AI photo editing services for e-commerce

Welcome to this episode of the Tekpon SaaS Podcast, where our host, Cristian Dina, converses with Katrine Rasmussen, the Chief Marketing Officer at Pixelz. Katrine covers numerous areas related to AI-driven photo editing services for e-commerce, drawing from her extensive experience in digital marketing and B2B sales.

Katrine’s story

Katrine begins by sharing her career journey, which has taken her from analytics and data-driven marketing to a more intuition-based and brand-awareness approach. Her transition underscores the challenges in measuring and proving ROI for brand awareness efforts as opposed to more quantifiable strategies.

Moving into her current role at Pixelz, Katrine outlines the company’s primary mission: to improve the accuracy and quality of product images for larger fashion retailers using AI-powered technology. This tech ensures minimized returns and improved conversion rates. A significant point of discussion is Pixelz’s hybrid approach, combining 70% AI automation with 30% manual editing by skilled photo editors. This strategy ensures scalability, fast turnaround times, and consistent image quality.

What does Pixelz do?

Pixelz’s service model primarily benefits larger retailers needing high-quality, scalable solutions. They offer a subscription model with a per-image pricing structure, catering to automated and manual editing requirements. Katrine highlights a success story involving a department store that benefited from a fully automated workflow. This system allowed the store’s images to be ready for the website directly from vendors without additional handling.

Pixelz has grown significantly, boasting a team of 400-500 people. Most of the team works in production facilities in Vietnam. The company has headquarters in San Diego and Copenhagen and offices across Europe and the United States. Its primary markets are in Europe and the U.S.

How to start Account-Based Marketing

Pixelz has a lean team of eight in the marketing arena, soon expanding to nine, who cover global markets with a strong focus on account-based marketing (ABM) for big brands and retailers. Katrine explains her role as the CMO, emphasizing her focus on understanding the company’s best customers, not just from a revenue perspective but in terms of fit and potential for success.

Katrine shares an interesting statistic: 60% of Pixelz’s revenue comes from just 1% of their customers. They have about 400 target accounts, which are prioritized quarterly. The marketing and sales teams work closely in this ABM approach, targeting large deals and long sales cycles. Katrine advises that ABM is suitable for businesses handling extensive sales cycles and large accounts, stressing the importance of a targeted approach and a clear understanding of customer needs and messaging.

One major challenge Katrine discusses is transitioning from smaller B2B accounts to more significant, enterprise-level accounts. In this context, building relationships and trust is crucial. This aspect highlights the need for tight collaboration between marketing, sales, and customer success teams to ensure successful ABM, which Katrine deems more of a go-to-market strategy than just a marketing approach.

In wrapping up the episode, Katrine underscores the importance of leveraging collaboration tools such as Notion, Slack, and Google Suite to effectively manage remote, distributed teams. She also mentions Dreamdata as her favorite tool for analyzing sales cycles and attributions for significant deals.

This episode of the Tekpon SaaS Podcast showcases Katrine Rasmussen’s rich insights into the sophisticated world of AI photo editing for e-commerce, providing listeners with valuable takeaways on digital marketing, ABM, and collaboration in a tech-focused, global landscape.