#MarketerLeads Talk with Paul Campillo, Director of Brand & Comms, at Typeform

In this episode of #Marketerleads Talk, We have Paul Campillo, Director – Brand & Comms at Typeform who has an interesting career start as a social worker and then shifted to marketing. With such an inspirational journey and down to earth person, Paul Campillo took out time for us to share his wisdom of knowledge. Let’s hear from him more.

  • Paul, You have an interesting career journey, Share some initial days memories how you started?

Paul Campillo: I spent over a decade working as a counselor and social worker, helping people return to society from prisons or jail so they can get their lives back on track. Our CEO at the time suggested we use Typeform for workshop surveys, and I went to the site to learn about it. I saw an animated GIF inviting me to join them in the sun, so I thought, “Why not?” and followed that rabbit hole and applied for a position at Typeform (the job application was a Typeform). I didn’t expect anything from it, especially since I had no marketing or real business writing experience. I got an email, about a week later, from the head of HR, and said the CEO wanted to talk. The rest is history. I was hired as Typeform’s first marketer, around number 28 in the company, and I’m still here, 5 years later (over 300 people in the company now). I’ve done everything from copywriting, storytelling, customer research, category design, to help the company develop a strong brand (always a work in progress). I believe that people come before profit, and if you put people first, the profits will take care of itself.

  • Brand is a conviction of a customer, What is your thoughts about it

Paul Campillo: Absolutely. There are two worlds: the internal world, and the external world. We share the external world, but there are billions of internal worlds occupying the planet, with unique perspectives, backgrounds, values, beliefs, and stories. The brand exists in the internal world of the customer. It’s the story that sticks about the difference you make (positive or negative). The goal is to align your brand story with theirs. Your job is to align that story with as many employees and customers as humanly possible.

Stay close to customers. Stay close to employees (especially as you scale). Stay close to people – Paul Campillo

  • COVID 19 has brought everything online, what are your thoughts on creating an online image for brands.

Paul Campillo: This goes back to the first question. To create a strong online image, you have to first understand WHY you’re solving the problem for the people you’re serving. Everything starts with purpose. If it’s strong, then you should communicate that as often as possible.

Next, make sure you’re really solving their problem in a unique way. What are you doing that’s different from everyone else? As Michael Porter says, you should not try to be better than your competition, but different from them. How are you different? Once that’s clear, then your positioning in the market becomes clearer. At Typeform, we brought something different to the market: conversational forms and surveys. People love how it makes them look, and they love how they get to create a fun experience for their customers (Nobody thought filling out forms or surveys could be fun before).

Finally, build a product (or service) that people LOVE. Not like, but LOVE (this should probably be step one). A 100 people that LOVE your product is much more powerful than 1000 people who just like it.

  • Brand engagement has become must. How Typeform engages its customers to ensure the brand message is delivered.

Paul Campillo: Brand engagement begins with the product. Make sure people are making progress in solving their problems. But think of ways you can deliver an even better experience or express your personality. One of the ways we do that in the product is with microcopy, you know, the little messages that people get when they successfully complete an action. There’s a lot you can do with a copy to show who you are, without it getting in the way of someone’s progress.

Next comes content. What messages matter to your customer? Well, your content has to educate, and make sure people know how to use your product best. If you’re not getting people from total newb to badass with your product, then they can’t become superusers. You always want to teach people to get the most value from what you sell, and be more awesome while doing it.

Next, inspire people. What can they do with the product? What are others doing? What problems are they solving? Make sure you tell those stories, either in the form of short form articles, documentary video (something we’re going to explore soon), or case studies.

Finally, what do you stand for as a company? What category are you in and why should people listen to you? This is normally called thought-leadership, but the point is, have an opinion. Share your point of view. Talk about where you see the industry or market going and how your building your company accordingly. People are unsure and maybe even insecure about the future, so it’s nice to see how others are responding to what’s happening, and what could happen.

  • A long tenure at Typeform, What’s is your top most learning if you can share for our readers.

Paul Campillo: Stay close to customers. Stay close to employees (especially as you scale). Stay close to people. As a leader, you should talk to customers or employees as much as possible. Relationships will always matter and drive the business forward. Your greatest innovations could come from anywhere within the company, but it’s hard to innovate if you have no contact with customers or users. And when I say “talk”, I really mean ask questions, then shut up and listen. Building a great product and great marketing comes from listening closely to people. It doesn’t mean you have to do what they tell you to do, but you have to understand what they’re trying to do overall, then figure out the best way to help them get there.

