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.”
For Sofia – Leadoo’s Account Manager for MatrixWorks – the fact Matt is answering questions seamlessly across different languages while driving conversions, is an exciting proposition:
“Leadoo AI is a relatively new feature in our platform, with MatrixWorks being an early adopter. Virginia and I joke that the AI is like a child – it needed some clear guardrails and instructions to begin with but now it’s thriving!”
“But the fact it’s a touchpoint in 90% of leads, shows it has learnt MatrixWorks’ offering inside out, and is communicating that effectively to prospective customers. It feels like it has been a game-changer both for lead generation and improving UX onsite. Gavin and I can’t wait to keep seeing it bring leads across different countries and languages.”
