Conversica > Case Studies > CenturyLink Boosts Lead Generation with Conversica's AI Solution: An 8-to-1 ROI Case Study

CenturyLink Boosts Lead Generation with Conversica's AI Solution: An 8-to-1 ROI Case Study

Technology Category

Analytics & Modeling - Big Data Analytics
Sensors - Liquid Detection Sensors

Applicable Industries

Equipment & Machinery
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Leasing Finance Automation
Material Handling Automation

About The Customer

CenturyLink is the third-largest telecommunications company in the United States. The company offers a wide range of services including network and data systems management, big data analytics, managed security services, hosting, cloud, and IT consulting services. With operations in 99 countries, CenturyLink provides broadband, voice, video, advanced data and managed network services over a robust 265,000-route-mile U.S. fiber network and a 360,000-route-mile international transport network. The company is focused on connecting its customers to the power of the digital world. The business division of CenturyLink, overseen by Kate Cindric Federhar, Director of Marketing Operations, is particularly focused on marketing automation, warm lead programs, and lead flow automation.

The Challenge

CenturyLink, a global communications and IT services company, was facing a challenge in increasing its outreach volume and improving lead flow. The company was particularly focused on 'warm leads', prospects who have shown interest and asked to be contacted. These leads could come from various sources such as the company's website, 1-800 numbers, outbound telemarketing, search engine marketing, and email campaigns. However, the company was struggling to effectively reach out to these leads, especially smaller prospects who did not have an assigned sales representative. The company also faced resistance from its sales representatives who were skeptical about the use of AI in managing their accounts.

The Solution

CenturyLink turned to Conversica, a provider of AI-driven lead engagement software, to address its challenge. The company started using Conversica's Sales AI Assistant and Customer Success AI Assistant to reach out to smaller prospects who did not have an assigned sales representative. The AI assistants, named Angie and Ashley, were used to establish a personal relationship with these leads. CenturyLink also ensured that Conversica's solution was seamlessly integrated with Marketo, their marketing automation tool. This allowed the company to easily add leads to lists that were synced with Conversica, eliminating the need for manual data transfer. Angie and Ashley were initially set up to handle calls from 300 leads for four reps, but their use was expanded following their success. They now handle leads from multiple programs, including new product launches, tradeshows, and events.

Operational Impact

The implementation of Conversica's AI solution has had a significant impact on CenturyLink's lead generation process. The AI assistants, Angie and Ashley, have been successful in establishing a personal relationship with leads, making them feel valued and attended to. This has resulted in a massive outreach to targeted audience segments. The seamless integration with Marketo has also streamlined the lead flow process, freeing up staff to focus on more important tasks. The quality of leads generated by the AI assistants has been so good that the sales team has been asking for more. The AI assistants have also been successful in cutting through the clutter and ensuring a steady stream of leads that the sales team looks forward to. The use of AI in lead generation has not only improved the quantity but also the quality of leads, leading to an impressive 8-to-1 ROI on a monthly basis.

Quantitative Benefit