An over-reliance on metrics such as CPL takes the focus away from sustained growth. It’s one thing to prove marketing’s impact on the bottom line, but quite another to do so to the detriment of genuine buyer relationships and meaningful differentiation. Marketing efforts should capture the whole system, not just the top of the funnel.”
That’s the mindset we explore this week on TechTalk by Ciente, hosted by Suruchi Bhargava, CMO at Ciente, where we dig into marketing, tech, and leadership. We’re joined by Helen Martin, Global Partner Marketing Lead at Mambu, who brings sharp, field-tested insights on what makes fintech partnerships actually work.
This pod episode will help deconstruct how partnerships thrive when businesses align on goals, co-create campaigns, and tell stories that truly resonate. “Not the biggest logo. Not the flashiest name. The right fit,” Helen says, breaking down what makes partnerships click.
Get the inside track on making partnerships click, marketing that hits the mark, and growth you can actually activate- not just plan.
Helen Martin is an experienced marketing leader with over 15 years of experience driving global brand and demand strategies across the B2B tech and fintech sectors. She leads Global Partner Marketing at Mambu, where she oversees the strategy and execution of joint go-to-market initiatives with global cloud providers, consulting firms, and technology partners. Helen has a proven track record of building scalable marketing functions that fuel growth, strengthen ecosystems, and deliver measurable impact.
In recognition of her work, Helen was recently named a winner in the Partnership category at the prestigious GTM10 Awards. Her innovative leadership has transformed Mambu’s partner marketing approach, building a thriving ecosystem that now significantly contributes to the company’s revenue. Her ability to scale global partnerships while ensuring local relevance, coupled with strong industry visibility and thought leadership, exemplifies her impact and influence in the space.
Known for her creative mindset, strategic vision, and collaborative leadership, Helen is passionate about building meaningful partner relationships and elevating joint value propositions. She is a frequent contributor to the partner marketing discourse and a strong advocate for customer-first storytelling, inclusion, and innovation in tech marketing. Helen thrives at the intersection of partnership, technology, and growth and continues to shape the future of fintech through collaborative go-to-market success.
