Orum's SDRs Stopped Watching the Chat Queue. Warmly Does It Instead.

The Challenge

Orum sells to sales teams. That means their buyers know exactly what bad sales experiences feel like - and they notice.

For a while, Orum's website relied on demo request forms like everyone else. But the team wanted something more real-time: web chat that could engage prospects the moment they showed up. The problem was coverage. SDRs were on calls. They were prospecting. They were sleeping. Asking them to also monitor a live chat queue meant constant context switching - a Slack ping pulls you out of a call block, you handle the chat, you try to get back into focus. "It is so disruptive," said Justin Van Nostrand, Demand Marketing Manager at Orum.

The math didn't work. You can't ask SDRs to be everywhere at once and expect them to be great at any of it.

The Solution

Warmly's AI Chat stepped in as the always-on presence the SDR team couldn't be.

The setup started with knowledge. Justin fed Warmly the entire Orum marketing site, then went deeper - pulling in the help center too. Orum's buyers ask specific questions. Can Orum integrate with Salesforce? How does it ingest calls? What about this edge case? The bot needed to actually know the answers, not just handle introductory conversations.

"People ask really specific long-tail things to chatbots. Sometimes it's prospects asking, can Orum do this thing? Can they integrate with Salesforce? Having the full knowledge base - even the help center - is really helpful." - Justin Van Nostrand, Orum

From there, Justin shaped how the bot behaves. General knowledge is a starting point, but prompt guidance is what makes it feel right. He caught it over-indexing on troubleshooting - going too deep into support mode when it should be moving prospects forward. Small adjustments, quick feedback loop.

"Sometimes the chatbot wants to be so helpful because it knows all these things about how Orum works. And sometimes it's like - don't troubleshoot so much. Go get them." - Justin Van Nostrand, Orum

Every morning, Justin reviews what the AI talked about with visitors the night before. What questions came up. How it handled them. Where it won. That feedback loop - human guiding AI, AI handling the volume - is what keeps it sharp.

The next layer is orchestration. Visitors who engage in chat don't just disappear. Warmly's follow-up orchestrations let Justin route engaged prospects directly into SDR sequences - so the initial AI capture turns into a human conversation at exactly the right moment.

The Results

Orum's SDR team got back dozens of hours a week.

That's the headline. Not a chatbot that sometimes answers questions - an AI that handles the entire real-time website presence so SDRs can stay locked in on what they're actually hired to do.

"I think the time savings for the SDRs is just huge. Dozens of hours a week across our SDR team very easily." - Justin Van Nostrand, Orum

The context-switching cost was real. Before Warmly, an SDR in the middle of a call block would get pulled out to handle a chat. The disruption wasn't just the minutes lost - it was the recovery time, the broken focus, the compounding drag across a full day of prospecting. That's gone now.

"For them to be able to just stay locked in on what they're doing - work on their call blocks, hammer out prospecting, do emails - and not have to be popping out to handle Slack messages of people on the site is really, really helpful." - Justin Van Nostrand, Orum

The AI handles the first conversation. The SDR steps in when it counts.

"Warmly is like the all-knowing super SDR that lives on your website." - Justin Van Nostrand, Orum