Alex Kaminsky, Chief Creative Officer, Corpay | Episode 13

In this episode of Smarter Payments by Corpay, Brennan Robison talks with Alex Kaminsky about what makes a successful B2B advertising campaign. Kaminsky shares his unique career journey—from Wall Street to Turner Broadcasting, then to B2B marketing roles at YP and Fleetcor, eventually leading to his role at Corpay.

Key Highlights:

B2B vs. B2C Marketing: While both must persuade buyers who may not be actively seeking new products, B2B has traditionally focused on product features, whereas B2C leverages emotion and storytelling. Kaminsky argues that modern B2B should adopt more B2C tactics—using emotive, human-centric messaging to connect more effectively.

The “Product Dilemma”: Companies often fall too in love with their products, leading to complex and uninspiring marketing. Kaminsky emphasizes the need to simplify messaging and focus on the buyer’s real pain points.

Standing Out in a Crowded Market: With B2B buyers exposed to thousands of ads daily, cutting through the noise requires a distinctive approach. Kaminsky explains Corpay’s decision to use “The Corpay Guy”—a relatable character who communicates in human language, avoids jargon, and focuses on clarity and trust.

Campaign Strategy: Research revealed that potential buyers were often confused by B2B terminology, which hindered their decision-making. The campaign’s goal became clear: eliminate confusion and provide clarity through approachable messaging.

Creative Process: From auditioning dozens of actors to rigorous testing, the Corpay team found the perfect face for their brand. The campaign has driven exceptional results, with high engagement and brand recognition.

Corpay’s Rebrand: The company’s rebrand, officially launched a year ago, reflects years of strategic transformation. Corpay has evolved from a fleet card company into a global corporate payments provider, combining fintech innovation with the resources of a major financial institution.

Award Recognition: The campaign earned Corpay an AMA AMIA award, which Kaminsky views as welcome validation—but secondary to the goal of driving revenue and empowering the sales team.

Kaminsky’s Three Pillars for B2B Marketing Success:

Know your audience deeply.

Avoid falling in love with your product—focus instead on the customer experience.

Get your data right to guide informed decisions.

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