THE RESULTS AT A GLANCE: 12 MONTHS
1,244Leads Converted from Demos |
17,000Marketing Demo Views |
280Hours Marketing Demo View Time |
THE CHALLENGE
Innovating Marketing Strategy at a Mature Organization
They wanted a creative way to bring innovation to the marketing organization that would better connect with prospects and drive qualified engagement.
“We needed to try something new to get our message to the market. We wanted to place the product and the value it delivers at the forefront of the buyer’s journey and break through the noise in an innovative way.”
Taylor Plumblee
Sr. Manager of Solution MarketingFrontline Education
THE SOLUTION
Product-led Growth with Consensus
Taylor’s team noticed their presales and sales teams were using demo automation to bring product education and authentic experiences to buyers at scale. They implemented Consensus to transform the way their marketing team delivered product experiences in their marketing emails, in their outbound ad campaigns, in their collateral, and on their website. They created high-value marketing demos to invite prospects to see their product in action and offered a better experience.
“When we saw what our presales and sales teams were doing we felt this could be a perfect opportunity to use our product in a way that would engage prospects better than traditional marketing activities had been doing.”
Taylor Plumblee
Sr. Manager of Solution MarketingFrontline Education
THE RESULTS
Lower Barriers to Product Education
Using Consensus demos transformed the way Frontline Education viewed the buying experience for a number of key solutions and how they generate leads. By making their “see it in action” product demo the primary CTA for their School Health Management solution on their website and using a lead gate instead of having users request a demo, gave prospects instant access to the information they wanted when they wanted it. It also built trust faster, and Taylor noticed that prospects were more willing to fill out a lead form knowing they were getting a demo on demand. This lower commitment CTA has led to more than 1,200 new leads and 280 hours of marketing demo view time automated through Consensus.
“Consensus became part of our marketing DNA. When you give your prospects a lower commitment path that gives them the content they want when they want it they are much more willing to engage in meaningful conversations and learn more."
Taylor Plumblee
Sr. Manager of Solution MarketingFrontline Education
Product-led Growth at Scale
Frontline Education’s marketing demos have been viewed more than 17,000 times. This product-led mentality enhanced inbound lead generation, outbound campaigns, digital ads, and social media marketing by showcasing the value and benefits of the product earlier in the journey. Leads generated by Consensus demos now form an essential channel of Frontline Education’s demand generation strategy for nurturing and qualifying leads to pass to sales reps.
“The usability of Consensus across multiple channels has been a game changer. We love that we can easily create the demo links we need and direct our team where to put them, knowing that we are also creating an environment where buyers feel they get the best experience with our brand.”
Taylor Plumblee
Sr. Manager of Solution MarketingFrontline Education
- Demo automation is an essential part of any PLG strategy.
- Making it easier to see the product in action leads to a better experience for the prospect.
- Replacing your “Request a Demo” CTA with a “See it in Action” CTA gives your prospects what they want when they want it.
