LSports is a sports data platform providing betting odds and statistics across all continents, working globally with tier one and tier two clientele. Our clients are sportsbook and media companies, media agencies, and some other smaller niches.
The sales team is divided by region, with a big team of SDRs scattered globally, working with Salesforce, while the marketing team works with HubSpot.
The initial qualification is the most important part because the industry is a bit complex. When you receive 40 leads a day in your inbox, you do not know which one has the highest intent. Cost per lead is also a bit high.
We decided to get Knock to cut down on the time between the potential buyer’s initial interest and the actual conversation with a salesperson.
Because of the high demand, you could book a meeting and it might happen a few days from now. So many things could happen in that meantime. By shortening the SLA time for a response from a salesperson, you can actually shorten the process significantly.
What we see is that high-intent buyers go to Knock immediately. The people who want the product go to Knock because they do not want to wait. They want to get it, listen to it, and hear a salesperson talk about it.
By having just a small button, from what we see in user engagement and heat maps, people recognize the logo. People want to talk through an official channel. Whether it is LinkedIn, WhatsApp, or Slack, it is very familiar visually.
We were previously with Intercom, and the difference is night and day.
Everything is tracked. Everything is linked back to HubSpot.
When we started, the AI learned from the SDRs’ responses and collected that information, which was a very good part of the Knock system. It collected all the questions that SDRs answered and then knew how to respond the next time someone asked the same question.
It became so good that some clients started conversing with the AI for 30 or 40 messages and did not notice. So we were all very proud of that.
I think the most important part is the data enrichment, because we work globally. We have sales teams all across the globe, speaking different languages. We support different regions and countries based on their regulations.
The faster you move a lead to the right person, the faster the deal can possibly be closed.
The target client is not the $100-a-month package. If every person who clicked the link was immediately routed to an SDR, they would have zero time in the day.
But Knock filters almost instantly, filling out the name, role, company, LinkedIn, whether they were in the CRM or not, and who the previous owner was. Filling out all of that information is super critical for the team.
It makes it much faster and much easier to converse with the other person when you know a bit about them, where they work, and what their focus is. It makes everything easier.
The salesperson gets it every time. The qualify and disqualify buttons are super easy. They can do it 24/7 — if they are in the gym, working, or wherever.
The workflow became more fluid. You can be in a meeting and answer a potential client. You can talk to one client and talk to another client that just popped in. Or, if needed, you can reroute it to your friend if you are on a lunch break. You are still available instead of having to go to your computer and answer.
Slack is very popular in the US market and LATAM, which makes it very easy for them. You still do not need an account for Slack to open it, but the logo is very familiar.
Adding WhatsApp was a big shift for us. A lot of people from eastern regions started conversing through WhatsApp. The AI keeps track of data about what you want to tell people.
It has been an amazing improvement for us. The time to onboard clients and start the sales process earlier is so much better than having a long period of time between email and email, or between demo call and demo call. So the SLA is amazing.
We saw some instances of people finishing the conversation on Slack or WhatsApp and coming back to it a few days later, because they have it very easily available.
What surprised us most was the time from lead to opportunity. The conversion time is much, much faster. They know what they are purchasing. They did their research on AI or whatever platform they used.
Right now, we see a time to opportunity of three to four days, which is incredible. With normal forms, three to four days is just to book the demo.
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