SaaStr Deploys AI Agent On Contact Form

SaaStr, according to SaaStr, has found a simple yet effective way to deploy AI agents in go-to-market strategies. The company started by putting an agent on its contact form, which has traditionally been the most boring page on its website. This move was made to address the issue of prospects waiting days to hear back from a human representative.

The old process involved a prospect filling out the form, which would then go into a queue and be round-robined to an account executive. The account executive would follow up when they got to it, leading to a back-and-forth on calendar times and finally a meeting. This process took two to three days on a good week, and sometimes leads would fall through the cracks. In fact, after one SaaStr Annual event, the company found roughly 1,000 people who had filled out the sponsorship form and gotten zero human follow-up.

SaaStr's inbound agent, Amelia AI, was launched to fix this issue. Under the hood, she's Qualified's Piper, built around a custom avatar of SaaStr's Chief AI Officer, Amelia Lerutte. The numbers for a single SaaStr AI Annual cycle are impressive, with 614 qualified meetings booked, an average ticket size of ~$85K, and ~2.25 million sessions on the Annual site.

The efficiency of the agent is real, and the cumulative result is $1M+ in closed-won revenue sourced directly by the agent. In one month, 71% of SaaStr's closed-won sponsorship deals came from AI-qualified inbound leads, compared to the historic share of 29% to 34%. This is a significant improvement, and it's unlikely that the company could have achieved this with human representatives alone.

The agent is also effective in filtering out noise and only engaging with prospects who are genuinely interested. Early in the run, the funnel showed that most visitors were reading content and didn't need to be qualified, while the agent engaged with 45,188 sessions where there were intent signals like pricing page visits or repeat visits. This led to 1,025 real conversations and 91 meetings booked.

The agent's success can be attributed to its training and knowledge base. Amelia AI crawls the SaaStr website and Annual site every day, staying up-to-date on pricing, agenda, speakers, and sponsor packages. The company also pushes every release to the agent, ensuring that it's never a version behind the rest of the company. Additionally, the agent is trained on two buyer types, ticket buyers and sponsors, and has a separate brain for in-person attendees.

The agent's routing is also optimized for revenue, rather than round robin. It books most deals with the representative who closes that deal type best, and sends deals that fit a specific closer to that person. This approach has led to significant revenue gains, and the company is exploring other uses for the agent, such as following up on abandoned sponsor pages and VIP ticket codes.