Search & AI-driven analytics company ThoughtSpot has been called a Silicon Valley unicorn, a title given to an elite group of startups valued at over $1B. They serve some of the world’s biggest brands, including Chevron, Petco, and De Beers. Given their large enterprise ABM strategy and big deal sizes, they need to focus their sales attention on the right buyers.
ThoughtSpot was excited about opening up conversational marketing as a new pipeline channel for their sales team. They needed to build a program that was scalable, efficient, and well-integrated with their existing technology stack, including Salesforce CRM and Salesforce Pardot.
Here’s how ThoughtSpot uses Qualified’s conversational marketing solution to connect with their hottest prospects and convert more leads.
Before Qualified, ThoughtSpot used a chat solution to engage in sales conversations with website visitors. After they struggled to setup the tool, they encountered some additional speed bumps.
The tool quickly became “noisy”. Their inside sales team was chatting with everyone who visited the website and therefore had low conversion rates. There was no way to prioritize conversations with website visitors who displayed intent to buy. Sales reps quickly dismissed the tool and retreated to their old way of selling.
Additionally, conversation data was siloed from their CRM and Marketing Automation platforms, making it impossible to track conversations through to leads, opportunities, and pipeline.
ThoughtSpot turned to Qualified and the Pipeline Cloud: a set of technologies and processes that help companies generate pipeline quicker. The Pipeline Cloud helps companies identify their most valuable visitors, instantly start sales conversations, shape sales and marketing campaigns, and uncover signals of buying intent.
From kickoff to go-live, Qualified provided ThoughtSpot with a dedicated Salesforce-certified implementation consultant, Anna, and together they developed the following strategy:
ThoughtSpot first identified the subset of website visitors that they consider “qualified”, or sales-ready. This is the group of visitors they prioritize for real-time sales conversations:
Once their qualification rules were outlined and their experiences were built, the ThoughtSpot team was off to the races.
With Qualified, the inside sales team watches LiveView like a hawk—a feature that gives sales reps a view into exactly how visitors are browsing their site. When the moment is right, sales reps can engage with website visitors using a full suite of meeting tools, including chat, screen-share, and voice-calls.
Because Qualified is seamlessly integrated with Salesforce Pardot, sales reps are given a full view of all Pardot prospect data, fueling high-quality, contextual sales conversations. They can create leads and opportunities in Salesforce with one click, and move on to the next qualified visitor.
Since going live with the Pipeline Cloud, ThoughtSpot has generated $13M in pipeline and $2M in revenue. "Over 20% of all of our pipeline has a real-time conversation through Qualified. And if that wasn't enough, 30% of our closed business has a real-time conversation to Qualified. That's incredible," Scott said.
ThoughtSpot has also increased online sales conversations by 10X—with the right prospects at the right time—helping them convert more leads and more opportunities. Qualified has given them a fast path to their most qualified prospects and significantly moved the needle on pipeline. The marketing team has confidence that their hard-earned website visitors are receiving a white-gloved sales experience and the sales team is crushing their numbers. It’s a win-win.
With advanced routing and omnichannel alerts, you can prompt your sales reps to take immediate action with their named accounts.
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