How DSQ Technology goes all in on a product video that shifts brand strategy

Waste management often uses legacy software that wasn’t designed for our industry. That creates a lot of, well, waste: wasted time, wasted money, and wasted effort on manual tasks —  with zero insight into how to improve.

That frustrating experience motivated DSQ Technology’s founders to develop solutions tailored to waste generators, brokers, and haulers. The platform’s easy-to-use dashboards and automation capabilities eliminate time-consuming tasks and give clients everything they need to grow their operations.

When I arrived at DSQ as a Senior Marketing Manager, each of our products — Discovery, Hauler, and Pioneer — lived in its own silo, making DSQ more a house of brands rather than a branded house. We needed a cohesive, succinct way to tell our story, bringing all our products under one banner while addressing diverse prospects.

We also needed to do a better job communicating what makes DSQ unique. Our software’s differentiator is its UX, but you couldn’t tell based on our website and the images we used. We had to take a more dynamic and sophisticated approach to mirror our software.

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Active collaboration resulted in a forward-thinking product video

Telling our story through a product video was the most efficient way to make this transition. More than anything else, we wanted to highlight our advanced yet easy-to-use software, but a typical explainer video with a series of static screenshots wouldn’t be enough.

That’s why we chose to work with Product Hype. Their work had great energy, and we were convinced the team could weave various elements of our product suite into a cohesive, dynamic, animated video showcasing the value of our technology to various prospects.

After one meeting, they understood the message we wanted to convey and our vision for the final video. From our bare-bones elevator pitches, they created a full-fledged script that covered everything we said we wanted. Given the complexity of our technology, that’s difficult to do.

The process efficiency was impressive, and good communication further improved our efforts. 

During our collaboration with the Product Hype team, I felt heard as a marketer, which isn’t always the case when working with an external creative team. They also offered feedback that resulted in a stronger video.

The modern aesthetic of our new product video felt sleek and sophisticated, just like our products. Excitement about the final cut spread through our entire team, from the CEO to our content marketers.

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Updating strategy with product and testimonial videos

The final 90-second video sits on our homepage, directly under our hero section. We call this our brand trailer because it delivers our message so perfectly. It takes all the pieces from across our product suite and combines them in a comprehensive yet concise way. At a time when holding people’s attention is nearly impossible, our Product Hype video stands out.

The video took just weeks to produce — not the months I expected to execute an asset of this quality. Best of all, it looks and feels like us. 

One reason we were so confident about Product Hype was because we had a great experience with Product Hype’s sister company, Testimonial Hero. Website conversions for our Hauler software were below the industry average, and we partnered with Testimonial Hero to create a social proof video where prospects could hear directly from our customers how we alleviated their pain. As soon as we put our Testimonial Hero video on the Hauler homepage, we saw a nearly 1200% uptick in our website conversion rates. It was phenomenal, and it’s helped us land many more leads and convert them into customers.

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We found the best way to communicate value

It can be hard to communicate a product’s value, which is why these videos are so crucial to any B2B marketer, especially in the SaaS space. They demonstrate the “why” and “how” behind a product, which strikes a chord with viewers.

There’s nothing better than forging a collaborative partnership with a team who understands your brand and works quickly to make something better than you could’ve imagined. Why not take the opportunity?