Compounding Engagement: The AI Buyer’s Workspace That Never Resets

Julia Nimchinski:

Thank you so much, Seth, and everyone. And with that, we are transitioning to our demo sessions block. And welcome back, Richard Dumas. How are you doing?

Richard Dumas:

Good. Can you see me?

Julia Nimchinski:

Yeah. Hi! Welcome back. demo. Yes, what’s, what’s new?

Richard Dumas:

Oh, let’s see, well, we’ve got 15 minutes, right?

Julia Nimchinski:

Yep.

Richard Dumas:

Okay, this is gonna be exciting. Let’s, let’s jump right in. Let me… I have a few slides, let me just… oops. Share my desktop… Move that one… K… Okay, so for those of you who don’t know me, my name is Richard Dumas, I’m one of the co-founders of SlateCX, and we developed a buyer engagement platform. And what I’m here to talk to you today about is how you can build compounding engagement across multiple touchpoints, using AI-powered workspaces. So, I want to talk a little bit to start about, kind of, the journey that most customers go through today.

A customer may click one of your ads on LinkedIn or Facebook, they land on a form, they fill that out, they’ll get the asset that you’re offering, maybe it’s a white paper or a video or something like that. And they tend to download it, look at it, and then maybe you send them an email, and that email might contain another link to download a PDF. Well. Yeah, they may be cookied, so maybe they don’t have to fill out the form again, but they download that PDF, and maybe they read it. And then they come back later, and they go to your website, and they open the chat window, and they have basically a brand new conversation that’s forgotten, kind of, all the things that that prospect has done before.

So each of these touchpoints tend to be very disjointed. They tend to feel like new experiences instead of a continuation of a conversation, where they can pick up where they left off, and kind of dig deeper and deeper into a solution to their problem. So what we, provide at SlateCX is a persistent workspace that’s personalized for each buyer. So this screenshot that you see here is one of our customers, Nexla. They built an agent called Nexi, and on the left-hand side of the workspace, there’s a buyer agent. You can speak to it, either by typing through text, or you can use real-time voice.

You can ask questions, it can push cards or recommend content for you, which you collect on the slate. It’s collaborative, so you can share it with other team members, you can bring in the whole buying committee and have a conversation with them about the evaluation process. And what’s really important is it persists, and you’ll see during the demo how it persists through multiple touchpoints. And finally, that entire conversation syncs back into your CRM. So the conversation, all the questions that are asked, you get scores, engagement scores that are collected for everything they do that you can use in your lead scoring.

Richard Dumas:

So let’s just jump ahead, and I’ll… what I’m going to show you today is, okay, let’s say we wanted to use one of these workspaces across multiple touchpoints. So, for example, you may want to email your ABM list. And give each of those contacts a personalized message, not only a personalized email, but a personalized workspace that they can run… work from. And then let’s say they see one of your retargeting ads on LinkedIn, and they click it. Well, we’re going to show you how you can go back to the same workspace and continue the conversation.

And then after that, let’s say the agent actually delivers them a personalized email that helps to encourage them to continue the conversation. And throughout that whole journey, signals are generated so that sales hears about it, knows about it, knows about all the important moments, so they can follow up on the deal. So, here’s an example of an email sent to Dana, and this is one of ours, so it’s basically promoting a study we did where we graded a lot of SaaS websites to see how well they could answer buyer questions. So let’s say Dana looks at that and she clicks to open her slate.

So, now you’ll see that she’s got the study here on our website, I mean, so on our slate, and you’ll see that the agent knows that it’s Dana, so it’s actually already engaging with her in a personalized manner, because that email knows what HubSpot contact record is associated with it, it can start to have a full, personalized conversation with it. So she can type as, you know, what is the buyer gap, for instance? And that will begin to answer questions for her. So she can do that. Here’s the buyer gap. The buyer answer gap is the… basically the gap between the questions that buyers ask that are needed to continue the deal, and those that your website or your chatbot can actually answer.

