Enhancing the B2B
Sales Experience
Fiserv, a global financial services provider, was expanding its product line to boost business with existing clients and attract new financial institutions. The company called on Ignite to create videos to introduce these new products and illustrate their features and benefits in a compelling way.
Identifying the Real Audience
When Ignite received the original ask, we agreed videos presented an excellent opportunity to explain the value proposition of highly technical software in human terms, well beyond the expected paper-based sales support. But we felt more exploration was needed to better understand the context around the customer experience within this B2B sales occasion.
https://vimeo.com/113715113/39240919d3
Seeing the Bigger Picture
Our exploration led us to understand where these videos would be used in the long and winding sales journey to C-level decision-makers. These selling occasions varied greatly, from a one-to-one gatekeeper introduction to a room of decision-makers. We identified an opportunity to better support all the sales interactions with a more comprehensive yet agile toolset, including videos.
Framing the Message and
Considering the Medium
In addition to framing Fiserv’s complex technology product in terms of functionality and implementation ease, we were able to produce compelling videos that led with organizational benefits. All content, including more traditional spec sheets, was then packaged in an easy-to-update tablet app. The custom app was distributed to a global sales force for greater access to visual tools and dynamic content on demand.
With this tool, Ignite empowered the sales team to customize the experience to each specific sales opportunity, whether a formal presentation to a room of 100 or a casual meeting over coffee. It also gave Fiserv a platform for updating product specs seamlessly without investing in costly physical materials.
