Warmly's case study on Warmly
Warmly’s sales team making a case study about their own use of Warmly? That’s right. Our sales leaders and reps rely on Warmly every day in order to generate more pipeline and chase after our highest intent leads. We’re champions of our own tool, and wanted to create a detailed case study illuminating how we use Warmly to consistently hit and exceed our numbers.
Read on to learn:
- Who at Warmly uses Warmly?
- Warmly’s Use of Warmly has Led to Tangible Results
- AE Wins (Mid-Funnel)
- Top-of-Funnel Wins - Human Touch
- Top-of-Funnel Wins - All Automatic (AI Chat + Inbound Chat)
- Sales Ops Wins
Who at Warmly uses Warmly?
- Busy Execs (Max, CEO)
Max, our CEO, uses Warmly to be notified if his most prized accounts or prospects are on Warmly’s website, which might require love, care and a pinch of CEO magic. He also uses Warmly and its CRM integrations to maintain a high level view of the work that his sales team is doing and ROI generated from using Warmly
- Strategic Sellers (Alan, VP of Sales; Keegan, Director of Sales; Katherine, Account Executive)
Warmly’s core sales team uses Warmly at all stages of the deal cycle. Between using Warmly to prospect accounts and leads, acting upon notifications when key accounts and prospects exhibit high intent behavior on the website, and engaging in real-time video calls with visitors, they’ve got their hands full.
- Warm Call Hustlers (Terence, BDR; Nabil, BDR)
The BDRs at Warmly breathe Warmly’s warm calling all day long. Engaging with potential customers while they’re at their hungriest for Warmly (while they’re actively on our website) is the key play for our BDR team, working towards generating qualified leads and meetings to pass to the Strategic Sellers.
Warmly’s Use of Warmly has Led to Tangible Results
- High Intent, Tier A Pipeline: Warmly’s attributes ~43% of its Closed/Won deals from its own tool’s insights and playbooks
(a) Closed/Won by Channel:
(i) [Warmly] Warm Calling - 18%
(ii) [Warmly] Warm Emailing (Website Visitors) - 20%
(iii) LinkedIn Outbound - 25%
(iv) Referral - 17%
(v) Inbound - 15%
(vi) [Warmly] Inbound Chat - 5%
- Influenced Revenue: 40% of Warmly’s other-channel deal were Warmly influenced
(a) Intent shown throughout deal cycle, or Warmly created the account in Hubspot so it became a deal in a territory for an outbound rep
- Net New ICP Accounts Added To Our CRM Each Month: Average of ~1,050 net new ICP accounts identified by Warmly and added to our CRM each month for our sales team to chase. For a company averaging 30,000 website visits per month, we’re really excited about this.
AE Wins (Mid-Funnel)
(1) Utilizing Warmly’s query parameter to Warm Call an identified prospect, Director of RevOps at Unit21, who visited from a sales sequence
Warmly’s sales team identified Unit21 as a high intent account given that members of their team were recently searching for chatbots via Google. Warmly added prospects from Unit21 into a sales sequence with Warmly’s query parameter, so when Samuel Lee, Director of RevOps at Unit21 hit Warmly’s website, he was identified at the individual level.
Alan, one of Warmly’s co-founders, was notified via a Slack notification that Samuel was on Warmly’s website and requesting to speak to a member of Warmly’s sales team. Alan was on a demo when he warm called into Samuel’s session, so he sent Samuel a Zoom link to join in 10 minutes. This resulted in a qualified meeting the same day that Samuel first visited Warmly’s website.
(2) Warm Calling via Warmly to middle-of-funnel to further the deal process with the Director of Marketing at Money20/20.
Keegan, Warmly’s Head of Sales, had a demo with Kathryn Frankson, Global Director of Marketing at Money20/20. Later in the deal process, Kathryn came back to Warmly’s website to show the product to her VP. Keegan was notified that they were on the website via his high intent Slack notifications channel for active deals, and he warm called into the session. Included below is part of the transcript from the warm call:
Keegan: Hey Kathryn! Real human here (Keegan). Pretty cool huh? How’d the chat with leadership go?
Kathryn: Ha! Human Kathryn here too. Yes, it is! We are doing budgets right now so showing our VP this tool. We can't hop on a call right now, but exciting and I'll keep you posted!
Keegan: Sounds good! Glad I could show you the product live.
Kathryn: I'll be in touch! Thank you Keegan!
Top-of-Funnel Wins - Human Touch
(1) Warm Calling via Warmly led to a preliminary sales call with CorralData’s growth team and a closed/won deal.
Averi Haugesag, CorralData’s Director of Growth, was looking into Warmly on our website. Alan, co-founder at Warmly, received a Slack notification that the session was taking place and that Averi had just booked a demo, and he automatically warm called Averi to join her live session. They engaged in a conversation on the website, and then switched to Zoom because Averi wanted to bring in another member of her team, Arthur Kriklivy, a senior project manager.
After this preliminary discovery call, Averi and Arthur brought Warmly in front of their CEO, which eventually resulted in a closed/won deal.
This interaction demonstrates how companies, including Warmly, miss opportunities day after day by not engaging with interested buyers that visit their websites.
This is a recorded video of part of Alan’s preliminary discovery call with Averi and Arthur:
(2) Warm Calling via Warmly led to an instant qualified conversation with the Head of Sales at Writer.com.
