Building Trust, Driving Growth & Staying Customer-Obsessed with Amy Loh, CMO at Pipe

Revenue-based financing. Embedded capital. Two sides of the same fintech coin—but scaling one is way harder than building the other.

In this episode, Amy Loh breaks down how Pipe navigated a major product pivot without losing its mission, voice, or growth momentum. From her time building verticalised marketing engines at Square to scaling a lean team at Pipe, Amy shares how to make your marketing work smarter—especially when you're not the one pressing send.

If you’re growing a fintech inside a fintech (B2B2B marketers, we’re looking at you), this one’s a must-listen.

Key Takeaways

Pivot ≠ identity crisis.
Pipe moved from direct lending to embedded finance—but the mission stayed the same: empower SMBs with accessible capital. Amy shares how that North Star keeps the brand tight, even as the model shifts.

You’re not just B2B—you’re B2B2B.
Pipe sells to platforms, but serves SMBs. That means building trust on both sides of the chain—and tailoring value props to each.

Your partners are your marketing channel.
With no direct user contact, Pipe depends on platforms to deliver offers and drive awareness. Amy explains how they make co-marketing work (and where it gets tricky).

Great content starts with real conversations.
Monthly call-listening sessions give the Pipe team unfiltered insight from support and sales. That’s where the best ideas (and campaign angles) start.

LinkedIn is the MVP.
For high-value ABM and thought leadership, Pipe leans hard into LinkedIn—and tailors messaging for every role in the decision-making chain.

Events are back—and better than ever.
From curated fireside chats to post-event content playbooks, Amy shares how they’re turning in-person moments into long-tail marketing wins.

AI is a force multiplier—not a shortcut.
From faster research to stronger insights, Amy’s betting on AI to 10x her team’s output—not replace it.

Key Points

Building a Brand Through a Pivot
Pipe’s business changed—but its purpose didn’t. Amy shares how to reposition a fintech without losing your soul.
“Our mission—empowering financial freedom—stayed constant. That’s what everything still ladders up to.”

Marketing Through a Partner’s CRM
Amy pulls back the curtain on the operational (and emotional) challenges of running lifecycle campaigns through partner platforms.
“The hardest part? I’ve lost control of the marketing levers—but I haven’t lost control of the message.”

Why Events Still Matter
Pipe’s content flywheel starts with IRL experiences. Here’s how they turn one night into months of marketing ammo.
“Offline events create the moments—our job is to scale them.”

The Square Effect
From hair salons to hardware stores, Amy helped Square crack vertical marketing at scale. Now she’s bringing that same depth of customer understanding to Pipe’s channel strategy.
“How capital is used is universal—but how it’s perceived? That’s deeply local.”

Making ABM Actually Work
Pipe’s ABM strategy goes deep, not wide. Amy walks through how her team runs high-impact campaigns on a limited budget—with help from sales.
“It’s not about attribution. It’s about account engagement, signals, and meeting readiness.”

AI’s Real Role
Spoiler: It’s not writing all your ads. Amy shares where her team actually gets value from AI today—and what they’re still doing the human way.
“AI won’t kill creativity. It expands it.”

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