Brand Evangelism with Diana Cabrices | E334

How AdvisorTech companies can amplify their messaging.

In this episode of Fintech Impact, Jason Pereira interviews Diana Cabrices, Founder of Diana Cabrices Consulting. Known as the chief hype woman of the Fintech industry in the US, Diana discusses her role in amplifying brands through creative marketing, storytelling, and brand evangelism. The episode provides insightful guidance on how Fintech companies can enhance their brand presence and connect with their audience more effectively.

Episode Highlights:

  • 00:11: Jason introduces the podcast and guest Diana Cabrices, highlighting her unique role in the FinTech industry as a consultant focused on brand amplification and storytelling.

  • 00:37: Diana explains her work involves helping FinTech companies, wealth tech companies, and solutions providers for financial advisors to amplify their brand. She details her approach to creative marketing, storytelling, and brand evangelism, emphasizing the importance of presenting solutions in a dynamic and accessible manner.

  • 01:56: Diana shares her journey into the FinTech space, starting from her early days of cold-calling financial advisors to her transition into marketing roles at various tech companies. This part of the conversation provides insights into the experiences that shaped her understanding of the industry and led her to specialize in brand evangelism.

  • 03:32: The discussion goes deeper into what it means to be a chief evangelist. Diana explains her process of becoming an integral yet outsourced part of a team, focusing on driving awareness, demand, and lead generation for her clients. She emphasizes the importance of dynamic presentation and engagement with potential customers.

  • 04:47: Jason queries Diana on what it looks like to collaborate with her, prompting a discussion on her methodology. Diana outlines the initial steps she takes when working with a new client, which include deep dives into the clients customer feedback, sales calls, and marketing materials.

  • 06:29: Diana highlights the value of real customer stories and testimony in making fintech solutions relatable. She explains how she employs social media, content creation, and public speaking engagements to elevate her clients' profiles.

  • 07:47: Diana recounts a specific instance where simplifying a client's value proposition into a relatable benefit significantly resonated with advisors, showcasing her ability to communicate complex solutions effectively.

  • 09:16: A considerable portion of Diana's work involves educating the market on the problems that her clients' technologies are addressing. This education-first approach helps in creating a movement around a product or service.

  • 11:09: Both Diana and Jason discuss the positive feedback and tangible results gained from her evangelism efforts. Diana shares an anecdote where a sales leader credited her webinar presentation with generating an overwhelming amount of leads, underscoring her effectiveness.

  • 11:37: Diana reflects on the challenges she faced in recognizing her potential and achieving self-belief. This part of the conversation delves into personal growth and the realization of one's ability to make a significant impact.

  • 12:18: Diana and Jason touch on the importance of maintaining health and balance amidst hustling to succeed. Diana shares her personal experience of neglecting her health in her early career and the journey back to wellness.

  • 13:40: Diana talks about the validation and success stories she's experienced in her role, including how clients have recognized her significant impact despite working with them on a part-time basis.

  • 14:35: The episode wraps up with a discussion on the value of networking and making strategic introductions that benefit her clients, highlighting Diana's role in not just marketing but also building relationships within the FinTech industry.

Key Takeaways:

  • Brand evangelism goes beyond traditional marketing by deeply integrating with a client's team to drive awareness, demand, and generate leads through a blend of creative marketing, storytelling, and dynamic engagement.

  • Real, relatable customer stories are crucial in making technology solutions understandable and appealing to a broader audience.

  • Education about the problems a technology solves is as critical as promoting the technology itself, creating a movement around the solution.

  • Balance and health are essential for sustained success and impact, highlighting the need to prioritize well-being alongside professional ambitions.

  • The role of a chief evangelist is not just about marketing but also about building meaningful relationships and fostering connections that drive industry innovation and growth.

Tweetable Quotes:

  • "In our industry, simplifying complex solutions into relatable benefits is key. It's about making technology accessible and understood." - Diana

  • "Building a movement around a product or service requires educating the market not just about what it is, but the problem it solves." - Diana

  • "Never underestimate the power of real customer stories. They make your solution not just seen but felt." - Diana

Resources Mentioned:

Fintech ImpactJason PereiraFintech