Qwilr Transforms Outbound & Inbound Sales with Video

About Qwilr 

Qwilr is a comprehensive sales enablement solution that empowers sales teams to create interactive, web-based proposals. Catering to a diverse customer base, including tech sales, digital agencies, real estate, and event services, Qwilr aims to streamline proposal creation, provide analytics to sales leaders, and automate repetitive tasks. This enables sales representatives to focus more on customer interactions and less on manual proposal creation. 

Rethinking Outbound

Brendan Connaughton, Qwilr’s Head of Growth Marketing recognized a need to rethink Qwilr's outbound strategy. Traditional plain text emails were failing to stand out in a competitive market. Additionally the visual nature of Qwilr’s proposals wasn’t being leveraged effectively, and there was a clear need for a more engaging method to showcase their capabilities and capture the attention of potential clients. This led to exploring video as a medium to differentiate their outreach efforts.

While outbound efforts required a fresh approach to stand out, inbound leads needed to be nurtured with timely and relevant follow-ups to convert them into paying customers. The challenge was to find a solution that could address both aspects effectively.

Solution

The solution came in the form of Sendspark’s video platform. Brendan and his team started with outbound campaigns, targeting specific industries by creating custom videos that visually demonstrated Qwilr's proposal capabilities. 

These videos were embedded in email sequences, offering a preview of how proposals could be tailored to the recipient’s branding. Brendan explains, “We started with the end in mind, thinking about what outbound approach would best communicate Qwilr’s value proposition, and it was clear that video was the way to stand out.”

For their outbound strategy, Qwilr adopted a methodical approach. They first identified key industries where they had high confidence in their solution’s impact. Custom videos were created for these industries, showing examples of high converting proposals in their industry. 

These videos were not only personalized but also demonstrated the interactive elements and analytics capabilities of Qwilr’s platform. This approach helped in making the outreach more relevant and engaging for prospects.

On the inbound side, Qwilr used Sendspark to engage high-quality trial sign-ups. Personalized videos were created for each trial user, explaining how Qwilr could meet their specific needs and encouraging them to book a meeting. 

These videos were combined with additional information about Qwilr’s solutions to provide a comprehensive overview that was much more engaging than static content. Brendan noted, “We saw this as an opportunity to bring the ‘aha moment’ of our product—seeing a proposal in their own branding—forward in the sales process.”

The adoption of Sendspark was also strategic in addressing the scalability challenge. The ease of creating and sending personalized videos meant that Qwilr’s sales team could reach more prospects without additional manual effort. This efficiency was crucial in maintaining high-quality interactions while scaling their outreach efforts.

Furthermore, Sendspark’s ability to drop personalized GIFs within emails increased click-through rates. The visual appeal of these GIFs, showing a snippet of the video with the recipient’s own branding in the background, made the emails more compelling and increased engagement.

The Results of this new strategy

The integration of Sendspark's video platform led to remarkable results for Qwilr. Brendan shared that they saw response rates double to triple compared to their previous email campaigns. The personalized nature of the videos resonated with prospects, resulting in significantly higher engagement. Additionally, the use of personalized GIFs within the videos led to increased click-through rates, especially on the inbound side.

Another major benefit was the scalability of their outreach efforts. Qwilr was able to book more meetings for their Account Executives without requiring manual intervention by SDRs. Brendan noted, “The ability to scale our outreach without additional manual effort was a game-changer. It made our process much more efficient and allowed us to focus on high-value interactions.”

The personalized and visual approach of the videos captured prospects' attention, leading to more meaningful and productive interactions. Brendan recalled several instances where prospects were not only impressed by the videos but also curious about how they could implement similar strategies in their own teams.

One unexpected result of using Sendspark was the overwhelmingly positive responses from prospects, which is quite rare in outbound sales. 

Brendan shared a particularly interesting story:

"We had an SDR leader we reached out to express interest by saying, ‘Thanks for sending through the video. This is great. How are you doing this at scale? I want our SDR team to do a similar tactic.’

It was fascinating to see prospects not only engage with our content but also inquire about our methods and express a desire to emulate them."

Brendan emphasized, “The response rates skyrocketed when we started using videos in our emails. It made a huge difference in how prospects engaged with us, and the positive feedback we received was beyond our expectations.”

Future Plans with Sendspark

Looking ahead, Brendan and the Qwilr team plan to further integrate video into their sales processes by exploring product-triggered videos. 

They aim to send personalized videos to users nearing the end of their trial period and re-engage dormant users who revisit their website or app. 

Additionally, Qwilr intends to expand the use of video in their content marketing efforts, including influencer marketing, case studies, and brand videos.

Brendan concludes, “By continuously innovating and leveraging the power of personalized video, we aim to maintain our competitive edge and drive greater engagement and conversion rates across our sales efforts.”

If you are looking to drive better results from your outbound campaigns like Qwilr, feel free to book a demo with the team here.