584: Voice Technology: Why B2B Brands Should Be Excited w/ Ryan MacInnis

ABOUT THIS EPISODE

In this episode we talk to Ryan MacInnis, Director of Marketing at Voysis.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start apoudcast and invite your ideal clients to be guess on your show, learn more atsweetfish media DOTCOM, you're! Listening to the Beta B growthshow a pottast dedicated to helping beeto be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show! Welcome back to the Beto by gross show.We are here today with Ryan mckinniss. He is the director of marketing atvoices, Ryan Howre, you doing Adavia Hom! Well James. How are you I amfantastic, so right we're going to be talking about voice today. This isobviously a space that I'm very passionate about with. You know usbeing in the business a werring producing pod gas T en, and I ranacross a video that you were in with...

...with Dav Gearhart overadrift reachedout so that you guys were doing love, love what you guys are doing. Tell ourlisteners lot about voices and what you guys are doing over there yeah sure. So,thanks again for Havin me Sper said to be here, but VOICIS is a voice, aeplatform, think of Alexa or Google, but we make it really easy for companies tospin up their own native voice experiences for their brand veryquickly and not after a Li. A third party, like you, know, really expensive,interation, like nuance or Watson, or something that's kind of a high levelassistant that they can integrate with today, which the elexor Google home. Wegive Hem a really easy way for own that experience on their own digitalproperties. So they have the ability to much deeper. Have that teeperconnection with their customers than they ato do so to kind of back up a bitI wan to get started with o. Why why you think voice is so fundamental forhow things are going to be...

...you mentioned is who ere talking aboutoffline, just the importance of leveraging voice to deepen customerrelationships? Can you elaborate on that yeah sure? So I think that wewouldn't be here talking about the impactive voice if it wasn't, in myopinion, for Arizon, the Amazon did an amazing job. Note Cyria was greatbefore that, but Amazon really enabled us to see a world in which we wouldspeak to something physical, something that we would say, hey so it', SooorWeud. Have that intimate conversation with a device for N AI. So the reasonwhy I'm superbollishon voice is because o e the ways that it it can improveyour life and give you a ton of time back in terms of prodativityinefficiency, but also help you find what you're looking for a lot faster,get the answers you need to basicly, carry on living your life in a muchmore sick way and so th. What we believe at voice is is that this isgoing to be just as Impacsul as the...

...introduction of the smart, well you're,introducing in a totally new way of interacting with content, and it'sgoing to have, in my opinion, the same. The same impact is that and so so whatdoes that mean from a you, Kn w when we think about relationships? T likecustomers, if we want Ta, have a neeper relations op of their customers, butwe're having them chat to or or talk to a Bot? What are R? What are yourthoughts on that yeah? So I think that we've actually found we. We want acompany, we thought the the folks that would focus mostly on voice technologywould be in the technimols pase, where we're actually surprised to to learnthat alobl driving voice decisions, and these big companies are actually thosein marketing er, digital roles and the reason for that is because they believethat voice is just as important as a form of brand identity as having amobile lap or some sort of Omni channel presence, and so in terms of beingwhere your customers are. I think, as markers as at we strive for right. Wewe want to find where the attention is,...

...if that's in a brick and motor store rpeople are going to shop where, if it's on an elected edvice, you've alwaysseen people kind of grapitake tours, whereas everybody consuding contenttoday- and I think that voice gives a lot of rams today, specifically becauseof the fact that not many companies are doing, it gives them the upper hand toestablish one more mode of interaction with customers to have them stand out,because there are numbers that are are out there today, where the nextgeneration of shopper is called Hem, Genzi, whatever you, whatever you havethat being referred to, as are the most, I wouldn't say, wishy washy, but theytend t to not be as loyal to brands if they don't have it they're. Looking forthe experience, whet, they're, browsing or just interacting with somebody in astore isn't as great as they hoped so voice gives those marketers in thosecompanies an additional way to stand out and really help enhance thatrelationship to make sure that they have longer lasting impacts on thosebooks. I love it. I lov it so I want to...

