Fractional CMO · Financial services
Fractional CMO for B2B SaaS and AI founders selling into financial services
Turn early traction with banks and insurers into predictable pipeline, guided by someone who has worked inside them.
Overview
Selling software into banks, insurers and fintechs is slow. Procurement is long, compliance reviews every claim, and buyers are cautious. Founders with early traction often hit a wall when the first wins need to become a repeatable pipeline.
Cherry Tong has worked inside established banks and insurers. That gives B2B SaaS and AI founders a view of how these buyers think, what they need to see, and how marketing is judged inside their organisations.
The problem
Where selling into financial services usually gets stuck
- Long procurement and security reviews that stall deals and distort pipeline forecasts.
- Messaging that does not address the risk, compliance and trust concerns of regulated buyers.
- Early wins from a few warm introductions that are hard to repeat through marketing.
- Pipeline reporting that cannot show which channels and campaigns influence enterprise deals.
What changes
How a fractional CMO helps
- Position the product around the outcomes and risks that financial-services buyers care about.
- Build proof assets, such as case studies and security and compliance narratives, that shorten review cycles.
- Design demand generation and account-based programmes aimed at named banks, insurers and fintechs.
- Agree funnel stages with sales and set up attribution so pipeline can be tied to campaigns.
- Plan North America and APAC launches in parallel where your buyers operate in both.
Relevant experience
Results from Cherry's previous roles
At a global health insurer in Hong Kong, Cherry increased lead volume by 48% while reducing cost per acquisition by 65%. She has also delivered 7x revenue on a health insurance campaign.
Global health insurer
- +48%lead volume
- −65%cost per acquisition
FAQ
Common questions
Do you have experience with financial-services buyers?
Yes. Cherry has held marketing roles at several established banks and insurers, so she knows how these organisations buy and how marketing is evaluated inside them.
Is this only for fintech companies?
No. It suits B2B SaaS and AI founders selling into banks, insurers, wealth and payments companies, as well as fintechs themselves.
Can you help turn early traction into repeatable pipeline?
That is the core of the work: finding what is already converting, defining your ideal customer, and building a measurable demand engine around it. Results depend on the starting point.
Do you work with companies in Toronto?
Yes. F.O.B Brand Studio works with B2B SaaS and AI founders in Toronto and across North America, and supports go-to-market between North America and APAC.