How PhotoShelter Turned Micro Tours into One of Its Best-Converting Lead Generation Channels

About PhotoShelter

PhotoShelter is a Digital Asset Management platform that helps organizations organize, share, and distribute visual content efficiently. By providing a user-friendly, scalable solution, PhotoShelter enables marketing and creative teams to maximize the value of their digital assets.

The Challenge

Before implementing Tourial, PhotoShelter encountered several challenges in engaging and converting leads:

• Relied heavily on traditional marketing forms and sales demos, limiting engagement opportunities.
• Static website content failed to showcase product usability, making it difficult for prospects to understand the platform’s ease of use.
• Missed opportunities to capture and nurture top-of-funnel leads before direct sales involvement.
• Limited analytics and difficulty creating tours with previous interactive demo tools.
• Needed a scalable solution to drive pipeline growth and accelerate conversions.

Why Tourial

PhotoShelter required an interactive, self-guided solution that could:

• Allow prospects to explore the product independently, increasing lead engagement before speaking with sales.
• Seamlessly integrate with Marketo, enabling robust analytics and lead scoring.
• Provide a "Take a Tour" CTA across the website, ensuring a frictionless experience for potential buyers.

The Results

Since launching Tourial, PhotoShelter has seen measurable improvements:

• Achieved an average of 70 marketing conversions per month through gated product tours.
• Dramatically increased lead engagement and conversion rates at the top of the funnel.
• Product tours are now one of PhotoShelter’s best-converting lead generation channels.

Beyond the numbers, Tourial has improved buyer trust and engagement by giving prospects an easy, hands-on way to explore the product. Leads who engage with the tours are more likely to convert and close faster, as they enter sales conversations more informed. Additionally, stakeholders beyond marketing—including CFOs and IT teams—find tailored tour content relevant, reducing internal friction and speeding up cross-functional approvals.