B2B marketing · positioning · GTM · RWA · fintech · BD enablement · demand generation · AI automation · B2B marketing · positioning · GTM · RWA · fintech · BD enablement · demand generation · AI automation ·

B2B marketing for fintech and Web3 · Ex Etherfuse, PayPal

Gettinginstitutionsto say yes toon-chain finance.

I'm Tato Polanco, a B2B marketer with 8 years of experience selling high ticket deals to institutions and enterprises. I own the B2B narrative for RWA and fintech companies: the positioning, messaging and outbound systems that put the leadership team and sales in front of the right audiences.

Based in Spain · Remote or hybrid · Spanish and English

Book a call Let's connect on LinkedIn

Strategy into traction

01 / Proof

The work,
in numbers

Three companies selling products that take some explaining. Here's what changed.

320x platform assets

Etherfuse, Head of B2B Marketing

I proposed the pivot toward banks and repositioned Etherfuse from a retail product into an institutional RWA platform for banks, securities firms and onchain financial protocols. I built the sales narrative BD used in every conversation, the PhantomBuster outbound system for enterprise sales, and the leadership team's thought leadership. BBVA, Shinhan Securities, Falcon Finance and Orca came on board, and platform assets grew 320x.

500 to 8,100+

Reach, B2B and Developer Marketing Lead

I positioned Reach as an alternative to the development stack of companies building blockchain products, offering both the language and developers trained in it. The community grew to the third largest globally, and that became a B2B selling point.

$150 to $44 CPA

Xoom (PayPal)

I replaced geographic targeting with behavioral segments built on each market's concerns about sending money. Cost per acquisition dropped across 60+ countries in SEA, Africa, developed markets and LATAM. I also wrote a TV ad that won a Telly Award.

02 / Testimonials

What people
say

People I've worked with, in their own words.

Having Estuardo support Guava and work alongside us has been incredible. Estuardo has a rare ability to think through very different kinds of challenges, turn ideas into long-term plans, and then actually implement them well. He can zoom out and think strategically, but he is just as strong when it comes to execution. He is basically an all in one Swiss Army knife when it comes to marketing: strategy, planning, creative thinking, problem solving, and getting things across the finish line. We've really loved having Estuardo as part of the work Guava does.

Estefania O.

Founder, Guava Global

Tats is the person you want holding the pen when the stakes are real. He turned complex financial and blockchain products, tokenized sovereign bonds, developer tools, into content people actually read, and he did it with care: checking figures, flagging risk, and never publishing something he couldn't stand behind.

Beyond strategy he was also a reliable operator, including coordinating campaigns, marketing operations, and projects.

Any team would be lucky to have him. I'd work with Tats again without hesitation.

Brandon R.

VP of Growth, Etherfuse

My experience working with Tato is that he was incredibly smart, skilled, savvy, and straightforward, and added incredible value to the marketing reach of the podcast and also served to elevate the content of the podcast through his editorial feedback. He also offered valuable candid feedback, was reliable and energetic in his approach.

Tato has a lovely disposition that makes him well suited for team environments, and I found him to be a very effective communicator. His expertise in blockchain further distinguishes him from standard marketing candidates. I would not hesitate to work with Tato in the future if given the opportunity.

Sara C.

Co-Founder, The Keva Group

03 / Capabilities

What I bring
to your team

Four areas where I do my best work.

B2B Positioning and GTM

I position startups and blockchain companies for B2B and institutional buyers, with messaging and GTM plans that sales and leadership repeat without drifting.

BD Enablement and Outbound

High ticket B2B deals need a sales narrative and a steady pipeline. I build both, plus outbound systems with lead capture and automated outreach, so BD can focus on closing.

Executive Comms and Thought Leadership

I ghostwrite for leadership teams so they become credible voices with institutional and enterprise audiences, and I create content for tech and blockchain events. Compliant messaging included, a discipline I learned launching regulated products at Chubb.

B2B Demand Gen and AI Automation

Account based campaigns, Google Ads, SEO, AEO and automation with n8n and Claude agents, in English and Spanish, so your pipeline grows while your team spends less time on manual work.

04 / Let's talk

Selling to institutions and enterprises? Let's build the narrative that gets you in the room.

Pick a time for a 30 minute call online.

Prefer to write first? Send me an email or a message on LinkedIn.