We have a late change to the schedule: we’re sorry to say that Ezra Fishman from Wistia is no longer able to make it to Full Stack Marketing next. We’re obviously gutted to be missing him (although he was crying down the phone to us, so it seems he’s even more bummed than we are!)
Never fear, however: one man’s loss is another man’s opportunity to speak at the marketing event of the year — and to meet all of you lovely folk! Ladies and gentlemen, I'm very pleased to announce that the excellent Phil Nottingham will be joining us on stage in Edinburgh next Friday.
Recently of Distilled fame, and now Wistia’s newly-appointed director of product marketing, Phil is a video marketing veteran who has just made the switch from one of the best agencies around to a best-in-class product, and I think it's going to be fascinating to hear his perspective.
What does Wistia do?
Wistia is a video hosting platform for businesses using video to improve their marketing. Wistia has a suite of tools to allow you to get better ROI from your videos, as well as incredibly in-depth analytics which you can connect to CRM and marketing automation platforms. Outside of the product, Wistia is a company which cares passionately about using video in a more compelling and human way, and we create tons of content aimed at helping businesses make better videos.
What's your role there? What does a regular day look like for you?
I basically head up our product marketing and brand strategy — defining our positioning, language and external communication strategy on the product side. Some days I'm building out new pages, some days I'm speccing out new product ideas, some days I'm writing articles and some days I'm making videos.
Tell us a little about your professional background — how did you arrive at Wistia?
I used to work for an agency called Distilled, with Mark Johnstone, where I did a lot of consulting and thought leadership on video marketing. I was eventually convinced to come bring that knowledge into the product side and so I now work for Wistia and also continue to consult for other companies on a freelance basis.
What are you going to talk about at Full Stack Marketing?
I'm going to be talking about building a more human brand. Increasingly, we're seeing that business which appear more genuine, more honest and more "human" outperform their competition because they're naturally much more trustworthy. Video can be a great tool in creating a more human brand, and so I'm going to share the overall ethos and bunch of practical tips for being "more human".
For companies that are getting serious about marketing for the first time, where do you think they can get some quick wins?
Think simple. Pick one thing that you're good at, and go hard on that one thing. You don't need to do everything at once, and focusing on single channels or a single approach is, in my view, the best way to get started. Wistia built our entire initial growth of the back of just being really good at making videos. We made a few excellent videos which really kick-started the marketing and gave us a clear trajectory.
What common mistake do you see marketers making that drives you nuts?
Measuring the wrong things all the time. Last-touch attribution is the devil.
And lastly, just for some context about you:
- Tea or coffee? Coffee in the morning, tea in the evening
- Wine or beer? Beer
- Twitter or Facebook? Twitter
- iPhone or Android? iPhone
- Favourite city? London. I've tried very hard to think other places are better, but, they're just not.
- Last book you read? The hard thing about hard things
- Last gig you went to? Chemical Brothers at Glastonbury