Deepgram is an enterprise software startup pioneering more accurate speech recognition built specifically for the needs of each customer. They sell a complex product to large organizations and each sale is tailored to the particular customers' needs and use case.
Deepgram needs proof that their product does what they says it does. Customer testimonial videos are the answer.
Chris Dyer, Head of Sales at Deepgram, finds video testimonials to be extremely useful to accelerate or push prospects from the consideration phase of the sales funnel through to the decision phase.
"They [prospective customers] look for validation in other people that have already tried Deepgram. And it's good to listen to stories from a sales person, but it's much better to hear directly from the horse's mouth."
In the following video, Chris shares how he and his team use video testimonial as part of their sales template and process.
Why are testimonial videos important to your business?
Chris Dyer: Testimonials are important to our business because that's what prospective customers want to hear. They look for validation in other people that have already tried Deepgram. And it's good to listen to stories from a sales person, but it's much better to hear directly from the horse's mouth. And so Vocal Video is able to easily allow us to capture a lot of really good customer feedback that we can then share with folks that are evaluating Deepgram Deepgram. So that's one of the reasons we really like Vocal Video a lot and why our customers and prospective customers appreciate having that evidence as well to see what other folks have done with us.
How are you using Vocal Video?
Chris Dyer: We ran one campaign with Vocal Video thus far, and most of it was around capturing customer feedback in obviously video format from Vocal Video. The questions were around business ROI, strengths of Deepgram, customer support that they're seeing from us, why they selected us over some of the competition, and just their overall experience with Deepgram so that we can present back to prospective customers in their buying process.
If you had to describe Vocal Video in one or two sentences, what would you say?
Chris Dyer: Vocal Video is a super easy and efficient way of capturing customer feedback at scale.
How do customer testimonials from Vocal Video help Deepgram close deals?
Chris Dyer: We actually use these content assets; we call them mid funnel so between the discovery call and the actual deal getting closed. If our customers or prospective customers are looking for additional validation around, for example, why custom models were so effective in terms of helping out accuracy or why Deepgram's scale is second to none. We have examples from our Vocal Video campaign of customers talking about that. We'll share those videos and those help essentially smooth out the buying process and get our prospective customers to buy in and eventually sign up with us.
Would you recommend others try Vocal Video?
Chris Dyer: I would definitely recommend that others try Vocal Video simply because of my experience, which was a really good one. Vocal Video did what they said they would do. They offered up a good product that worked. That was easy for customers to use. I was able to capture feedback from our customers, and now we have permanent content assets that we can use. And we've also identified a lot of really good customers that we can build upon this campaign and do potentially additional Vocal Videos or other marketing activities with that. So I would definitely recommend Vocal Video to others that are looking to gather more customer evidence overall.