Paychex drives 27% more opportunities with Qualified
An ambitious pipeline goal called for new capacity
Personalizing the experience across a broad product portfolio
A broad portfolio serves a wide range of business needs
Paychex helps businesses address a broad range of human capital management needs, from payroll to retirement services. Its website serves both new prospects and existing clients exploring additional solutions. For the marketing team, each visit is an opportunity to understand the business behind the request and connect that visitor with relevant expertise.
Personalization begins with understanding the visitor
A company’s employee count, the states where it operates, and its business priorities all help shape what it needs from Paychex. The team wanted to bring those details into the website experience so every conversation could reflect the visitor’s interests and relationship with the company.
Help sellers build on what buyers have already shared
Paychex also wanted to put useful context in the hands of its sales teams. Information gathered on the website could help sellers understand a prospect’s needs before the conversation began, giving them more time to focus on the business questions that mattered to that buyer.
Qualified’s Salesforce integration helps us understand our current clients and connect them with the team best equipped to help.
Creating more relevant buyer conversations with Qualified
For An Dang, Manager, Digital Marketing Optimization, the goal was straightforward: understand who was on the website, learn what they needed, and connect them with the right sales rep. Qualified brought those steps together while giving visitors a more personalized experience.
Ask questions that make the next step relevant
When someone lands on a specific page, Qualified can ask about the company’s employee count, the states where it operates, and its business priorities. Paychex combines those answers with its first-party and third-party data to understand the visitor’s needs before choosing the next step.
Bring account context into each interaction
Qualified’s Salesforce integration helps Paychex see whether someone is an existing client and understand the relationship already recorded in its CRM. The team can use that information alongside its qualification and routing rules to direct the visitor to the sales team best suited to help.
Give sellers context before the conversation starts
Reps receive the information gathered during qualification, so they know what the prospect is looking for. They can also see the webpage a visitor is viewing during a live interaction, whether that’s small business payroll or retirement services. That visibility helps them start with the buyer’s actual interests.
Make the journey more personal from beginning to end
With qualification data and CRM context available in the same platform, Paychex can personalize the experience while connecting buyers with relevant expertise faster. Visitors get a conversation tailored to their needs, and sales reps have useful context from the start.
Qualified helps us understand what prospects need, get them to the right sales rep faster, and give sellers the context to deliver a more personalized conversation.
A rollout designed to support sellers
Connect marketing activity with buyer context
Paychex began with a Marketo flow that brought campaign activity and lead information together on the same lead or contact record. Reps could see the campaign behind a conversation and use that context as they engaged with the buyer. Qualified fit into the marketing and sales systems the team already used.
Build on the team’s Salesforce investment
The team then added the Salesforce integration, giving Qualified more context about existing clients and the products they used. Casey Freeman, Senior Business Analyst, Marketing, was surprised by how quickly and easily the integration came together. The additional visibility let Paychex make more informed decisions about how to engage each visitor.
Put the seller experience at the center
Casey brought firsthand experience as a former SDR to the rollout. Paychex tested its automations and data flows with sellers’ day-to-day work in mind, focusing on a smooth experience that helped them qualify buyers and sell. That attention to the people using the platform supported the team’s broader goal of making every interaction more useful for both buyer and seller.
More qualified leads and opportunities from a better buyer experience
After rolling out multimodal voice and chat, Paychex reported improvements across its funnel:
- 27% more opportunities.
- 17% more marketing qualified leads.
- A 7% increase in conversion rate in the first quarter of implementing Qualified.
For An, the impact was visible in the measures she reports on as a marketer: a larger, more efficient pipeline and stronger performance from the website. Behind those results was a more relevant path for prospects and better information for the sellers speaking with them.
Qualified gives prospects a better, more personalized experience and gives our sales reps the information they need. We’ve reduced speed to lead and improved conversion.
Extending personalization into the next interaction
Paychex plans to keep building on its Salesforce segments to make the experience more personal. At the time of the interviews, the team was preparing to test video engagement with an avatar unique to Paychex and Paycor, and exploring email as a future expansion. Each step builds on the same foundation: understand the visitor, connect them with the right team, and make it easier to move forward.
I did not expect Qualified to be this powerful.
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