Orbitax closes global deals with Supademo
Learn how Orbitax, a global tax technology company, leverages Supademo as a demo automation platform to prospect, qualify, and close clients across 195 jurisdictions.
Company size
51-200
Use Cases
Sales, Enablement, Onboarding
Challenges
Time-consuming to create video demos for technical products, passive viewership, lack of intent data
Outcomes
Dozens of hours saved per month, multilingual demo support, higher customer engagement
About Orbitax
Orbitax is a rapidly scaling IT services and consulting company headquartered in San Francisco. The company specializes in international tax research and compliance solutions and is dedicated to simplifying processes for professionals and multinational enterprises.
Operating across 195+ tax jurisdictions, Orbitax’s tools unlock productivity and time savings for customers worldwide. We spoke to Jeroen van Asch, Orbitax’s Global Head of Sales & Partnerships to learn about the problems the company has faced and how they solved them with Supademo.
The Challenges
As a global organization, Orbitax is comprised of complex, technical products that are often time-consuming and difficult to create effective product demonstrations for. The company previously relied on video recordings to achieve this — which ended up consuming a tremendous amount of resources to plan, script, record, edit and distribute.
While finding the time to record (and do this well) was already difficult, a secondary issue was that these product demos had to be re-recorded for major features/product changes, which was cumbersome and time-consuming for everyone involved.
At a glace
Despite this time spent, the final output was a product demo video that led to a passive viewership that didn’t encourage “learning by doing” like Orbitax ideally wanted. Since these videos were not measurable, the company didn’t have a clear understanding of what people found interesting or what would trigger these “aha moments.”
Ultimately, this led Jeroen and his team at Orbitax to search for a faster, more flexible way to create product demos and customer guidance — which led them to Supademo.
The Solution
When exploring demo automation vendors, Orbitax's first criterion was ease of use. The company knew they needed a tool that was efficient, easy to use, and scalable across the sales team, regardless of each rep's technical competency. This way, Orbitax's team would not be dependent on product owners or specialists that could slow down their velocity.
Orbitax ended up choosing Supademo, G2's Demo Automation, because it combined both powerful functionality and simplicity— where the core recording product is simple and straightforward, but it also has powerful features like Showcases, Chapters, and AI features like translations and voiceovers.
For the company, the latter multilingual AI text and AI voiceover feature was especially beneficial as they serve customers across 195+ jursdictions covering multiple regions and languages.
Ultimately, Supademo's ease and flexibility helps Orbitax customize each product demo’s detail and fidelity based on use cases and sales cycles, which helps them personalize experiences for each client at scale.
Adoption and Use Cases
When it comes to use cases, Orbitax leverages Supademo across the entire sales motion — but most heavily as a follow-up after a live demo. By sharing interactive use cases and context-specific Supademos and Showcases after a meeting, Orbitax's clients are able to have a deeper understanding of the platform's key capabilities and benefits.
Furthermore, interactive Supademos are strategically distributed to champions to simplify the internal selling and decision-making process for champions, who end up sharing trackable links instead of trying to pitch Orbitax's complex solution with their own words.
Ultimately, most of Orbitax's customers care deeply about the details and want to understand their technical tax solutions in depth. Supademo acts as a bridge that encourages customers to dive in, get hands-on, and learn about Orbitax's products in a guided, self-paced manner.
The Outcomes
Firstly, Supademo has helped Orbitax empower champions within the organizations the company sells to. Jeroen cites Supademo as a really efficient way for customers to gain product context, while looping in other decision makers to try out features and workflow, with minimal friction. Supademo helps Orbitax stand out from a product perspective and build credibility within the sales cycle.
Secondly, Supademo helps Orbitax create more engaging, higher-fidelity product demos that are interactive and higher converting for prospects and customers. Supademo Analytics further help Orbitax track and define how demos and messaging are resonating, creating iteration cycles and improving sales motions.
Lastly, Supademo helps Orbitax reorient their sales team's focus on more ROI-positive work — rather than the time and resources spent on scripting, re-recording, and demo upkeep. The platform's recording simplicity and maintainability saves Orbitax hours upon hours each month.
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