Conversica > Case Studies > Revitalizing Lead Conversion with AI: A Case Study on Leica Geosystems

Revitalizing Lead Conversion with AI: A Case Study on Leica Geosystems

Applicable Industries

Electrical Grids

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

System Integration

About The Customer

Leica Geosystems is a global company specializing in the design, development, and manufacturing of geospatial solutions. They provide professionals in surveying, construction, infrastructure, mining, mapping, and other geospatial content-dependent sectors with innovative software, systems, and services. Their solutions capture, analyze, and present spatial information, aiding a wide range of industries in better understanding their markets and operational environments. In 2020, they sought to improve their lead conversion rates and re-engage with a group of untouched, aging, and dormant leads.

The Challenge

Leica Geosystems, a leading provider of geospatial solutions, was facing a significant challenge in their lead conversion process. In 2020, they noticed that their net new leads were not converting to Marketing Qualified Leads (MQLs) at the expected rates. Despite not having concrete proof that their Pardot lead scoring methodology was flawed, the data suggested that a new approach was needed to nurture and warm up leads. The company also had a large group of untouched, aging, and dormant leads that needed to be re-engaged. The challenge was to keep new leads moving through the pipeline and reconnect with the untouched group of aging, dormant leads.

The Solution

Leica Geosystems turned to Conversica for a solution. They introduced Holly Hudson, a Revenue Digital Assistant for Marketing, to cultivate early interest and reactivate dormant demand. Initially, a group of unworked leads was identified for a four-month pilot campaign. The success of this trial led to full adoption and integration of Holly with Salesforce CRM. This integration allowed for the setup of conversations and campaigns with the AI, helping to scale the operation. Holly now initiates personalized conversations with all leads who engage with content, nurturing those who are not yet ready to talk to Sales. She also autonomously circles back to older leads, using relevant dialog tailored to the lead’s last action to reignite their interest. The combined power of immediate follow-up for new interest and re-engagement with older leads ensures no lead gets left behind and every opportunity gets worked.

Operational Impact

The implementation of the Revenue Digital Assistant, Holly, has brought about significant operational improvements for Leica Geosystems. The integration with Salesforce CRM has allowed for scalability and increased efficiency in managing leads. The AI-powered assistant initiates personalized conversations with leads, nurturing those not yet ready for sales, and re-engaging older leads with tailored dialogues. This ensures that no lead is left behind and every opportunity is worked on. The company has also seen a cultural shift, with sales teams embracing the AI, humanizing it, and acknowledging its contribution to generating hot leads. The use of AI has also opened up new possibilities for automated conversation triggers, segmentation, and message tailoring, changing the game in terms of scalability.

Quantitative Benefit