Chris Savage

We made fun, silly videos, which was the counterintuitive thing to do because businesses are serious and B2B is serious. So why would you trust a company that's making these fun, silly videos? It was like, no, because we're actually authentic. unafraid to share who we are, that is attractive. And that worked in our market. It also meant we're using our product in the marketing.

We made fun, silly videos, which was the counterintuitive thing to do because businesses are serious and B2B is serious. So why would you trust a company that's making these fun, silly videos? It was like, no, because we're actually authentic. unafraid to share who we are, that is attractive. And that worked in our market. It also meant we're using our product in the marketing.

And you look back and when I pull the thread, it's like the same exact thing today. But it wasn't obvious then that those were the things. It was like those things and 15 other things we were doing. And the hard part was sorting through which of the pieces are actually driving growth and which are actually not. So when I think about...

And you look back and when I pull the thread, it's like the same exact thing today. But it wasn't obvious then that those were the things. It was like those things and 15 other things we were doing. And the hard part was sorting through which of the pieces are actually driving growth and which are actually not. So when I think about...

decisions around what we're going to do, about what we're going to build. Any big decision, I try to look at it through that lens. How can we keep delivering on the thing that caused stuff to work in the first place? And how do we stay focused? Focus is the hard part usually. But the last piece of this, the way we deliver, it's very, very different. The product's different. The brand is different.

decisions around what we're going to do, about what we're going to build. Any big decision, I try to look at it through that lens. How can we keep delivering on the thing that caused stuff to work in the first place? And how do we stay focused? Focus is the hard part usually. But the last piece of this, the way we deliver, it's very, very different. The product's different. The brand is different.

The content's different. The people's different. Spend more on ads, all these different types of things. But ultimately, the thing you're delivering stays the same.

The content's different. The people's different. Spend more on ads, all these different types of things. But ultimately, the thing you're delivering stays the same.

I think it's whatever needs to work for your market. If we were doing outbound sales and we were selling enterprise deals, you see people do wild, crazy things to try to get someone's attention. But ultimately, if you're selling a massive deal, you're helping people decrease risk or manage costs or increase revenue. They have to believe you're going to do that.

I think it's whatever needs to work for your market. If we were doing outbound sales and we were selling enterprise deals, you see people do wild, crazy things to try to get someone's attention. But ultimately, if you're selling a massive deal, you're helping people decrease risk or manage costs or increase revenue. They have to believe you're going to do that.

So a brand that has them believing that is really important. And I think for us, what we found is that a lot of people knew that they needed to use video, but that they were afraid. And they were particularly afraid they're going to hurt their brand. That was one of the most common things we heard was like, oh, man, if I use video and it goes poorly, it's going to hurt my brand.

So a brand that has them believing that is really important. And I think for us, what we found is that a lot of people knew that they needed to use video, but that they were afraid. And they were particularly afraid they're going to hurt their brand. That was one of the most common things we heard was like, oh, man, if I use video and it goes poorly, it's going to hurt my brand.

I still hear that all the time. People afraid to get on camera. Exactly as you're saying. And so if we can show you irreverent, silly, funny, but educational things, and you can kind of subconsciously realize, like, for example, we have a campaign right now that's called Webinar Wizard. And it's a song. And it's an incredible song. It's really amazing.

I still hear that all the time. People afraid to get on camera. Exactly as you're saying. And so if we can show you irreverent, silly, funny, but educational things, and you can kind of subconsciously realize, like, for example, we have a campaign right now that's called Webinar Wizard. And it's a song. And it's an incredible song. It's really amazing.

You can see if you go to wiz.com slash webinar wizard. And we're doing all these ads of this thing. And there's a wizard dancing around. And the song gets stuck in your head. This thing, if you see it, you're like, wow, this is silly. This is absurd. But it's amazing. I get it. If you can put that together subconsciously, know like... Hey, if they can do this, then what can I do?

You can see if you go to wiz.com slash webinar wizard. And we're doing all these ads of this thing. And there's a wizard dancing around. And the song gets stuck in your head. This thing, if you see it, you're like, wow, this is silly. This is absurd. But it's amazing. I get it. If you can put that together subconsciously, know like... Hey, if they can do this, then what can I do?

That's permission almost to use the product, right? And we're doing all this stuff. I didn't understand the connections earlier on to how much... What we really need to do with our brand was give people permission to market in this different way, show themselves in a different way. And then if you use Wistia and you feel like this is a place you can do that, then we're delivering, right? And so...

That's permission almost to use the product, right? And we're doing all this stuff. I didn't understand the connections earlier on to how much... What we really need to do with our brand was give people permission to market in this different way, show themselves in a different way. And then if you use Wistia and you feel like this is a place you can do that, then we're delivering, right? And so...

It just depends on the customer. And I guess that's my point. If you have something that's working early, what you want to do is just pay super close attention to why is it working. If you could figure that out, then you could scale it.

It just depends on the customer. And I guess that's my point. If you have something that's working early, what you want to do is just pay super close attention to why is it working. If you could figure that out, then you could scale it.