InMarketing — Marketing Advisory for B2B Financial Services & Fintech
Marketing advisory for B2B Finance and Fintech

Complex markets demand clearer thinking.

Andrew Carrier

InMarketing is for leadership teams in financial services and fintech who need experienced marketing judgement without committing to a permanent senior hire. Andrew Carrier — a marketer with 25 years inside SWIFT, Deutsche Bank and other regulated firms — fixes foundations, builds bespoke AI, and coaches for commercial impact.

Book a call It's free and takes no more than 30 minutes. Even if we're not a good fit, you'll get at least one actionable insight from the call.
§ 01The problem

Your execution is stable.
Your foundation is shaky.

Your team is producing content, running campaigns, attending events. The budget is being spent. But your brand recognition hasn't shifted, your reputation doesn't feel stronger, and your revenue is slowing.

The problem is rarely the execution. It's the foundation: an audience that hasn't been defined precisely enough, a story that doesn't resonate with the people who matter, a strategy that was never sharp or creative enough to be worth executing in the first place. Try as you might, you won't stand out from your competitors unless the fundamentals are in place.

Drafting when they should be crafting.

Artificial intelligence feels like it should help but only compounds the problem. Every marketing team now has access to tools that can execute tactics at scale. Too many of them lack the strategic foundation to get demonstrable results. They're drafting when they should be crafting.

I fix the foundation. The growth follows.

§ 02The solution

Growth is trust compounded.

Prospects don't progress through pipeline; they experience a mess of moments. Great marketing ensures that at every single one of those moments — from first seeing your name in the media, through reading your perspectives in their feeds, to engaging with your website — they have an experience that confirms your brand can be trusted to solve their specific problem. That trust builds incrementally but it will ultimately lead to revenue. Growth is trust compounded.

Building those moments depends not on spending more time and money on flashy tactics but taking a step back and fixing the foundations: your positioning, your brand, your unique value. Most senior teams are so close to their business that they find this difficult. I identify your ideal client, uncover their specific problems, and craft a compelling story to explain why your solution is better than any alternatives. Then I amplify that message with creative media and AI trained by a CMO not a developer.

Turning complex into commercial momentum.

Whether you choose a Fundamental Fix, Ongoing Ownership, Coaching & Counsel, or marketing expertise baked permanently into your operation with Bespoke Build AI, my responsibility is to take the complex and turn it into commercial momentum so that you get a healthier pipeline, smoother board approvals, and hires that stick.

The rest is just deciding how.

§ 03How

Four ways for us to work together.

Every engagement is scoped against specific commercial outcomes, which — together with the fees — are agreed in writing before we start.

One-off fee

Fundamental
Fix

I audit your marketing function against the InMarketing Framework — strategy, brand, communications, demand, people, technology, method — and deliver a clear way forward: where you are, where you should be, and the specific decisions you need to make to close the gap.

Best for

Businesses where something is clearly not working but no one can name it.

Timeframe

1 month.

Guarantee

Refund in full if at Day 30 you don't have a clear, compelling strategy your team can act on.

From £15,000Discuss →
Project

Bespoke
Build AI

An AI agent built with CMO-level strategic intelligence — your positioning, audience, competitive landscape baked in. It becomes a permanent member of your marketing team that never needs briefing twice.

Best for

Businesses that want CMO-grade marketing expertise and taste embedded into their operation permanently — without ongoing advisory fees.

Timeframe

6–10 weeks.

Guarantee

If the delivered agent doesn't outperform a generic AI tool on your specific use cases in a head-to-head test, I'll rebuild it at no additional cost.

£15,000 — £50,000Discuss →
Interim · 3 month min

Ongoing
Ownership

I'm an active member of your executive team, own the marketing strategy, manage your in-house leads, and make all the calls a CMO would make. You get the expertise without the senior salary.

Best for

Series A–C businesses that need senior judgement but cannot yet justify a permanent CMO hire.

Timeframe

3-month minimum, monthly rolling thereafter.

Guarantee

If you don't see measurable improvement in pipeline activity within 90 days, exit with no further obligation and no exit fee.

£5,000 — £15,000 / monthDiscuss →
Monthly retainer

Coaching &
Counsel

Your marketing team gets regular advice and mentoring, you get a sounding board and sparring partner on speed-dial. Strategy reviews, hiring decisions, agency selection, board meeting input, the occasional crisis call.

Best for

CEOs who already have a marketing lead but want an experienced outside voice in their corner.

Timeframe

Month-to-month, 30 days' notice.

Guarantee

If your first month doesn't produce at least three clear, immediately actionable recommendations, the first month is free.

£2,500 — £5,000 / monthDiscuss →

You don't pay for time, but judgement and results.

§ 04How

Every engagement is different;
the framework underpinning results is consistent.

To achieve the results you want, the InMarketing Framework covers strategy, brand, communications, demand, people, technology and method to ensure we consider all the levers at our disposal. A lot of marketing teams are so busy with the what that they ignore the why and the how.

