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Top Hat case study

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Artificial Intelligence Delivers Top Hat a Real 200% Return on Investment Launched in 2010, Top Hat is an all-in-one teaching platform that improves learning and increases graduation rates. College and university professors use Top Hat to engage students both inside and outside of the classroom. The cloud-based software enables educators to build innovative, must-attend courses while supplementing their material with educational resources from the Top Hat Marketplace. While the product was successful and demand was high, follow-up on inbound leads was not consistent. With thousands of leads streaming in every month from multiple channels, it was incumbent upon the sales reps to manage them as they came in, which wasn't always possible. And, with just a few professionals on the marketing team, it was nearly impossible to track progress on each of the company's dozens of sales reps' inbound leads. Figuring Out the Bottleneck in Their Sales Process Before the introduction of Conversica, as leads came into the Top Hat database, they were assigned to a sales rep based upon the location of the school at which they taught. "When a lead comes in from a school, we send it off to the rep for that region. But sometimes that rep is on campus, meeting professors, or on vacation, and he can't follow up right away," says Alison Brady, Campaign Marketing Manager at Top Hat. "What would happen is that the lead would just sit there and the list of inbounds would just grow and grow. We were finding it more and more difficult to follow up with each potential customer within the optimal 5 to 10 minutes of their initial inquiry—and the Marketing department didn't have the power to force the reps to meet that commitment." "It began to feel like we were harassing the reps. We would remind them at every opportunity to follow up with their inbound leads continuously. It was a messy process and not at all ideal." Customer Top Hat's interactive, cloud-based teaching platform enables professors to engage students inside and outside the classroom with compelling content, tools, and activities. Millions of students at 700 leading North American colleges and universities use the Top Hat teaching platform. Challenge Consistently and promptly responding to the large backlog of inbound leads in their database Conversica Solution Conversica's AI Automated Sales Assistant with Unlimited Bandwidth Conversica Virtual Persona Lauren McKinnon Conversica Assists • 42% engagement rate • 200% ROI on Conversica-handled opportunities • 26% of Hot Leads converted to opportunities ($90K+ in expected value) "Lauren has never failed to meet our high standards of providing excellent customer service at Top Hat. She's a good fit for our team!" Alison Brady Campaign Marketing Manager, Top Hat Education Case Study

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