adopting ai for b2b telemarketing: a case study with...

ADOPTING AI FOR B2B TELEMARKETING: A case study with Vitality

TOM GATTENCEO and Co-Founder,GrowthIntel

The theory and development of computer systems able to perform tasks normally requiring human intelligence.Oxford English Dictionary

WHAT IS ARTIFICIAL INTELLIGENCE?

The capacity of a computer to learn from experience and modify its processing on the basis of newly acquired information.Oxford English Dictionary

WHAT IS MACHINE LEARNING?

160-strong telemarketing teamInternal team had built a ‘propensity model’Performance not meeting expectationsGood MIAbility to direct activity of agentsHistory of all approaches & success/fail

QUICK GLANCE OF VITALITY BEFORE GROWTHINTEL

“We started questioning the viability of telemarketing.”

Ross Dawson

LET’S TALK ABOUT SIGNALS

0 1 2 3 4 50

20

40

60

80

100

CLOUD TRANSITION STAGE

EMPLOYEES

LINEAR VS NON-LINEAR BOUNDARIES

BOTH AIs?

THE MORE IT DOES,THE MORE IT LEARNS

VITALITY’S AI

1 SIGNALS

2

SOPHISTICATED NON-LINEAR

ALGORITHMS

3

AUTOMATION OF MODEL BUILD & REFINEMENT

AUTOMATION OF AI BUILD AND REFINEMENT

DAILY CALLING POOL

ACCOUNT | RANKGROWTHINTEL AI

DAILY CALL HISTORY

A2 | 8 | 3

B9 | 13 | 3

U2 | 5 | 9

RESULTS

2X increaseIn appointment volumes

per month with Fit AI

3x increaseIn appointment volumes per month with Intent AI

24%Reduction in customer

acquisition costs

AN UNFAIR ADVANTAGE

SUMMARY: WHY IT MADE SENSE FOR VITALITY TO IMPLEMENT AI

“It is about optimising effort across what is otherwise quite a resource intensive activity where small gains have a significant

impact on the bottom line.”

Ross Dawson

WHAT’S NEXT?

THANK YOU

TOM GATTENCEO and Co-Founder, GrowthInteltom@growthintel.com | @tom_gatten