HCSS Shortens Sales Cycle by 44 Percent Using Brightcove Video Platform
August 29 2017 - 9:07AM
Business Wire
“Video First” Marketing Strategy Drives 60
Percent Revenue Increase Over Four Years
HCSS, a pioneer in developing software to help construction
companies streamline their operations, has leveraged video to
shorten its average sales cycle by 44 percent. Using the Brightcove
(NASDAQ: BCOV) video platform, HCSS has deployed video at every
stage of the customer journey, from initial awareness to client
retention. Video has become HCSS's top lead-generating tool,
touching 90 percent of the company's leads.
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Driving this success is The Learning Center, a website that HCSS
created to house its video content. Prospective and current
customers access the site themselves or receive a video directly
from a HCSS sales rep. By integrating gated video content with
Hubspot and Salesforce, “The Learning Center” reduced closing from
160 days to just under 90 days, marking a 44 percent decrease in
average sales cycle. With video at the forefront of its digital
marketing strategy, HCSS has increased revenues by 60 percent over
the last four years.
“We needed a video platform that would grow with us as we pushed
more video through every phase of the customer journey and would
help us make a meaningful impact in the lives of our customers.
Brightcove has enabled us to do that,” Dan Briscoe, vice president
of marketing at HCSS, said.
“Video enhances every digital touchpoint and is changing the
ways companies communicate internally and externally,” Andrew
Feinberg, CEO, Brightcove, said. “HCSS is one of many success
stories at Brightcove showing how companies can leverage video
throughout the customer journey to improve the customer experience
and bolster revenue.”
Video is at the heart of HCSS’ brand campaign, I Build America.
By focusing on a growing list of email networks, registered
subscribers, and professional associations re-sharing the videos
leveraging the Brightcove platform in lieu of heavy advertising,
HCSS saw a boost in brand recognition across Facebook, Twitter, and
YouTube, and garnered a 50 percent share rate among viewers.
Video also plays a critical role in HCSS engagement, lead
conversion, and customer retention activities. By integrating The
Learning Center with Hubspot and Salesforce, HCSS has simplified
segmentation and lead nurturing. It has also garnered accurate data
that allows HCSS’ sales team to better understand prospective
clients. Using this insight, sales reps are able to develop more
strategic approaches to the customer relationship and to implement
those approaches more effectively. And because the overall goal of
The Learning Center is to drive sales, HCSS knows that every dollar
spent on video initiatives contributes to the company’s bottom
line, according to Briscoe.
In the last four years, HCSS has grown its marketing team from
five to 20 employees and its video team from one to five
employees.
To learn more about HCSS and how it is using video, visit:
https://www.brightcove.com/en/customers/hcss.
About BrightcoveBrightcove Inc. (NASDAQ:BCOV) is the
leading global provider of powerful cloud solutions for delivering
and monetizing video across connected devices. The company offers a
full suite of products and services that reduce the cost and
complexity associated with publishing, distributing, measuring and
monetizing video across devices. Brightcove has thousands of
customers in over 70 countries that rely on the company’s cloud
solutions to successfully publish high-quality video experiences to
audiences everywhere. To learn more, visit www.brightcove.com.
This press release may include forward-looking statements
regarding anticipated objectives, growth and/or expected product
and service developments or enhancements. Such forward-looking
statements may be identified by the use of the following words
(among others): "believes," "expects," "may," "will," "plan,"
"should" or "anticipates," or comparable words and their negatives.
These forward-looking statements are not guarantees but are subject
to risks and uncertainties that could cause actual results to
differ materially from the expectations contained in these
statements. For a discussion of such risks and uncertainties, see
"Risk Factors" in the Company's filings with the Securities and
Exchange Commission, including its most recent annual report on
Form 10-K. Brightcove assumes no obligation to update any
forward-looking statements contained in this press release in the
event of changing circumstances or otherwise, and such statements
are current only as of the date they are made.
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version on businesswire.com: http://www.businesswire.com/news/home/20170829005149/en/
BrightcovePhil LeClare, 617-674-6510press@brightcove.com
Brightcove (NASDAQ:BCOV)
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