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Embedded finance is one of the fastest-growing trends for FinTech. Embedding financial solutions directly into software reduces friction in the customer experience, resulting in increased retention on those platforms. This also allows leaders to quickly create a new revenue stream without dealing with risk, compliance, and capital markets. 

There are a number of products that can be embedded these days—from payments and banking to payroll and more. As platforms consider the various options to integrate with embedded finance partners, it’s also prudent to consider how to bring this product to market in a way that drives product adoption, customer satisfaction, and long-term growth. 

One-size-fits-all is, at best, a poor fit for most. At Pipe, we believe a tailored approach is critical to a successful partnership. 

The most important step in the GTM journey is truly understanding our partners’ customers—their customer segmentation, the pain points that they face on a regular basis, and how they utilize your product. Sharing this knowledge early on helps the Pipe Marketing team identify educational content and assets that are most relatable and helpful to the end customers, and utilize messaging and tone that will resonate with SMBs and prompt them to take action. 

We also monitor customer NPS at launch. This helps us keep a pulse on customer feedback, generate customer testimonials for marketing campaigns, and pass to our sales team if any customers report a negative experience. Creating this “playbook” is typical in embedded finance companies, but it’s critical that these playbooks can be adapted and customized to meet the needs of 

Embedded marketing for your embedded product

Not only is it critical to nail the messaging, but we also work with our partners to implement these messages into their product and customer lifecycle. We have varying degrees of marketing engagements depending on the preferences of our partners. Some rely on us to share pre-approved offers that they can trigger within their marketing automations, while others use webhooks to leverage daily underwriting and present the most timely offers to their customers. 

In addition to our custom email cadences, Pipe also supports partners in integrating in-product messaging to encourage engagement directly within the platform (think tooltips, pop-ups, and banners to drive awareness of customer pre-approved offers.) We’ve found tremendous value in multi-channel marketing efforts, even adding direct mail campaigns and outbound call support for some partners. 

When customers need more assistance, Pipe’s in-house sales support can drive conversion. While our self-serve onboarding streamlines the process for the majority of customers, about 30% of Pipe customers have been sales-assisted. Advancing capital is a big decision, and some business owners want a more in-depth explanation of what’s going on behind the scenes of a few-click application process. 

The Pipe team not only provides training and support for our partners, we can also act as an extension of our partner teams to answer questions or re-engage customers when they drop off in the funnel. We’ve also found that when our sales team touches a call, it generates a 2x higher avg advance than our self-serve customers. 

When selecting an embedded finance partner, consider who will also provide this embedded GTM support. At Pipe, we’re experts at marketing, educating, and selling our financial tools to small businesses. While many embedded capital providers see attach rates in the 1-3% range, Pipe’s vertical SaaS partners currently see a 13.1% attach rate within the first month. Feel free to reach out to me if you want to learn how Pipe can help you reach your growth targets. 

Pipe helps partners bring embedded finance to market with key GTM support tools and strategies

See how Pipe supports embedded partners with both turnkey and custom Go-to-Market support from launch and beyond to help boost activation and customer success.

Pipe's recipe for a successful embedded finance GTM strategy

Pipe’s recipe for a successful embedded finance GTM strategy

In today's fast-paced digital landscape, the age-old adage "adapt or perish" has never been more relevant. As businesses strive to carve their niche in the competitive market, a strategic approach is essential, and that's where growth marketing steps in.

You’ve probably come across the term a few times, but growth marketing isn't just another buzzword; it's a mindset that empowers businesses of all sizes to harness the power of data-driven strategies, innovative tools, and experiments to 

Whether you're a startup looking to make waves or an established company seeking fresh avenues, this guide will equip you with the knowledge and insights to navigate the exciting world of growth marketing. You could look at it as a mini crash course if you want. Let’s explore!

In the world of marketing, there's a time-tested playbook: create a message, broadcast it to a broad audience, and hope for the best (AKA, “spray and pray”). That's traditional marketing in a nutshell. But let’s be real – the world has changed.

Growth marketing takes that playbook and flips it on its head. Instead of casting a wide net and crossing your fingers, growth marketing hones in on specific segments of your audience with surgical precision.

Before we dive into the top techniques for supercharging your growth marketing strategy, let's start by laying out the basics of this marketing approach. Understanding the essence of growth marketing will equip you with the knowledge to make smarter, more impactful choices for your business.

At its core, growth marketing is about finding scalable and repeatable strategies that generate consistent growth for your business. This marketing approach focuses on harnessing the power of data and experimentation to drive business growth. Growth means different things for different people. It could imply generating new leads, increasing brand visibility, or increasing revenue.

