Podcast Summary: The Agile Brand™ with Greg Kihlström
Episode #614: How Trust, Community, and Courage Are Reshaping Brands with Chris Savage, Wistia
Release Date: December 13, 2024

In Episode #614 of The Agile Brand™, host Greg Kihlström engages in a compelling conversation with Chris Savage, CEO and Co-founder of Wistia. The discussion delves into the evolving landscape of brand trust, the pivotal role of influencers in B2B marketing, and the importance of courage in overcoming business fears. The episode provides valuable insights for marketers and brand leaders seeking to navigate the dynamic interplay between brands and their audiences.

1. The Shift from Brand Trust to Individual Trust

Chris Savage opens the dialogue by highlighting a significant cultural shift: trust has moved from brands to individuals. He explains that traditional word-of-mouth remains powerful, but the rise of the internet and social media has democratized content creation, allowing individuals to gain influence independently.

Chris Savage [03:22]:
"Anyone can get out there and anyone can make content... social media has gotten us to a place where basically we just see individuals all the time."

Savage underscores that in today’s digital-first culture, individuals often serve as trusted sources for specific topics, creating opportunities for brands to connect on a more personal level through these influencers.

2. The Role of Influencers in B2B Marketing

While influencer marketing has flourished in the B2C realm, Savage observes that B2B marketing is only beginning to tap into its potential. He notes that B2B influencers operate in more niche areas, focusing on content that helps professionals excel in their roles.

Chris Savage [05:54]:
"B2B is lagged here... the topics you would need to talk about as an influencer are so much more niche."

Savage points out that B2B influencers often provide valuable insights that aid career growth and operational efficiency, making their recommendations highly credible for significant business decisions.

3. Overcoming Challenges in B2B Influencer Marketing

Greg and Chris discuss the unique challenges B2B brands face in leveraging influencers, particularly regarding the scale and specificity of B2B purchases. Savage emphasizes that B2B decisions often involve substantial investments, necessitating a higher level of trust and expertise from influencers.

Greg Kilstrom [07:43]:
"It kind of mirrors the scale in a B2B versus B2C."

To address these challenges, Savage suggests that B2B brands should seek influencers who are already engaged in relevant conversations and create creator programs to support and collaborate with these niche influencers.

4. Building and Curating Communities

Savage advises brands to actively seek out and support existing conversations within their industry. By identifying individuals who are already discussing relevant topics, brands can cultivate a community that enhances their credibility and reach.

Chris Savage [13:34]:
"Look for the people out there who are already talking about the topics that you want to talk about."

He cites HubSpot and Zapier as exemplary brands that have successfully built influencer communities, leveraging cross-promotion and highly engaging content to foster strong, interactive communities.

5. Pushing Past Fear in Business

Shifting focus, the conversation transitions to the theme of courage and fear in business. Savage shares personal experiences about overcoming fear in leadership roles, emphasizing the necessity of facing challenges head-on rather than delaying difficult decisions.

Chris Savage [17:53]:
"If I'm afraid of anything, I should run absolutely directly towards it as fast as I can."

He recounts a pivotal moment when he and his co-founder almost sold Wistia due to internal struggles. By admitting their unhappiness and formulating a concrete plan, they were able to steer the company back to profitability and stability.

6. Practical Advice for Overcoming Business Fear

Savage provides actionable advice for leaders grappling with fear:

• Admit the Problem: Acknowledge challenges openly to begin addressing them.

• Create a Plan: Develop a clear strategy to tackle the issues, which helps mitigate fear by providing a sense of direction.

• Seek Feedback: Engage with advisors, peers, and mentors to gain diverse perspectives and support.

Chris Savage [21:50]:
"Figure out how to start making a plan to move forward."

By minimizing the time spent in the "fearful zone," leaders can reduce stress and maintain focus on growth and innovation.

7. Maintaining Agility

In the final segment, Savage discusses strategies for maintaining agility in leadership:

• Prioritize Well-being: Emphasize the importance of sleep, routines, and physical health to manage stress effectively.

• Diverse Feedback Channels: Rely on a mix of advisors, senior management, and peer networks to receive comprehensive feedback.

• Open Communication: Foster an environment where giving and receiving feedback is encouraged and valued.

Chris Savage [25:29]:
"It's about talking... having routines and workouts and things that help me kind of manage more stress."

These practices ensure that leaders remain adaptable and responsive to both internal and external changes, sustaining the agility necessary for long-term success.

Conclusion

Episode #614 of The Agile Brand™ offers a nuanced exploration of modern marketing dynamics, emphasizing the importance of trust, community-building, and courageous leadership. Chris Savage’s insights into B2B influencer marketing and overcoming business fears provide valuable lessons for brands aiming to thrive in an increasingly individualized and fast-paced market environment. By leveraging influencers, fostering strong communities, and confronting challenges proactively, brands can enhance their credibility, agility, and overall success.

Notable Quotes:

• Chris Savage [03:22]:
  "Anyone can get out there and anyone can make content... social media has gotten us to a place where basically we just see individuals all the time."

• Greg Kilstrom [07:43]:
  "It kind of mirrors the scale in a B2B versus B2C."

• Chris Savage [17:53]:
  "If I'm afraid of anything, I should run absolutely directly towards it as fast as I can."

• Chris Savage [25:29]:
  "It's about talking... having routines and workouts and things that help me kind of manage more stress."

For more insights from The Agile Brand™, visit gregkilstrom.com and explore their series of best-selling agile brand guides on various marketing technology topics.