Smart B2B Fintech Marketing: Linette Zanona Atterbury

To celebrate the Content Bureau’s 20th anniversary, we’re seeking wisdom from 20 rock star clients whose serious B2B marketing cred, brains, and heart have always inspired us. Next up: Linette Zanona Atterbury.

  • Name: Linette Zanona Atterbury
  • In: San Francisco
  • Hired the Content Bureau at: PayPal, EIS Group
  • For: Fintech marketing content
  • One word to describe the Content Bureau: Awesome
  • Best marketing asset ever produced: PayPal Send Money animated video
  • Why: It was so simple and clear—the visuals told the whole story of how to use PayPal to send money to friends and family. It was ahead of its time—animated storytelling video is so hot now!—plus incredibly versatile and easy to co-brand. I loved that piece.
  • Biggest challenge facing B2B marketers today: Getting out of the B2B mindset. Customers are used to high-touch, personalized experiences on Amazon and Netflix. They’re demanding B2C experiences in a B2B environment. We need to think B2B2C.
  • B2B marketers of the future should: Anticipate what content prospects will want, and allow them to access it when and where they want it. Forget about grouping all the ebooks together on the website!
  • Marketing and sales: I’ve always been a sales-friendly marketer. Marketing exists to support sales. It’s our job to understand the customer journey and buying process, and to provide tools and touchpoints that allow sales to close business.
  • If some extra budget fell into my lap, I’d produce: A series of highly personalized videos highlighting our prospects’ pain points in their language. There’s nothing better than seeing in action how our technology can solve customers’ business needs.
  • Where I go to learn: MarketingProfs, the Content Marketing Institute, and Pragmatic Institute’s marketing courses have helped us work better with product marketing and other teams. Our vendors’ conferences also help us see what’s happening out in the industry.
  • Smart ask: How about that extra budget falling into my lap?

Smart thoughts from smart B2B marketer Linette Zanona Atterbury! Our team would jump through fire for Linette; she is spectacular marketer who clearly articulates what she needs, provides constructive feedback, and shares credit and thanks with the greatest of enthusiasm. It’s pretty much love all around. Want to discuss anything here? Please call me, or check out our financial marketing services.

By Stacy Crinks