Interview with Lidia Lüttin, CMO - Bynder

10 December 2015

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Interview with Lidia Lüttin, CMO - Bynder

Source: martechadvisor

1. Could you tell me a little about your background and how you came to be the CMO at Bynder?

I joined Bynder two years ago, when it was still a 5 person startup, as a Country Manager for the German market.

“As part of a young, innovative company I had the chance to try out all my ideas and was successful in increasing lead generation within a short amount of time and contributing to our fast growth.”

As we grew, and expanded into other markets, I became fully responsible for Global Marketing, a role I have been in for a year now.

2. What is the core marketing technology capability of Bynder that you bring to a marketer? Where does your product fit in vis a vis the customer life cycle?

Bynder is a branding automation solution that helps marketeers scale their brands globally and establish more effective control over the entire branding lifecycle - from creation and cultivation to consumption of content - and finally achieve end-to-end brand consistency throughout all marketing channels. In this way, marketeers are able to deliver a consistent and relevant brand experience throughout all stages of the customer lifecycle.

3. From a technology perspective, what are some of the biggest challenges that your marketing team faces today?

Our biggest challenge is connecting data streams between marketing and sales. Qualitative information acquired from sales, through customer interaction, does not feed back to marketing via technology. If we could gather this data (e.g. pain points, lead quality) and efficiently automate it we’d be able to map out a much more comprehensive portrait of our buyer persona throughout each stage of the buying process. This in turn would allow us to align sales and marketing better, and adjust the marketing strategy to help us produce better campaigns and marketing material.

4. How do you think Branding Automation can help marketers? What are the major issues Branding Automation can address?

“Branding automation empowers marketers by automating and simplifying all the processes related to the creation, cultivation, and consumption of digital media.”

It’s a tool that allows you to control the entire branding lifecycle and achieve end-to-end brand consistency throughout all marketing channels. Marketers can therefore increase operational efficiency and focus on growing brand value sustainably. Some of the major issues branding automation solutions can help with are: inconsistent branding, expensive brand costs and long time to market. Global branding makes it difficult to enforce brand consistency across all channels. As a result, brand materials are often created without appropriating branding and style guidelines. Replacing off-brand marketing materials can be costly and not to mention time-consuming.

5. Are there any new features or upcoming upgrades that you're excited about and would like to give us a sneak peek into?

We have two cool new features lined up to be released in Q4: The Bynder Content Hub is a complete new module to our Brand Portal Suite which we have developed based on customer feedback. It is basically the go-to location for copywriters when it comes to editorial content creation. Smart integrations with creative project management, social publishing and smart analytics allow marketers to produce highly relevant, brand-approved content at a reduced time to market. Another feature I am really excited about is Bynder Insights, which allows marketeers to measure the entire content lifecycle and understand their marketing from concept to creation to cultivation and finally consumption. Thanks to integrated analytics, you can see which content works best, who created the best content and how long it took to create. With key insights, you can optimize your content marketing resources and efficiency, and prove your marketing ROI.

6. What is your take on the massive explosion of MarTech cos across so many categories? Do you see competition, opportunities to partner and/or integrate?

“We’re quite unique in the market with our solution for branding automation. While other vendors with similar functionalities focus on the management and distribution of content, we take a more holistic approach and help marketeers optimize the whole content lifecycle.”

Cloud-based applications like Bynder need to be smartly integrated into your existing IT-infrastructure to take full advantage of functionality, speed and cost savings. That’s why we take integration very serious and Bynder easily connects with any type of current or future system setup. We have existing integrations with Salesforce, Marketo, Wordpress, Google, Aqcuia and many more.

7. How do you weigh in on the whole ‘buying into vs building a marketing cloud’ choices that marketers have to face today?

We try to combine the best of both worlds, being a true saas product (with all the out-of-the-box goodness and ROI), whilst offering complete customisation and integration without branching out of the code. Our portals look & feel completely bespoke and are fully integrated.

8. Could you share for our readers, an infographic or description depicting your marketing stack? (various marketing software products or platforms your team uses or subscribes to)

Hubspot, Salesforce, Crazyegg, Moz, all Google tools, Cision, GoToWebinar, Optimizely, Gainsight

Marketing tools

9. Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day.

Lidia phone