Mentor's Social Proof helps it win 6-figure deals repeatedly
Mentor are program management specialists in telecoms, IT and technology. Clients include Vodafone, O2 and Dell.
Mentor's Social Proof helps it win 6-figure deals repeatedly
Mentor are program management specialists in telecoms, IT and technology. Clients include Vodafone, O2 and Dell.
Top Results
10 client video testimonials:
- Closed multiple 6-figure deals
- Generated 40 meetings
- Yielded 70,000 impressions on Linkedin
The Challenge
More Independent Program Reviews
Straight-talking, Mentor are unafraid to make unpopular recommendations and confront conventional wisdom. And, unlike spread-thin strategy consultants dealing in theoretical reports, Mentor are execution experts.
Mentor wanted more telecoms companies to buy its Independent Program Review, which sets business-critical transformation programs up for success. Their team independently assesses clients’ execution plans and reality-checks whether they can deliver on them, so clients can act before issues get unmanageable.
Mentor needed video testimonials — aka trustable social proof — from telecoms executives to prove their value to prospects.
The clips had to get across the pain of failing to deliver business-critical transformation programs, why so many major projects do fail, and what differentiates Mentor. They’d tackle Mentor’s top sales objections, too: “You’re too expensive” and “Actually, we can fix this in-house.”
The Solution
#1 Messaging Foundation
We ran a messaging foundation workshop with Mentor, powered by our tried and tested frameworks, which clarified their target clients (telecoms executives), the pain they solve, their edge over competitors, and the sales objections that stop more business from being won.
We also dug into their key service: the Independent Program Review. They use it to save clients’ under-equipped teams from failing to deliver transformation programs.
Next we uncovered what stops some prospects buying: cost and bias towards in-house program execution. We’d need to guide their clients to talk about how that the cost of inaction is far higher than the cost of Mentor’s service. And that companies can’t expect their own people to manage transformation programs when that’s piled on top of their existing job, they aren’t implementation experts, and they’re already down in the weeds of a dragging initiative. Stakeholder engagement and alignment are easy to say, too. Far harder to do.
From there, we knew which questions to ask Mentor’s customers in our interviews and which angles to prioritise in the edits.
#2 Recorded Testimonials
We have a white-glove service for scheduling and recording customer videos, covering every step in recording high quality videos with Mentor’s clients with minimum time and effort — all they needed was their phone and a smart background.
#3 Animated Videos
We turned that raw footage into X customer testimonial and X thought leader videos. All Mentor-branded and ready to use across its marketing, with animation highlighting key messages for prospects.
Social proof that Mentor is worth the money, from the top tier of their target industry.
#4 Multichannel Marketing
We also advised Mentor on multi-channel marketing with their new video assets, including strategy for LinkedIn (organic and ads) and sales outreach, including how to use in emails and in sales letters (with QR codes).