How Chili Piper Uses Chili Piper: Spotlight on Demand Generation

Maggie Aland

At Chili Piper, we are made up of the same teams that we market our product to.

This means we have the unique ability to be our own customers. 

While many of our internal teams use Chili Piper, in this post we sat down with our Director of Demand Gen, Kaylee Edmondson, to see how she uses our product to hit her marketing goals. 

Director of Demand Gen priorities

Meet Kaylee!

Kaylee is tasked with generating demand for our product.

But she also needs to make sure we’re capturing the demand that already exists. 

That’s where Chili Piper comes in. She uses it to: 

  • Turn more of our qualified inbound leads into booked meetings
  • Make our email campaigns more actionable
  • Increase upsells and retention for existing customers

Let’s dive into each of these use cases.

Doubling inbound conversions

One of Kaylee’s key performance indicators is how many qualified leads she can capture on the site. 

Companies we work with confess that their lead-to-meeting rate before Chili Piper is between 25-40%. 

As you can see from the picture below, Kaylee sees 74% of our qualified leads complete the process of booking a meeting. That’s more than double the industry average.

She’s able to see such high conversion rates because with our Concierge tool, prospects can book a meeting time at the same moment they complete our online form.

There is no wait time, and no thank you page that tells them they’ll hear back “shortly.” 

More booked meetings mean more opportunities created, and more revenue earned from inbound sources. 

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Pro tip: Kaylee can save her sales team’s time by automatically disqualifying leads that aren’t a good fit for our product. Those leads are automatically routed to either watch a recorded demo or sign up for our free product.

Booking meetings directly from marketing campaigns

Kaylee is also responsible for keeping Chili Piper top of mind for prospects that are currently in the buying process. 

One way she does this is by sending regular newsletters to our marketing list.

To make the emails more actionable, she includes a CTA for our highest intent prospects to book a time with a sales rep directly from the email. 

Since she uses a Chili Piper routing link, the prospect is automatically routed to the person that is best suited for the account. 

That means she only needs one link for the entire campaign, which saves her a ton of time. 

Including the smart booking link in the email also makes it as easy as possible for prospects to schedule a time that works for them.

By removing all the obstacles typically associated with booking a meeting, we can get more qualified meetings on the books with the people we want to talk to most.

Enabling customers within our platform

The third way Kaylee uses Chili Piper is within our product.

She strategically places CTAs that enable our existing customers to book a meeting with us without having to leave the platform.

We currently have two ways we use Chili Piper within our platform: to allow customers to book a support call and to buy more licenses.

Booking a support call

Giving our customers the ability to book a meeting (or even start a live call) the instant they have a question gives us the upper hand in a couple of ways:

  • We improve adoption of the product because customers don’t have to give up when they hit a blocker.
  • We improve customer happiness (and therefore retention) since users can always get their questions answered.

Since having customers that love our product is a key part of Kaylee’s marketing strategy, our retention rates are an important metric that she measures and works to optimize.

Buying more licenses

The second way we use Chili Piper is to allow customers to book a time when they want to purchase additional licenses.

By allowing customers to do this directly in our platform, we saw a 300% increase in upsell meetings booked.

Kaylee makes it as simple as possible to book a meeting with us, which leads to more meetings booked and more deals closed.

Take Chili Piper for a test drive

Are you a growth marketer who could benefit from any of the use cases mentioned in this article? Schedule a demo to see how Chili Piper can help you double your inbound conversions and more.

About the author
Maggie Aland

Maggie is the Senior Director of Go-to Market at Chili Piper. She graduated with a B.S. in Psychology from Tulane University, and has been published in Investopedia, Fundera, and Fit Small Business among others.

With seven years of experience in digital marketing, her primary goal is to create the most helpful resources for growth marketers. Her secondary goal is to get Taylor Swift to agree to a content collaboration.

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