Building a B2B Brand in the Software Space

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This chapter explores the strategic elements of branding for B2B enterprise software, emphasizing high-quality design and user engagement. The speakers reflect on their brand launch experience with Frame.io, highlighting the impact of grassroots marketing and personalized follow-ups on user acquisition. Additionally, the discussion includes valuable insights on effective pitching, networking, and the importance of storytelling in fundraising and acquisition negotiations.

Emery Wells is the co-founder and CEO of Frame.io, which he sold to Adobe in 2021 for nearly $1.3 billion. In our conversation, Emery shares his journey from NYC bartender to startup founder, including his agency work with Saturday Night Live that highlighted the pain points that led to Frame.io. We dive deep into his rejection of the lean startup concept, how he gets his team to obsess over design details, and the cultural reset at Frame.io that set the stage for its success.

(00:00) Intro

(01:34) Emery's Journey to Founding Frame.io

(03:23) SNL Digital Shorts and Post-Production Insights

(08:30) From Bartender to Entrepreneur

(11:45) Building Frame.io: Challenges and Philosophy

(23:14) Leadership and Decision-Making in Startups

(28:40) Cultural Crisis and Turning Points

(30:10) Understanding Company Culture

(32:57) The Big Reset: Leadership Changes

(34:16) Defining and Implementing Values

(38:09) Hiring for Cultural Fit

(39:18) The Importance of Design

(46:06) Framework for Quality Execution

(54:23) Building a B2B Brand

(58:17) Effective Launch Strategies

(01:05:36) Fundraising Lessons

(01:08:30) The Art of Storytelling in Presentations

(01:09:19) Meeting Key Industry Figures

(01:10:06) The Acquisition Dance with Aaron Levy

(01:16:04) Adobe's Acquisition Interest

(01:18:12) Navigating the Acquisition Process

(01:27:04) Lessons from Adobe's Culture

(01:29:59) The Impact of AI on Creativity

(01:34:16) Advice on Board Selection and Dynamics

(01:41:40) Final Thoughts and Reflections

Executive Producer: Rashad Assir

Producer: Leah Clapper

Mixing and editing: Justin Hrabovsky

Check out Unsupervised Learning, Redpoint's AI Podcast: https://www.youtube.com/@UCUl-s_Vp-Kkk_XVyDylNwLA

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About the Show

Logan Bartlett is a Software Investor at Redpoint Ventures - a Silicon Valley-based VC with $6B AUM and investments in Snowflake, DraftKings, Twilio, and Netflix. In each episode, Logan goes behind the scenes with world-class entrepreneurs and investors. If you're interested in the real inside baseball of tech, entrepreneurship, and start-up investing, tune in every Friday for new episodes.