And you can see all the different sources that it’s pulled from here that you can click to as well. So let’s go back to our deck per minute. So, that’s the first experience that she’s had. She’s had… asked a question, she’s engaged with one of the top-of-the-funnel pieces of content. So let’s say she goes to LinkedIn, and she sees an ad, and this ad encourages her to grade her own website. So 2 days later, same buyer sees an ad, and she clicks through to that. So now you see that she goes back to the same workspace.

You can see the questions that she asked before are still here. And in this case, there’s an application here where she can type in her URL and grade her own website, for instance. And it explains to her, you know, welcome to our website, Answer Creator, it’s built for B2B SaaS companies, etc. You know. So I can say, you know, what gaps? should I fill? For instance. So she continues to have this conversation across the next touchpoint. Let’s go back to our slide deck. And after that conversation. What the agent can do is actually respond with an email that encourages her to come back to the slate and continue the conversation.

So we’ve now just introduced 9 new, workflows for HubSpot that work with their new AI Agent Hub. So what you can do is you can query Dana’s slate to find out the whole transcription of her conversation, what cards were pushed, what questions she asked, and use that in a personalized email. So the email could be, hey, looks like I didn’t really give you a good answer to your question, would you like to book a meeting with one of our sales reps? Or in this case, it says, hi, Slater, the assistant you just spoke to on your slate, I went back to your slate.

And added a new piece of content for you that we think maybe you’ll be interested in, and it’s a short intro demonstration. So she comes back to her slate, should be open. She gets the new video, which is now…

Demo video audio:

I’ll get straight to the point. Jain AI has…

Richard Dumas:

Which is still now on her slate. And this is all voice-enabled, so she can ask questions through voice.

SlateCX AI Agent:

Since you’re in voice mode, I can add SlateCX benefits to your Slate.

Richard Dumas:

No, no, really, I’d like to learn more about pricing.

SlateCX AI Agent:

Got it. You’re focused on pricing. Let me think about the best way to help. I can help with that. There’s a pricing slate card available that explains pricing and any special promotion details. If you want, I can add that to your slate so you ignore

Richard Dumas:

So, all that is a process whereby she can have a conversation with the bot, it continues across every touchpoint, and let me just move this window out of my way, but you can see you can open and close the cards, you can toggle to different views, so you can see all the different cards that are on the slate, and… She can save the slate, And she can also… Share it with other team members. So, in this case, she could actually copy a link, drop it into a Slack conversation, or invite teammates by email, and they would jump into here and join the conversation.

And then finally, let’s say that Dana decided later on, it’s like, oh yeah, I remember that SlateCX thing, let me just go to their website. So once they’re on the website, and she talks to the buyer agent that’s located on the website, you’ll see that she is still continuing her conversation. So all the things that she asked before are still there, and she can Use it as a typical kind of web chatbot, or she could expand it, and it turns her back into the full desktop experience that she had before. And continue the conversation there.

Richard Dumas:

So, finally, let’s take a little look in HubSpot, and let me just update the record here. So this is Dana’s record in HubSpot that I opened before the demo. But you can see that all of that information across every touchpoint is being fed back. So, how many Slate campaigns is she a member of, and what’s her total score? And that score is a combination of the number of questions she asks, the number of cards that are pushed. the number of goals that are achieved, and so I should mention that you can set goals for the buyer agent, and that goal could be book a meeting, it could be just educate them, it could be get them to join our webinar, and things like that.

So every time she completes a goal, that’s shown there as well. And we didn’t get to it in a little demo there, but the agent can qualify her, can ask questions, it can say what industry you’re on, what’s the biggest problem you’re having, do you have budget? You can, aggregate all of that information as well. And then you can see the complete buyer history, everything she asked, what’s the buyer gap, what the agent responds, what gaps should I fill. So this is literally the transcript of every question and answer that she asked. And finally, a rep could then decide, oh, you know, I want to push a proposal or something else onto her slate, so they could push a new asset onto the slate for So that’s just a quick, kind of, demo.

Let me just pop back to the slides here. Let’s do that. What is it not mean? loans, but Maria. Okay, so that’s, that’s what you saw. And then finally, throughout that entire engagement. Sales can be alerted across Slack, so this is an example of Dana in Slack, and you can see all of the activities. You can decide which activities you want to notify Enslave, whether it’s if they just asked one question, or maybe if they just reached a particular goal, or they’re showing buyer intent. And then, of course, through HubSpot, you can trigger alerts as well.

