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
Quantitative Benefit
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