors, including:

• Your budget
• Agency reviews
• Whether or not the agency is founder-led
• How much experience they have
• How comprehensive their strategies are

If you're interested in finding out exactly how Leadium can generate leads for your business, you can reach out for a consultation in just a few clicks.

FinTech lead generation campaigns, done right

Although the world of FinTech lead gen is changing, it doesn't have to keep you up at night. With the right know-how and the power of these expert tips behind you, we're confident you'll be able to start generating leads that'll secure long-term business growth for your company.

Unfortunately, we can't go into everything there is to know about lead gen for FinTech sales here, but our valuable tips provide a useful springboard for your development. And don't forget: the Leadium blog is packed full of other expert tips, exclusive interviews, and valuable resources you can leverage to start converting more qualified leads today.

Head over to our blog for more great articles.

Alternatively, you can see what industry-leading services we offer on our homepage. Don't miss out - fresh new leads are just around the corner!