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AMAs

As Bynder’s Chief Marketing Officer I made it my mission to make marketers' work matter through innovative, cutting-edge and easy-to-use marketing technology. Starting off as the 4th person hired at Bynder, I helped to grow and lead the marketing team to 22 people. While I know about lead generation, SaaS and how to use data to drive marketing ROI, I am also a fan of the infinite learning curve, therefore it is important to me to surround myself with creative, innovative and inspiring people. My love for software technology, extensive knowledge of cloud computing and data-driven marketing has been instrumental in fuelling Bynder's technology stack. As a modern marketer, I am continuously challenged with keeping up with the ever-changing, pulsating industry of marketing technology. Accordingly, I selected and implemented various technological components to create Bynder's optimal marketing machine. 

Currently my team and I are launching our new free product Bynder Orbit. Bynder Orbit makes it quick and easy to manage creative files, saving marketers and other business users significant time in uploading, sharing and collaborating on files. Did I mention it was free? 

You can follow me on Twitter: @LidiaLuettin.

I will be live on Aug 22 starting at 930 AM PT for one and a half hours during which I will answer as many questions as possible.

  • SE

    Sean Ellis

    3 months ago #

    Hi Lidia, thanks for doing this AMA with us. I'm curious about the decision to still have a waiting list for Bynder if you have a marketing team of 22 people. A team of that size suggests that the product already works well and you've figured out how to scale sales and marketing efforts. Is the waiting list something that you believe generates more interest than a simple trial signup form? If so, have you been able to test that?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Sean & and everybody!
      Really excited to be here, so many questions :)!!! Here we go:

      Sean - that's a really good question. I agree that having a waiting list campaign for an existing product wouldn’t make a lot of sense :). However, we just launched a brand new free tool for creative file management, called “Bynder Orbit” (https://www.bynder.com/free).

      So why are we doing a pre-sign up campaign? We want to use the time before public launch most efficiently and test our messaging, ads, landing page and onboarding flow the best possible way for the official release, where we have to hit big targets. In addition, it’s also a great way to already spread the word for Bynder Orbit, instead of sitting around and waiting until the product is 100% ready to be released. Also, we’re inviting batches of people into the tool gradually. We’re gaining valuable feedback and are able to make improvements happen before launch.

      8 Share
  • PV

    Philippe Vdhd

    3 months ago #

    Hey Lidia,

    Good to see you're doing an AMA on GH.

    A few questions:

    - What have been the most successful lead generation tactics/campaigns for Bynder: a) When growing from 150K to 2M in revenue and b) growing beyond 2M? (especially interested in the earlier stages)
    - What's your method/process for (over)delivering on the necessary amount of leads to support Bynder's growth?
    - What's the biggest lead generation mistake you've made?
    - Do you have uncommon/unpopular/surprising advice for marketers out there that are responsible for lead gen?

    Looking forward to your response!

    Philippe

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Philippe,

      Good question! I joined Bynder when it was still a very early start-up, so I can definitely tell :)

      First thing I worked on as a marketer when I joined Bynder 4 years ago, was an essential piece of content for lead gen. It is a mid/end funnel white paper which has proven to be a very valuable resource for our target group. It allowed us to grow leads from three a week to ten a day in no time. Still our DAM comparison guide is the best piece of content in terms of lead to opportunity conversion rate. If you’re interested, check it out: https://info.bynder.com/vendor-comparison-guide. Also, we started advertising this “neutral” content on Adwords instead of just our trial and could very low CPL, because it was completely different to what our competitors advertised.

      Other tactics included traditional link building on all kinds of sites, also ones that had no-follow tags. Still today we receive a lot of good leads from forums I placed a link 4 years ago.

