603: Why B2B Brands Should Build an Alexa Skill w/ Bob Stolzberg

ABOUT THIS EPISODE

In this episode we talk to Bob Stolzberg, Chief Innovation Officer at VoiceXP.

LinkedIn: https://www.linkedin.com/in/bstolzberg/

Looking for a guaranteed way to createcontent that resonates with your audience? Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe B tob growth show, podcast dedicated to helping be to be executives achieveexplosive growth. What you're looking for techniques and strategies or tools and resources?You've come to the right place. I'm Jonathan Green and I'm James Carberry.Let's get into the show. Welcome back to the BB growth show. Weare here today with Bob Stolsburg. He has the founder and chief Innovation Officerat Voice XP. Bob, Hey doing today great. Thank you so muchfor having me on the show, James. I am so excited to chat withyou ma, and we're just talking...

...offline. We're talking about Alexa Marketing. Today. We talked with someone, I think it was a couple weeksago, about voice technology, but this is a completely different talk. So, Bob, tell our listeners you are the guy to be talking about this. Tell us what voice xp is doing and really just kind of dive intoto what your company is all about. Sure, you know, we believethat, as voice technology, she is the most disruptive force that's going tochange everything over the next couple of years and we're fortunate to be pioneers inthe space and we're described as most innovative company, because what we're doing isrolling out things like Alexa marketing campaigns in a box per century Lin. WeProgram Television screenplays for TV shows. We've got platinum artists like Chingey who rollout skills to make it easier for their fans to get content, and wewere with other companies like Arizona State University, you know, and ban our healthto, you know, basically let...

...their customers, their audience, theirprospects, engage with the brand just using their voice. Why it's so important? It's just easier to ask to get knowledge on demand then look at ascreen and type with your hands to get some yeah, I love that,Bob. You mentioned that voice is kind of the next wave and you havecome along. You've built a company solely focused on it. Is it justthe fact that it saves time and that, you know, people don't have totype, they can start searching with their voice. Like is the timearbitrage of it the the reason that you think it is going to be thenext thing. It's just easier to ask to do something. Our voice ismost natural user interface it's been around. You know, the way that wetalk and the way our brain processes words as much at a much faster ratethan the way that we read and type. So it's just it's easier to askfor things in the technology is so complex that it's now simple enough tobe able to, you know, place...

...orders for things using your voice orget information. You know, the way these platforms are moving is that youknow you're just going to be in your car. It's built in your TV, on your tablets, on these devices. It's going to be in every roomin your house. You're not just turn on your lights and get,you know, your news and stuff, but to interact with your work andyour brands as well. Yeah, everywhere. So so I want to do adeep dive in a in a one of your customers, Bob, andspecifically century link, and how they're leveraging an Alexis skill really in their ADMeffort. As you were explaining it to me offline. I thought it wasI thought it was fascinating. So walk us through what what century link isdoing and and if you could even share an example. You're shore. Youwere showing me offline, but if you could share that example, I thinkit would really help folks get their head around how they could use an Alexaskill for in, you know, with a BM. Yeah, you know, sensual link is such an interesting use...

...case because they're a multibillion dollar company, they're going through digital transformation themselves. They actually practice innovation by adopting thisnew technology. And where where we saw the opportunity, and we're fortunate enoughto work with them, is in a sales and marketing capacity. You know, they see value in putting an Alexa device in consumers homes working and puttingit into imploy their employees and their prospects offices. And what they've done isreally pioneering in that they created an Alexis skill with voice xp. It's packedwith product and service information and what they'll do is, you know, wecreated this thing called an Alexa marketing campaign in a box. sincially, sicklyhas this great package of a box. It's all branded and you open itup and it's an experience with a device inside and a card that says hey, you know, ask these questions. Once you get this really great echoshow plugged in and it will start their...

...software and it tells that prospect orthat customer about the products and services that they have to offer. And soit's been a phenomenal door opener that's help sales conversions and help their sales repsdifferentiate, you know, from from a marketers math standpoint. Let's pretend forround number sake, this is the type of a campaign that might cost youfiftyzero dollars and they might set out a thousand of these devices at thirty bucksa pop, plus pay a company of like Voice Xp another twenty two todeliver and maintain that Alexa skill with your product and service Info. So youspent fifty to send it out to a thousand people and hopes to get tenpercent of meetings. That's a hundred people and percent of those clothes. Andif your average deal sides, if you're lucky enough you don't, let's justsay it's twenty Fivezero a month for some, for some brands right you spent Thirtyzero, our Fiftyzero to make k a...

...month and in a new innovative way. And so sales is it's taking these devices with them to replace the powerpoint. Brands are putting their message and their marketing materials out there because thisis a new engagement channel. You know, this is part of an Omni strategybecause just like you saw people having websites, then getting into mobile appsand then the social media space. Well, what are you going to do?From twenty percent of households in the US have an elexa device this Christmas, and statistics from manilists say that fifty five percent of US households, fiftyfive percent are going to have these voice personal assistants by two thousand and twentytwo. So you got five years all these brands to set up shot.Yeah, it's just like the web in the early days, where you gotto get presents, then you have to build in some engagement and then youhave to have integration and it's part of your Omni Channel Strategy. So voicejust the new thing. It's not the...