Growth marketing changes the discussion from "How do we attract potential customers?" to "How do we keep our existing customers engaged for longer?". In growth marketing, the emphasis is not on reaching everyone but on reaching the right ones

the ones most likely to engage, convert, and become loyal advocates.

With growth marketing, the emphasis shifts from getting as many customers as possible to understanding your target audience and finding ways to attract and retain them.

It essentially gets you experimenting and testing to figure out what works best. This approach empowers marketers to rely on precise, well-calculated data rather than depending too heavily on intuition.

By looking at the numbers, you uncover the most effective avenues for connecting with your audience

whether that entails leveraging social media advertisements, collaborating with influencers, or employing content-driven marketing approaches.

The big idea behind growth marketing is simple: know what your customers want and give it to them. The point is to get more customers, keep them coming back, and make more money.

Growth marketing vs. traditional marketing

Traditional marketing often emphasizes creating brand awareness and generating interest in a product or service. The primary goal is to reach a wider audience and establish a recognizable brand presence.

On the other hand, growth marketing concerns itself with driving rapid and sustainable growth, often through data-driven strategies and experimentation. The primary goal here is to acquire and retain customers, emphasizing measurable results and ROI.

While there are certain tactics that both growth marketing and traditional marketing share, there are significant differences between the two. Traditional marketing centers on one-off campaigns or strategies, such as TV, radio, billboards, and print advertisements. This approach typically occupies the top of the marketing funnel with less emphasis on data-driven insights and analysis.

 that involves continuous testing and optimization of various marketing channels, messages, and strategies to identify the most effective ways to drive growth.

In summary, growth marketing adopts five core principles:

The importance of growth marketing in business

As a business owner, understanding and harnessing the potential of growth marketing is not just an advantage, it's a vital necessity.

Here are some reasons to consider growth marketing in your business:

To put it into perspective, let's imagine you're running an e-commerce store that sells organic skincare products. By analyzing customers' purchasing histories, browsing behaviors, and demographic information, you can personalize your marketing messages and recommend products that are most likely to resonate with each individual customer. This not only enhances the customer experience but also increases the likelihood of repeat purchases and referrals.

4 steps to start your growth marketing process

Here are four essential steps to initiate your growth marketing process:

Growth marketing frameworks are structured, repeatable strategies used by growth marketers to achieve profitable and sustainable business growth. They basically serve as a roadmap to organize, prioritize, and achieve your growth goals. Here are a few popular growth marketing frameworks:

The AARRR Framework, also known as Pirate Metrics (because “aarrrr” sounds like a pirate), outlines five key stages of the customer journey:

Businesses can use these metrics to analyze and improve their marketing strategies to drive growth and success.

2. ICE framework (Impact, Confidence, Ease)

ICE is a prioritization framework used to assess and prioritize various growth opportunities or ideas. Impact gauges the potential impact of a particular idea, Confidence rates the certainty that the idea will succeed, and Ease measures how easily the idea can be executed.  Ideas are typically scored based on these factors, and those with higher scores get priority. Let’s break it down a little more.

By assessing potential impact, growth marketers can spot efforts that might lead to substantial growth and notable outcomes.

They might do thorough research, gather user insights, or conduct small tests to boost their certainty. By assessing confidence, growth marketers focus on ideas with higher odds of success, reducing the risk of investing in uncertain endeavors.

They assess if it's doable given the circumstances and weigh the trade-offs between effort and expected impact. By looking at ease, growth marketers make sure they prioritize initiatives that are impactful and also doable within practical limits.

, is a dynamic 5-step loop popular among growth marketers.

Of course, there are many more growth marketing frameworks you could employ. The point is to identify your goal and align your actions to get the best results possible.

Embrace strategic prioritization: the key to effective growth marketing

A common pitfall in growth marketing is spreading efforts too thin across multiple initiatives. By zeroing in on a few key initiatives, growth marketers can allocate sufficient time and resources to execute them effectively. This targeted approach allows them to gather more accurate data and make informed decisions, resulting in better outcomes. 

Prioritization involves identifying your key growth objectives, understanding your target audience, and tailoring your strategies to make the most impact. How do you achieve this?

1. Defining clear growth objectives and goals

Before embarking on any growth marketing endeavor, it's important to define clear and quantifiable growth objectives. Are you aiming to increase revenue, expand your customer base, drive traffic to your site, improve engagement on your socials, or increase brand presence? Defining these goals provides a roadmap for your efforts and helps you measure success accurately.

Growth marketers also know that priorities can change over time, especially in the fast-paced world of digital marketing. That's why they constantly evaluate and reassess their priorities as they gather new data and insights.

