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The explosion of cloud based services saw VMware in a happy situation: an increasing number of virtualization products for an increasing number of use cases. But then came the downside. Customers found most of these products confusing and difficult to understand, resulting in subpar sales and product recognition. Regalix recognized that the need of the hour was to engage those involved in the sales cycle, empower them with the necessary tools and content, and shorten the sales cycle itself.
This was done by mapping the content requirements across the engagement process, creating custom apps and assets specifically based on customer profiles, and delivering them to customers across multiple devices. Short format videos explaining different use cases, product demos and walkthroughs, and interactive diagrams were created to arm the sales teams and partners. Ensuring that all communication pieces at the VMworld--VMware’s annual signature event--were tailormade for its audience, was also a part of the strategy.
The impact of these actions was quick and significant. Visibility and recognition shot up – VMware saw an increase of 30% in web traffic from organic search. Sales cycle duration and costs were cut, while attaining a ‘POCs to signup’ conversion rate of 50%. Sales and partner representatives, now trained and equipped to go mobile and global, were a key factor in enhanced overall sales productivity.