How Norstella Scales Global Buyer Engagement with Qualified's AI SDR Agent
Scaling website engagement across a global portfolio of brands
A growing portfolio calls for a more connected approach
With multiple brands serving life sciences organizations around the world, Norstella needed a scalable way to engage website visitors and connect them with the right teams. Its previous chat solution lacked the flexibility and functionality to support the company's needs, particularly across its complex technology environment, which includes two Salesforce instances, HubSpot, and Eloqua.
Reach buyers beyond business hours
With SDR teams spanning the UK and US West Coast, Norstella previously had approximately 12 to 15 hours of staffed website coverage each day. But its global audience was engaging around the clock. The team needed a way to support buyers outside business hours without adding more work for its SDRs.
Qualified stood out because of its seamless Salesforce integration and ability to work across our different systems. We needed a solution that could scale across all our brands, and Qualified gave us that flexibility.
Turning website interest into qualified conversations with Piper
Norstella introduced Piper, its AI SDR agent renamed Nora, to proactively engage website visitors, guide them toward relevant information, and help qualify inbound interest.
Proactively guide buyers to the right information
Not every visitor arrives knowing exactly what they're looking for. Rather than waiting for someone to ask a question, Nora proactively shares relevant product pages and resources based on their interests, helping buyers discover the solutions that may be right for them.
Qualify buyers before they reach an SDR
Nora handles initial engagement and helps identify buyer needs before involving a human SDR. Once visitors are qualified, they're connected with the sales team for follow-up and meeting scheduling, allowing SDRs to focus on higher-value conversations.
Deliver 24/7 engagement across brands and markets
With Nora, Norstella can engage buyers around the clock, including international visitors through Piper's multilingual capabilities. After launching at Citeline, the team expanded Nora to additional brands, including Evaluate and Norstella's corporate websites, bringing always-on engagement to more of its global audience.
Many of our visitors don't necessarily know what questions to ask. Nora helps guide them by sharing relevant product information and resources, so they're better informed and qualified when they reach our SDRs.
A rollout built for innovation and scale
Norstella started with a pilot at Citeline, training Nora using existing website content and resources. Strong conversation and meeting-booking results gave the team confidence to expand to additional brands. Qualified's ability to integrate with Norstella's existing technology stack also made it easier to scale without disrupting established workflows.
Beyond the technology, Liana was especially impressed by Qualified's onboarding experience. The process was so seamless that she shared it internally as an example of what great customer onboarding should look like.
Qualified's onboarding experience was one of the best I've ever had. It was so seamless and easy that we actually shared the experience internally as an example of what great onboarding should look like.
More meetings and always-on engagement across seven websites
With Qualified supporting seven websites, Norstella has created a more scalable way to engage its global audience and convert inbound interest into sales conversations. In 2026, the team saw strong results:
- 68% booking conversion: Nora converted 68% of meeting offers into booked meetings at Citeline.
- 6,000+ conversations: Qualified supported more than 6,000 conversations across Norstella's websites.
- 400+ meetings booked: Qualified helped turn website engagement into more than 400 booked meetings across the portfolio.
Beyond meeting volume, Norstella expanded to 24/7 buyer engagement across its global websites, helping visitors find relevant information and take the next step while giving SDRs more time to focus on qualified opportunities.
Nora is really on our front lines. She allows us to have 24/7 conversations across our websites, which is incredibly important for a global organization like ours. She handles inbound engagement and helps qualify buyers before they reach our SDRs.
Building on a foundation for continued growth
Norstella continues to expand its use of Nora and explore new ways to support buyers across its global portfolio. With multilingual engagement, ongoing automation improvements, and a platform that integrates with its existing systems, the team is positioned to deliver more personalized experiences as its needs evolve.
For Liana, the combination of innovation, automation, and a strong partnership makes Qualified a valuable investment for marketing teams looking to scale inbound engagement.
Qualified is constantly innovating, and the automation capabilities are top-tier. For any marketing leader considering an AI SDR agent, I'd absolutely say it's worth the investment.
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