4-hour response time, cut to 90 seconds.
A 6-week build that replaced manual lead qualification with AI — without a single dropped lead.
Industry : B2B SaaS
Service : Lead Generation & Qualification
Pipeline added in Q1
sec
Average response time
3
3
X
More qualified meetings booked
Weeks
From kickoff to live
" Northbeam is a Series B SaaS company serving mid-market HR teams. At the time of engagement, they had 12 SDRs handling 400+ inbound leads per week — and losing deals to faster competitors"
THE PROBLEM
The team was fast. The handoffs weren't.
When inbound demand grew faster than the team could scale, response time slipped from 12 minutes to over 4 hours. Win rates dropped 23%. The team tried hiring more SDRs, but couldn't onboard fast enough — and the quality of qualification became inconsistent.
The CEO told us: "We're losing deals not because our product is worse, but because we're slower."
THE APPROACH
A 6-week build, in three phases.
Phase 01 — Weeks 1–2: Audit & Design
Mapped the existing lead flow across HubSpot, Salesforce, Slack, and Calendly
Reviewed 500+ historical qualified leads to define ICP scoring
Designed agent logic with fallback rules for edge cases
Phase 02 — Weeks 3–4: Build
Built a custom AI qualification agent trained on their ICP, objection-handling playbook, and product positioning
Integrated with HubSpot for instant enrichment and scoring
Connected to Calendly for direct meeting booking
Routed unqualified leads to nurture sequences
Phase 03 — Weeks 5–6: Deploy & Refine
Launched in shadow mode for 7 days to validate against human SDRs
Tuned scoring thresholds based on early results
Trained the team on monitoring and handoff protocols
THE SOLUTION
One system, end-to-end.
The system now handles every inbound lead from form submission to booked meeting:
Lead submits form
AI enriches with firmographic and intent data within 5 seconds
AI qualifies against ICP, scores fit, and responds with personalized message
Qualified leads are booked directly to an AE's calendar
Unqualified leads enter a nurture track with periodic re-scoring
Every interaction is logged in CRM with full context
THE RESULTS
Outcomes after 90 days in production.
$340K in qualified pipeline added vs. baseline
3.2x more meetings booked per week
90 seconds average response time (95th percentile)
0 leads dropped — every inbound now receives a response
8 SDRs redeployed to outbound work where they have higher impact
"
"We thought we needed to hire five more SDRs. Instead, we got a system that outperforms our best rep — and never sleeps. The ROI was clear within the first month.
Sarah Chen
VP of Sales, Northbeam
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