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. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whetheryou're looking for techniques and strategies or tools and resources, you've come to theright place. I'm James Carberry and I'm Jonathan Green. Let's get into theshow. Welcome back to the BB growth show. We are here today withRyan mckinnis. He is the director of marketing at voices. Ryan, howare you doing today? Man, come well, James, how are you? I am fantastic. So, Ryan, we're going to be talking about voicetoday. This is obviously a space that I'm very passionate about with,you know, US being in the business that we're in producing podcasts and andI ran across a video that you are...

...in with with Dave Gearhardt over adrift. Reached out. So what you guys are doing, Love, love whatyou guys are doing. Tell our listeners a little bit about voices and whatyou guys are doing over there. Yeah, sure, so thanks again for havingme, super said to be here. But Voice, this is a voiceAi Platform. Think of Alexa or Google. But we make it reallyeasy for companies to spin up their own native voice experiences for their brand veryquickly and not have to rely on a third party like, you know,really expensive integration like nuance or Watson or something that's kind of a high levelassistant that they can integrate with today, which the alexair Google home. Wegive them a really easy way from them to own that experience on their owndigital properties so they have the ability to much deeper have a deeper connection withtheir customers. So they already do about it. So to kind of backup a bit, I want to get started with the why. Why youthink voice is so fundamental for how things...

...are going to be. You mentioned, if we were talking about offline, just the importance of leveraging voice todeep in customer relationships. Can you elaborate on that a bit? Yeah,sure. So I think that we wouldn't be here talking about the impacted voiceif it wasn't, in my opinion, for Amazon. I think Amazon didan amazing job. Note, Sirie was great before that, but Amazon reallyenabled us to see a world in which we would speak to something physical,something that we would say hey, so and so, or we would havethat intimate conversation with a device or an AI. So the reason why I'msuper bullish on voice is because of the ways that it can improve your lifeand give you a ton of time back in terms of productivity and efficiency,but also help you file you're looking for a lot faster, to get theanswers you need to basically carry on living your life in a much more sickedway. And so the what we believe at voice this is that this isgoing to be just as impactful as the...

...introduction of the smartphone. Wow,you're introducing in a totally new way of interacting with content and it's going tohave, in my opinion, the same the same impact is that? Andso I so what does that mean from a when we think about relationships,for that customers, if we want to have a deeper relationship with our customers, but we're having them chat to or talk to a bought? What areyour what are your thoughts on that? Yeah, so I think that we'veactually found we wanted to company. We thought the the folks that would focusmostly on voice technology would be in the technical space, where we're actually surprisedto learn that a lot people driving voice decisions in these big companies are actuallythose in marketing or digital roles, and the reason for that is because theybelieve that voice is just as important as a form of brand identity as havinga mobile APP or some sort of Omni channel presence. And so, interms of being where your customers are, I think as markers, as westrive for right we want to find where...

...the attention is, if that's ina brick and more store or people are going to shop, or if it'son an elected device. You've always seen people kind of gravitate towards where iseverybody consuming content today, and I think that voice gives a lot of brandstoday's specifically because of the fact that not many companies are doing it gives themthe upper hand to establish one more mode of interaction with customers, to havethem stand out, because there are numbers that are are out there today wherethe next generation of shoppers, called the Gen Z, whatever you whatever youhave that being referred to as, are the most wouldn't say wishywashy, butthey tend to not be as loyal two brands if they don't have what they'relooking for. The experience, whether browsing or just interact you with somebody anda store, isn't as great as they hoped. So voice gives those marketersin those companies in additional way to stand out and really help enhance that relationshipto make sure that they have longer lasting impacts on those books. I loveit. I love it. So our...

...want to you know, we've gota couple different types of folks listening Ryan. We've got the BB marketers that arelistening to this, that are VBS and marketing CMOS, but then we'vegot some some agency folks as well, agency CEOS, some agency marketers thinkingabout how they can leverage technology to serve their clients and all of their clientsin the B Toc Space. I want to talk about some be to be, some specific be to be use cases and how you see voice really shapingbe to be interactions. But then I also want to hear some be Tocuse cases that the agency folks listening to this can hear and go man,I can really start to advise. Is Our BBC clients with getting them thinkingabout ideas like this. So let's start with some really practical bb use casesand then transition over into the btfin ones. Sure. So. I think oneof the hottest bb use cases is customer sport. I think that ifyou look at where a lot of voice technologies are solving for today, thattends to be the lower of the hanging...

