Today, we’re recapping our episode with Greg Dickinson, CEO of Omedym, a digital sales room platform that solves the common challenges companies face with traditional product demos by introducing search functionality and ultimately enhancing engagement and driving sales success.
Listen to the Podcast as we explore Omedym's founding story, GTM strategy, product roadmap and discuss the evolving sales tech industry trends. See highlights from the conversation below.
Sales Pitch & Founder Story: The Google Search of Sales Demos
Omedym has revolutionized the product demo landscape with a customer-centric approach. Born from Greg's frustration with traditional demo processes, Omedym—"my demo" spelled backward—addresses the common pain points in product demonstrations. After exiting a previous startup, Greg identified a critical challenge in the demo request process, where potential buyers often abandon forms due to intrusive information requests. He envisioned a solution that would automate and enhance the demo experience. Hear how Omedym came to live after Greg realized his PGA Tour dreams were maybe out of reach:
The journey began with the idea of leveraging video to replace tedious demo meetings. However, recognizing that no one wants to watch lengthy videos, Omedym integrated search functionality into video content. This innovation allows users to search within videos and documents to find exactly what they need, whether it's information on workflow, reporting, or security. By transforming any sales presentation or document into searchable content, Omedym ensures that buyers can quickly find relevant information, significantly enhancing their engagement and satisfaction. This self-guided, interactive experience not only helps buyers but also provides sellers with valuable insights into buyer behavior, making the sales process more productive and informed.
From its inception five years ago, Omedym has grown into a leader in the digital sales room space, offering a seamless blend of technology and strategy. By capturing detailed analytics on buyer interactions, Omedym equips sales teams with the knowledge needed to tailor their pitches and address specific customer needs. With over 60,000 digital sales rooms in production, Omedym is a game-changer in sales technology.
Demo Time: Empowering Buyers & Sellers at the Same Time
Omedym’s user-friendly platform is designed to enhance the buyer's journey. The platform provides a walk-up user interface, allowing buyers to access recommended content such as demos, introductions, and specific product information. This content is dynamically generated by ingesting the company’s everyday materials like sales pitches and demos, which then become searchable by topic. For instance, if a buyer is interested in customer success, they can search for and view relevant segments from various presentations, helping them get precise answers without sifting through unnecessary information. This method streamlines the process for buyers, allowing them to explore and query content directly related to their interests, much like how users interact with search engines like Google.
Omedym also tracks and analyzes buyer engagement, so the seller can see detailed insights about who is viewing their content and what specific topics are drawing interest. This digital discovery and buyer intent data empower sellers with actionable intelligence, enabling them to tailor their follow-ups and content to meet the specific needs and interests of their prospects. By continually updating the portal with new content based on buyer queries and feedback, sellers can keep their prospects engaged and informed, ultimately leading to more informed and expedited purchasing decisions. This comprehensive approach ensures that the sales process is both efficient and responsive to the evolving needs of buyers.
Go-to Market Strategy: From Startup to Enterprise Needs
Omedym targets two key customer segments: enterprise businesses and startups. For enterprise customers, particularly those in SaaS, with complex products and long sales cycles. These companies often face the challenge of educating buyers about intricate products over extended periods, sometimes up to 10 months and Omedym supports continuous engagement and information dissemination. It’s also advantageous for startups aiming to scale without significant hiring, allowing them to reach a broader audience with a lean team. These startups can use Omedym on their website to generate interest and educate potential customers, which is essential for category creation and market penetration.
In addition, Omedym’s solution helps engage with buyers who often have irregular schedules who evaluate new solutions outside their typical business hours. This approach makes it easier for buyers to learn about products at their convenience, thus enhancing customer-product fit and increasing the efficiency of sales efforts in markets where the CAC is critical. Check out this clip of how Omedym is solving team collaboration issues for their customers:
Product Roadmap: AI & The reason milk’s at the back of the grocery store
Omedym is heavily focusing on integrating AI capabilities to enhance the buying experience and predict buyer behavior. They are currently leveraging predictive analytics to automatically suggest relevant content based on user behavior. Their goal is to use AI to serve personalized content to buyers based on industry-specific regulations and recent developments, thereby positioning their customers as thought leaders in the market. Omedym’s exploring the application of AI to predict key buyer behaviors, such as engagement, purchase likelihood, and optimal pricing strategies. A notable initiative in their lab involves using AI to determine the ideal discount levels to increase purchase probability, which aims to reduce unnecessary discounting. Check out the roadmap features coming soon:
Omedym’s enhancing data analytics capabilities to provide deeper insights into customer behavior and trends. They’re also focusing on refining CRM data quality and integrating AI to improve the accuracy of sales data and reduce erroneous inputs. This holistic approach to AI integration reflects broader market trends where AI is increasingly used to drive precision in marketing, sales automation, and customer relationship management.
Kudos to the Industry
Greg recognized several tried & true standout companies in the sales tech space:
G2: For providing valuable data on market presence
HubSpot: For their improved marketing automation capabilities strengthening their position in the market.
Salesforce: For continuing to be a significant tool in Sales tech
DocuSign: For their recent resurgence, especially in community engagement and product-led growth, signaling a positive shift in their strategy.
Calendly: as a prime example of successful product-led growth, highlighting the simplicity and effectiveness of their approach
Greg also called out MercuryGate for their innovative use of gated and open content to engage potential customers and score leads effectively. This balanced approach to content accessibility supports their go-to-market efforts by allowing prospects to educate themselves before deeper engagement. Greg emphasized the need for B2B companies to reduce friction in their sales processes drawing parallels to the e-commerce revolution, where companies like CarMax succeeded by eliminating customer pain points, hear more on this essential customer-centric B2B sales approach:
While the adoption of these new methods will be gradual, the economic pressures and evolving buyer expectations are driving a necessary transformation in go-to-market strategies and Omedym is here to help businesses through their transformation.
Thank you, very interesting to learn about Omedym. Tools like this will shape the future of B2B sales.