108: Ezra Fishman: Wistia’s VP of Growth on healthy data skepticism and North star metric limitations

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Ezra Fishman, VP of Growth at Wistia.

About Ezra
Ezra started his career as an engineer developing devices to help treat diabetes and obesity at GI Dynamics
He later had a short stint as an Operations Manager at an investment firm that was dedicated to funding health tech startups
After completing his MBA, Ezra joined a video tech startup called Wistia as their Director of Marketing and after 4 years he transitioned to leading Business Intelligence
Today Ezra is VP of Growth at Wistia where he’s now spent over 12 years, seeing the company grow from a handful of customers to over 375,000 and becoming one of the top vPaaS tools on the planet

Summary: Ezra is a strategic and technical visionary at Wistia. He combines an audience-first content strategy with a data-informed approach to drive sustainable growth. He emphasizes the importance of genuine relationships over transactions and advocates for leveraging data to inform decisions while valuing human intuition. His journey from initiating a central data warehouse to implementing tools like Census, Fivetran, and dbt showcases how a single source of truth can enhance operational efficiency. Ezra's experience, from fostering a data-informed culture to embracing a scrappy startup mentality with a focus on high-impact ideas and rigorous A/B testing, reflects a commitment to strategic evolution and the balance between data and creativity. His insights offer invaluable lessons on growing and engaging with audiences in meaningful ways, advocating for a blend of strategy, intuition, and data-informed decisions in marketing.

From Wistia’s First Customer to Early Team Member

Imagine this: Ezra, initially just a fan from the sidelines, watching Wistia, a fledgling startup by his buddies Chris Savage and Brendan Schwartz, trying to carve its niche in the world of video. This journey from an intrigued observer to Wistia's first customer, and eventually, a pivotal team member, is nothing short of a cinematic twist.

Back in the day, while Ezra was navigating the complexities of medical devices, Chris and Brendan were brainstorming Wistia's next big thing. The plot thickens when Ezra, amidst casual banter in their Boston living room, pitches a game-changing idea sparked by his own professional hurdles. Picture this: medical procedures generating heaps of video data, with the only sharing option being the archaic method of mailing DVDs worldwide. Enter Ezra's lightbulb moment—why not transform Wistia into a haven for secure, efficient video collaboration?

Fast forward to Wistia marking its foray into uncharted territories. This wasn't just about ditching DVDs for digital; it was about reimagining how professionals could leverage video for learning and collaboration.

The narrative takes a delightful turn when, over a lunch filled with reminiscing and future-gazing, Chris and Brendan propose a novel idea to Ezra. With a shared laugh over their collective naiveté in marketing and business management, they decide to join forces. This was the moment of serendipity, the kind that you'd find in tales of old, where the hero embarks on an unforeseen quest.

Wistia's storyline evolves with a bold strategic pivot, transitioning from a focus on internal video sharing to mastering the art of video marketing. This wasn't merely a shift in services; it was a leap towards redefining Wistia’s essence. The introduction of video embeds and performance tracking was akin to discovering a new continent in the realm of video marketing. This pivot was the catalyst for an explosive growth, attracting a myriad of users and establishing Wistia as a beacon in the marketing universe.

Ezra's saga with Wistia illustrates a kaleidoscope of lessons: the beauty of perspective, the strength found in adaptability, and the magic of seizing hidden opportunities. It's a testament to how internal insights can dramatically alter a company's course, steering it towards realms of untapped potential and success.

Key Takeaway: Ezra's journey with Wistia showcases the power of leveraging personal experiences to spot unique opportunities in the professional sphere. His story teaches us the importance of staying open to unexpected career paths and the transformative potential of internal insights. For any professional, Ezra's narrative is a reminder to embrace adaptability and look beyond conventional boundaries, because sometimes, the next big shift in your career or business strategy could emerge from your own unique challenges and observations.

Ezra's Audience-First Philosophy Beyond Funnel Vision

Ezra's reflections on Wistia's early content strategy are a testament to the power of foresight and the courage to challenge the status quo. In an era dominated by the lead capture mantra, the idea of prioritizing audience engagement over immediate conversions was nothing short of revolutionary. Ezra's insights into this paradigm shift reveal not just a tactical change, but a philosophical evolution in marketing.

At the heart of this transformation was a simple observation: content that educates, engages, and entertains fosters a community of brand advocates. Ezra noticed early on that content about video production on a budget or maximizing video effectiveness wasn't just filling up space on Wistia's blog; it was actively drawing people into a conversation with the brand. This wasn't engagement that could be easily quantified by the number of leads generated, but its impact was undeniable. Website visits and signups surged post-publication, showcasing the tangible benefits of nurturing an audience.

This observation led to a critical realization: gating content might boost lead numbers temporarily, but it dampens genuine engagement. The stark contrast between open access and restricted content provided clear evidence that the key to sustained growth was fostering an environment where quality trumped quantity. This approach required a commitment to producing stellar content that people didn't just stumble upon but sought out and shared.

Ezra's philosophy underscores a critical marketing truth: building an audience is about cultivating relationships, not just capturing data points. This mindset shift from a focus on quantity to a dedication to quality was, at the time, a bold stance that set Wistia apart. It wasn't about bombarding people with sales pitches but about drawing them into a meaningful dialogue with the brand.

This audience-first approach is not just about creating fans; it's about building a community that grows organically, powered by the quality of interaction and content. The lesson here is clear: when marketers prioritize genuine engagement over short-term metrics, they lay the foundation for lasting growth and brand loyalty.

Key Takeaway: Ezra's strategic pivot to an audience-first approach at Wistia highlights the lasting value of building genuine relationships over transactional interactions. In today's content-saturated world, the brands that stand out are those that treat their audience not as leads to be captured but as a community to be cultivated. This philosophy doesn't just elevate a brand's marketing game; it transforms customers into advocates, ensuring sustainable growth and a competitive edge.

Data-Informed Instead of Data-Driven

Ezra's path through the diverse landscapes of marketing, business intelligence (BI), and growth at Wistia is a narrative about the confluence of data and human insight. His tenure, marked by wearing multiple hats across different roles, underscores a singular truth: the realms of marketing, BI, and growth, despite their distinctions, share a common core centered around attracting and engaging people, converting them, and leveraging data for informed decision-making.

Ezra, self-...