BUYER'S JOURNEY VIDEOS: Association for Data-driven Marketing and Advertising (ADMA)
THE SERVICE
(Quote from the "Code V" Video Script): "That’s why businesses across Australia are turning to IQ for Business In-house Training, to engage staff and identify training needs. We first customise the training content specifically to your requirements. Then, an expert comes to your workplace to deliver relevant training."
THE CHALLENGE
ADMA was looking to generate leads online by conveying their offer in a way that inspired people to contact their sales team for more information. They also needed to ensure leads were qualified and understood the service BEFORE speaking to the sales team
In a crowded market, the videos had to quickly, and strategically, communicate why ADMA's services are more effective than any competitors.
The videos were launched through Facebook and LinkedIn advertising campaigns, as well as on the ADMA website. They are also shown throughout the ADMA sales process, during presentations and calls.
Blake Stone, ADMA's Marketing Manager said: "Visionary Digital Studios animated videos are a concise and informative way of visualising complex ideas or products. They are a delight to deal with and effectively massage the whole process from conception all the way through to best-practice execution of the final videos."
VIDEO 1: ADMA IQ Skills Assessment
The initial video generates leads by allowing decision makers to assess their team's Digital Marketing skills online. This video acts as a lead generation "tripwire". Once this service is bought, the prospect becomes a customer and can be nurtured into ADMA's higher value services.
VIDEO 2: IQ In-House Training
The second video explains ADMA's more in-depth training service, which can address shortages that show up from the "ADMA IQ Skills Assessment". This video is shown to viewers after they complete the initial skills assessment, and prepares them in the sales process for ADMA In-House Training.
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