Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades.

He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent’s unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement.

In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:

• How Vincent transitioned from branding bars and food trucks to tech startups
• The challenges of establishing a brand when a company has found product-market fit and is scaling rapidly
• Key first steps to take when you need to build a brand fast
• How to get buy-in across the company and turn everyone into "brand cheerleaders"
• Partnering with product marketing to align brand and product
• Engaging engineers and developers who are typically harder to reach with brand
• Collaborating cross-functionally and getting the C-suite aligned with the brand vision
• Adapting the Fivetran brand for the enterprise market while retaining its distinctiveness
• The importance of brand flexibility and rolling with unexpected sources of brand affinity
• What's next for the Fivetran brand as the company continues its rapid ascent

Timestamps:

00:00 - Introduction and Vincent's background

03:51 - Joining Blend and Fivetran amidst hyper-growth
06:12 - First steps to building the brand foundation

09:22 - Getting company-wide brand buy-in

14:18 - Aligning brand with product marketing

17:34 - Engaging technical audiences with brand

21:35 - Cross-functional collaboration on brand

25:28 - Tailoring brand for enterprise without losing soul

30:44 - Leveraging organic sources of brand affinity

33:49 - The future of the Fivetran brand

35:36 - Conclusion

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If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

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Here's the second of our new Byte-Size episodes! These are little natters between our team at Shaped By, on...well, anything really. Mostly related to creativity in B2B, But maybe the odd one about cake or something.

In this one, hosts Nick Farrar, Founder and CEO, and Alex Waite, Marketing Director at Shaped By, dissect key insights from the Bring Your Own Bold (BYOB) Virtual Summit. Themes include the importance of authentic and bold branding in the B2B sector, strategies to stand out in competitive markets, and the resurgence of brand investment. They also discuss the pivotal role of AI in business, touching on both the opportunities and challenges it presents.

00:00 Introduction to the podcast
00:14 Reflecting on the BYOB Virtual Summit
01:37 Defining and Embracing Boldness
03:13 The Importance of Authenticity and Differentiation
07:18 Key Themes from the Summit
09:22 The Renaissance of Brand Focus
13:43 Aligning Brand with Audience Values
15:13 Unexpected Insights from CMOs and CFOs
16:46 Bridging the Gap: Marketing and Finance Collaboration
19:57 AI in Business: Opportunities and Challenges
22:27 The Future of AI: Navigating Rapid Changes
24:41 The Strategic Importance of Brand
26:35 Female Leadership in a Male-Dominated World
28:32 Conclusion and Where to Watch More

Check out all the sessions from Bring Your Own Bold here: https://shaped-by.com/byob-event/

Send us a message if you enjoyed this episode

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration

And finally please rate our podcast on Apple if you enjoyed it!

✌️

Li-Anne Dias is a design leader who has shaped world-class brands and led high-impact design teams.

Currently she leads brand and enterprise growth design at Handshake, a software firm that enables schools, companies, and students come together to help students and recent grads make career moves. Her previous achievements include building Reddit’s first brand identity and design systems as the company’s first brand designer, and scaling Grammarly’s brand design team as the company grew revenue growth from $43M to over $250M.

In episode 46 of The Changemakers, Li-Anne sits down with Dave to share her thoughts on what goes into making great creative work.

They discuss her journey in brand design, insights on balancing creativity with strategy, and the significance of iterative processes and embracing failure. They also delve into the role of creative leaders in maintaining hands-on involvement and evolving a brand. They chat about how Leanne's experience at Handshake, including their successful rebrand, highlights the importance of perseverance and collaboration in achieving great creative outcomes.

00:00 Introduction to the Podcast and Guest
00:59 Defining Great Work
01:37 The Role of Creative Leaders
02:46 Conversation with Leanne Diaz Begins
03:20 Leanne's Journey and Experience
07:57 Making Great Work Happen
17:58 The Importance of Strategy in Creative Work
24:02 Leveraging Past Insights for New Projects
26:08 The Creative Director's Journey
27:33 Balancing Leadership and Hands-On Work
35:48 The Importance of Brand Voice
42:42 Achieving Great Work Through Team Effort
47:07 Concluding Thoughts on Great Work

Send us a message if you enjoyed this episode

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration

And finally please rate our podcast on Apple if you enjoyed it!

✌️