In Fintech, “fraud” is like the “f-word” — companies are reluctant to discuss their battles against fraudsters for fear of revealing vulnerabilities. This secrecy leaves organizations exposed because they can’t learn from their peers’ experiences and best practices.
Unit21, a no-code platform for detecting and managing fraud, saw an opportunity: get experts on the record about fraud-fighting tactics, create a manual from their insights, and help the industry beat bad actors through collaboration and transparency.
“There was no cohesive manual that talked about how to think about fraud in various ways… How to architect systems around it, how to architect teams around it, how to architect operations around it, and what tools would support it.”
— Aditya Vempaty, former Head of Marketing at Unit21
Unit21 partnered with Animalz to create the Fraud Fighters Manual, a comprehensive guide that equips fraud fighters with knowledge and strategies to combat fraud. The book contributed to millions in pipeline in just six months and positioned Unit21 as a thought leader in fraud prevention.
Five lessons from the Unit21 playbook:
- Don’t be afraid to address taboo industry topics. Unit21 positioned itself as a bold leader by openly tackling fraud and providing value to its industry.
- Collaborate with industry experts to boost credibility and reach. Unit21 used the knowledge and audiences of influential fraud prevention leaders to create its manual and expand its distribution.
- Consider unconventional content formats. For Unit21, a printed book (in addition to an eBook version) provided the depth and authority needed to make an impact in its industry. Other formats might be a better fit for different audiences.
- Tie content to business goals. Unit21 used the book in sales conversations to help generate thousands of leads and grow its pipeline by millions of dollars.
- Plan distribution meticulously. The success of the Fraud Fighter’s Manual was no coincidence. Unit21 spent considerable time and resources developing the funnel and promoting the book at every stage.
Find Influential Fraud Fighters
Unit21 needed the fraud prevention community’s collective wisdom to create a valuable resource. But first, they had to find industry experts willing to speak out about the fraud taboo.
Unit21 and Animalz both searched their contacts for fraud prevention experts to test the book’s viability. They quickly secured the participation of several people with knowledge to share but no opportunity to do so.
“We spoke directly to many experts at leading Fintech companies and compiled their views into this manual,” explained Aditya Vempaty, former Head of Marketing at Unit21. “Their unique perspectives, broad set of disciplines, and enthralling stories help us add color to topics like synthetic identities, risk management, cryptocurrency, account takeover, and more.”
The final roster of contributors is a who’s who of experts in fraud prevention:
- Robert Reynolds, Head of Product at Pinwheel API
- Kevin Yang, Core Engineer at Nibiru Chain
- Kenny Grimes, Head of Risk Strategy & Analytics at Mercury
- Tanya Corder, Compliance Manager at Treasury Prime
- Zach Pierce, former Risk Ops Lead at Lithic
- Rajeev Muppala, Head of Risk Operations at Brex
- Ali Rathod-Papier, former Head of Financial Crime Compliance at Brex
- Alex Faivusovich, Head of Fraud Risk at Unit21
By featuring fraud experts and influencers, Unit21 secured the manual’s credibility and distribution. Aditya says, “The biggest thing was just that introduction, getting those interviews, getting those people on board.” Each contributor brought their own audience to whom they could later promote the finished book.
Make the Manual With Many Collaborators (and Much Effort)
Involving multiple companies and contributors is a great idea in theory but a challenge in production. It took several months, including several writers, editors, and a project manager, to maintain consistency and quality with such a large group.
The process started with outlining the book’s key topics. Unit21 provided this initial outline, and Animalz interviewed the participating fraud fighters for 30-60 minutes on each subject.
The interviews formed the basis of each chapter, complemented with additional desk research. Multiple rounds of editing created a consistent voice and narrative flow throughout the book despite the variety of contributors.
The project needed a central coordinator to align all the moving parts and people. Shana Haynie, Unit21’s Head of Content, took on this role. She partnered with their Head of Fraud to develop the book’s outline and their Head of Marketing for the promotional strategy. Shana also worked closely with Animalz on the contributor interviews, edited chapter drafts, and coordinated with the design team on the visual identity.
The final Fraud Fighters Manual counts 168 pages packed with actionable insights and real-world examples. Each chapter provides in-depth information on fraud prevention, drawing on expertise from Unit21 and industry participants.