      7 Share
    • LL

      Lidia Lüttin

      3 months ago #

      Q2: Always underpromise and over deliver ;)! I think both isn’t good. If you over-deliver on leads your sales teams won’t follow up properly and you might lose a lot of opportunities, so make sure you have powerful nurture flows set up. At Bynder we work with pipeline targets and we’re intending to hit them. Basically take sales targets, win rates, and lead-opp conversion rates and calculate backwards how many leads we need each quarter to make it happen. Another easier way to calculate would be to look at growth of sales target. For example, if your sales have to grow by 8% month over month, then your MQL have to grow by 8% too.

      Q3: Run a top funnel campaign and not have a nurture flow in place. Waste of money…

      Q4: Cold mailing works...

      • AA

        Anuj Adhiya

        3 months ago #

        Can you share some things about your cold mailing formula that work more often than others? :)

  • AA

    Anuj Adhiya

    3 months ago #

    HI Lidia - very cool to have you on!

    With respect to Bynder Orbit, on the face of it, it comes across as sort of a Dropbox alternative to me - is that understanding correct?
    If yes, how are you making the case that marketers should choose this over the existing solution(s)?
    If not, can you help me understand the key differences?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Anuj,

      Great you’re asking! If you’d want to directly compare Bynder Orbit and Dropbox you’d easily find a lot of differences. If you’re just looking for pure file storage, your tool is Dropbox. But what’s the value of content buried in a graveyard of folders? If you want your content to be found and used, then you’d go for Bynder Orbit. Other things you won’t find in Dropbox, Box or Google Drive is a visual representation of your creative files (online previews of Sketch, Adobe, video & mage files), smart version control, collaboration and annotation on creative files, AI powered categorizing and so much more. Have I mentioned it’s free :)

      • AA

        Anuj Adhiya

        3 months ago #

        Nice! And clearly there must be a strategy to get people to move from Orbit (or integrate it) with the main paid product. Anything you can share about how that flow might work?

  • EF

    Edward Ford

    3 months ago #

    Hi Lidia, I'm really excited for this AMA, thanks for taking the time! I have a couple of questions:

    i) How were you able to scale up your growth so quickly considering you're targeting larger mid-market/enterprise companies with custom pricing and much longer sales cycles compared to say a self-service freemium model? (which is where you often see the rapid growth in SaaS)
    ii) What were some of your biggest challenges in marketing when growing Bynder and how did you solve them?

    Many thanks!
    - Edward

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Edward,

      Great question. In order to grow so quickly, we had to scale up our marketing team really quickly too. This allowed us to be present and grow in many markets all over the world at the same time. Indeed we have pretty long sales cycles, so it takes some time to evaluate the success of campaigns and weigh them against each other. Big part of our success was (and still is) that we always from the very beginning focussed on UX of our flagship product Bynder. So we win the competition by offering the best tool with enterprise-level functionality, and consumer-grade usability.

      Q2: Biggest challenge is always increase the lead volume while ensuring the quality, so improving lead - opportunity conversion rate. Double the money doesn’t mean double the output. Still working on this one ;) but nurturing and improving sales alignment will help.

      5 Share
      • AL

        Arsene Lavaux

        3 months ago #

        This is a keeper "offering the best tool with enterprise-level functionality, and consumer-grade usability." Woot!

  • AL

    Arsene Lavaux

    3 months ago #

    Bonjour Lidia,

    Thank you for doing this AMA.

    Here are a few questions for you:

    1) Do you believe B2B growth marketing can draw inspiration from B2C somehow? If so, how?
    2) Do you believe there is future potential in accelerating B2B lead generation pipelines via new forms of AI bots? If so, would you have tangible examples?
    3) Looking into your cross-platform acquisition funnel for Bynder, it looks like you made the deliberate choice to not optimize it for mobile (I don't see any ASO and you must have a portal domain to be able to start the mobile onboarding process). What are the drivers behind this growth strategy?

    Merci beaucoup, Lidia!

    • LL

      Lidia Lüttin

      3 months ago #

      1) Yes definitely! Today the user is the buyer. So you should target those. We call this people to people marketing, in our case that marketer-to-marketer. For example check out our thank you pages, we’ve included a video message of our CEO.

