Box ANZ drives an 87% email open rate with Piper the AI SDR Agent
Manual engagement couldn't scale with Box's growth
Manual chatbot builds couldn't scale to every page
Box's ANZ marketing team hand built chatbot nurture flows one page at a time, localizing language and coordinating with the global team for each one. Repeating that process across every page on the Box website took real time, and that time only grew as the site did.
Static bots served the same answers to everyone, and never updated themselves
A generic chatbot gave the same response no matter who was asking or what they needed, with no way to tailor a conversation to a visitor's role or stage in the buying journey. Every time the website changed, someone had to update the chatbot separately by hand, across multiple platforms.
Lead generation pulled focus from enterprise growth
Box's ANZ team was focused on building deeper enterprise relationships and new pipeline, but qualifying inbound leads still needed someone's daily attention. That left less room for the strategic priorities the team actually wanted to spend time on.
My job was quite manual when it came to the chatbot. I would build out the website nurture for the ANZ page, put together the Australianized language, and work with the global team to make sure that flow worked well. Can you imagine doing that for every single page on the Box website? There's a lot of manual work.
Hiring Piper, renamed Bella, to own the inbound conversation
To move past manual builds and generic answers, Box hired Piper the AI SDR Agent, renamed Bella by the Box team, to engage every visitor the moment they arrive.
Real-time context, pulled straight from the site
Bella surfaces information directly from Box's website, along with playbooks and themes the team sets up on the back end. When the website updates, Bella updates automatically, so nothing needs to be rebuilt by hand.
Dynamic conversations that adapt and follow up
Rather than serving the same script to everyone, Bella adapts to what each visitor actually needs and guides the conversation toward an outcome, like booking a meeting. When a visitor doesn't book right away, she moves them into an email nurture personalized with the context of everything that happened on the website, so the lead never goes cold.
More time back for enterprise relationships and pipeline
With Bella handling day-to-day lead qualification, Box's ANZ marketing team can stay focused on building enterprise relationships and new pipeline instead of managing chatbot flows.
The first reason we chose to work with her (Piper) is real-time context. She's surfacing information from our website, and also pulling from playbooks and themes we set up on the back end.
Bella fit right into Box's existing stack
An intuitive setup for sales and marketing
Box looked for a platform with deep integrations that was also intuitive enough for sales to use day to day, and easy for marketing to configure without a heavy technical lift. That combination is part of why the team chose Bella.
Playbooks built once, connected straight into Salesforce and Slack
Instead of rebuilding a flow for every page, the team set up playbooks and themes in Bella's back end that she pulls from automatically. Once a meeting is booked, it syncs into Salesforce and flows into Slack, so the account executive knows a meeting has landed without opening a separate tool.
Testing new plays as the rollout grows
Box recently tested moving leads who don't book a meeting into an automated, two-way email nurture personalized with website context, an example of the team continuing to expand what Bella owns.
Sales reps don’t live and breathe in Qualified, they live in Slack. Once a meeting's booked, it syncs to our Salesforce ecosystem automatically, and that flows into Slack and lets them know someone's booked a meeting, so they can take it."
An 87% open rate, well above the industry average
- 87% open rate on Bella's email nurtures, compared to a 15-20% industry average
- Every booked meeting syncs automatically into Salesforce and Slack, giving sales full context the moment they take the meeting
- Bella engages every website visitor 24/7, 365 days a year, without added headcount
Getting started before getting stuck
Box's ANZ team is continuing to test and expand what Bella owns, most recently piloting the two-way email nurture that follows up automatically when a visitor doesn't book right away. Karen's own advice to other marketers considering agentic marketing is to stop overthinking it. As an AI-first company, Box would rather test and learn in production than wait for a perfect plan, and that mindset is shaping how far the team plans to take Bella next.
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