2. Segmenting and targeting the right audience

Growth marketers understand that the gold is in the right targeting. Not all customers are created equal. Growth marketing thrives on precision, and that begins with audience segmentation. Break down your customer base into distinct segments based on demographics, behaviors, preferences, and buying patterns.

This segmentation allows you to create highly targeted campaigns that resonate deeply with specific groups. Personalizing your marketing messages cultivates a stronger emotional connection, driving engagement and conversions.

3. Embracing personalization and customer-centricity

Consumers are immersed in a sea of generic brand messages, each vying for their precious attention. This makes it more important than ever to build strong relationships with customers.

With so many brand messages out there, personalization is not just a way to stand out. It helps create lasting bonds with loyalty program members, encourages interaction between consumers and their favorite brands, and makes it easier to redeem rewards.

 more than 20 years ago, "If we want to have 20 million customers, then we want to have 20 million 'stores.' ... Our mission is to be the earth's most customer-centric company." By leveraging customer data, preferences, and behaviors, you can create hyper-targeted campaigns that deliver relevant content at the right time. 

Prioritization isn't a one-time decision; it's an ongoing process. Testing different strategies through A/B testing and experimentation helps you uncover what resonates best with your audience. By consistently analyzing results, you can refine your priorities and optimize your approach over time.

Resource optimization is another important aspect of setting priorities. While growth marketing offers a wide array of strategies, it's essential to consider the resources available to you. Prioritization means finding a balance between ambitious goals and the resources you actually have.

Growth marketers are smart about using what they've got—whether it's money, time, or team members. They weigh the potential of each idea, thinking about things like cost, scalability, and how well it fits with the big picture. This way, you avoid spreading yourself too thin and can really nail your strategies.

The customer journey is the series of stages people go through while purchasing a product or service. Understanding your customer's journey is paramount in prioritization.

Different strategies may be more effective at different stages of the customer journey—from awareness and consideration to conversion and retention. Tailoring your priorities to match these stages ensures consistent engagement throughout the funnel.

By continuously adjusting and optimizing their focus, growth marketers ensure their actions match their overall growth objectives. They recognize the ever-changing nature of digital marketing and know that what mattered yesterday might not be as relevant today. So, they remain alert, actively seeking new opportunities and emerging trends that can fuel growth.

Leveraging technology for effective growth marketing: automation and analytics

Thanks to technology, growth marketers can simplify their processes, improve their campaigns, and scale their operations by simply automating their workflow. What’s the whole point of marketing automation? Let’s get into it very quickly.

Marketing automation allows you to execute repetitive and time-consuming marketing activities more efficiently and effectively by leveraging software, algorithms, and data to manage, personalize, and optimize marketing efforts across multiple channels.

Imagine a growth marketer spending hours manually sending out emails to hundreds or even thousands of subscribers

an awfully time-consuming and monotonous process. With marketing automation, this tedious task can be easily automated.

The marketer can create an email campaign, set up triggers based on specific actions or time intervals, and let the automation software handle the rest. This not only saves time but also ensures consistent and timely communication with the target audience. By automating repetitive tasks, such as email campaigns or social media scheduling, growth marketers can focus on more strategic initiatives.

At its core, marketing automation empowers marketers to create targeted campaigns, nurture leads, engage customers, and measure results with minimal manual intervention. By establishing predefined rules, triggers, and workflows, you’re sure that the right messages and content are sent to the right audience at the right time.

Marketing automation can take several forms that help improve marketing efforts and simplify operations, including:

It's really about building relationships, not just bombarding them with sales pitches. By delivering helpful content, personalized recommendations, and gentle reminders, you guide leads through their journey, increasing their chances of evolving into loyal brand advocates.

For example, let's say someone signs up for your newsletter. With workflow automation, you can instantly send them a welcome email and add their info to your database. Plus, you can schedule reminders for your team to follow up on leads and ensure projects stay on track.

For instance, when you check out email open rates, you can see which subject lines or content styles people like best. This info helps you make your future email campaigns even better and keeps people more interested.

Choosing the right growth marketing tools 

You want to make sure you have all the necessary tools before diving in. Here are some essential toolkits for effective data analysis and interpretation:

 is a versatile tool that provides insights into your website visitors' demographics, locations, and engagement behaviors. You can analyze data like traffic sources, page views, time spent on pages, and bounce rates to enhance underperforming web pages.

It provides insights into what's working and what needs improvement on your website.

Curious about growth marketing? We've put together a guide with everything you need to know to start and improve your marketing efforts.

Curious about growth marketing? We've put together a guide with everything you need to know to start and improve your growth marketing efforts.

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Pipe's recipe for a successful embedded finance GTM strategy

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