The Fundamental Fix diagnoses where you stand on each one of these levers. Ongoing Ownership operates across all seven. And Bespoke Build AI encodes levers 1–4 into a permanent asset.

Explore the framework

Seven levers. One impactful engagement.

§ 05What

Expertise that drives impact.

What does impact look like? Here's how my expertise can be put to work for you.

Outcome 01

Strategy

A marketing strategy built around your commercial objectives, not marketing convention. Clear on audience, sharp on positioning, actionable on execution.

Quant
Repositioned a complex enterprise technology business for central bank and tier-one institutional audiences — a 10× increase in qualified enquiries, from two per month to twenty.
Private wealth manager
Built a go-to-market strategy from scratch that took a wealth management startup from zero revenue to £15m and £4bn AUM.
Sonata One
Reset a failing GTM strategy for a PE-backed funds clearing platform in six months — qualified pipeline from four to twenty leads per month.
Outcome 02

Brand & Positioning

Clarity on who you are, who you are for, and why they should choose you — in language that resonates with your audience, not your internal team.

SWIFT
Implemented the 2008 global rebrand from board approval through implementation across 11,000+ institutions in 200+ countries.
Private wealth manager
Built the brand from scratch — positioning that won half a dozen industry awards and supported growth to £4bn AUM.
Quant
Repositioned the business away from the crypto narrative during the 2022–23 crypto winter, maintaining institutional credibility with central banks when the sector was losing it.
Outcome 03

AI & MarTech

Marketing technology that works for your specific business — and, where AI is involved, built with the strategic intelligence to make it genuinely useful rather than generically productive.

Prodigal Media
Designed and deployed bespoke AI agents for market research, analytics and content production — the foundation for InMarketing's bespoke AI service.
Sonata One
Restructured the martech stack and implemented HubSpot marketing automation — tripling website traffic and quintupling qualified pipeline in six months.
Deutsche Bank
Designed the award-winning Flow content marketing strategy — a digital-first programme that was among the earliest of its kind in B2B financial services.
Outcome 04

Demand Generation

A demand engine aligned to your sales process — right people, right message, right channels, with pipeline metrics to show for it.

Private wealth manager
Delivered 120+ qualified leads annually through integrated demand generation targeting HNW individuals and institutional investors.
Sonata One
Grew qualified pipeline from four to twenty leads per month in six months using content marketing and HubSpot automation, while tripling website traffic.
Deutsche Bank
Managed a €1.5m annual marketing budget and led account-based campaigns targeting 500+ corporates, asset managers and financial institutions — contributing to division revenue growth.
Outcome 05

PR, Media & Crisis Communications

Media relationships that build your reputation in good times and protect it in bad ones. Spokesperson preparation that goes beyond talking points.

Quant
Secured 100+ tier-one media placements including the Financial Times, Bloomberg and The Economist — positioning the business as a credible institutional voice.
Dolfin
Managed the media response during FCA regulatory scrutiny — protecting commercial relationships and maintaining investor confidence throughout.
SWIFT
Managed corporate communications through post-9/11 political criticism — calm, fact-based communication under sustained public pressure.
Outcome 06

Executive Communications

Your leadership team positioned as credible, distinctive voices — media training, thought-leadership strategy, and speaker preparation that produces results in the room and in print.

SWIFT
Prepared C-suite executives for Sibos annually — the world's premier financial services conference with 8,000+ attendees — and wrote talking points for senior media engagements.
Quant
Positioned the CEO and product heads as trusted institutional voices on CBDCs and enterprise blockchain — resulting in 100+ media placements.
Private wealth manager
Built a thought-leadership programme from scratch — establishing the investment team as recognised experts through press, content and awards.

I've been a Fellow of the Chartered Institute of Marketing since 2021. Fluent in French, I'm based in London and take on engagements globally.

Regulated markets, matrixed organisations, complex propositions and sophisticated buyers.

§ 06Why

Why work with Andrew.

I've spent 25 years working at the intersection of complex B2B propositions and sophisticated financial services audiences, and I've fixed the same problems you're facing repeatedly. An award-winning content marketing programme for Deutsche Bank's corporate bank. A global marcomms team promoting SWIFT's product portfolio to 11,000+ financial institutions. 10× pipeline growth for digital money fintech Quant.

One of the sharpest communications and marketing leaders in the payments and fintech space.

Helena Forest
Helena Forest
EVP · Mastercard

A seasoned marketing strategist with clear focus on business outcomes and a high degree of attention to quality execution.

Christoph Woermann
Christoph Woermann
CMO · Deutsche Bank

The next step is yours.

§ 07What's next?
Discovery call · 30 minutes · no fee

Let's have a conversation.

Book a free 30-minute call. We'll discuss your challenges, the outcomes you want and how I can help. And if I'm not right for you, I promise you'll still get at least one actionable insight from the call.

Next availability — this week
Book a discovery call Email Andrew
Booking calendar — intro call with Andrew Carrier

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