case study

Unit4 designs and sells enterprise software solutions to

service-oriented organizations. These include:
professional services, public service providers, higher
education institutes, and nonprofits. Since it began in
1980, Unit4 has expanded its office and partner location
networks across five continents.
Elena Sanchez Klett is the Head of Marketing at Unit4’s APAC
office. Her team consists of herself, two marketing managers, one
marketing operations manager, and four business development
representatives (BDRs).

“ In Unit4, we’re in the business of people. We

make software that improve people’s lives
and increase their productivity.

My main goal is to create a pipeline of good

quality leads for the sales team.
Inefficient lead qualification process
and low output of sales-ready leads

The team generates thousands of leads a month from
various sources, such as events, webinars, and content
marketing. So many leads, in fact, that their BDRs spend a
lot of time sifting through leads and qualifying them.
While their lead scoring system did filter numbers down
slightly, they were faced with two issues:
2) Only their A-tier leads were being worked on. Anything
else lower in grade, were just left unattended in their lead
nurturing with miniscule returns.
Elena wanted to improve the efficiency and output of her
team’s lead engagement and qualification processes.

1) BDRs were cherry picking leads subjectively and missing

good opportunities.

Use Saleswhale AI sales
assistants to identify and
deliver more qualified
leads
When Elena met the Saleswhale team,
she was intrigued by the Saleswhale AI
sales assistant’s ability to hold email
conversations with leads. This was unique,
but nothing too out of the ordinary for
Elena. After all, Unit4 has its own
enterprise digital assistant, which helps
Unit4 customers with their routine
business operations.
She decided to work with Saleswhale to
scale her team’s lead engagement and
qualification processes.
First, Saleswhale set up two AI sales
assistants for Unit4, each covering
different regions. Both AI sales assistants
get names, designations, and Unit4
corporate emails.
Before deployment, Saleswhale and Unit4
planned the email conversations that the
AI sales assistants would have. This
depended on the type of product, and the
segment of leads that Unit4 wanted to
target. Some conversations began with
the AI sales assistant reaching out to leads
with a relevant case study. Others aimed
to reconnect and follow up with leads that
Unit4 acquired through events marketing.
Next, Unit4’s AI sales assistants began
engaging leads at scale. They read every
reply they get from leads. They can also
understand each lead’s buying intent (not
interested, try again next quarter, speak to
my colleague instead, etc.) and respond
accordingly.
All conversations had the same end goal:
identify the leads who are interested in a
sales conversation. The AI sales assistants
hand these hand-raisers over to their
(human) BDRs to further qualify; thus
increasing marketing’s contribution to
pipeline created.
Marketing improves outreach and AI assistant
delivers 324 more sales opportunities

10x 324
Increase in Enterprise sales
total leads engaged opportunities generated
 Today, Unit4’s AI sales assistants are in charge of following up with the company’s
under-engaged leads.

Elena’s team now engages at least 1,600 leads per month. Prior to using AI sales
assistants, their BDRs only managed to reach and engage about 150 leads a month.

What’s more, the team no longer worries about leads slipping through the cracks
and losing sales opportunities. The AI sales assistants follow up with every lead and
qualify them without exception. They have helped the Unit4 APAC marketing team
deliver 324 more qualified enterprise-level opportunities, since their deployment
about a year ago.

Unit4’s sales team is also impressed with the qualified leads they’ve received from
marketing. For account manager Abigail Jacqueline Anthony, she loves coming to
work to find hot leads in her email inbox:

“
When we do cold calls, for example, the call is not so cold as we’re
following up on the conversations started by Saleswhale’s bots. We can
say, “hey, you remember that email my colleague sent you?” Of course, it
was our bot that actually sent the email.
 “
What’s next
for Unit4
Elena and her team can now focus
on developing highly-targeted
marketing campaigns.
She is certain that Saleswhale’s AI
sales assistants would continue to
play a key role in her marketing:
We have generated quite a number of quality business
opportunities so far. The tool has an intuitive interface and the
overall service and support from Saleswhale is superb, the
team is super friendly and they are willing to help with
anything. We have monthly reviews with the Saleswhale team
and go through the performance of our bots with complete
and insightful reports.
Today, Unit4 APAC’s AI assistants continue to engage and
qualify their lower scored leads. Elena and her team has also
expanded use cases by having their bot continuously work on
dormant leads in their database in the background.
Unit4 are also looking to place more AI assistants in their NA
and EMEA regional offices in the near future.
Unit4 Customer Video

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