Case Study: Sales Hacker achieves deeper audience engagement with Wistia Channels

Creating Deeper Connections with "Demo-litions" and Wistia Channels

Sales Hacker, a B2B sales community of about 170,000 subscribers led by Director of Marketing Colin Campbell, set out to deepen engagement with their most active followers rather than simply grow audience size. Their challenge was to create practical, resonant content that helps sellers improve demo skills—content few were willing to make public—while adapting production and distribution during pandemic constraints.

They launched Demo-litions, a public video series showcased in a Wistia Channel (alongside YouTube), and used viewer feedback plus Wistia analytics to refine audio, structure, and pacing. The series generated consistent qualitative praise, provided clear, actionable improvements for future seasons, delivered a bingeable viewing experience that would’ve been costly to build in-house, and positioned Sales Hacker for continued audience deepening and new shows.

Sales Hacker

Colin Campbell

Director of Marketing