Conversica > Case Studies > Hootsuite Enhances Lead Management and Conversion with Conversica AI Assistants

Hootsuite Enhances Lead Management and Conversion with Conversica AI Assistants

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Technology Category
  • Infrastructure as a Service (IaaS) - Virtual Private Cloud
  • Networks & Connectivity - Gateways
Applicable Functions
  • Procurement
  • Sales & Marketing
Use Cases
  • Inventory Management
  • Leasing Finance Automation
Services
  • System Integration
About The Customer
Hootsuite is a Vancouver-based company that offers a comprehensive suite of social media management and analytics tools. The organization prides itself on customer care, social commerce, and employee advocacy. Hootsuite’s ability to scale social media posting and foster customer relationships makes it a popular solution for businesses. The company was undergoing significant changes in Marketing and Sales, with a new Commercial Sales team handling inbound leads. The team was 100% inbound leads driven, meaning everything came from their Marketing leads. Hootsuite hosts 40 webinars a quarter, has millions of contacts in their email database, and hundreds of thousands of self-service plan setups every month.
The Challenge
Hootsuite, a leading social media management and analytics platform, was grappling with an excessive volume of leads. The popularity of their platform resulted in a high influx of leads, which posed a challenge for the team to effectively follow up. This led to missed opportunities, wasted time on unqualified leads, and frustration among team members. The company was also undergoing significant changes in Marketing and Sales, with a new Commercial Sales team handling inbound leads. Despite launching a lead scoring model, the conversion of leads was not at an optimal level. The team identified that the most converting leads were coming from their website and were labeled ‘demo request’. However, they needed to go beyond website-generated leads and demo requests to accelerate sales-ready leads from other sources such as webinars, email database, and self-service plan setups. The challenge was to find a scalable way to discover opportunities within these lead sources.
The Solution
Hootsuite turned to Conversica AI Assistants for Conversational Marketing and Sales to tackle the challenge of high lead volume. The AI Assistants offered unlimited scalability in an affordable manner and integrated seamlessly with Hootsuite's technology stack including Salesforce and Marketo. The AI Assistants also worked well with Hootsuite's process of routing leads after identifying hot leads. Hootsuite integrated LeanData into the lead routing process to ensure seamless routing of leads once flagged by Conversica as ready to talk to Sales. The company employed three AI Assistants, Alexis Horseman, Elena Williams, and Maria Jimenez, to handle Conversational Marketing and Sales. These AI Assistants helped filter all content leads as a first step in the customer journey, boosting engagement rates significantly. Hootsuite also implemented Conversica Answers, a customizable conversation management tool, to handle common questions asked by leads and contacts, thereby motivating them to continue the customer journey.
Operational Impact
  • The implementation of Conversica AI Assistants brought about significant operational improvements for Hootsuite. The AI Assistants were able to handle the high volume of leads, thereby freeing up the Sales team to focus on closing deals rather than chasing potential dead ends. The AI Assistants also helped in boosting engagement rates from 0.5% to 4%, which is about half of their demo request conversion rate. The integration of LeanData into the lead routing process ensured seamless routing of leads once flagged by Conversica as ready to talk to Sales. The implementation of Conversica Answers, a customizable conversation management tool, allowed AI Assistants to handle inquiries while also motivating contacts to continue the customer journey. This proved valuable for the team who, before Conversica, had to do this manually.
Quantitative Benefit
  • 10X conversion from the content leads
  • +108,000 of total saved hours
  • 4% engagement rate from content leads (up from 0.5%)

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