Episode Summary
During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with James Winter, VP of Marketing at Brandfolder. The interview focuses on James’ past experiences and current role working in the B2B software as a service (SaaS) industry. Brandfolder is a company that helps marketers and creatives track, manage and protect their brand elements across all platforms.
Episode Highlights
- James talks about his past working experience and the different industries he has worked with, including roles in telecom and other software firms.
- James talks about the paradigm shift within brands functioning and how they have been inundated with the explosion of content, whether it’s video or photos or 3d files, or 360-degree viewer images.
- James discusses the different challenges faced by brands managing various digital assets.
- James mentions that he strives to get inside the customer’s head and that’s what interests him the most about marketing.
- Brandfolder is working on inbound marketing and G2 for reviews as it tends to influence their deals.
- James discusses the typical customer’s journey which ultimately leads to a traditional SaaS opportunity stage model, ultimately leading to a purchase of a subscription or even a multi-year deal.
- James explains the challenges within a customer’s journey and making them understand the difference between DAM and Cloud storage – as technology can easily solve their problems.
- James explains some of the aspects of Brandfolder’s content strategies and covers a focus on generating content through videos and advertising on social media platforms.
- Brandfolder is more inclined to focus on the demand-side and works on how to illustrate the brand value with the ads on paid social media platforms.
- Brandfolder’s main goal is tied around a qualified pipeline and this is determined based upon the deal value after a qualification call occurs with a sales representative.
- James mentions how there is reporting around leads and other marketing metrics, but the big focus on what marketing is accountable for is tied to a qualified lead pipeline.
Key Points
- James Winter said “And you know, if you’re selling one or two products, it can be relatively easy to distribute that asset or, organize it in the sort of typical folder base structure. But, when you’re talking about these lengthy supply chains and the stakeholders at a lot of different touchpoints, it gets a little bit more tricky.”
- While discussing challenges, James said that Digital Asset Management is in a weird category where it’s simultaneously really new and really old – depending on the type of prospect and their familiarity with the technology.
Resources
- James Winter: LinkedIn
- Brandfolder: Website
- Motion: Ultimate Thought Leadership Course for B2B Tech Companies
