We chatted with FreshBooks, a leading invoice and accounting software provider, at Piperfest to hear how they integrated Piper the AI SDR into their demand generation strategy.

Nolan Mikowski, Demand Gen Lead at FreshBooks, shares insights into how Piper the AI SDR, affectionately nicknamed "Addy" on their site, is revolutionizing customer engagement and driving significant business outcomes.

The highlights: 

• Expanded after-hours website coverage without hiring additional headcount
• Saw that 55% of buyers who interacted with Addy converted to a meeting or trial

The Challenge: Engaging after-hours website visitors

FreshBooks is designed to simplify invoicing and accounting for small business owners, allowing them to focus on what they love—growing their business. However, a key challenge the company faced was engaging with website visitors outside of regular business hours. While FreshBooks’ human SDRs were effective during the day, they couldn't cover the 24/7 nature of the business, leaving a gap in customer support and potentially missing out on valuable leads.

Nolan explained that while their live chat program with Qualified was highly successful, the off-hours presented a significant challenge. Small business owners often search for solutions late at night, and FreshBooks needed a way to ensure that these potential customers received immediate assistance, even when human reps were unavailable.

The Solution: Piper the AI SDR, or as FreshBooks calls her, Addy

To address this gap, FreshBooks implemented Piper, an AI-driven SDR they’ve named Addy. Addy’s role is to engage with website visitors during off-hours, answering their questions and guiding them through the sales funnel.

Nolan emphasized that before Addy, visitors after hours had limited options: read content or book a meeting for the next day. With Addy, FreshBooks now offers real-time engagement, even during the night. This AI solution doesn't just fill the off-hour gap––it complements the work of human SDRs by ensuring that no visitor is left unattended.

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How Addy works to reduce friction and convert leads on FreshBooks' website

Addy was strategically integrated to ensure a seamless user experience. During off-hours, visitors can interact with Addy to get their questions answered instantly. If they’re ready to take the next step, they can book a meeting with a human rep for the following day.

Moreover, Addy is not just limited to off-hours; she’s also programmed to assist during lunch breaks or other periods when human reps might be temporarily unavailable. This ensures that every visitor, no matter the time, has a consistent and helpful experience, which in turn increases the likelihood of conversion.

The results: Significant improvements in conversions and cost Savings

Since implementing Addy, FreshBooks has seen remarkable results:

• Reduction in missed chats: The introduction of Addy has drastically reduced missed chats, both during off-hours and midday breaks. This means more potential customers are getting the help they need when they need it, leading to higher engagement rates.
• Increased conversion rates: Using Google Analytics 4 and other workflows integrated with Qualified, FreshBooks tracked that 55% of visitors who engaged with Addy took a valuable action—whether signing up for the product or booking a meeting. Nolan highlighted that this conversion rate is significantly higher than the industry standard for web conversions.
• Cost efficiency: By deploying Addy, FreshBooks has avoided the need to hire additional SDRs to cover extended hours, resulting in substantial cost savings. These savings are being reinvested into other areas of the business, driving further growth.

The future of AI in customer engagement

FreshBooks’ success with Addy demonstrates the immense potential of AI in enhancing customer experience and driving business growth. By strategically filling in gaps where human reps cannot be present, FreshBooks has not only improved its lead generation efforts but also created a more efficient and scalable demand generation strategy.

As AI continues to evolve, it’s clear that tools like Addy will become increasingly integral to businesses looking to optimize their customer interactions and stay competitive in the digital landscape. FreshBooks’ innovative approach serves as a blueprint for how companies can effectively leverage AI to achieve these goals.

If you’re looking to enhance your own demand generation strategy, consider how AI can augment your team’s efforts and provide around-the-clock support to your potential customers. FreshBooks’ experience with Addy is proof that the right AI solution can make a significant impact on your bottom line.

Learn more about Piper the AI SDR here.