E-Learning Case Study: Winning More Deals with Human Sales Conversations
At a glance
Client: Matter B2B
Challenge: Buyers were ignoring cold sales approaches – response rates were low, and conversations weren’t starting.
Solution: A practical online course that helped the team use short, personal videos to connect with buyers in a more natural way.
Impact: More replies, better conversations, and more deals closed.
When buyers stop listening, it’s time to change how we talk.
Buyers get hundreds of messages every week. Most are automated, generic, and easy to ignore.
Matter B2B’s sales team could feel it – even with great products and insight, it was becoming increasingly difficult to cut through the noise.
Low response rates. Missed chances. Conversations that never got off the ground.
They didn’t need more tools or technology.
They needed a way to start conversations that felt real.
The Challenge: Making Sales Feel Human Again
Matter B2B wanted their Business Development Managers to sound more natural and confident when speaking to potential clients – to show the person behind the pitch.
They were looking for something that was easy to use, built around real work, and designed to make a difference quickly.
That’s where Embed came in.
Together, we created a practical learning experience that helped their team build real confidence on camera and connect with people in a genuine way.
The Solution: Short, Personal Videos That Get Results
We worked side by side with Matter B2B to design a short, interactive course that taught their team how to use video to build trust and start conversations that matter.
It gave them clear, step-by-step guidance on how to:
- Get attention quickly with strong openings and storytelling
- Speak to people directly, not scripts or templates
- Show value simply without jargon
- Look and sound confident on camera
- Learn from results and improve over time
The learning was hands-on, practical, and easy to apply – helping the team put new ideas into action straight away.
Working Together: Simple, Supportive, and Collaborative
We know that training only works if it fits into real life.
So we spent time understanding how the sales team actually works day to day – what gets in their way, and what would make learning stick.
From that, we built something that felt natural, short enough to use in between meetings, and packed with practical examples that made sense for them.
No jargon. No heavy theory. Just clear, useful learning that made their jobs easier and their conversations better.
The Impact: From Cold Messages to Real Conversations
The course is now a key part of how Matter B2B sells.
Their team uses video confidently to talk to potential clients in a more personal and genuine way.
The result?
More replies.
More meaningful conversations.
More deals won.
“The video course gives our BDMs a practical, scalable tool to drive more human and effective sales conversations.”
— Hollie Keaskin, Managing Director, Matter B2B
The Bigger Picture: Learning That Changes How People Connect
This project shows what we do best – turning complex challenges into simple, human learning that helps teams perform better.
We make the process smooth, collaborative, and focused on results that actually matter.
Because when people learn to connect like humans, everything works better – sales, service, and performance.
Ready to make your training more human?
If your teams need to communicate, sell, or lead with more impact, we can help.
We’ll design learning that fits your people, your goals, and your day-to-day reality.