  • Creating a campaign is easier said than done. Emotional Connect has become a favorite of brands to push the audience. What is your take on it and How one should prepare an effective brand campaigns

Paul Campillo: How well do you know your market? What they listen to? What did they read? What do they want in their lives? Every great campaign begins there. At Typeform, we can get very creative when it comes to campaigns, and we have, but that doesn’t mean it resonated with our audience. So it’s important that people get out of being creative for the sake of being creative, but to think about a message or story that best resonates with a potential or current customer.

That said, you want to ramp up the emotion somewhere. Great storytelling over the years involves the same elements: Character, character flaw, conflict, struggle, and goal or C3SG.

For example. Our characters are a French couple, in their 60s, who run a traditional business. The husband refuses to get an iPhone, the wife doesn’t have a Facebook. They’re not tech-savvy at all. Then the pandemic hits, and the government shuts down the farmer’s market, in which they’ve operated their business for over 35 years. What do they do? They have a call with their son, who lives in Canada, and is a growth marketer, and he says they can start moving their more traditional business to a digital business. They don’t know what else to do, so they say, “Ok.”


After setting up a no-code stack for them: Typeform to bring in orders, Stripe to handle the payments, Google Sheets to track all the customer data, Send In Blue to send customer comms and SMS notifications, and Circuit to figure out the most efficient routes to get to customers. Once set-up, they notified their customers through a new Facebook page. Then the orders started pouring in, over and over again. The result? 23,000 euros their first month implementing the new system, their most ever being in business for over 35 years.

This is a true story. Now if you go back, you’ll see all the elements of my story framework in there. Of course, I could’ve emphasized the conflict and struggle part of the story, which would make it more interesting. To make it more compelling, re-emphasize the character flaw, in this case, their technophobia.

  • Idea is one thing and creative to showcase is another thing, What are your secrets of giving so powerful visual and appealing content that floored us every time?

Paul Campillo: We start with plenty of ideas, but only pick a few to explore. Just like with any creative process, there’s a lot of junk before you get to the gold. Sometimes we go through this process individually, or in a small team, but whatever happens, every idea is shared in a forum where people can give feedback to help improve concepts, and even offer new routes to explore. Don’t be afraid to take chances, but most of all, be sure about who you are and express your uniqueness whenever possible, and the best ideas will rise to the top. And if you make mistakes, own them, use them as learnings to make the next experience even better.

  • Communication has many forms. Which is your favorite?

Paul Campillo: I really enjoy writing, but lately, I’ve been exploring video, as you can see from our Meaningful series. We plan to do more, but I’m more comfortable with the written word. I’ll also explore podcasting, and let’s see if I find a happy medium there.

  • Can you share 1 interesting case study of power communication impact on a brand campaign?

Paul Campillo: We have a simple product campaign out now. It tells a story using a Typeform response. Sure it showcases the product, but it’s really about how two people communicate, even through a digital interface. We’ve used the phrase, What you ask matters, how you ask is everything. But in this video, you could say, how you respond is everything, too. One of our core values at Typeform is to Start from empathy. It’s on display here, and a message we want to continue to promote as we move forward.

Our Meaningful series is our latest brand campaign. We believe the future of business is meaningful, and it’s the world we want to co-create with people like you. If we can help people build, or become a more meaningful brand, we would feel proud of that. Why? Because we know that more meaningful brands do more for their employees, earn more profit, and have more impact on their communities and society.

Top Books on Customer Satisfaction, Branding, Marketing, Leadership

Fire Side: Chit Chat

  • Your Favorite BookCommentaries on Living, Books 1-3 by J. Krishnamurti

  • Your Favorite Destination – Any basketball court where I can just shoot around and get my mind off of work. Besides that, an empty-ish beach somewhere (Barcelona is nice when it’s not so crowded.

  • Your ME TimeReading, writing, video games, and exploring Barcelona.

  • Your Happy Moment – Watching someone listen intently to another person brings me joy. We don’t have enough listening in the world.

  • Who Am I – Introverted, always looking for connections between concepts, and a little rebellious. I shed a tear during the sappy parts of movies, love to watch people in their zone, and always root for the underdog.


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