Fintech Marketing Podcast by 11:FS

Episode 9: TransferWise: Product Marketers and the Customer Voice ft Tessa Pettman

May 12, 2020

Tessa Pettman, Head of Product Marketing at TransferWise, leads a team focused on customer-centric strategies in fintech. She discusses the evolving role of product marketers and their crucial connection to both developers and customers. Key topics include fostering transparency in communications, leveraging customer feedback for trust, and using data analytics for personalized engagement. Tessa also shares exciting plans for new product launches in Asia, showcasing how local insights drive global marketing success.

34:54

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Episode guests

Tessa Pettman

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Episode notes

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Quick takeaways

Product marketers at TransferWise play a vital role in integrating customer insights into product development, ensuring offerings align with user needs.

TransferWise’s marketing approach emphasizes transparency and authenticity, fostering trust and enhancing customer engagement through personalized communications.

Deep dives

The Role of Product Marketing Managers

Product marketing managers (PMMs) at TransferWise are essential to bridging the gap between the customer and the product development teams. Their daily collaboration with engineers and designers ensures that customer insights inform the product roadmap, leading to offerings that truly meet user needs. This close-knit structure allows the PMMs to act as the 'voice of the customer,' which is crucial for creating impactful marketing strategies. By embedding PMMs within product teams, TransferWise enhances its ability to adapt quickly to customer feedback and changing market demands.

Intro

2min

Evolving B2B Marketing: The Human Connection

17min

Leveraging Data for Personalized Customer Engagement

2min

Embracing Transparency in Marketing

7min

Navigating Global Marketing through Local Insights and Team Collaboration

2min

Exploring Future Podcast Guests and Product Insights

2min

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 8 Eric speaks to Tessa Pettman, Head of Product Marketing at TransferWise. Tessa explains the relatively new role of product marketer in the industry; their relationship with the product developers and the customers and the importance of making sure the customers’ voices are represented in the design. They are also local to the same region of the product being developed, giving them local market knowledge which gives them a competitive edge in an international market.

She tells Eric about TransferWise’s approach to marketing: ensuring they’re always human and transparent in their communications; the power of good copy; and making sure they’re always listening to their customers - as their fundamental aim is to help people understand the hidden fees behind what their banks are offering for international transfers.

They also talk about the super exciting things still to come in 2020 and beyond for TransferWise, including more product launches in Asia, giving them a foothold in a brand new market, and so much more.

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