...fruit. It's very expensive to havepeople man the phones and really keep up with live chat and while people havekind of used ai in a way to be smarter about how they interact withsomebody when they have a question, I think that voice will be will havethe biggest impact on bb software in that sense, or those companies through thoseinteractions got. As you start to kind of go much more broadly, youtalk about marketing and sales tools and, as we were talking about earlier,being able to go to sales force after you've had, you know, salesports, potentially record a phone conversation you've had and then you'd be able to askwith your voice for notes about hey, like, what was the last timeI talked to this prospect or, or what kind of stage in the buyingcycle where they add or any notes I should be aware of before I goto this call, or even who's working this deal, because I have someinformation that I want to I want to share with them. It's surfacing thatinformation, so to be tob sex as a marketer. That's what gets mereally excited is kind of understanding our fun...

...a little bit better and asking relevantquestions as it relates to how people are using the product. But then asyou go much more broadly with BBC, that's where I think the fun parthappens, because the Beata beat Toc space is where I used to be asports journalist, so it's where just where the stories are, where you reallyget to see somebody who comes to the Nike site go and say I'm lookingfor men's running shoes in size twelve under two hundred dollars and be able tohave that sort of very conversational, you know, intimate conversation with with Nikear or apparel brand to have them found the looking for a lot faster.But then start to say I have basketball tryouts on Monday and my mom's buyingme a pair of shoes, but she says I can't spend more than ahundred and fifty dollars, like what do you recommend for youth boys in sizeand nine, things like that. So, as a marketer, what gets mefired up about is that you get to have one more layer of intimacywith the customer. We actually get to know a lot more about them onthe back end. You get to understand kind of what sorts of things areasking for, who they are, and...

...that's all tied to like a useridea or a profile, and you get to start to build up those personasin a very different way than you do today. But I think obviously thebiggest use case, as we mentioned Amazon earlier, is retail, any commerce, but we've started to see a lot of interest from, obviously, musicstreaming services those kinds of companies, because asking for your you know, scrollingthrough an APP to change the song while you're mid run is really ideal.And obviously, when you start to think about news and publishing, for companiesthat produce hundreds of articles a month and all this content and you really onlycare about a particular author or writer who writes particular thing or, you know, on the tech news or whatnot, how do you quickly navigate through thosethose lands? I think that's what you're going to see in terms of theevolution of of those different spaces. I love it, Ryan. This isthis has been incredibly eye opening for me. What are what are some of that? You know, as you guys are talking to your talking to customers, you're advocating for voice. What are...

...some of the common questions that you'rehearing from people? You know, maybe it's skepticism, maybe it's just excitementabout about opportunity, but what are some of the things that you're hearing asyou're talking to customers and potential customers? Yeah, totally. I think everybodyis excited about voice, but voice is like that dish that one of yourfamily members makes that it's like their first time making it and you know theyhave really good intentions and you know it will probably be good, but noone's tried it before. Yeah, that's how I compare voice today. Becauseof the fact that no one in the market, aside from Amazon, hasreally embedded in natively into their digital properties. Everyone's kind of either going with thespeaker or, you know, somewhere to comcasting, with the x oneexperity of remote and kind of billion more of the hardware set of things soI think a lot of people have the hesidency of saying, well, isthis going to be like the Apple Watch, where if I build an APP ontop of this, you know people won't buy it or the in actionwon't be there. So a lot of...

