The intro of our registration demo.
The Need:
Brolly Event Solutions had a great new website coupled with targeted inbound marketing content and systems to help them reach new audiences, but they were missing a driving next step in their marketing funnel. Additionally, many of their offerings were highly specialized and tough to understand. So as Marketing Manager I set out to solve both issues in one fell swoop with an interactive product demo system.
The Issue:
I began by taking a look at how we would capture user data and facilitate the distribution of demo materials automatically. Given our company size, and the needs of our sales team, we decided that Infusionsoft would be a great system to support our inbound marketing efforts. Within the software I built a customized product demo campaigns that began when a user entered their information on our free demo page. Data capture at this stage was kept light to not scare anyone off, I would qualify them further down the funnel.
Our free trial form.
From there users were automatically sent a series of emails based on their interests and actions. They would receive our self-guided demos and follow up emails that ensured they had access to the information the needed and then a series of messages highlighting Brolly's unique value propositions.
The self-guided demos themselves were the second critical leg of the process. They needed to illustrate the many features, and values, of the Brolly modules. What's more, these demos needed to remain consistent across their deployment, and provide a compelling experience for our users. I decided to build the demos in Microsoft's emergent Sway application.
Each Sway acted as a sort of microsite that would tell the story of the modules, how they worked together and how, ultimately, they all filled our target market's needs. This was the first place where users would see the products in use, and so I was sure to provide in-depth context about each feature to illustrate how they could apply to our audience's needs.
Step 1: Where does the module fit in the system?
Step 3: Show the features in action.
Step 2: How does it integrate with the client's existing event organization processes.
Step 4: Drive home the value.
The Results:
This was Brolly's first formal foray into online lead capture so getting up and running was a crucial step in facilitating future growth for the division. Once the system was up and running refinements to our demo capture pages and forms, along with extensive efforts in inbound marketing and advertising, increased monthly lead capture 120% over the first year.
