How 11x booked 2,700 demos within 8 weeks of pushing content

Challenge

To convert rising demand into sales, 11x needed premium content fast

In mid-2024, 11x faced a tidal wave of interest in its autonomous AI workers, propelling them from pre-seed to Series B in just three months. With such a rapid growth trajectory, they were still using the same basic, three-page website they'd had since day one.

A redesign was already underway, but 11x needed content, including case studies, social proof, and technical product descriptions, to educate leads and capture demand.

With their Series B announcement looming, 11x had to ramp up content fast. Head of Growth Keith Fearon decided to start with two types of assets:

1. Case studies to build legitimacy by sharing ROI metrics and proof points from real customer stories. "We already had 300 customers, including lots of big logos, but people didn't know that," Keith says.

2. Product marketing to differentiate 11x from the copycats that had cropped up after its early success. "If prospects try a basic ChatGPT-wrapper competitor, without 11x's research and personalization capabilities, they'll assume all AI workers are the same," Keith continues. "We're not."

Keith didn't want to build a content function from scratch — 11x's resources were better allocated to innovating the products that had created this demand in the first place. Instead, 11x needed an expert who could generate high-quality, value-focused content before they launched their new site. Verbatim was up to the task.

"Before Verbatim, our content was still at a pre-seed level. We needed to build legitimacy to turn our 100,000 daily website visitors into conversions."

Solution

Benefit #1: Educating customers on how 11x drives value

Within 24 hours of signing with Verbatim, both teams aligned on a high-level strategy, and multiple content assets were in the works. Verbatim immediately dove into the nuances of 11x's products, quickly learning to think like their target audience, which includes both technical and non-technical segments.

Verbatim used this fast, agile approach to build the educational content 11x needed. Before the new website was even ready to launch, the 11x team had multiple case studies and product education resources that were ready to ship.

To build out 11x's customer funnel, Verbatim crafted product-focused blog posts that provided a deeper look into the innovative AI behind their products. These assets supplemented 11x's new product pages and introduced readers to their autonomous digital workers, Alice and Jordan. These assets unpacked Alice and Jordan's technical features — like continuous learning and data-driven personalization — in a clear and accessible way.

Because Verbatim had laid the groundwork of establishing industry and product knowledge, even these technical, product-heavy pieces came together quickly — and with minimal lift from 11x's team. What's more, the team had the foundational content needed to educate folks on their best-in-class product and highly technical AI features.

From there, Verbatim easily pivoted to deliver case studies so they had current social proof when the site went live.

"Through Verbatim, we have the equivalent of six in-house designers and three in-house writers working on content. It's been on autopilot since we kicked off."

Benefit #2: Demonstrating value with social proof

With Verbatim handling interviews, writing, and editing, 11x shipped case studies quickly, without sacrificing technical and industry specificity.

During interviews, Verbatim tapped into the core pain points 11x's customers face by letting the guest lead the conversation. Rather than telling generic stories, like "scale without adding headcount," Verbatim unpacked the specific challenges that made each customer's case unique — yet relatable to similar prospects.

For example, in one case study, Verbatim focused on how Otter.ai implemented 11x's automated SDR, Alice, to meet the surge in demand during the 2020 remote work revolution. Verbatim focused on the outcomes that would be most relatable to 11x's ideal customer, including how Otter increased outreach volume by 250% in two weeks and saved over $500,000 a year on SDR salaries.

Now, 11x has valuable customer stories that capture 11x's value. And their sales team can use this social proof to showcase the tangible wins they've helped hundreds of companies achieve.

"There's no filler or wasted words in Verbatim's content. It's all hard-hitting, value-additive proof points, adding up to a cohesive story that's easy to understand. It's like the team knows our product better than we do."

Results

11x converts interest to demos booked at 24x their previous rate by leveraging social proof

After only 8 weeks of working together, 11x's Series B funding announcement was released on November 11, 2024 — two months sooner than originally estimated. "If we'd had to create all this content ourselves, we wouldn't have announced our Series B until January, and we'd have the expense and hassle of onboarding additional marketing headcount," says Keith.

With Verbatim, 11x has a content engine to convert their growing demand:

Next up? A resource library that includes research and insights from 11x's own experiments and the experts they work with — establishing 11x as an AI thought leader in scalable automated outreach.

"Verbatim's output is amazing, and so is the speed. They accelerated our company two months forward in terms of timeline. We were expecting to spend $500,000 annually on internal content hires — with Verbatim, it's probably 75% less."

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