Beyond social posts: FundIQ
When "more social posts" became a strategic pivot for fintech business, FundIQ.
The challenge
When I was approached by FundIQ looking for “more social posts”, it highlighted a common challenge many B2B founders (and fresh marketing startups) face: tactics before strategy.
FundIQ’s initial request was straightforward enough: create 8 posts per month.
We were increasing the visibility of its bespoke investability report. But people weren’t converting. Something didn’t quite add up.
The deeper story
While the surface request was for an increased social presence; the real business objective was driving more completed reports.
The disconnect between tactical execution and business goals revealed a crucial insight.
The existing posts were reaching 665 people monthly, but this wasn’t translating into reports being run.
The missing piece wasn’t more content - it was a better strategy.
Strategic discovery
Through our collaboration, we identified that:
- Organic social served FundIQ primarily as an awareness channel
- Direct-to-consumer wasn’t the most efficient path
- A partner network strategy could deliver better results, quickly
The pivot
This realisation led to FundIQ successfully pivoting its entire business model towards partner distribution – validating that sometimes, the best marketing solution isn’t more content, but better strategy.
Following this strategic revelation, we made the mutual decision to conclude our work together, enabling them to build their partner network in-house with their newfound direction. While this meant the end of our formal partnership, it represented a successful outcome – they now had clarity on their most effective growth path.
The outcome wasn’t just incremental improvement. By focusing on the right channels rather than increasing volume, FundIQ has since seen a significant uplift in new reports completed through its new partner network.
Key learnings
This experience shaped my approach to working with B2B founders today. Instead of just delivering what’s asked for, I partner with you to uncover what your business truly needs to thrive.
This insight has since strengthened my discovery process with every new client relationship. Through my thorough onboarding process, we dig deep into business objectives before jumping into tactical execution.
Head of Partnerships
Marketing shouldn't feel like throwing content into the void...
As your marketing partner, I bring the strategic thinking that connects execution to outcomes that actually matter to your business.