Goldcast is an AI-powered B2B video campaign platform that transforms marketing by putting video and events at the heart of the customer journey. Thousands of enterprise B2B marketers from companies like 6Sense, LG, Zuora, and Mailchimp leverage Goldcast to get in front of their audience, repurpose and create engaging and consumable video content, and capitalize on brand authority and intent.
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Goldcast was founded in mid-2020 at Harvard Business School. Since then they have raised over $40mn, built a bi-continental team, and become one of the market leaders in the enterprise digital events space. They count 400 B2B firms as customers and were recently featured in G2's list of 100 fastest-growing software companies.

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We recently chatted with Goldcast’s CEO Palash Soni about the launch of their AI content lab, and why he believes AI-powered video campaigns are the future of B2B marketing. 

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Early Product Development at Goldcast

Goldcast’s product development process has been driven by customer feedback from the start.  In the early days, the company focused on working with startups, but it soon became clear that their ideal customers were larger enterprises. This realization came from the experience of working with early design partners, including a surprising partnership with GitHub. 

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The company's initial hypothesis was that B2B marketers valued branding, engagement, data and analytics, and they preferred working within their existing systems. This hypothesis was validated through work with early customers in different industries who were all looking for engaging and measurable ways to launch products and share thought leadership.

Pivoting to video and launching the AI Content Lab

When the pandemic ended, Goldcast saw a slowdown in growth and realized that it was time to pivot. The company considered expanding into hybrid events but decided against it because they saw digital events as primarily focused on content, unlike in-person events which are more relationship driven. This led Goldcast to focus on developing tools to help marketers create and manage video content. 

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The insight for this pivot came from customers who were asking for better ways to host and repurpose their video content. Around the same time that OpenAI released GPT-3, Goldcast began experimenting with AI-powered tools for video editing and repurposing. This experimentation led to the release of their AI Content Lab, which allows marketers to easily edit and repurpose their video content using AI.

Video is the next frontier in B2B marketing

Palash believes that video has always been the next frontier in B2B marketing, but it has been difficult for marketers to create and manage high-quality video content at scale. The company’s AI-powered tools are designed to make it easier for marketers to create, distribute, and measure the impact of their video content. 

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In addition to the organic evolution of the product, Goldcast validated its bet on video by looking at market research and talking to customers. They found that many B2B marketers are already using video, and even more are looking to increase their use of video in the future. Goldcast sees the AI Content Lab as a way to empower marketers to create more video content and to use it more effectively across the entire customer journey. 

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