Vision AI was a SaaS produce designed to make complex AI-based software accessible to businesses.
Their products encompass things like automated customer service, identity verification and OCR document extraction.

The unique part of their service was that it was all built to be easily accessible to developers and laypeople – using built-in REST API compliance.
They also would assist companies in implementing their software systems.

The main challenge we had to solve was trying to express the value of such a complex product and service offering to people.
In digital marketing, you often have an extremely limited timeframe in which to get across your marketing message – which is why it’s vital your message is as impactful as possible.

The main thing we centred our strategy around was simple: relevance.
It’s easy to understand a product or service when it’s put in the context of your exact industry or business – so we sought to exploit that to overcome the obstacle of the complex offering.

So, we built out small, vertical, niches across select industries that could benefit the most from the Vision AI offering. We then packaged the solution in such a way it spoke directly to people inside these industries.

For example, on LinkedIn, we build audiences filtered by Seniority, Interest groups, Industry and Company Size. We then started highly personalized chat campaigns to reach out to these industries, with tailored copy highlighting the use cases of Vision AI in their particular industry.

From there we experimented with different CTAs and lead magnets – the end result being sending leads through to the website where they were further qualified by channelling them into demo users.

On Google, we focused on tangential search terms from people searching the problems which our product solved – to capture those who might not be aware the service existed.

Lastly, we used Facebook to try and reconvert lost website traffic using a retargeting campaign. We also ran a number of onsite conversion experiments to drive up traffic to the demo conversion rate.

Across every campaign we ran for Vision AI, we focused on including “hyper-relevant” messaging – to try and ensure we got straight to the point of how their service could benefit the user, without getting bogged down in the technical details of how it works.

Too often businesses fail at marketing because they’re trying to tell you how their product works – when they should be telling you how their product can work for you.

Using small verticals like this is often a great solution for lead generation campaigns, especially in cases where you’re in a new category and there are few competitors to use as a reference point.