...you. Ow We've got a couple of differenttypes of folks. Listening Ryan we've got the bTV marketers that arelistening to this, that are BBS marketing CMOS. But then we've got somesome agency folks as well AGENC CE OS ome agency, marketers thinking abouthow they can leverage technology to to serve their clients and all of theirclients in the B DC space. I want to talk about some B to be some specific,be to be usecases and how you see, voice really shaping B, to beinteractions, but then I also want to hear SOM be to see use cases that theagency folks listening to this can hear and go man. I can really start toadvise ur B TC clients with you know getting them thinking about ideas likethis. So let's start with some really practical btbuse cases and thentransition over into the Pedizi ones. So I think one of the hottest bee to bea usecase to discuss for sport. I think that if you look at where a lot ofvoice technologies are solving for...

...today, that tends to be the lower ofthe hanging fruit, it's very expensive to have people nad the phones and andreally keep up with lob chat, ND, and while people have kind of used ai in away to be Smarter Abou, how they interact with somebody when they have aquestion, I think that voice will be lhave the biggest impact on B to bsoftware in that sense or those companies through those interactions,as you start to kind of go much more broadly, you talk about Marketing dsales tools and, as we were talking about earlier, being able to go tosales forest after you've had you know, sale sports, potentially record a flonconversation. You've had and then you'd be able to ask with your voice fornotes about haylike. What was the last time I I talked to this prospector orwhat kind of stage di the buying psychthayad or any notes hi should beaware of before I go o his call or even who's working this deal, because I havesome information tha. I want I want Ta share with them it's surface in thatinformation is ownd B to b sex as a marketer. That's what gets merelyexcited this kind of understanding are...

...fund a little bit better and askingrelevant questions as relates to you how people are using the product. Butthen, as you go much more, probably it would be the sea. That's where I thinkthe fun part happens, because the beat at T bt, C space is where I used to be sports journalist, so iswhere thewhere the stories are n, where you really get to see somebody whocomes to the Nikes ite go and say I'm looking for men's, running shoes andsize, twelve under two hundred dollars and be able to have that sort of veryconversational. You know intimate conversation with with Nike or ofApparel Brand Ot to have them found te looking for a lot faster, but thenstart to say I have basketball, triout Om Monday and my mom's buying me a pairof shoes, but she, as I can't spend more than o e hundred and fifty dollarslike. What do you recommend for youth? A boys and size ie, and things likethat, so as a marketer wis me fired up Abos that you get to have one morelayer of intimacy with the customer, EACTU had to know a lot more about them.On the back end, you get to understand...

...kind o what sorts of things they'reasking for who they are, and that's all tied to like a user idea or a profileand you to start to build out those personas in a very different way thanyou do today, but I think obosly, the biggest eusecase nows we mentionedAmizon earlier- is retail any commerce. But we've started to see a lot ofinterest from ovis music streaming services, those kinds of companies,because asking for Youare strowing through an nap tochange the song, while your mid run, is really ideal. Obviously we start tothink about news and publishing for companies that produce hundreds ofarticles of month in all this content- and you really only care about aparticular author, a writer who rits for a particular thing, or you ow, onlyteches or whatnot. How do you quickly navigate through those close lands? Ithink that's what you're going to see in terms with the evolution of thosedifferent spaces. I love it. I love it Ryan. This is. This has been incrediblyeyeopening for me. What are what are some of Tha? You know, as you guys aretalking to you're, talking to customers...

...y you're advocating for for a voice.What are some of the common questions that you're hearing from people? Youknow? Maybe it's scepticism. Maybe it's just excitement about about opportunity,but what? What are some of the things that you're hearing as you're talkingto customers and potential customers? YEA totally? I think everybody isexcited about Boice, but voice is like that dish that one of your familymembers makes that it's like their first time, baking, it n. You know theyhave really good intentions, and you know it will probably be good, but noone's tried it before y. that's how I compare voice today because of the factthat no one in the market, aside from Amazon, has really embedded it nativelyinto their digital properties. Everyone's kit of either Gong with thespeaker or o somewhere go comcast. The ex one expen y remote kind of Billi hmore the hardwar sat of things, so I think a lot of people have the hesiancyof saying well. Is this going to be like the Apple Watch wheref, I build anAP on top of this. You know people won't buy it or the interaction won'tbe there. So a lot of it is actually...

