B2B fintech go-to-market best practices

In the first wave of fintech, many companies pursued a more traditional direct-to-consumer go-to-market  strategy. They invested in their brand to create awareness, and in performance marketing channels to acquire consumers directly through Facebook, Google etc. Think Chime or Dave in banking, SoFi or Upstart in lending.

More recently, fintech infrastructure companies with a business-to-business (B2B) focus have been receiving a lot of attention and investment. These are companies that make it easier for companies to build new financial products (like Treasury Prime and Spinwheel) or sell new financial products (like Trellis and Atomicvest).

In partnership with our friends at Fiat Growth, we've published a guide on B2B Fintech Go-to-Market. The primary objective of this paper is to share best practices and provide frameworks to help founders think about what to do and when to do it for all things go-to-market strategy.

As with any guide, setting the stage with an honest self-assessment is paramount. To do this, we’ve outlined a few key questions founders and teams should ask themselves to determine where they are across three main categories: (1) pre-product-market-fit, (2) initial product-market-fit and (3) Expanding & maintaining

From there we dig into tactical and practical advice for how to think about building a go-to-market function. For example, we’d encourage pre-product-market-fit companies to orient around learning as much as possible from customers. By the time a business is expanding and maintaining, it is time to bring specialization to sales and optimization across the customer lifecycle.

A special thank you to the portfolio companies who shared their thoughts and perspectives in drafting this paper. For those of you building B2B fintech businesses, we’d encourage you to review this self-assessment and dig into relevant sections.  

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Download the B2B Fintech Go-to-Market paper here.

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