Banking is a relationship-driven, high-trust industry where decisions are influenced more by peer recommendations than marketing campaigns. Miren had strong product but zero brand awareness outside existing customer base. Traditional B2B SaaS growth tactics (paid ads, cold outreach) yielded poor ROI in conservative banking sector. Without thought leadership presence, Miren was invisible in the crowded LOS market despite competitive product advantages.

Developed content marketing strategy focused on educational value and industry expertise. Created weekly newsletter tackling real lending challenges—regulatory updates, loan process optimization, technology adoption case studies. Built asset library (templates, checklists, guides) that demonstrated Miren's domain knowledge. Leveraged customer success stories and executive insights to establish credibility in banking community.