So that’s kind of an example of the full workflow. Just to step back a little bit, we just announced a new feature, and that helps you do the digital advertising piece that I just showed you. So typically, if you’re advertising on LinkedIn, you’ll have an ad, and you will track conversions by saying, once someone clicked through the ad, did they click on a button? Did they fill out a form? And I consider that to be a conversion on my ad. So now what we’ve added is, if you click on an ad and it takes you directly to a slate, just like I showed you, you can consider a conversion to be, oh, they asked a real question, or they opened a card, or they submitted a form through the slate, or something like that.

So we track all of those conversions. And then finally, through HubSpot, I mentioned we just added 9 new Slate workflows. And so they can be used in combination with HubSpot’s Agent Hub and their Breeze agents. So in this case, you can see that the flow was they queried Slate to say… it can be triggered by a certain activity, like they saved a slate, or something changed in the contact record, but it can ask Slate, give me the conversation transcript, tell me what the goals were actually achieved, give me the summary of the cards that were added.

And then the Breeze agent can look at that and say, oh, what happened here? Let me recommend which email I should send back to them. Should I send a nudge? Should I recommend that they add a new card? Should I send an alert in Slack or to one of my sales reps? So all that is deeply integrated with HubSpot right now. So that’s the whole idea. One workspace per buyer, carried across every touch they pay for. Every touch is a signal, everything gets recorded into your CRM. All of that information can be used to create personalized emails and email conversations, and the journey becomes a moat.

So, your competitors can copy your ads, but they can’t copy The entire conversation that you’ve captured, with your prospect or with your buyer across that journey. So just before I wrap up, you saw there was an ad in there. We are running a little contest here. Encourage you to join it. We’ll be at HubSpot Unbound next week, so if you’re there, stop by our booth. We’re in booth 53, come talk to us. You can join our contest, it’s at SlateCX.com slash unbound. And what you do is you basically open a slate, you ask your best question, and there’s a little form there that you register for the contest, and we’re going to select the best question that someone asked.

And you can win, we call it LEGO Unbound, basically over 10,000 pieces, one of the biggest LEGO sets, that they sell. It’s the Eiffel Tower, and it’s something that we think may delight your children, so make sure to join. And I think that’s my 15 minutes.

Julia Nimchinski:

Phenomenal, thank you so much, Richard. One of the questions I’m gonna be addressing here every session today and the next 3 days is security. Can you just comment a little bit about, you know, how SlateCX works, about data? Because people are asking, what data do you store? And, what data does the platform need in order to actually represent the company correctly?

Richard Dumas:

Yeah, so, I mean, we use OAuth, we do, security for sign-in, for instance. We have a permissions stack within the admin interface, so that various people within your organization have permissions to access different things. We are a certified, official application in the HubSpot marketplace, so you can download us there. So they have done a review of our application and how we communicate back and forth between HubSpot, because you saw all of those signals, all of the conversations and everything are actually stored in HubSpot, so we take security very seriously. If anybody has additional questions, we can take that offline and drill into them.

Julia Nimchinski:

Amazing. And one more question here. How is context preserved across multiple buyer interactions?

Richard Dumas:

Good question. So, most of the context is preserved by saving it into the HubSpot contact record. So… all of the activities, the pages they visited, the cards that are open are saved there. And we also save them on the SlateCX side. So, one of the things I didn’t get a chance to show in the demo is that because we store all of the conversations and transcripts, we can do some really interesting analytics on it. We can tell you what’s the most common question all your buyers are asking. Or what questions are they asking that you don’t have answers to, for instance?

And we cluster those all together in groups, and some of them are in groups that say may need follow-up, may have been a bad experience, may not have had an answer for that buyer’s question. So that information, that context, all resides within SlateCX, and it’s really valuable for helping you do what we were talking about before, closing the buyer answer gap, because You can think, you know, everybody wants to know about an ROI analysis, but you don’t necessarily know until you look to see what the exact questions are that your buyers are asking.

Julia Nimchinski:

Thank you so much again. We will see you on Thursday on the CMO panel as well.