90. Series 3 | Episode 5. Creating a New Fintech Category & Being Acquired [Case Study], with Dr. Christine Bailey, Senior Director & Head of KYC Marketing, Europe and Africa at Moody’s Corporation

In the rapidly evolving world of fintech, standing out from the competition is crucial for success. 

One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry. 

And in this podcast, I dive into a case study on category creation with Dr. Christine Bailey. After she joined Passfort, they repositioned the company, raised a Series A, and were acquired by Moody's Corporation. Quite a journey! 

We cover;

• The stage Passfort was at when Christine joined and the remit of her role
• Category creation, and why Passfort landed on that as a strategy 
• Steps Passfort went through to create a new category 
• How Christine scaled her marketing team during this time
• Tips if you want to differentiate in crowded markets 
• What skills and attributes Christine thinks makes someone good at B2B marketing

And so much more.

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.

If you'd like to be a future guest on the Market Mentors podcast you can apply here.