...next it's the now. Love it. I love it. And so, Bob, could you walk us throughsome of the things that that century link skill can do absolutely you know,for starters, it tells them it's got great welcome messages, tells them aboutthe company. WHAT'S THE VISION? What's the mission? You can ask aboutproducts and services and I'll give you a list. And this is written ina way that it's an engaging experience. All your marketers know you want tokeep people on your website, go to different pages, you know, getthem to use it for as long as possible. That's what a voice sexpdoes is work with our customers to take that marketing content, put great callsto action like sign up for a free trial, or can I have somebodycall you, or leading conversation pieces like hey, to learn about this,you can say, tell me about that, and you build in a rich contentand experience. And what censory like is also done is they've worked withsome of their partners, like bmwhere and...

...die in a trace, and others, to build in their content so it can act as a revenue stream orthey're able to monetize it with their partners so that a customer or prospect canget information about both solutions providers to make sense. Yeah, and another thingthat you you are showing me offline. I mean you can even do likefun things with it. So I you know, telling them about products andservices, but that you you said something to like, example, yeah,the audience listening. This is what's possible. This is called a oneshot mode.So I can just ask their fill something. I could say, tellme about your products, like cloud, but here let's listen it to ajoke. Ask Century Link for a joke. Why is the high speed Internet connectionhelp you than a regular one? Because it's Hie and fiber. Youcan ask me such things as our mission or what we do for business.What would you like to do? Goodbye.

Pretty cool. I love that.And so when you're when century link is packaging these up and they're sendingthem to decision makers and their target accounts, does it come alongside? You know, I would imagine some sort of piece. That said, you know, that gives them an idea of what all they can ask. Absolutely okay. You know, Alexa is another touch point in your marketing campaigns and yoursales prospecting strategy, and it's got a card in there that's got the tenquestions to ask, because they're trying to guide them through an experience yeah,and, by the way, marketers, we've got rich analytics and bat trickson the back end of this stuff, so that can tell you how manypeople, how long they spent, what are they asking, even down tothe ABM who is asking this stuff, and then we feed that into asales rep right. Let me give you another quick example of how you canget product and service Info and then give...

...you know, some information and havea salespersonal reach out. Alexa. Start Tesla. Welcome back to Tesla.I can give you contact info for a storm near you or schedule a testdrive. How many I help you tell me about the roadster. ROADSTER isthe quickest car in the world, with record setting acceleration. Everybody wants beforelet's up schedule a test drive. What date do you want to schedule?Tomorrow? What time do you want to schedule? Nine Am. What isyour name, Bob? What's your last name? STOLESBURG. What's your phonenumber? Three one four, three hundred and ninety seven two one hundred.So you want to schedule a test drive on to seven fourteen, to twothousand and seventeen at nine o'clock for the roadster. Your name is Bob.Stoltzberg, and you can be contacted at three one hundred and four, threeand ninety seven, two, six hundred...

...and two. Okay, yes,thank you for scheduling your Tesla test drive. Goodbye. That's incredible. In yourvery old Tesla. That is how we are going to interact with ourbrands. Yeah, the future. Now, I love it. And so you. You mentioned to me that Channel Partners, you know, folks areon the on the partner sales team, are using this. Direct sales teamsare using this, they're using this at trade shows to create experiences at thebooth. So many use cass for doing something like this and it adds value. I was at the reinvent Amazon's Fiftyzero Person Trade Show and Vegas two weeksago. Century Link had a premier sponsor food and they put an echo showthat ran their skill which is optimized to have multimodal visual and voice experiences,and it was like it was a mob to a plane they brought in puttraffic and the people that work the booth...

...said, you know, this wasa great experience. People didn't know that we did things like this. Itshowed our innovation and differentiated us and it just made it easier to have aconversation, because you know, we're not just like trying to look at atear sheet. We'll ask questions and engaging. So having your own Alexa skill givesyou added Roy you incorporate it in your trade shows and boots, andalso it's another tool and your sales teams bag to make a didn't impact anddifferentiate. Yeah, I think it's I mean from a different chasing standpoint.I think it's huge and now is the time to jump on it. Beforeyou know, all of your competitors are doing it as well. I reallyappreciate you sharing this with with this, Bob, this has been since hasbeen incredible for me. I wouldn't have even thought about using an Alexa skillfrom an ABM perspective, but that's absolutely genius. If somebody listening to this, they want to stay connected with you, BOB, or they want to learnmore about voice xp, what's the best way for them to go aboutdoing that? It's so simple. Team...

...just email sales at voice xpcom.You know, we're so proud to be the pioneers of this. We're theones that exclusively offer this. We've done this for many large enterprise, customersand brands, and we'd love to help your audience adopt voice, navigate thisgauntlet and share our best practices and experience of doing this over the past year. You know, we are not a branding and marketing company. We area software company that is focused on voice and we work with our customers toimplement their visions and execute this stuff quickly. I love a Goo to roll outsomething like centralink hast does not take long and it's immediate Roi just emailsales at voice xpcom. We would love to help you pro love it awesome, bable. Thank you so much for your time today. Again, thishas been fantastic. I really appreciate it. Our pleasure. Thank you, James. If you've been getting valued from...

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