Case Study: PrecisionLender achieves higher conversions and faster sales with Wistia

How PrecisionLender Uses Video to Close More Deals

PrecisionLender, a provider of a real-time pricing and profitability negotiation tool for bankers, struggled to quickly and clearly communicate its complex value proposition and to tie video engagement to revenue. The marketing team began using video — including an in-house studio and customer stories — to humanize the product, but initially lacked the ability to identify viewers or attribute those interactions to sales outcomes.

By adopting Wistia and integrating it with Pardot, PrecisionLender started collecting viewing data, using Turnstile email capture, lead scoring, heatmaps, and sales alerts to nurture and prioritize prospects. Video became a trackable channel: their solution video converts at 8% versus 0.1% for plain text, Turnstile signups have a 70% open rate (vs 13–15%), and 100% of demo requests after watching the demo video led to opportunities (vs 39% without video), enabling faster closes and more focused sales conversations.

PrecisionLender

Iris Maslow

Digital Marketing Manager