Case Study: Athena Software triples video views, boosts email CTR and converts more leads with Wistia

How to Attract, Nurture, and Convert Leads with Video

Athena Software is a global provider of web-based case management software for health and social services. Facing the challenge of explaining a complex product to a dispersed audience and improving lead capture, nurturing, and support scalability, they needed a simple, cost-effective way to engage prospects and speed up onboarding and help resources.

Athena adopted Wistia (integrated with HubSpot), built an in-house studio, and launched video-driven drip campaigns, tracking viewer behavior with heatmaps to tailor follow-ups. The results include a tripling of their video library and views, a landing-page video that tripled views, an email campaign with a 23.4% open rate and 12.5% CTR (vs. 1.5–3.5% typical), a 90-second explainer with ~3,000 views and 73% engagement, and measurable increases in lead conversion and support scalability.

Athena Software

Jordan Fox

Sales and Marketing