Who are MatrixWorks?

MatrixWorks are a provider of hardware for multi-display video technology. They are the exclusive European distributor of GeoBox – a hardware-video controller that creates visual experiences for spaces such as immersion rooms, museums, and retail spaces.

So it has a very technical product offering, for very specific audiences. And yet in 2024, it is using AI to not only answer technical user questions, but to actually drive website leads and enquiries. 

We sat down with Virginia Cheng, Co-owner at MatrixWorks, to discuss how their approach to lead generation has evolved over time. And how Leadoo AI is now helping to nurture prospective customers through their complex buying journeys.

The Original Need For Leadoo

MatrixWorks are a longstanding Leadoo customer since 2020. Prior to that, as a distributor they typically received almost all their leads via partners and word of mouth. As Virginia explains, they certainly weren’t coming through the website:

“Our website used to be more of a bulletin board. It was useful for partners to see technical specs and it had information on all our core offerings, but before Leadoo, we got almost no viable leads directly through the website.”

“When the pandemic hit though, we knew this needed to change. Everyone was thinking about how to reach out to customers and capture interest remotely. After searching online, we came across Leadoo, and it’s been integral to our lead generation strategy ever since.”

In the year after introducing Leadoo, the more conversational nature of the website and the ability to nurture users through the buying journey, led to approximately 10x the number of inbound leads from the website.

Equally important though was the Company Identification feature. Having not had similar tech on the site before, Virginia and her team can now see individual companies visiting the website, and begin ABM based on their behaviour. As she explains:

“We monitor prospective customers on our site closely thanks to Leadoo. We also have automations set up to alert us when certain types of company are taking actions like visiting specific pages or repeatedly visiting the site.”

“This has allowed our sales outreach to become more relevant and targeted. And to actually see if our marketing efforts are driving the right audiences to the site, down to individual target customers.”

“We find that when people can visualize what we sell, they get it instantly. But trying to describe the outputs and technical features in text can be difficult. So Leadoo’s Visual Bots not only help by showing us what prospects are looking at what features, but also helping them understand our offering much quicker.”

Introducing AI Onsite

However, due to the very technical nature of MatrixWorks’ hardware, they still found that some prospects were not sure exactly which product was most suitable for them. Even after browsing the website. 

What they needed was more conversational marketing – to answer technical questions in real-time and help users work out the best solution.

Enter, Leadoo AI. Specifically, in the form of ‘Matt’ – the virtual AI assistant for matrix-works.eu. Like all Leadoo AI bots, Matt was trained on a specific knowledge base; sets of web pages and company documents that he can base his answers off.

As shown below, Matt uses his knowledge base to answer even the most specific of user questions, while also dynamically suggesting follow up questions based on previous ones, and directing users towards natural conversion points.

Incredibly, since being deployed in early 2024, a conversation with the AI assistant has been a touchpoint in 90% of the leads generated through the website.

As Virginia explains though, there has been a period trial and error in terms of finding the best material to include – and not include – in Matt’s Knowledge Base:

“My business partner Jeff spent a lot of time with our Technical Account Manager Gavin to work out what guideline prompts Matt needed. For instance, we saw that after adding our old FAQ pages to the Knowledge Base, that Matt was actually able to provide much more nuanced answers to FAQs than the existing page. We now no longer have FAQ pages onsite because Matt provides much more dynamic answers to similar questions.”

International Coverage 24/7

Once Leadoo AI is trained and prompted, it runs continuously on your website. Meaning it can answer questions in 40+ languages continuously in real-time. This has proven particularly valuable to Matrix Works who sell across the whole of the EU. As Virginia explains:

“We saw one day that we had a query from a prospect in Southern Italy who worked in museums. By simply running his and Matt’s conversation through Google Translate, I could see all the specific questions he asked, and all the onsite materials Matt referred him to.”

“He quickly requested a demo thanks to Matt, and became a customer shortly afterwards! If we didn’t have Matt, we wouldn’t have closed that deal. We consider him a full time member of our sales team as well as an account manager rolled into one.”

Who are D-Tech and TWI

We interviewed Andrew Butcher, Head of Digital at The Write Impression, as well as Abbie Baisden, Senior Customer Success Manager at Leadoo to find out how D-Tech’s journey with Leadoo AI has gone so far, and how we managed to achieve such a significant increase in conversions.

D-Tech offers a huge host of EM, RF, RFIQ and RFID technologies for tracking, managing, protecting and forecasting demand in a number of sectors, particularly in libraries, education facilities and other businesses. Their products are designed with self-service in mind, to provide organisations such as libraries the facility to allow users to check books in and out themselves. 

