Paul Campillo, Typeform
SaaS Branding Lessons from Typeform's First Marketing Hire
Paul Campillo is the director of brand and communications at Typeform, a SaaS platform that lets you create interactive forms, surveys, quizzes, and more. Paul was a social worker helping youth involved in the juvenile justice system and helping adults coming out of prison to find jobs. One day, the CEO of the nonprofit where Paul worked told him about some software called Typeform and asked if he could look into it. Paul went to the Typeform website and thought the product looked pretty cool. He came across a job application form that was created in Typeform. Filling out the form seemed like a good way to play around with the product, so he answered the questions and submitted the form. About a week later, he got an email from the head of HR at Typeform asking him if he could chat with their CEO about his job application. And eventually, he became Typeform's first marketing hire. In this interview, we talk about his journey from joining a startup in its early stages and seeing it grow into an eight-figure SaaS company with over 300 employees and $52 million in funding. Paul explains that whether you realize it or not, your startup is building a brand. And we dig into what exactly that means beyond how many people think of branding. We explore the importance of building a product people love, how to build deeper connections with customers, and Paul shares a painful example of what happened at Typeform when they didn't pay enough attention to customers. We cover the fundamentals of storytelling, why it's so powerful, and how you can start using it to communicate with your customers in a more engaging way. And Paul shares a simple but powerful 5-part copywriting framework that you can use to market and sell your product.
