A leading automotive technology provider that helps resolve tens of millions of auto insurance claims has turned to 6sense’s AI email assistant Conversational Email to ensure they don’t miss any critical opportunities.
As a result, this enterprise platform is reaching more leads, personalizing messages at a scale that was previously impossible, and receiving more responses.
The Problem
The part of the company focused on the automotive solutions group (ASG) only has one dedicated, full-time BDR. With only so many hours in the day there was no way this BDR could keep up with the sheer volume of leads coming in.
Because the ASG division focuses on smaller auto shops there was less familiarity with typical B2B strategies from their audience.
“In many cases these are really, really small businesses. How to get in front of them, how to reach them, how to get them to raise their hands and pay attention is a little bit of a challenge,” the company’s demand generation leader says.
To solve this problem, they used Conversational Email’s ability to deliver highly relevant content to thousands of buyers without the need for human intervention.
The Solution
Conversational Email empowers teams to personalize emails at scale. Through a combination of 6sense’s unparalleled buyer insights, automated enrollment & delivery of emails, and AI-powered email responses, Conversational Email saves hundreds of hours of work while nurturing leads into opportunities.
The company started their Conversational Email journey by interviewing sellers to understand the top five use-cases for their products that excite their audiences. The team then spun up a five email nurture series and connected it to their Pardot instance.
These campaigns are spun up monthly, based on lost leads over the previous 90 days. It’s a play on a cornerstone of the Conversational Email playbook called “Awaken the Dead.”
“The idea is to entice the recipient with a couple of bullets about what our solution does, what the benefit is, and why they would be interested. The emails end with ‘Hey, do you have five minutes to learn more?’ People respond, the results have been fantastic, and sales is thrilled.”
These AI-powered emails stand out because they don’t look like they’re coming from a robot — they look like they’re coming from the company’s BDR. “We didn’t want these to appear as if they were marketing emails. We want them to genuinely look like they’re coming from our rep. In fact, I named the AI the same name as our actual BDR so it’s a smooth transition [to talking to the real one].”
It’s estimated that in just one batch of this campaign, the team has automated over 3,500 emails. Estimates for sending an email sit around three minutes (and much longer if a BDR is truly personalizing), meaning that one campaign accomplished over 175 hours of human work.
For a one-man BDR team, that represents work that wouldn’t have gotten done, or would have relied on much less effective generic messaging. Instead, with a few minutes of configuration, Conversational Email was able to add a month’s worth of BDR capacity to capture more opportunities.
Conclusion
The company has seen great success already with Conversational Email and plans on expanding its usage to more product lines.
“It just automates the entire process. It resuscitates opportunities and gets our name in front of these prospects that at some point had some interest, but for one reason or another fell off. It’s a great, great time saver.”