D-Tech became a Leadoo AI customer through our agency partner The Write Impression (TWI). TWI is a comprehensive digital marketing agency, offering services in copywriting, PR, branding and communications, to name a few, and they work with SMEs to large international organisations. 

Initial Problems & Objectives

TWI worked alongside our Experts and the client to set out some objectives for the implementation of Leadoo:

1. To increase the number of leads received

Originally, D-Tech received around 2-5 leads a month from their site. They wanted to double this to 10 leads a month, or 120 leads a year. Most of the leads generated from the D-Tech site prior to implementation were from a static contact form. Traffic levels were good – around 2000 visitors a month, and so we’d expect to see more than 2-5 leads from this once the Leadoo platform has been implemented.

2. To be able to qualify the leads coming in

Prior to implementation, D-Tech had no way to qualify leads as they came in, and they had no way to filter out spam, from questions, from leads. This means that time was taken up in filtering through the responses that came through the static form, and then of these responses, the leads needed to be manually sent to the relevant team.

 D-Tech are a long standing client of TWI, and have recently been working with them on a whole host of improvements, including revamping their website and driving traffic to the site. They realised before too long that this wasn’t equating to more leads for D-Tech, and they realised they needed to do something more to get this client some results. In steps Leadoo AI…

Solutions Implemented

Abbie Baisden, Senior Customer Success Manager and TWI’s Leadoo expert, weighs in on the solutions implemented:

“We had a look at the site and knew a starting point would be to have something on the main page to activate and engage visitors, as well as to help and direct them,” Abbie explains, “We implemented a VisualBot on the homepage to help visitors to navigate across the site, and the bot also acts as a product selector to help visitors find what they need quickly. Originally, D-Tech had a static form on their homepage which wasn’t converting – their VisualBot is now their most converting tool on the site.”

Andrew explains their initial plan of attack: “We took the top 5 pages with the most traffic, and began with putting InpageBots on those pages to help qualify and capture leads from there.”

“In addition, we’ve implemented labelling for all visitor conversations to help sort the leads, and added flags to them to ensure they’re sent to the right teams, with the right priorities,” Abbie continues, “This was something we actually realised as a result of D-Tech having more than one domain – we were getting lots of leads via the UK site for their USA domain, and so we added these in to allow us to sort and filter the leads for the appropriate teams.”

The Incredible Results

In terms of results, D-Tech achieved some pretty astounding stuff:

The Leadoo platform was implemented in March 2021. 

In 2019 – 2020, D-Tech had 23,000 sessions, representing a significant increase in traffic from the previous years, but with very few leads being received (so few that they actually weren’t recorded for this time period!). This had still achieved their main aim at this time though, which was driving more traffic to their site.

In the 1 year prior to Leadoo  implementation, March 2020 – 2021, D-Tech had 29,698 sessions, and received 101 conversions. 

In the 1 year since implementation,  March 2021 – 2022, D-Tech has had less traffic – 28,000 sessions, yet enjoyed 653 converted leads.

That’s a 546% increase in conversions!

Of those, 211 were for their UK arm, and 316 were for their US domain. Their success for the US domain was so apparent that D-Tech have now implemented Leadoo there, too!

In their first month of implementation, they went from 2-5 leads a month, to 45, and by month 3 this had increased to 166 leads. As you can see from the numbers above, they have been able to maintain this level of lead generation without needing to increase their traffic level, which D-Tech (and TWI!) are very happy with indeed. 

At their three month check up with Abbie, D-Tech reported that their leads were continuing to rise slowly, and that they now wanted to focus on better quality. 

“We’re achieving this through changing the qualification criteria for their leads, asking more specific questions, and we also made phone numbers a mandatory field within the contact node instead of a follow-up question, for example,” explains Abbie, “Some of the leads coming through were also existing clients, so we changed the conversation pathways a bit to identify who the visitor is first – asking for their country and whether they’re a new or existing client before allowing them to proceed to the form.”

Objectives Met 

✅ To increase the number of leads received. 

Originally, D-tech received around 2-5 leads a month from their site. They’re now consistently receiving 200 leads a month, and more when you take into account those which feed into their US domain and bots. Of all the leads received in the last year, 653 converted into deals.

✅  To be able to qualify the leads coming in.

D-Tech’s leads are now labelled, sorted based on the information each lead provides and sent to the relevant team automatically. No more manual sorting of leads, and spam leads or questions are filtered out and can be dealt with appropriately.