And we are back with another episode from Season 2 of The Hard Truth About B2B eCommerce podcast. This week, hosts Isaiah Bollinger and Timothy Peterson have the honor of talking to our guest Guy Bauer, Founder and Creative Director of Umault, an agency that makes wildly creative B2B video marketing campaigns people actually want to watch.
Guy has been making commercial videos for over 20 years and is the author of Death to the Corporate Video: A Modern Approach that Works. He started the agency in 2010 after a decade of working in TV, film, and radio. Umault is a play on umlaut, the diacritical mark (you know, those German two dots loved by heavy metal bands). The umlaut draws attention to what would otherwise be overlooked, and isn’t that the point of great marketing?
Umault’s goal is to make sure an amazing product or service stands out in a sea of mediocre content. Guy believes that in video marketing, the idea is everything and his fleet of creatives and producers excels at shepherding an idea through the entire process, from conception to scripting through to delivery of the final videos. When he isn’t helping his clients tell a story that resonates and delights while hitting all of their key messages and business prompts, Guy enjoys spending time at his home in Chicago with his two young children and kicking himself for being a Cincinnati Bengals fan.
This week’s episode shifts focus majorly to marketing and how Guy’s expertise allows him to connect with a wide range of customers in the space. Video is an underutilized content medium and in this week’s episode we find out why that is and how to leverage it in your business’ favor.
Episode 34 – Branding & Video Marketing For B2B eCommerce With Guy Bauer
- B2B brand communication
- Marketing with an analytical approach to video content
- Spreading brand awareness with video and other content
- Differences in marketing strategies for B2B vs B2C brands
- How B2B can focus their marketing efforts on video content
This podcast’s origin story
Podcasts are still a relatively new medium for content, but just because they are new doesn’t mean they lack power. In fact, it is quite the opposite. Podcasts have a unique ability to reach people on their time, whenever it is convenient for them – a way that previously did not majorly exist. Podcaster listeners can take the information wherever they go and absorb it as they see fit. And that’s exactly what we are looking to do here. We want to reach a new audience of B2B eCommerce enthusiasts.
This podcast is all about B2B eCommerce. B2B is a different breed of eCommerce and it needs a different breed of Podcast. We get into the nitty-gritty of integrations, adoption, platforms, data and so much more regarding what makes B2B difficult to make successful for eCommerce!
We noticed that a few B2C podcasts exist on Spotify and Apple Podcasts, but nothing designed for the B2B eCommerce community. B2B and B2C eCommerce have a lot of overlap, but even more differences. Each has a different set of requirements and customer demands that impact project scope. Let’s call a spade a spade. B2B is harder, more complicated, and harder to market. But it is also a bigger piece of the pie. The eCommerce B2B roadmap to success is not as cut and dry as B2C and that’s why we have started this podcast.
B2C platforms like Magento and Shopify have large communities that support and have done the entre-level work of most projects. The same community does not exist for B2B, but we are starting to build it. The ecosystem may not be as mature, but as experts in the space, we hope this podcast will help some people wake up and reevaluate their online sales strategy.
The first podcast examines major trends around B2B eCommerce as well as answering all of the above questions. Take a listen for yourself and let us know what you think!
We will be posting new episodes with special guests weekly. You can listen on our dedicated podcast website and download the podcast on all major channels: Apple Podcasts, Spotify, Google Podcasts, Stitcher, TuneIn, Overcast, Pocket Cast, Castro, Castbox, Podchaser, Podcast Addict, Deezer, Listen Notes, and RSS Feed.