The Challenge: Bridging the Technology Gap in Faith Communities

Ministry Brands faced a unique challenge in the faith-based technology space. Their flagship product, Amplify, offers 10 comprehensive modules designed to help churches streamline operations and increase weekly attendance. However, their target audience presented a complex customer education challenge.

The core issues:

• Digitally cautious audience: Many decision-makers were retired volunteers serving as pastoral assistants, with limited exposure to modern technology
• Complex product suite: Amplify's 10 modules required detailed explanation to showcase value
• Educational burden: The team needed to teach both the technology and its benefits simultaneously
• Engagement obstacles: Traditional demos weren't resonating with their unique audience

"We're not just selling software," explains Justin M. Brant, Sr Product Marketing Manager at Ministry Brands.

“We’re not just introducing technology, we’re helping church leaders embrace tools that make ministry easier and more impactful. It’s both an educational journey and a support role. - Justin M. Brant,"

The Solution: Hexus's AI-Powered Demo Platform

After meeting the Hexus team, Justin and Ministry Brands discovered a solution that perfectly aligned with their audience's needs. Hexus's AI-powered video demonstration platform offered several key advantages:

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Personalized AI Voice Technology

The standout feature was Hexus's ability to clone the marketer's actual voice, creating authentic, non-robotic demonstrations.
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"The AI trained voice feature, it's not robotic.“It mirrors my voice and infuses it with the emotional tone and cadence that make it feel authentically me.. It's almost as if Hexus knows what story I'm trying to tell and what problem I'm trying to solve. - Justin M. Brant,"

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Conversational Customization

Advanced voice modulation settings allowed Justin to make presentations more conversational and less formal, increasing audience comfort. "You can make the voice much more conversational because I feel people will run away if it sounds unauthentic."

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Implementation Strategy and Early Impact

Justin developed a comprehensive implementation strategy leveraging Hexus within the marketing funnel to drive alignment between marketing, sales, and product teams.

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Sales Enablement Focus

With a clear plan for integrating Hexus into the buyer journey, Ministry Brands will use interactive video demonstrations to help prospects better understand the solutions being offered. Justin shared:
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“I have a game plan on how I want to implement Hexus into the marketing funnel, especially. Using Hexus demonstrations helps prospects understand what product, and module in particular, they're potentially adopting early in the funnel journey. ”
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Module-by-Module Approach

To simplify the learning process and reduce cognitive overload, Amplify’s modules will be broken down into individual Hexus video demos per module. This will allow prospects to absorb product details in manageable segments, improving clarity and engagement.

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UTM Tracking Integration

Each Hexus video will include UTM-tracked demo booking links, creating a clear attribution path from content engagement to sales-qualified leads. This will allow the team to measure performance and continuously refine content strategy.

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Results and Impact

Although still early in the rollout (less than one month at the time of interview), Ministry Brands is anticipating strong initial results.

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Rapid Product Adoption 

Ministry Brands has quickly produced a handful of Hexus videos within the first month of implementation, with more already in the production pipeline. The organization has also established a scalable content production process, ensuring that new module updates & messaging can be efficiently translated into Hexus videos as modules evolve. 

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Enhanced Customer Journey 

By integrating Hexus videos early in the marketing journey, Ministry Brands can potentially turn the marketing-qualified leads (MQLs) into sales-qualified leads (SQLs), which will accelerate the sales pipeline.

With a clearer, more focused product education plan, leads will be better informed by the time they reach a sales conversation, resulting in more productive discussions and a smoother path to conversion, as ambiguity is reduced.

Operational Efficiency

As Justin shared, Hexus helps tell a story so much more efficiently and so much richer. The platform enables sales and marketing professionals to communicate complex value propositions with clarity and impact to a mostly non-tech savvy audience.

This streamlined approach to product education and storytelling will make it easier for prospects to understand Ministry Brands’ offerings, reducing confusion and increasing confidence in their buying decisions. The result will be a highly impacted marketing and sales process.

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Metrics That Matter

Justin and his team embraces AI as a strategic partner, with Hexus’s AI functionality playing a pivotal role in streamlining content creation. He noted,
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“It helps me out as if AI was a personal assistant. Hexus’s AI learns and evolves in understanding the product story I want to tell and also how I want to implement these demos into the Ministry Brands Amplify product sales process ecosystem.”
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This synergy between human insight and AI-driven execution helps to bring the Ministry Brands vision to life efficiently and effectively.

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Justin tracks success through a focused set of key performance indicators:
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Primary Metrics:

• MQL Generation: Volume of marketing qualified leads
• MQL to SQL Conversion: Quality and engagement measurement
• Customer Journey Velocity: Time from prospect to closed deal
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Attribution Tracking:

• UTM-tracked demonstration links: Full visibility into video-to-demo conversion
• Engagement stream analysis: Complete prospect journey mapping
• ROI Justification: Clear connection between tool investment and revenue generation
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"For marketing to truly help drive revenue and ROI, it’s critical to understand and track key engagement methods, mapping the full journey from prospect to closed-won. That level of insight validates our tech stack investment and informs smarter, data-driven decisions."
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Looking Ahead: Scaling Success

With a solid foundation established, Ministry Brands has ambitious plans for expanding their Hexus implementation:

• Comprehensive module coverage: Creating individual Hexus videos for all Amplify modules to ensure full, in-depth product representation and easier understanding for prospects.
• Sales team integration: Equipping sales representatives with customizable, on-demand demo content to personalize outreach and enhance the effectiveness of sales conversations.
• Customer success applications: Also utilizing Hexus for post-sale initiatives such as onboarding tutorials, up and cross-sell adoption, all while helping customers unlock value quickly and reduce time to proficiency.
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"In three months, who's to say where I will be in terms of using Hexus. I already have a game plan... I know things will only get better from here."
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Key Takeaways for Product Marketers

Justin also shared several key lessons that emerged from their successful implementation of AI tools like Hexus.These insights go beyond typical marketing best practices, addressing the nuanced reality of educating customers who may be intimidated by technology while simultaneously needing to adopt it for business success. The lessons learned apply whether you're marketing to communities growing in digital confidence, managing complex product suites, or seeking to create more authentic, human connections.

1. Know Your Audience Intimately: Ministry Brands' success stemmed from deep understanding of their unique customer segment's needs.
2. Embrace AI as an Assistant: Rather than replacing human creativity, AI tools like Hexus amplify marketing effectiveness and enable better storytelling.
3. Focus on Education Over Selling: For complex products and emerging digital adopters, patience within product education can potentially outperform aggressive strategies.
4. Track the Complete Journey: Success requires understanding the full customer path from awareness to conversion, not just vanity metrics.
5. Start Small, Scale Smart: Beginning with a focused implementation allows for learning and optimization before full-scale deployment.

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