Case Study:
CRS Five Questions.
Five Videos.
The sales team kept answering the same five questions. So we put the answers on film.
Credit Reporting Services (CRS) makes it easier for FinServ startups to access credit data they couldn’t otherwise reach. The company was growing fast.
Credit data integration is a complicated process. CRS discovered that their audience often had the same questions, five of them specifically. Handling these queries resulted in longer sales calls and deepening frustration as often the prospects didn’t convert. It’s easy to lose patience when prospect after prospect doesn’t qualify. Still, CRS was extending into these audiences because they can often not even access the data, and if they can, doing so requires too much overhead.
“Not a process, method, or technique. Storytelling is described as an art. Matthew Woodget and his team at Go Narrative have mastered the art. Utilizing Storytelling to simplify complexity and help our prospects to make sense of the world has gone a long way for us at CRS. ” – Marco Buhlmann, CEO CRS.
CRS wanted to head off these questions before they were asked so that their sales team could focus on what matters - making deals. CRS’ CMO came up with the fix: proactively answer the question with videos. By answering the five common FAQs with videos, CRS can quickly weed out bad leads while also letting prospects know about all their services right from the start.
“They can see themselves in those messages.” –CMO, CRS.
The challenge was finding a way to deliver the message – you don’t want half-hour-long diatribes concocted by someone who can’t craft an engaging story. The pieces needed to be short and informative, with vital insights that would appeal to their prospective clients and drive the desired action.
“Videos turned out great. [Go Narrative team were] great at being prepared and also great at improvising. [A] potent combination. Amazing to work with.” – CMO, CRS.
CRS’s marketing team is small and agile, with limited time and availability of valuable talent. CRS also demands the highest quality deliverables. This made it challenging for CRS to create its videos internally. Furthermore, they didn’t have a dedicated video crew or anyone focused on messaging and storytelling.
CRS’s CMO recognized the importance of an end-to-end integrated effort that started by clarifying their sales team’s needs to enable architecting accurate positioning. This would then fuel crafting stories about prospects.
With these stories turned into videos, they could be used for landing pages, social media, and other marketing channels like Ads on Google search pages. That’s where Go Narrative came in with their straightforward, structured approach to messaging strategy & storytelling, along with script design.
Go Narrative also managed production logistics such as production design, filming schedules, and crew management while adhering closely to all guidelines set out by CRS. Go Narrative led the process from kick-off through post-production.
CRS didn't have a video problem. They had a story that lived in the sales team's heads and nowhere else — five questions, answered live, every single call. The film was just where the fix ended up. The work was getting the answers out of the room. If your team is re-answering the same questions every week, that's the same symptom.
Go Narrative ingredients: narrative, messaging frameworks, story design, scripts, video production including lighting, makeup, sound and gaffer, post-production, and music.