      Another example is dynamic retargeting: We all know those banners with the handbags for 400EUR that follows you around, after you checked it out once Amazon.com. Why not do this for B2B marketing too?

      There are a lot of ideas that come to mind, think I’ll write a blog post about that ;)

      2) Definitely. Think of website chats. Whenever you come back to a website it can suggest new content, based on the way you’ve engaged with the website, the forms you filled in, or your behavior in the tool. In this case an AI chat bot could take over the role of a sales person completely.

      3) Did you check out our mobile app: https://itunes.apple.com/us/app/bynder/id1181029258?mt=8 ?

      6 Share
      • AL

        Arsene Lavaux

        3 months ago #

        1) Looking forward to your post. Started to lay out some thoughts on that for having worked on both B2B and B2C. Great!
        2) Anything beyond chat?
        3) I did download it. That's why I asked.

  • DC

    Diego Cordovez

    3 months ago #

    Hi Lidia, thanks for sharing with us!

    One thing that's been on my mind these months:

    - I have (almost) everything figured out for the next 6 months (where to boost investments and where to shut off). But I can't tell how my team will look like in the next 12 months or, for instance, my 2 next hires. How do you balance finding the right traction engine and hiring / growing your team? Or, in other words, how do you find your next move and plan your team for that?

    Best!

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Diego, good question. It's great, that you already have figured your next 6 months. That's a great achievement for a start-up. I wish I would have been able to do that back in the days :). When it comes to hiring, look at your goals and think about potential risks of not achieving them. That's where you might need to hire workforce, or skills/seniority. If you don't have any challenge achieving your goals, they are not set ambitious enough. I hope that helps :)

      then think about where you and your current team might have problems achieving the goals

      2 Share
  • JP

    John Phamvan

    3 months ago #

    Hi Lidia
    What tools are you using at Bynder for experimentation & analytics right now? Where does your data live?
    Also, has/have been the most recent one(s) you'll have added to your arsenal - and why?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi John, thanks for the question. We are using Optimizely & Hubspot for A/B testing on our the website. For analytics we're using tools like GA, Hotjar, Amplitude (for our new freemium product Bynder Orbit). Lead gen data mostly lives in Salesforce.

      The most recent tool added was Amplitude, to get insights into behavior and use it to improve our product.

      2 Share
  • GH

    Glen Harper

    3 months ago #

    Thank you for joining us today, Lidia.
    Can you talk about what you've learned about growing a marketing team to the size it is now?
    What were the first roles you filled? What came next and what's the role of the most recent hire?
    I'd love to hear about the reasoning behind the timing of the hires and how the roles are split?

  • TN

    Tri Nguyen

    3 months ago #

    Hi Lidia
    I'm interested in any tests you'll might've done around pricing.
    I noticed that you'll don't show pricing info on your site and instead ask users to request a quote based on certain estimated usage criteria vs just showing tiered plans.
    Pls elaborate as much as you can on what pricing used to be like and how you'll arrived at this approach.
    Also, what kinds of businesses do you think benefit most from this sort of a "request pricing quote" approach?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Tri,
      Testing pricing is a very tricky thing. It's for sure different for every product. For us - not showing pricing resulted in a much higher visit to conversion rate.

  • MD

    Mark Anthony de Jesus

    3 months ago #

    Hey Lidia
    What is Bynder's North Star Metric?
    How have you been able to rally your entire organization behind this key metric?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Mark,
      I was tempted to say MRR, but actually it's Net Retention. MRR is only the consequence of multiple inputs. What is the point in being really at adding new customers, but not being able to deliver up to their expectations..,

  • JD

    James Dunn

    3 months ago #

    In your bio you mentioned that it was your "mission to make marketers' work matter".
    How do marketers know when they are achieving this goal directly as a result of using Bynder?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi James - think back to when you decided you wanted to be a marketer? Did you ever think you’d be brainstorming brilliant campaigns all of the time? That your ideas would constantly be making a great impact on the company you’re working for? Did you ever have the feeling that what you’re doing right now in your jobs is not what you signed up for?

