While researching a prospect last week, I visited their site and watched a gated product demo video. To access it I had to enter my name, email address, company name, company size. I was then taken to a page with a 5 minute YouTube video.
What amazed me was this video had no personalisation. It was their standard stock video, completely unrelated to the information I submitted. It was the same for every user, regardless of their company size or vertical, despite the ample data I provided to tailor the experience.
Missed opportunities for personalisation
I received the usual sales email follow up but the whole experience felt a bit meh. A wasted opportunity to make the content relevant to me and my needs.
Their product is for companies of 100-2,500 employees across a range of verticals — there's significant variation in that range. And I’d told them my company size, so... come on, this stuff is easy!
At a minimum, couldn’t you cut that video down and make a version for different company sizes based on their typical challenges?
Enhancing experiences with AI
What’s also easy is using AI video generators to supercharge this experience even further. This is exactly what we’re doing with our audience augmentation tools — take the info I’ve provided, do some research, and use that to create something unique for me. Instead of even more illustrated characters bringing your tech product to life, why not use AI-generated video to really engage the prospect?
These strategies represent valuable ways to improve customer experience by making interactions more personalised and relevant.
The challenge of showcasing AI solutions
This is a great example of the challenge that faces AI tech. If your solution can do anything, how can you show it doing something that resonates? This problem is why tools like ChatGPT, Perplexity, and Pi.ai include some suggested prompts. Lots of people still don’t know where to start. ChatGPT themselves have said 'the best way to understand AI is to show, not tell'.
The 'penny drop' moment
We’ve encountered this ourselves. Our audience augmentation tool is a key part of our AI-powered ABM solution. But to demo it, you need to take a prospect through all the key steps — it’s not self-serve... yet!
Then we had an idea — what if you could ask the tool what it could do? So, we added a chat interface that allows you to ask the tool what is possible to achieve with the data you provide. It advises on what’s possible, how to structure your data, what fields to use, and what to do next.
This idea came from users. As soon as they see the potential, they ask, “can it...?” or “what if...?”. This is what we refer to as the penny drop moment. They get it.
Our differentiator
Because the answer is normally yes. Why? Because we’ve probably thought of that already. Our differentiator is our 10+ years of agency experience and our team’s expertise in enterprise marketing, computer science, AI development, and much more. We’re coming to the problem with this perspective rather than leading with the tech.
It’s why we know when to use tech and when not to. And crucially, how to make the solution relevant to the prospect. Something that was sorely missing from our product tour!
'What if' workshop
I’m writing this off the back of a “what if” conversation with FFF Founder Chris Wright. He’s been developing AI solutions since before you’d heard of ChatGPT! I’ve got almost 30 years of experience working in digital agencies. Put the two of us in the office together on a quiet Friday when everyone else is WFH, add caffeine and something around 120BPM on Sonos, and things happen.
What if you could take the form information and generate a product demo video that highlights the product features most relevant to each prospect? What if you create a personalised experience that incorporates research on companies and includes the titles and profiles of team members? What if you then created versions for them too? What if you went further and used AI to generate custom user guides for every function of your solution? What if...
This is all possible now
When was the last time your product demo experience truly surprised or delighted someone? If it’s been a while, it’s time to reimagine the process.
A "what if" workshop with Chris and me could unlock innovative strategies that drive results for your business. Drop me a line, and let's explore the possibilities.
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