223: Brand in B2B SaaS - The Original Revenue Driver

Shownotes

In this episode of the ARRtist on AIR Podcast, Angeey Mullins, former Chief Commercial Officer at Resourceify and branding expert, joins us to share her journey and expertise in shaping impactful brands in the SaaS industry. Drawing from over 20 years of experience with companies like Amazon, Intuit, and GoDaddy, Angeley explains why early-stage branding is a cornerstone of long-term success and how founders can create authentic, memorable B2B SaaS brands that resonate with their ICPs. Tune in and learn more about:

Introduction to Angeley Mullins and SaaS Branding (00:00)

• Angeley's career journey: From Amazon to SaaS scale-ups
• Her passion for branding and its transformative power in the SaaS ecosystem

The Importance of Early Branding (01:33)

• Why starting branding efforts early is critical, even in the experimental phase
• Common pitfalls founders face by delaying branding efforts

Building a Belief-Driven Brand (03:27)

• Crafting a "What You Believe" statement to anchor your brand identity
• Examples of belief-driven marketing from iconic brands like Nike and Apple

SaaS-Specific Branding Challenges (06:24)

• The trap of product-focused marketing and why it's a race to the bottom
• Leveraging brand to stand out in competitive markets

From Usability to Emotional Connection (18:30)

• Using usability studies and customer feedback to refine messaging and visuals
• The science of branding: Colors, typography, and their psychological impact

The Future of SaaS Branding (33:21)

• Why storytelling is the key to standing out in 2025 and beyond
• Practical strategies for embedding storytelling into your brand and campaigns

Empowering Female Leaders in SaaS (41:09)

• Strategies to increase representation and mentorship opportunities for women in SaaS
• Insights into building a more inclusive and balanced workplace culture

Key Takeaways:

• Start your branding early—your brand is your long-term growth engine
• A strong brand is belief-driven and resonates emotionally with your ICP
• Storytelling, not just content, is the future of SaaS marketing
• Diverse leadership and inclusive cultures foster innovation and resilience

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Our Guest: Angeley Mullins https://www.linkedin.com/in/angeleymullins/

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Our Host: Julius Göllner https://www.linkedin.com/in/julius-goellner/

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Restaurant Tipp: GRACE BERLIN https://www.grace-berlin.com

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Resources:

1. Linkedin B2B Marketing Study 2023- Brand Building =#2 Priority with Budgets: https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-state-of-b2b-marketing/pdf/the-b2b-benchmark-report-2023-final.pdf

2. Linkedin B2B Marketing Study 2024: https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-state-of-b2b-marketing/insights/2024/pdfs/LinkedIn-B2B-Benchmark-2024-Report.pdf

3. Jaguar Rebrand: https://www.forbes.com/sites/jamesmorris/2024/12/02/has-contentious-jaguar-rebrand-worked-concept-car-image-leaks-say-yes/