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
Quantitative Benefit
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