Marketing Hub · Internal
Segments

Six segments. Six voices. One platform.

Each segment has a voice lead, a value prop, recurring hooks, and named proof points. Use this page before drafting any segment-specific content.

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iGamingTrading & CryptoE-commerce EnterpriseTrackback · SMEPharma & HFSSBrand & General
iGaming Mature, regulator-literate, sector-fluent.

iGaming

Operators, affiliate networks, and the in-house compliance heads who report to the CFO not the CMO.

Lead value prop

"Spend with confidence in the markets your competitors are pulling out of."

Voice leads
Sunny Yadu
Sunny Yadu
BD · iGaming + Trading
Sarafina Wolde Gabriel
Sarafina Wolde Gabriel
CEO
Recurring hooks
  • Regulator deadlines (UKGC, MGA, ANJ, ARJEL, BzgA)
  • AI-generated review sites multiplying inside affiliate networks
  • Dark social and Telegram-led acquisition
  • Sub-affiliate transparency four hops down
  • Cross-jurisdiction monitoring and Workbench
Channels
  • LinkedIn (Sunny + Sarafina personal accounts)
  • SBC Lisbon, iGB Live, Affilifest South
  • Trade press: SBC News, iGaming Business, Gambling Insider
  • Webinars (Sarafina Webinar, 13 May)
Proof & pipeline
  • Trade Nation (Anthony Sharpe)
  • FDJ
  • Bally's / Gamesys (Jack Holmes)
  • Income Access
Linked posts
→Three regulators · one platform→FinProm enforcement clock→Pages we scan→APAC operators
Trading & Crypto FCA Dear-CEO-letter tone. Cool, technical, exact.

Trading & Crypto

FX brokers, CFD providers, crypto exchanges. The buyer is reading their compliance team's WhatsApp at 9pm — talk to them like an adult.

Lead value prop

"FinProm shouldn't mean firing your IB programme."

Voice leads
Sunny Yadu
Sunny Yadu
BD · iGaming + Trading
Nicole Mitton
Nicole Mitton
Customer Success Lead
Recurring hooks
  • FCA financial promotions regime and finfluencer enforcement
  • MiCA milestones across the EU
  • Introducing-broker monitoring
  • Crypto exchange reputation risk
  • Cross-border finfluencer reach
Channels
  • LinkedIn (Sunny + Nicole, occasional Sarafina)
  • The Forex Expo Dubai, FX-focused webinars
  • Trading-side trade press
Proof & pipeline
  • Confidential FX broker (case study draft)
  • Crypto exchange (NDA, late summer)
Linked posts
→IB self-report→FinProm enforcement
E-commerce Enterprise Commercial. ROI-led. Compliance is a footnote.

E-commerce Enterprise

Enterprise marketers fluent in Awin / Impact / Partnerize / Rakuten. Leakage and brand bidding are the headline.

Lead value prop

"You're paying for traffic you didn't ask for. We can prove it."

Voice leads
Jonathan Elkin
Jonathan Elkin
Sales Director
Recurring hooks
  • Coupon and incentive leakage
  • Brand-bidding by partners
  • Sub-affiliate hijacking
  • Awin/Impact/Partnerize integration stories
  • CDC and consumer protection signals (DSA, DMA)
Channels
  • LinkedIn (Jonathan-led)
  • PI Live London, Affiliate Summit (when JE travels)
  • Awin and Partnerize co-marketing
Proof & pipeline
  • Acer (case study, draft)
  • Awin (co-marketing, in negotiation)
  • Fidelity (e-commerce arm, scoping)
Linked posts
→Coupon leakage→Self-attestation
Trackback · SME Plainspoken. Anti-enterprise.

Trackback · SME

The founder or marketer with 12 affiliates and one nerve-wracking regulator email.

Lead value prop

"Enterprise-grade affiliate compliance. Set up in ten minutes. Fixed price."

Voice leads
Jonathan Elkin
Jonathan Elkin
Sales Director
Brean Wilkinson
Brean Wilkinson
Regulatory Relations
Recurring hooks
  • Self-serve onboarding
  • Fixed-price compliance
  • First regulator email
  • Influencer wobbles
  • Stop using spreadsheets
Channels
  • Trackback site + LinkedIn
  • Organic search and partner referrals
  • April launch video, May £1k LI boost
Proof & pipeline
  • Early-access SME testimonials (3 lined up)
Linked posts
→Spreadsheet-killer→Smaller, not safer
Pharma & HFSS Adult, gentle, evidence-led.

Pharma & HFSS

Pharma compliance, HFSS-affected retailers, MHRA-adjacent operators. Don't sell — show the data.

Lead value prop

"You're regulated like a medicine. Your affiliates aren't."

Voice leads
Ian Sims
Ian Sims
Founder
Jonathan Elkin
Jonathan Elkin
Sales Director
Recurring hooks
  • HFSS reach and content audits
  • Off-label and off-licence claims
  • Health-finfluencer scope
  • Affiliate code of conduct alignment
  • MHRA-adjacent expectations
Channels
  • LinkedIn (Ian-led, JE for commercial)
  • Pharma compliance forums
  • MHRA-adjacent niche events
Proof & pipeline
  • UK pharma group (scoping)
  • HFSS-affected retailer (case study Q3)
Linked posts
→Pattern recognition
Brand & General CEO voice. Substack, not press release.

Brand & General

Industry, press, peers. Eight years of pattern recognition, written in first person.

Lead value prop

"From a compliance company to the affiliate intelligence platform."

Voice leads
Sarafina Wolde Gabriel
Sarafina Wolde Gabriel
CEO
Ian Sims
Ian Sims
Founder
Recurring hooks
  • The unseen 70%
  • Eight years of scanning data
  • What we saw this month
  • From compliance to intelligence
  • What the regulator actually asked for
Channels
  • LinkedIn (Sarafina + Ian personal)
  • Long-form blog and podcast
  • Sarafina Webinar 13 May, All Hands 30 June
Proof & pipeline
  • Cross-segment hero stories
  • Industry awards (iGB Live judging)
Linked posts
→Eight years→SBC Lisbon · three things→G2E Vegas→iGB Live
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