Manufacturing company Leica Geosystems, part of Hexagon, had a lead conversion issue. Their net-new leads just weren’t reaching MQL status like they expected. So they went looking for a new tactic to nurture & warm up their lead stock. Enter Holly Hudson, Leica’s Revenue Digital Assistant™ for Marketing. She initiates personalized, 1:1 conversations with every new lead the second they engage with Leica, increasing conversions by 300%. And the leads that aren’t ready to move to the next step yet? She autonomously circles back with older leads to reignite their interest and uncover hidden opportunities. Download the case study to get the full story.
Revenue Digital Assistant for Marketing
In 2020, Leica Geosystems took a deeper dive into their lead analytics to try to understand why their net new leads were not converting to MQLs at expected rates. While the data was not able to prove 100% that their Pardot lead scoring methodology was flawed, there was enough evidence to warrant trying a new tactic to nurture and warm up leads.
As Kerry and her team investigated Conversica, they started to see the bigger picture of what was possible.
“We saw that we could not only cultivate the early interest with our net-new leads, but also work on this big database of leads that had been dormant for the past three to six months. The Sales team had only reached out once or twice to most of them with no further action, so we knew there had to be nuggets of interest in there.”
Enter Holly Hudson, Revenue Digital Assistant for Marketing.
Initially, Hexagon identified a group of leads that were unworked to run a four-month pilot campaign.
With the success of the trial run, Hexagon moved up the timeline for full adoption and quickly integrated Holly with Salesforce CRM.
“The real power of the solution came through that integration with our CRM,” Kerry says. “Using Salesforce to set up all of our conversations and campaigns with the AI really helped us scale. From there, the volume of leads we give to Holly has just gone up and up.”
Holly now initiates personalized conversations with all leads who engage with content to surface hand-raisers and nurture those who have not yet indicated they are ready to talk to Sales. Holly also autonomously circles back to older leads, using relevant dialog tailored to the lead’s last action to reignite their interest.
“We’ve been able to prove that we really don’t know what we don’t know. Our buyers get information in lots of ways and may have intent to buy, regardless of what we see in their digital activity. Sometimes we have people who don’t have any buying signals, but when Holly reaches out, we learn they’ve done all of their research, and know exactly what they want to buy. And then there are those that didn’t stay engaged with sales because we stopped trying to engage them. Having Holly check in on these dormant leads has really uncovered a lot of opportunity that could have been missed.”
The combined power of immediate follow-up for new interest plus circling back around with older leads means no lead gets left behind and every opportunity gets worked.
“As Marketers, we know so much of the buyer’s journey is online, but it is also influenced by offline activity, like conversations with colleagues, trusted advisors, industry peers and thought leaders,” Kerry says. “So being able to have a way to send personal outreach to both warm up that new interest right away and also consistently follow up on older leads is a huge value-add.”
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