In conversation: How Airwallex channels sports energy into B2B impact

In an increasingly crowded fintech landscape, Airwallex is leaning into a challenger mindset to rewrite the rules of B2B marketing.

Speaking on Marketing Connected’s In Conversation, Jon Stona, VP of global marketing at Airwallex, made a clear case for why B2B needs to move beyond its traditionally “dry” playbook.

At its core, he argues, marketing fundamentals remain unchanged. “You need to generate insights, craft compelling stories, find the most efficient way to distribute them, measure, iterate and repeat," said Stona. The difference, lies in execution.

Catch the full interview here: 

For Stona, too many B2B marketers over-index on lead generation while neglecting brand and product marketing. “If you’re storytelling to the wrong people about the wrong thing, everything else is blah,” he said, calling for a more unified approach across product, brand and growth.

Central to this shift is a more human approach. "We tend to approach it from the sentiment that you're a human that we're marketing to, not a business decision maker that we're trying to talk to," he explained.

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That means borrowing from B2C, building connection first, and delivering value in formats audiences actually want, whether that is video or long-form written content delivered at the right moment.

A lot of what we do is based on trust building. We think about trust first, and frame our marketing around that, on a human level. The same way you build trust with the people around you.

This philosophy also shapes how Airwallex approaches its positioning as a challenger brand. Competing against legacy financial systems and established fintechs, Stona emphasised the need to think differently.

That mindset extends to its high-profile sports partnerships with McLaren and Arsenal. Initially sceptical of sports marketing, Stona said the turning point came from recognising its “multifaceted and dynamic” nature. Beyond logo placements, these partnerships offer IP, storytelling opportunities, and real product integration.

It's not about just the logo on the car. It's about being a challenger and a pioneer, shifting what your perspective on what's possible.

“It’s not put logo on surface and go home. We ask ourselves, 'how do we really become a partner'," he said. By embedding its solutions into partners’ operations, Airwallex aims to demonstrate tangible value.

“I want to be able to authentically say that we've saved McLaren so much time and money. I’m not just going to tell you that, I’m going to show you that,” he added.

Crucially, success lies in activation. Brands must “squeeze every single point of value” by integrating partnerships across channels, from performance marketing to internal culture.

Also tune in to the full conversation on Spotify:

Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.

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