Conversica > Case Studies > Artificial Intelligence Delivers 10X ROI in Sales Pipeline for ScaleArc

Artificial Intelligence Delivers 10X ROI in Sales Pipeline for ScaleArc

Technology Category

Infrastructure as a Service (IaaS) - Virtual Private Cloud
Wearables - Virtual Reality Glasses, Headsets & Controllers

Applicable Industries

Education
Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Leasing Finance Automation
Material Handling Automation

Services

System Integration

About The Customer

ScaleArc is an enterprise software provider that is pioneering an emerging software category, database load balancing software. This software dramatically improves uptime and performance of apps hitting a database. To reach a broad set of constituents, the company leverages a comprehensive range of outbound marketing programs, including events, PR, content syndication, and e-mail nurture and partner campaigns. The company has created significant interest and market traction, and these programs generate a large number of contacts and inbound leads every month. These marketing-generated leads typically need multiple “touches” to drive further awareness of ScaleArc and to become better educated on the context of and need for the company’s solution.

The Challenge

ScaleArc, an enterprise software provider, was facing a dual challenge of building brand recognition while pioneering a new software category, database load balancing software. The company was leveraging a comprehensive range of outbound marketing programs, including events, PR, content syndication, and e-mail nurture and partner campaigns. These programs generated a large number of contacts and inbound leads every month. However, these marketing-generated leads typically required multiple “touches” to drive further awareness of ScaleArc and to become better educated on the context of and need for the company’s solution. Given the need to drive education and awareness to build the sales funnel, ScaleArc wanted to augment the outreach beyond what their Business Development Reps (BDRs) could personally provide.

The Solution

ScaleArc’s Director of Demand Generation recommended Conversica’s AI-driven sales assistant technology as a way to scale the volume of leads the company could nurture. ScaleArc then reviewed the Conversica solution and developed a plan to integrate it with their Marketo marketing automation platform and Salesforce Customer Relationship Management (CRM) system. ScaleArc mapped how the Conversica solution would integrate with their marketing processes and workflow. The company leverages scoring to “rate” its leads, and the marketing team defined the scoring threshold at which leads would be contacted by their virtual sales assistant persona, Jessica. Their implementation process, which took approximately one month, also included rigorous “data hygiene” that ensured that leads had the correct status and lead owner to be fed into the Conversica system appropriately.

Operational Impact

Thanks to rigorous planning and the thoughtful, yet persistent, Conversica virtual sales assistant, the ScaleArc team has seen measurable, positive results. Business Development Reps have responded positively because workload is reduced, and warm leads get “handed to them on a platter”. Event leads are particularly well served with the Conversica platform, given the sheer volume of contacts. Anecdotally, the company sees Conversica as a meaningful way to re-engage with dormant prospects – Jessica sends them friendly reminders about the ScaleArc solution – and finds Conversica a more effective way to manage leads at scale. In the future, ScaleArc is prepared to leverage Conversica to scale lead volume and approach new markets, as well as to develop and expand a greater number of nurture campaigns by vertical, in concert with the Marketo marketing automation system.

Quantitative Benefit

More than 2,500 leads per month flow through the Conversica system
For every dollar spent on Conversica, ScaleArc gets $10 in pipeline
Conversica delivers a 30X return in “influencer pipeline,” which is pipeline that is not directly attributable to Conversica but has been helped by the platform