Listen Here




Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Hoang Pham, Head of Marketing at Monite, a fintech infrastructure platform that has raised over $17 Million in funding.

Here are the most interesting points from our conversation:

  • Transition from Science to Marketing: Hoang’s journey into marketing began with his decision to pivot from a career in biomedical science, favoring the dynamic and test-driven environment of startup marketing over research and sales.
  • Monite’s Strategic Pivot: Initially focused on financial automation, Monite has now shifted towards serving B2B platforms, offering infrastructure to rapidly launch fintech products, a significant evolution reflecting the company’s adaptability and focus on market needs.
  • Foundational Marketing Philosophy: Hoang emphasizes the importance of telling the right story, to the right audience, at the right time, and through the right channels, underscoring the blend of art and science in effective marketing.
  • Content Marketing as a Differentiator: The success of long-form content in engaging and converting high-intent audiences highlights the importance of depth and quality in content marketing strategies.
  • Positioning in a Niche Market: Monite’s API-first approach and specialization in regulatory-compliant invoicing for B2B payments differentiate it in the embedded finance sector, illustrating the power of niche focus in competitive markets.
  • Challenges and Rewards of Thought Leadership: Building a consistent and authentic thought leadership presence is challenging but critical for engagement and brand building, as shown by Monite’s strategic content initiatives.



Leverage Personal Background for Unique Insights in Marketing:

Hoang transitioned from biomedical science to marketing, indicating the value of diverse perspectives. Tech founders should not overlook the potential of unconventional backgrounds to bring fresh insights and innovative approaches to marketing strategies in the tech industry.

Adopt a Customer-Centric Storytelling Approach:

Understand your customer deeply - their challenges, needs, and how your product solves those needs. This understanding forms the strategic basis for all marketing efforts. Startups should focus on extracting and communicating the essence of what they do, tailored to the needs of their target audience, to create compelling narratives that stand out.

Focus on Long-Form Content for Depth and Engagement:

Hoang's experience highlights the effectiveness of long-form guides and content in engaging high-intent audiences. B2B startups should consider investing in detailed, comprehensive content pieces that serve as cornerstone resources, providing value and establishing authority in their niche.

Positioning Through Specialization and Technology: Monite’s approach to positioning itself in the crowded fintech space as API-first and specializing in invoicing and billing infrastructure showcases the importance of clear, differentiated positioning. Startups should articulate how their technology or approach specifically addresses niche problems, setting them apart from competitors.

Thought Leadership Through Authenticity and Consistent Content Production:

The challenge of building an influencer brand within the company underscores the necessity of authenticity and consistency in content production. Founders and marketing leaders should prioritize genuine thought leadership content that reflects their expertise and insights, shared consistently across platforms where their audience is most engaged.