      I did. As for me I became marketer because I wanted to create something and do something I could be proud of, something with meaning, something with an impact.

      Now, ask yourself this:

      How many hours have you or your team wasted searching for a specific file?
      How frequently does your sales team hound you asking for what content you have for X purpose, or where they can find presentation templates; up-to-date logos and the most recent brand amplifiers?
      How much time a day do you spend on reviewing and approving and correcting versions?

      The modern marketer role has become somewhat robotic, in the sense that we have become so busy with the admin tasks around our core responsibilities, that we don’t have time for our responsibilities anymore.

      Sadly, but true… although we spend so much time each and every day on making files available to others, instead of focussing on what it was why we became a marketer, our sales teams are only using 22% of the content we produce… Because they can’t find it...

      When I joined Bynder as employee number 4,
      which was back in the days still a Dutch tech start up, I was fascinated by their mission to help make marketers work matter more. Some years later, the mission is still the same today, but the how is much clearer.

      Today, Bynder is a marketing technology company that wants to help people like you by giving them back the time they need to focus on what’s valuable to them and their companies.

      From our first client to the 150,000 global marketers who use our solution today, I’m happy to be a part of something that makes your everyday that little better.

      3 Share
  • AA

    Anuj Adhiya

    3 months ago #

    OK this is so cool and a first: @lidialuettin just did an AMA intro on Twitter!
    https://twitter.com/bynder/status/900032830226485253 - woot!

  • LL

    Lidia Lüttin

    3 months ago #

    Thanks everyone! Thanks so much for all these interesting questions. I will take more time tomorrow to make sure everybody is getting a more detailed and insightful answer (it's already 8pm here in Amsterdam ;))

  • VV

    Vishnu Vankayala

    3 months ago #

    Hi Lidia,

    How do you think marketers productivity can be improved? Right now, for most of the tasks they are running around various departments. What are your thoughts on productivity tools for marketers?

    • LL

      Lidia Lüttin

      3 months ago #

      Hi Vishnu,
      In general, one way to improve efficiency if you’re scaling very quickly is to slow down hiring for a quarter or more. It will force your team to be innovative on managing the ever growing workload, and think out of the box with new process and new ways of doing things.

      When it comes to tooling, we’re using Asana for simple task management, Slack for internal communications (e.g. we’ve just set up a sales-enablement channel in our Slack to update our sales team the newest content).

      I’ve seen that often the marketing department itself runs already pretty efficient, however the way they collaborate with the rest of the organization is not. So marketers put in a lot of work into all the content we’re producing, but it ends up in some folder and is not being used by sales. Of course we’re using our own tool to make sure that everybody in the company is finding and using the content we produce. It also helps us to create creative within seconds based on templates and manage creative our workflows.

      3 Share
  • JF

    Javier Feldman

    3 months ago #

    What is Bynder's "aha moment"?
    Can you tell us about how you've optimized for users getting to this moment faster?
    Any lessons around onboarding/activation you've learned here that you can share?

  • DO

    Danielle Olivas

    3 months ago #

    Thanks for your time Lidia.

    What marketing technology are you most excited to experiment with and why?

    • LL

      Lidia Lüttin

      3 months ago #

      Multi-touch attribution - because it's giving us the chance to gain insights into the performance of all our marketing activities across the whole sales cycle and allows us to prove ROI within the organization.

      • DO

        Danielle Olivas

        3 months ago #

        And is Amplitude the tool that you're (thinking of) using for this or something else?

      • LL

        Lidia Lüttin

        3 months ago #

        Hi, no we don't have any tool yet but currently comparing. Does anyone know a good one? Recommendations are welcome!

  • SK

    S Kodial

    3 months ago #

    What is your biggest growth challenge currently? How are you tackling this?

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