Case Study: Construction software leader HCSS shortens sales cycle by 44% with Brightcove video platform

How Video Has Shortened One Company's Sales Cycle by 44%

HCSS, a Texas-based leader in construction software, needed a clearer way to communicate its field-built expertise and prove that digital content actually drove revenue. With limited digital properties and rising demand for more engaging content, the marketing team faced the twin challenges of increasing brand awareness and shortening a lengthy, demo-driven sales cycle while also being able to quantify video ROI.

They rebuilt the customer journey around video—launching the “I Build America” awareness campaign and a conversion-focused “The Learning Center” with 300 short how-to videos—then integrated Brightcove with HubSpot and Salesforce to track viewing behavior and qualify leads. The results: video now initiates 90% of leads, the sales cycle dropped 44% (from ~160 to under 90 days), the campaign achieved a 50% share rate, and sales time and costs were significantly reduced through better-qualified, faster-moving prospects.

HCSS

Skyler Moss

Director of Digital Marketing