Your Demo is Your Best Marketing Asset
Company Size
160
Presales Team
5 Solutions Consultants
Marketing Use Cases:
Website demos, direct mailers, email campaigns
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The results at a glance
Inbound ARR were Consensus Leads
Demo Performance Over Traditional Marketing Assets
Leads through Consensus Marketing Accelerator
Reduction in Time Spent on Live Calls
Presales Capacity Gained
Demos Assets Created
The Challenge
Delivering higher quality leads and being first to demo
A leading construction software company wanted to find new leads and accelerate deals by educating buyers faster. They saw the speed to demo was closely tied to speed to close and wanted to give buyers easy access to their solution without taxing their limited presales resources. They also wanted to find ways to analyze buyer needs and tailor solutions without having to deliver repetitive demos that added frustration to buyers and sellers alike.
The Solution
Automated Demos Everywhere
The company’s solutions consulting (SC) team used Consensus to create more than 500 pieces of content to enable sales reps to engage buyers at different stages of the buyer’s journey. They focused on core value propositions and the most commonly asked questions. Once they had their content in place, they presented their solution to marketing in a collaborative effort to maximize web conversions and get the highest ROI while becoming the first to demo their back office software solution to construction companies.
The Results
The demo is the best source of leads
Automated demos quickly became a preferred lead source for the company. Placing demos strategically on the website where buyers are most likely to spend time and express interest turned their product into its best-converting asset. Not only did Consensus demos produce more than 4,300 leads through the website, it outperformed other traditional marketing assets by 4X. They also found the quality of the leads that were converting was better than their sales team had previously experienced, making them more efficient and able to close deals faster.
A leading source of inbound revenue
Demo automation became a leading driver for inbound revenue. By placing product demos in the buyer’s hands faster, our customer gained a unique advantage in opportunities by sharing product demos before their buyers ever spoke to competitors, enabling them to demo first and follow up faster. This caused inbound revenue to soar, with 40% of inbound ARR coming from leads driven by automated demos. They found that demo automation was especially effective in accelerating their SMB deals allowing SCs to spend more time impacting higher-value opportunities.
Maximizing SC impact
The presales team saw their demos extend far beyond the marketing department, not only saving time but also significantly influencing the sales process and driving results. Instead of waiting for calendars to align and delivering repetitive intro demos, SCs now come to live calls with qualified, engaged prospects who come with questions based on the content they have already viewed. This not only cut the time SCs spent on live calls in half, it improved the quality of the conversations. Instead of prepping for and delivering overview demos, SCs enthusiastically tailor solutions based on what features buyers prioritized in the automated demo experience.
