From zero to $90M: How Amplitude used Regie.ai to turn unworked leads into pipeline gold

Meet Jessica Arnold, the VP of Global Sales Development & Velocity Sales at Amplitude.

If you aren’t familiar with Amplitude, they're a big player in the digital analytics space. Since 2012, they've been helping companies track user behavior and digital interactions. As a public company, Amplitude's focus is on efficient growth – and that's where Jessica's team comes in.

Jessica oversees two crucial aspects of Amplitude's sales strategy:

• A velocity sales motion for various-sized companies within a specific deal range; and
• A hybrid SDR motion that handles inbound and outbound prospecting for both enterprise and “emerging enterprise” segments.

The endgame: qualifying those opportunities by getting stage-2 opportunities accepted by account executives (AEs).

The challenge: Untapped gold in the inbound lead mine

Here's a scenario many of us are familiar with: Jessica and her team were sitting on thousands of "inquiry" leads. You know the type: inbound leads that aren’t quite mature enough to be MQLs, but definitely worth pursuing.

The problem? They couldn't justify allocating valuable human resources to nurture them.

Jessica knew there was gold in the hills; she just needed a smart way to tap into it. Plus, there was a company-wide initiative to explore AI and stay ahead of the innovation curve. It was time to find a solution that could nurture and activate these leads while embracing cutting-edge tech.

Enter Regie.ai and its Auto-Pilot solution. After considering other options like Lavender and Flike, Amplitude chose Regie.ai for its autonomous capabilities and seamless integration with Outreach and Salesforce.

The solution: AI-powered lead nurturing

In November 2023, Amplitude launched their Auto-Pilot Agents, starting with the inbound use case. The goal was to have the Agents warm up these leads to MQL status. Then, the human reps would use Regie.ai's Co-Pilot sales assistant to efficiently follow up on high-priority leads and accounts.

Here’s how it worked:

• "We pointed Auto-Pilot at a population that was non-MQLs,” Jessica explains. “People that had done motions that were interesting — like downloading a digital asset — but not enough to signal human interaction."
• Then, the team set up dynamic sequences in their Inbound Agent to align with prospects’ activities. These sequences could generate relevant messaging based on the prospect's actions and persona, all without human intervention.
• Finally, they set the Agent loose to pan for gold.

As you’ll see in the next section, the results truly speak for themselves.

The results: From zero to $90M

In the first month alone, Jessica and her team secured 15 meetings; given that the Agent was running during the end-of-year holiday season, these results were nothing to sneeze at. "We would expect zero from this pre-MQL population," Jessica explains. "So anything would have been good, but 15 over 4 weeks — including holidays — was meaningful."

But that was just the beginning. Since November 2023, Amplitude's Regie.ai Agents have truly hit their stride, influencing over $90M in pipeline and generating over 300 meetings.

Amplitude now has a second use case in market: an Outbound Agent for all accounts not already in a book of business. This Agent is focused on generating dynamic sequences segmented by industry, so the Agent can generate relevant messaging for each prospect based on industry and persona. “For our AEs, we have 12,000 accounts that are distributed across them," Jessica adds. "We're pointing Regie.ai at all of the accounts outside of that cohort.”

And it doesn't stop there.

In addition to message generation and dynamic sequencing, Amplitude’s also using Regie.ai to streamline its revops workflow by expanding into new-to-Amplitude audiences. By using the Audience Expansion capability within dynamic sequences, the revops team can have Regie.ai discover and engage net-new prospects within these unworked accounts. That clean data and activity insight is then pushed into Salesforce CRM for organization-wide benefit.

The secret sauce: Partnership & support

One of the highlights for Jessica has been the exceptional support she’s received from Regie.ai. She works closely with the customer success and support teams, continuously refining how the AI Agents work for Amplitude's specific needs. 

As Jessica explains:

"They've been amazing - so involved in making sure we've been successful. That's the piece that I've been most impressed with by Regie.ai. I've always felt like I've had access to them to improve."

Looking ahead: Embracing the AI revolution

As an internal champion for AI, Jessica is introducing many sales reps to AI for the first time through Regie.ai.

Her message to the team?

“We are trying to educate the field that this is not about replacing your job: this is about making you more efficient with your time. This is an efficiency boost for you, so you can spend more time on the things you need to focus on."

Amplitude's strategy of using Regie.ai for low-risk, high-upside use cases has helped build trust in AI within the organization.

So, what’s next on the horizon for the Amplitude team? Jessica is setting her sights on exploring how to optimize SDR involvement in lead follow-up, including introducing call and social touches for leads with high reply rates but low conversion to closed revenue.

Final thoughts

For those considering Regie.ai, Jessica emphasizes the importance of having a strong operational person to support implementation and ongoing oversight of the Agents.

Additionally, she recommends that companies "cohort out your top [prospects] — these people need human interaction — and the rest I'd 100% send to Regie.ai."

Finally, Jessica left us with these parting thoughts:

"The thing I love about Regie.ai is the pipeline it builds — of course — but also the overall knowingness that we're doing something that's going to be part of our every day in the next five to 10 years. We are crossing the frontier."

In the world of sales, embracing AI isn't just about staying current: it's about staying ahead. With solutions like Regie.ai, we aren’t just improving efficiency: we're revolutionizing how we approach lead management and sales development.

The future of sales is here, and it's powered by AI.