ProQuest was looking to bolster the company’s position in providing video content to academic libraries. We were late to the party and several rivals already had well established content offerings. Our new SAAS solution allowed libraries to digitize their own video content, preserve it, and make it more easily available to their users. The value proposition was complex and significant buyer education was required to generate interest in the academic market.
To help potential buyers understand this new solution, we leveraged the voice of customers who had worked with us on a pilot project. We developed a series of 5 videos by interviewing these thought leaders about pain points in academic libraries and promoted the videos via ProQuest’ts blog, newsletters and social channels. We leveraged what we learned in a webinar series and the development of a product demo. The new product launched successfully with 244 leads right out of the gate.