Thomas Mazimann, an engineer and former freeride kayak athlete turned growth marketing expert, has helped Voxeet excel through the ages and become an undeniable giant in its industry. He joined the company in May 2017 as the first US and Business Employee and managed to grow the company until it was acquired by Dolby Lab as part of their ambition to become the world leader in video and audio communication.
The advent of the internet age has had an undeniable impact on our lives in every possible arena, be it social, professional, recreational, or otherwise. For businesses specifically, the growth of the internet has presented myriad unprecedented opportunities alongside unique challenges, allowing for new growth opportunities but also presenting some growing pains, as the most forward-thinking companies struggle with hiccups in the technology that sometimes make their business possible. Instant communication means it’s possible to recruit and network with a much wider field of talented workers, but that very communication can sometimes become a burden as the technology attempts to catch up with the rising demands of the workplace.
Conference calls, for instance, have long been a necessary evil of the modern workplace, both allowing for unrivaled convenience in the ability to connect a group of employees for a strategy session even across large distances – indispensable for large international companies with branches in different hemispheres – but unfortunately also causing headaches when plagued by connection issues or a lack of clarity. A meeting can never be very useful if nobody can understand each other. Voxeet, created in 2008, presented a unique solution to this issue through the merging of two existing technologies: the first is a proprietary API for the aforementioned conference calling software, and the second is binaural audio recording, wherein two microphones are planted the ears of a model made to closely resemble a human head, so that when the audio is played back, the brain can more easily decode the spatial placement of sounds.
This revolutionary technique, when applied to conference calls, can make it much easier for people to hear each other during conference sessions, especially during instances of crosstalk or excessive background noise. But there remains the question of whether this is enough to convince companies to switch to a new API and invest the capital required to overhaul their communications systems. Convincing those companies to do so was the challenge met by Thomas Mazimann, Voxeet’s Senior Growth Marketing Manager.
“It’s a tiny market … a very competitive market,” Mazimann says of the video conference technology sector. “We had to find the strategy to sell this product.” This is no lie – upon entering the market, Voxeet had to compete with tech giants like Cisco and Google, the former a long-established industry veteran, and the latter instantly famous for the ability to disrupt and quickly dominate new markets. The central concept of the Voxeet software, and its ability to embed within existing client applications, was certainly solid, but against such formidable competition, it would be dead in the water without an aggressive and effective marketing strategy.
Mazimann, of all people, was very much aware of this need for incisive marketing. “There are other people out there doing what we do … [and] the people working in the tech industry are the most creative and innovative people in the world.” Undaunted, however, he launched what are called Omni-Channel Campaigns to market the Voxeet software. These campaigns function like a marketing blitzkrieg, using available data to make contact with potential buyers and customers through every means possible, including Twitter, Quora, Instagram, Facebook, LinkedIn, email, and others. It did take some tinkering and experimentation to find the magic bullet that propelled Voxeet to success, and the deck was not entirely stacked against them – Voxeet has been widely recognized and the technology that makes it special has been growing increasingly popular – but that doesn’t mean there was a lack of challenge for Mazimann.
Mazimann himself is no stranger to challenges. Before embarking on his business career, he was a fan of sports and managed to become an internationally ranked athlete in Kayaking, from his home country of France. Even then, he didn’t jump headfirst into marketing, but took a much more indirect route, obtaining a Bachelor’s Degree in Science and a Master’s Degree in Mechanical Engineering before finally transitioning into a shorter Master’s program for business and entrepreneurship. As anyone with a background or experience in a similar field can confirm, mechanical engineering is rife with its own challenges, to the point where finding unique solutions to difficult problems becomes its own invaluable skill. By taking his engineering problem-solving expertise into the business world, Mazimann joins an impressive list of business titans like Satya Nadela, CEO of Microsoft, Jeff Bezos, and others.
Despite the formidable competition, his Omni Channel Campaigns were a success, and Voxeet attracted a number of high-profile clients for their business including Axiata, Tata, MeetingSphere, One2Team, Easywebinar, and others, before they were eventually acquired by Dolby Studios, leaving the business as a sterling example of success in the frequently cutthroat tech business world, and allowing Mazimann and his associates to move onward and upward to bigger and better projects – and even greater challenges.