Alex Wettreich, Writer.com’s Head of Sales, was on Warmly’s website looking into incorporating our tool into his team’s tech stack. Max, Warmly’s CEO, received a Slack notification in one of his priority Slack channels, letting him know that a prospect at a key Warmly ICP account (US-based, 50-250 employees) was on our website. Max warm called into Alex’s live session, where they began talking via chat and eventually transitioned to a video conversation.
This is a recorded video of Max’s conversation with Alex:
(3) Warm Calling via Warmly led to an instant qualified conversation with the CEO at Bound.
Jim Eustace, CEO at Bound, was looking through Warmly’s website. Warmly identified that someone from Bound was on the site and sent a Slack notification to Max, Warmly’s CEO. Max warm called into Jim’s session and sent several messages over ~30 seconds in order to get Jim to turn on his audio and subsequently his video.
Max was able to have a preliminary sales conversation including a demo with Jim, which led to follow-ups regarding both a reseller partnership as well as Bound buying Warmly to incorporate it into their tech stack.
This is a recorded video of Max’s conversation with Jim:
(4) Warm Calling via Warmly to facilitate a successful booked meeting to cross-sell Warmly’s products to the Director of Sales at ShulWare.
Zachary, Director of Sales at ShulWare, visited Warmly’s website to look into purchasing Warmly’s nametags product for his sales team. Nabil, Warmly’s Senior Sales Development Representative, received a notification identifying that a member of ShulWare’s team was on the website, and he warm called into the session.
Due to his immediate intrigue about Warmly’s chat functionality (“tell me about this chat feature… I freakin’ love it”), Nabil was able to book a qualified meeting with Zachary the same day that he visited the website.
Top-of-Funnel Wins - All Automatic (AI Chat + Inbound Chat)
(1) Warmly’s AI chat led to a preliminary sales call with Salesflow’s CEO and a closed/won deal.
A qualified prospect (CEO of a 40-person B2B SaaS company) was browsing Warmly’s website with no intention of booking a meeting. But by jumping on a live video chat, Alan, Warmly’s co-founder, was able to have a qualified discovery meeting that turned into a sales qualified opportunity with next steps. Time and cost to move this person from top directly to bottom of the funnel was effectively zero.
Alan was drafting an email to a prospect when he noticed a Slack notification on the top right hand corner of his screen. Our AI chat had outreached to someone who was visiting the Warmly site from England. The prospect responded to the AI chat and Alan was notified of the response. He quickly clicked into the Slack notification and jumped into the Warmly session to view the conversation thread. The prospect responded to a personalized joke the AI made about the visiting prospect’s company. Alan turned his video camera on while engaging with the prospect, which led to the prospect also turning on his video camera (effectively generating a real-time video conversation while the prospect was visiting the website). The prospect was intrigued by our product and they ended up having a discovery call about Warmly. This interaction led to a next steps meeting with Salesflow’s Head of Demand Generation and eventually a closed/won deal.
This is a recorded video of part of the conversation with Salesflow’s CEO:
(2) Warmly’s AI chat booked a preliminary meeting with VeryTechnology’s CMO, leading to a closed/won deal.
A current customer of ours was chatting about Warmly in a prominent sales community, which led Rachel, the CMO at VeryTechnology, to come to our website. Warmly’s AI chat engaged with Rachel, and the second message that the AI chat sent included the option to book a meeting directly with Warmly’s sales team. Rachel booked a meeting using the link, which led Max, Warmly’s CEO, to meet with Rachel and resulted in a closed/won deal with a significantly shorter than average deal cycle.
(3) Warmly’s AI chat automatically booked a qualified meeting.
Warmly’s AI chat has the functionality to book meetings automatically for your sales team. Included in the second AI chat message is Warmly’s generic meeting link, which prospects can use to book qualified meetings. Using Warmly’s filtering system, called Warmly segments, sales teams are able to only send AI chat messages to qualified accounts (based on filters like company headquarters, employee count, estimated annual revenue, etc.). In this instance, a qualified prospect booked a meeting with Warmly after just two AI chat messages. See below for a transcript:
Keegan (AI): Hey! Warmly sales rep here to offer an ice chilling solution (not a bot btw, real person)
💡This was the Warmly AI chat’s preliminary message to the prospect. Warmly wasn’t able to identify the company at which the prospect worked, so the message the AI chat sent was relatively generic.
Keegan (AI): Hey there, just curious, what got you interested in Warmly? Want to chat? Or book a meeting with us? https://warmly.orbianca.com/calendar/team/t/13
Prospect: Would love to learn more maybe two weeks out? I can do a 20 min chat.
💡After sending this message, the prospect booked a meeting via Warmly’s calendar link.
Sales Ops Wins
(1) Warmly’s reporting increases accountability on our sales team
Reporting using Warmly shows how effective our sales reps are at getting accounts in their territory interested in our product.
This matters because if reps are not hitting meeting quotas, we can peek upstream to see how well they are targeting accounts. We can also iterate and learn how to get more quantity of companies in our territories engaging (# of companies visiting) and also quality (# of sessions per company).
It’s simple! Warmly de-anonymizes website traffic (finding individual known contacts and companies) and pushes the data to our CRM. We then split that by Contact and Account owner over time.
The data is a little rough, but account executive Katherine Barnes has the most unique companies visiting our website in her territory while inbound sales rep Terence Garcia has the most repeat visitors from companies in his territory.