CASE STUDY
60%+ Fewer Unqualified Leads, Agency Retainer Eliminated: AI-Powered Demand Generation Brings Outbound In-House for a Global B2B Firm
Key Results
| Cost Reduction | Eliminated monthly agency retainer — significant five-figure monthly cost savings |
| Time to First Campaign | Reduced onboarding from 3-6 months (agency ramp) to under 2 weeks |
| Personalization | ICP model built directly from client’s closed-won data, not agency assumptions |
| Pipeline Efficiency | Behavioral scoring aligned to actual conversion patterns, reducing unqualified outreach by 60%+ |
SERVICE AREA
INDUSTRY
CHALLENGE
Slow, expensive demand gen agencies disconnected from real win/loss data
The Company had been seeking a demand generation firm as a provider of a consistent stream of qualified potential clients for over several years. As such, they went through multiple firms before finding the right fit. Each new firm required months to ramp up to understand the client’s ICP and buyer personas. Additionally, each new firm retained (billed) for its services regardless of performance; the same group of people would be servicing the account again after each transition. Leads generated by these firms seldom reflected the characteristics of the client’s actual best customer — since the agencies were generating leads based on assumption rather than behaviorally relevant information. In addition to losing context in the manual transfer between the agencies’ sequence tools and the client’s CRM, this loss also affected lead quality by the time the prospect reached sales. The client needed a solution that utilized their own data, which would allow them to scale the number of leads being generated for sales to pursue without having to add additional headcount and improve with every deal closed, not just every quarterly review.
SOLUTION
Custom AI-driven outbound system built on first-party CRM data and behavioral signals
The beginning of this process is the customer’s CRM system. At the start, SCIGON reviewed and reorganized the customer’s CRM to capture all relevant information about the customer (win/loss history, engagement indicators, deal attributes) for easy querying. From there, SCIGON developed an ICP model based on the customer’s historical closed-won behaviors (firmographic, technographic, and behavioral) and created continuous qualification enrichment pipelines to find and identify new potential customers based on those profiles. Finally, SCIGON created a series of automated outreach campaigns (AI-powered) using A/B testing logic, which are tailored to the customer’s voice as well as their competitive position and case studies. As customers interacted with these outreach campaigns through real-time metrics, the next round of outreach would be optimized (i.e. targeted at higher value opportunities or adjusted in terms of message).