...education, and it's talking about. Youknow why this mode of interaction is so important and how it's three timesfaster than then texting and whyover. Fifty percent of retailers are ctuallybesttinget. It today is that was u from about one percent earlier this year. Soas Yeu could see this, this huge explosion of interest has beenpredominantly driven by Amazon, but also specifcally in retailany commercebrands, realizing that they need a different avenue. If you don't want topartout of the Amazon or one of these, you know big three companies who areleading the voice assistance space right now. You need a voice yourself,and so a lot of what we're were coming up against is the is the educationallayer of things, but as a marketer, that's the fun part you get to Basity,introduce someone to that desert or Dih that yer you've created for them Botthe same time be able to help guide them through what their digitalstrategy is. Ultimately, because I think at any any point when you'reselling be to be s software or if...

...you're, trying to get somebody tobelieve in your vision, it's important for you to put their perspective first,the marriagees first to say: Who are you as a brand? What are Y UR goals?How does voice spit in rather than saying you nee to do voice we're goingto shove this a new technology on your throat? It's very much a callaborativething, we're seeing so far. So that's where we're spending a lot of time,trying tem better understand, ther, theyre side of it. So so do you seelike Rins May? This may be an ignorant question, but do you see brands usingusing voice through their mobile APS through their mobile websites? Wheredoes that interaction live? I would imagine it would feel kind of weirdbeing in a desktop environment, but I could be wrong there. What's that looklike yes, usually the late we believe it is. It would accompany a multimodalexperience so somewhere with e screet. Okay. So so the reason why you k ow thedevices are really good for what' the weather, I'm looking to like order. Youknow rapid fire groceries that have been what I've historically had orderin the past, that's all great, but when...

...you're trying to really brows somethingor do a multitask of a bunch different things, you need that accompaniedscream. So we we think that a lot of brands today will will use thisengagement on mobile web and Mobil APS, and the reason why Mobil is soimportant for voice is because searching for something on a Mobildevice. Today is one of the most. You know strenuous processes that you couldyou could go through. It's very hard for you to go to an apparel, signe oreven you know, find something via customer support on such a small screemwith really poor filtering options. You know the low times as they are for eachstep along the way you have a voice, one way for you to rattle off all thethings that you're most interested in and for that to be taken care of theback en for you, and so that's why we think that influencing Mobil has thebiggest impact, because there hasn't really been a sweeping way for mobileexperiences to be improved until now got I love it. Ryan woell! This hasbeen again very, very informative. For...

...me, I think our listeners are going toget a ton of value out of this. I want to close with one last question toreally help our listeners just get to know you better on another level. What would you say? Ryon is the legacythat you want to leave yeah. So it's funny when you wo utually, ask T tis. This is going to be a great wayfor for me to get all the the things I want. Ta Get out of this life on onepod gas, but I think what it comes down to at the end of the day is Lik mostpeople. I I want to make make an impact, so the legacy that I want to leavebehind is much more than you know, working at a company that gives the world a new way to interactwith things and for us to feel that this was the first of many that youknow we. We were basically Te. The eyephone for voice said the presidentof how people were known inactor things in the future, bu think much morebroadly than that, I think I have a deep sense of community, I'm from acity, just north of Boston, and I fel...

...really passionately about going back tothat community in the future, in being able to take everything that Ih'velearned and kind of facilitate an environment where everybody has theopportunity to be exposed to companies like voices and work in in world that have equalimpacts on our our lives, and I think that that is the legasy want to leavebehind, to be able to have the ability to have been not successful in this,but then ultimately be a person. WHO's contributed to kind of the welfare ofthat Expancini love. IT AWESOME RIN! If, if somebody listening to this, theywantto stay connected with you, they want to learn more about voices what'sthe best way for them to go by doing that sure, so you can montoeter it's RKMAC. I worked at twiter for e. While so I got the benefit of the shorterhandle knife. It's IT'S R! KMAC and then Linkedin, you can find me I' o ohappy to connect with anybody and tide the conversation there and then you cango to voice his boy, SIS dotcom, to...

...learn more ofelri love. It ossom rnethink you so much foreo time that real appreciate it. Yeah thanks Sam thinksure Hav me to ensure that you never miss anepisode of the be to b gross show subscribe to the showing itunes whereyour favorite pod cast player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit. Bta B growth show dotcom, slash, FB. Thank you so muchfor listening until next time.

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