(Quote from the "Code V" Video Script): "Streamline your investigations with COMtrac, the end-to-end Investigation, Evidence and Brief Management Solution. Our cloud-based platform is helping agencies save over 50% of their investigators’ time!"
THE ONLINE SALES CHALLENGE
COMtrac knew their software is industry leading in it's functionality - but it was difficult to get the message out in a way that hits - even though they had plenty of contacts and leads already. COMtrac were in front of very large customers, but it was challenging to articulate their service in a simple way, and put it in front of the right decision-makers.
As a result, a lot of manual time and energy was spent on explaining during the sales process. Selling internationally was especially challenging, and sending Powerpoints and PDFs wasn't enough.
Visionary LinkedIn Ads Campaign
Using optimised versions of COMtrac's videos, Visionary is currently running LinkedIn Video Ads to produce qualified leads for COMtrac. When decision-makers see COMtrac's video in their feed, they are inspired to watch it. If they watch more than 25% of the video, we show them a 2nd video to continue nurturing them into an initial sales call.
The campaign produced 30 leads (13 "conversions" + 17 "leads"). COMtrac have a long sales cycle - but by the end of the campaign there were 6 open qualified deals produced in the pipeline worth $433k total, including multiple 6 figure deals and multiple 5 figure deals. 3 of the deals had progressed through demos and were at RFP stage.
During the campaign the following HubSpot functionality was used, configured and consulted on:
Ads / Audiences
Sales process, tasks & follow ups
VIDEO 1: VISIONARY BLACK LABEL video
The first video explains the COMtrac to a decision-maker and walks them through the features and benefits step by step. As a BLACK LABEL video, there is an extra level of design detail to add X-FACTOR to COMtrac's brand:
Craig Doran, COMtrac’s CEO said: ““The project team at Visionary Digital Studios is by the far the most professional and reliable service I have experienced. The response to the video we created has been nothing short of excellent leading to presentations to new potential clients with 7 days of the video being launched. It is rare to engage external services for projects and on completion sit back and think ‘That is the best value for money I have ever spent.”
I really could not fault anything in the whole process. I have dealt with a lot of contractors and consultants for a variety of reasons but never have I had the level of service where I actually felt 100% confident in your companies abilities to meet the representations your put forward.
From day 1 of the first drafts, it was clearly apparent that your design team were brilliant and had a unique quality of being able interpret our market vision and articulate my thoughts into meaningful animations. Feedback from our target market has been overwhelming since day 1. The comments on the Linkedin post are a testament to the quality of the video.
Just about everyone one of my competitors would benefit from your video. Yes I do mind if you contact them as I don’t want them to have quality video that I obtained from Visionary Studios. :-)”
Comtrac Video-powered Website
Finally we re-designed 2 important pages on COMtrac’s website, leveraging the graphics created for their video to ensure a unique design.The “Home” page is very strategically designed for COMtrac’s decision makers, and features their Visionary Explainer Video. The “COMtrac In Action” page gives decision-makers a chance to view COMtrac features on video before they book their initial sales call.Now, the sales team doesn’t need to start every conversation from scratch, and they are speaking to much more qualified leads.
VIDEO 2: Live-Action Testimonial Video
This video is designed for leads to view before they attend a sales call with COMtrac. The idea is to show the prospect tangible evidence of COMtrac in action, and prime them for the initial sales conversation.
For this video, we re-used a 2 hour recorded webinar provided by COMtrac. We cut the most relevant sections where clients were speaking, and weaved them into a video narrative which is engaging for the viewer.
VIDEO 3: Visionary Explainer Video
The 2nd video focuses on COMtrac's "Elementising Elements" methodology which is what specifically differentiates them from competitors. The video very specifically makes COMtrac stand out from other options the decision-maker may be considering during the tender process.
VIDEO 4: Visionary Explainer Video - USA CUT
COMtrac also have a US target market. To make sure their video made the audience FEEL comfortable, we created a USA version, with US Voice Artist, Robert, performing the Voiceover.
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