#AtTheBar Episode 2: Nick Whitehead – Global Marketing | Cognitive Friction | B2B Emotion

Join Mike Pritchett, CEO Shootsta and Nick Whitehead, Head of Marketing at Viostream in the September Edition of At The a Bar.

Episode 2 of 4

Transcript

Mike:
Welcome back everyone to week two of our At the Bar series. For anyone that missed week one with Nick go back and have a look at that, there are some great insights.

So Nick, Thanks so much for joining us back here at the bar. Talina as always will supply us with some alcohol. It’s five o’clock somewhere.

Cheers, and welcome back for week two, week two of four so make sure you join us for the rest of them as well.

Nick, Viostream have clients all around the world, APAC, Europe, America how do you market to those international marketplaces?

Nick:
So the strategy that’s worked for us is to get on board a landmark customer in each region. The likes of DBS Bank in Singapore or Amazon Webservices in the US or Dimension Data in Europe and Africa and try to leverage those brands to gain credibility and awareness and exposure in those markets. So that’s what has worked for us.

Mike:
B2C put a lot of strategy and time into emotive content, B2B don’t do that as well, do you think there’s a place for emotive content and how important do you think that place is for B2B?

Nick:
So, my view which is perhaps a little controversial, is I see B2B markets start to behave a lot more like B2C. So, we’re seeing enterprise and corporate buyers act a lot more like consumers, so traditionally they would need a lot of facts and research before they make decisions. Now they’re making decisions much more like consumers, because people are coming in now, B2B buyers are coming in with the expectation that ‘in my personal life I can Facebook Live, I can do this with YouTube and Netflix, I want to be able to do the same thing in my organisation’.

So we need to find a bit of a balance there between making it consumer-like regarding its style and tone and how easy it is to use, but enterprise-grade regarding the security and infrastructure and integrity of the technology that sits behind that.

Mike:
Frictionless is quite a buzzword at the moment, how important do you think that is on a product level and an experience level for the user?

Nick:
Well, I think frictionless is a buzzword, and I can trump that with a new one that we’ve got going around which is Cognitive Friction.

Mike:
Cognitive Friction?

Nick:
Yeah, have you heard about that?

Mike:
No I haven’t…

Nick:
It’s a new one!

Mike:
I’m gonna use that today…when ordering lunch.

Nick:
If it’s hard to use or hard to do that’s creating cognitive friction. That’s a new one for you. You can have it.

Mike:
I sound smarter already…

So the emotive content that you’re trying to put forward, obviously in that marketing, I think a lot of people forget that, in a B2B purchase, the person is still a person.

Nick:
Absolutely.

Mike:
Do you find that in a lot of businesses when they market their company they forget the individual?

Nick:
I think you’re right, that you’re marketing to an individual, they might happen to be spending on behalf of a company, but they are making quite personal or emotive buying decisions. They will probably for an opinion that they want Shootsta or Viostream, but they’ll need to get the support of others. And that’s why I think video is really powerful because it can explain to somebody who hasn’t been involved in a lot of meetings in a 90 second or 2-minute video exactly what it is that you’re offering.

Mike:
Excellent, well we’re moving on now to Talina’s special, the would you rather questions…

Would you rather wear a purple velvet top hat every day for the rest of your life or a tie covered with pink kittens on it?

Nick:
Look, either is I think great. I’m gonna go with the hat and rock that pimp-style.

Mike:
A bit of thug life?

Nick:
Yeah!

Mike:
There it is video two, out!

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