Unit21 knew people would judge their book by its cover. They designed the manual to be more than just a resource. It’s an engaging and visually appealing experience that keeps readers reading.
“We wanted the book to feel like a magazine that you put on your coffee table,” says Aditya. “It needed to be something people would be proud to display and share with others.”
The book’s design embodies the spirit of a fraud fighter — tough, street-smart, and always ready for action. Bold colors, striking visuals, and modern typography create a sense of urgency and importance, reflecting the high stakes of fraud prevention.
Spark Conversations Through Strategic Distribution
Unit21 and Animalz used the interviewed experts’ networks to build hype for the book’s release. They asked each contributor to share a LinkedIn post teasing their chapter, nudging followers down a carefully crafted funnel for a copy of the book.
The Promotion: LinkedIn, Blogs, and Events
Besides promotion through everyone’s social channels, Unit 21 encouraged each contributor to publish their chapter on their company blogs with links to the book’s landing page.
This approach accomplished three goals for Unit21. They:
- Reached a wider audience through the influencer contributors’ networks. The LinkedIn posts drew thousands of click-throughs, translating into valuable leads for Unit21.
- Built credibility for the book through endorsements from these respected experts.
- Grew the organic backlink profile for the Unit21 domain.
Events
Unit21 organized a pre-release party to promote the book. They flew out the authors and recorded interviews for the microsite.
They also coordinated with the contributors and their organizations to promote the book through live events and webinars. Shana worked with these partners to spread events over a 6-month period to maintain momentum after the initial launch phase.
The Home Base: A Long-Form Microsite
Unit21 housed everything related to the manual on a separate, long-form webpage. The microsite encapsulates all aspects of the campaign and pulls in SEO benefits from the promotional activities.
The webpage features author videos, related articles, and reader testimonials. Upon launch, it also included a calendar with all the pre-planned events for the 6-month period, allowing registrations to begin on the day of publication.
The Sales Motion: The Book as Conversational Fuel
Unit21’s sales team used the book in conversations with prospects, offering to hand-deliver copies. Aditya says, “Sales reps would say, ‘Can I come by the office and give you a copy, and we can talk more?'”
This approach was highly effective. Four out of five prospects who received the book decided to try Unit21. The manual wasn’t the only reason for their decision, but it significantly accelerated the sales process. Prospects were impressed that Unit21 had written a book — a real book! — establishing them as true experts.
The tactic was so successful Aditya had to limit the number of copies sales reps could hand out. “I had to at one point be like, ‘dude, you can’t give ten copies to a team. I can only give you, like, three or four,’” Aditya recalled. “‘If they buy, tell them I’ll give them ten copies.'”
Get Results in Pipeline, Credibility, and Community Impact
The Fraud Fighters Manual launched in June 2023 after a six-month production process. The response was immediate and overwhelming. In the first two weeks, the book had over 2,000 downloads in an industry with an estimated population of 15,000.
The book eventually contributed to:
- Over 4,300 downloads in the first year
- Thousands of leads
- Millions in pipeline within six months
The manual made a real impact in the fraud prevention community beyond these numbers. The book started conversations, spurred collaborations among industry peers, and gave Fintech companies much-needed knowledge in their fight against fraudsters.
That’s a significant accomplishment in an industry where people distrust marketing. The Fraud Fighters Manual passed the sniff test, even though Unit21’s value propositions inspired the book’s narratives. The printed format, genuine interviews, and appealing design won over readers — including the U.S. Secret Service!
Find the Right Format for Your Audience
The lesson here is not that every company needs to rush into creating a book. It’s that finding the right format and approach for your audience can generate outsized results.
A manual made sense for Unit21, given the complex topic and hunger for reliable information in their industry. The long-form book structure allowed them to cover fraud fighting comprehensively, give authority to the content, and create an asset worth promoting.
You might succeed with a different format, like a research report with original data, a video series with customer stories, or an interactive tool with personalized recommendations.
Hopefully, this story of the Fraud Fighters Manual inspires you to think creatively about content marketing. Companies can create impactful content that delivers business results by exploring new formats and embracing collaboration.
So ask yourself: What’s your company’s equivalent of the printed book? What bold content format could transform your marketing and establish your brand as an industry leader? The answer may surprise you — and your audience.
Looking for original content ideas to capture attention and fill your pipeline?
We’ll help you find your industry’s equivalent of the “Fraud Fighters Manual.”