Every minute of delay lost a top account

Top-tier accounts expected instant engagement

Demandbase's account-based strategy meant its highest-value accounts needed to be routed to a live conversation almost the moment they landed on the website. If a rep was at lunch, asleep, or simply unavailable, that account moved on. A few minutes of delay meant a lost opportunity with exactly the buyers Demandbase could least afford to miss.

Down-market accounts fell through the cracks

Accounts without a dedicated SDR sometimes went unnoticed entirely. These lower-touch accounts could still produce some of the fastest-moving, highest-velocity deals in the pipeline, but without dedicated coverage they quietly went unworked.

Segmentation made one-size-fits-all chat impossible

Tier one enterprise accounts had entirely different needs than down-market prospects, from multi-threading and compliance questions to procurement conversations that couldn't be forced too early. A single chat experience couldn't flex to meet a procurement lead at a global enterprise the same way it met a mid-market buyer.

There are gaps in coverage and gaps in capacity. Being able to maintain the speed to lead is so critical, especially right now.

Rachel Truair, CMO

Real-time account recognition for every tier

Instant recognition the moment they arrive

AI SDR agent recognizes a visiting account in real time, the moment they land on the site. Tier one accounts get routed and engaged instantly rather than waiting on rep availability, so the moment of intent is never lost to a lunch break or time zone.

AI coverage where there's no dedicated SDR

For accounts without a dedicated SDR, Piper works those territories automatically. Demandbase's down-market and new-region accounts, often the fastest-moving deals in the pipeline, get consistent engagement instead of falling through the cracks.

Salesforce-native, full account visibility

Piper runs natively alongside Salesforce, giving Demandbase full visibility into every touch as accounts move through the funnel. Data flows between Salesforce and Piper so the marketing team can see what's working and where to expand next.

Segmentation that adapts the experience

Piper serves up content, case studies, and conversations differently depending on who's on the site, whether that's a procurement lead at a global enterprise or a mid-market buyer. Enterprise personas get compliance and legal answers through chat instead of being pushed into a premature sales conversation, while high-intent accounts get routed straight to a live conversation.

Being able to have real-time account identification is so essential.

Rachel Truair, CMO

Piper Email grew from one use case to ten

Starting specific, with one clear use case

Demandbase's Piper Email program began with a single, specific use case: following up on meetings that were offered but never booked. That one workflow gave the team an early, low-risk way to prove out AI email before expanding further.

Expanding across journey stages and regions

From there, Demandbase grew Piper Email into 10+ active campaigns spanning multiple journey stages and regions, including campaign response follow-up, competitor intent signals, website re-engagement, and event and webinar invites, freeing the SDR team to focus on booking meetings instead of manual outreach.

Layering in Demandbase's own account signals

Beyond the original follow-up use case, Demandbase layered in signals from its own platform, building lists of accounts showing competitor intent or specific technology usage, matching those accounts to buying group personas, and routing them into Piper Email campaigns. That let the team put its own account intelligence directly to work inside the AI email program.

Our SDRs love this one: Automatically recapture that prospect and get them to book a meeting. This is ultimately reclaiming pipeline that would have been lost otherwise.

Rachel Truair, CMO

3.4x more meetings, and pipeline reclaimed through email

Since hiring Piper the AI SDR Agent, Demandbase has transformed both sides of its inbound motion:

• 3.4x increase in meeting booking rate, year over year
• $10M+ in pipeline influenced by Qualified programs in the last year
• ~400 meetings booked within Tier 1 and Tier 3 target accounts
• Qualified meeting rate grew from 2.6% to 8.8%
• 15% increase in conversions from Piper Email's abandoned-meeting follow-up program

Our Abandoned Meeting Follow-up Program has driven a 15% increase in conversions from buyers who might not have booked a meeting.

Rachel Truair, CMO

Turning AI insight into the next stage of growth

For Demandbase, this is just the next chapter of a five-year partnership. The team is layering in insights from its own AI-powered platform to keep refining where Piper engages next, deepening personalization for enterprise accounts, and giving the marketing org more room to focus on strategy and creative work instead of manual reporting.