...it is actually education and it's talkingabout you know why this mode of interaction so important and how it's three timesfaster than texting and why over fifty percent of retailers you're actually investing in ittoday, as that was up from about one percent earlier this year. SoI see you can see this. This huge explosion of interest has been predominantlydriven by Amazon, but also, specifically in retailing, the commerce brands realizingthat they need a different avenue. If you don't want to partner with Amazonor one of these, you know, big three companies who are leading thevoice assistant space right now, you need a voice yourself. Yeah, andso a lot of what we're coming up against is the is the educational layerof things. But as a marker, that's the fun part. You getto basically introduce someone to that desert dish that you're you've created for them,but at the same time be able to help guide them through what their digitalstrategy is. Ultimately, because, I think, and any any point,when you're selling BBS software or if you're...

...trying to get somebody to believe inyour vision, it's important for you to put their perspective first and their interestfirst, to say, who are you as a brand? What are yourgoals? How does voice fit in? Rather than saying you need to dovoice, we're going to shove this new technology down your throat, it's verymuch a collaborative thing we're seeing so far. So that's where we're spending a lotof time trying to better understand. They're out of it. So sodo you see like riting this, maybe this may be an ignorant question,but do you see brands using using voice through their mobile APPS, through theirmobile websites? Where does that interaction live? I would imagine it would feel kindof weird being in a desktop environment, but I could be wrong there.What's that look like? Yes, usually, with the way we believeit is, it would accompany a multimodal experience. So somewhere with the screen. Okay. So so the reason why, you know, the devices are reallygood for which the weather. I'm looking to like order you know,rapid fire groceries. That have been what I've had historically had ordered to thepast. That's all great, but when...

...you're trying to really browse something ordo multitask of a bunch of different things, you need that companied screen. Sowe think that a lot of brands today will use this engagement on mobileweb and Mobile APPs. And the reason why mobile is so important for voiceis because searching for something on a mobile device today is one of the most, you know, strenuous processes that you could you could go through. It'svery hard for you to go to an apparel site or even, you know, find something via customer support on such a small screen with really poor filteringoptions. You know the load times as they are for each step along theway and you have but voice one way for you to rattle off all ofthe things that you're most interested in and for that to be taken care ofthe back end for you. And so that's why we think that impluencing iton mobile has the biggest impact, because there hasn't really been a sweeping wayfor mobile experiences to be improved until now. Gotta, I love it, Ryan. Well, this has been again...

...very, very informative for me.I think our listeners are going to get a ton of value out of this. I want to close with one last question to really help our listeners justget to know you better on another level. What would you say, Ryan,is the legacy that you want to leave yeah, so it's funny whenyou would is really ask me, I was like, Oh, yeah,this is this is going to be a great way for me to get allthe things I want to get out of this life on one podcast. ButI think what it comes down to at the end of the day is,like most people, I want to make make an impact. So the legacythat I want to leave behind is much more than you know, working ata company that gives the world a new way to interact with things and forus to feel that this was the first of many that you know, wewere basically the the iphone for voice and kind of set the precedent of howpeople would known in active things in the future. But I think much morebroadly than that. I think I have a deep sense of community. I'mfrom a city just north of Boston and I feel really passionately about going backto that community in the future and being...

...able to take everything that I've learnedand kind of facilitate an environment where everybody has the opportunity to be exposed tocompanies like voices and work in worlds that have equal impacts on our on ourlives, and I think that that is the legacy I want to lead behind, to be able to have the ability to have been successful in this butthen ultimately be a person who's contributed to kind of the welfare of that expansion. Kind of love for word. I love it awesome. Right, ifsomebody listening to this, they want to stay connected with you, they wantto learn more about voices, what's the best way for them to go aboutdoing that? Sure, so you can. I'm on twitter. It's a atour K MAC and worked at twitter for at while, so I gotthe benefit of the shorter handle. Nice. It's our KMAC, and then Linkedin, you can find me. I'm Av you. I'm hope, happyto connect with anybody and continue the conversation there and then you can go tovoices Poy siscom to learn more about what...

...were you love it awesome. Ryan, thank you so much for your time today, man, I really appreciateit. Yeah, thanks you. Thanks for having me to ensure that younever miss an episode of the B Tob Growth Show. Subscribe to the showin Itunes or your favorite podcast player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with Bob Executives fromall over the world, make sure to join our private facebook community. Thereare some incredible conversations happening inside this group. To Join, visit be toob growthshowcom FB. Thank you so much for listening. Until next time,.

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