Profile
Customer: National Media & Advertising Company
This national media and advertising company with a multi-market sales organization, connects businesses with audiences through a broad portfolio of advertising solutions. Its Account Executives manage both new advertiser acquisition and ongoing customer relationships across markets.
Executive Summary
The client partnered with Palladin Technologies to increase sales outreach, strengthen customer engagement, and create more opportunities for its Account Executives.
Using Salesforce Agentforce and supporting Salesforce capabilities, Palladin implemented two AI-powered agents across key sales workflows. One supports outreach to existing customers ahead of renewals. The other nurtures prospective advertisers and helps turn early interest into sales conversations.
Together, these agents automate repetitive outreach and follow-up activities. This allows Account Executives to spend more time on high-value conversations and opportunities. The initiative also helped the organization increase its meeting cadence.
The Challenge
The organization wanted Account Executives to engage more consistently with prospective advertisers and existing customers.
Limited outreach created missed opportunities across the customer lifecycle. Prospects needed consistent follow-up after initial engagement. Existing customers also required timely communication ahead of renewals and potential cross-sell opportunities.
At the same time, Account Executives had limited capacity for repetitive outreach. The organization needed a way to increase meeting volume without adding significant manual work.
The organization also sought to leverage AI-powered sales engagement to drive measurable revenue growth.
Key Pain Points:
- Inconsistent outreach and follow-up across prospects and existing customers
- Limited Account Executive capacity for repetitive sales engagement activities
- Missed opportunities to engage customers ahead of contract renewals
- Difficulty maintaining consistent follow-up with new prospects after initial engagement
- Need to increase meeting volume while keeping Account Executives focused on higher-value sales activities
The Solution
Palladin worked with the organization to implement Salesforce Agentforce across several sales workflows, creating AI-powered agents capable of supporting outreach and retention activities around the clock.
Customer Renewal Outreach
- An AI agent was implemented to engage existing customers ahead of contract renewals, helping the sales organization maintain consistent communication and identify opportunities for extensions and continued engagement.
- The agent uses existing customer insights to personalize outreach and can suggest meeting times with the appropriate Account Executive, helping move conversations forward with less manual coordination.
New Advertiser Engagement
- A second use case focused on automating initial outreach and follow-up with prospective advertisers after events and other engagement opportunities.
- The approach was designed to nurture early interest, maintain consistent communication, and convert engagement into meetings with Account Executives.
Automated Routing & Scheduling
- Salesforce capabilities were also used to streamline engagement routing and meeting scheduling. Integration with Einstein Activity Capture and Salesforce Inbox helped connect automated engagement with existing sales workflows and reduce administrative follow-up for Account Executives.
The Results
- The initial AI agent was successfully implemented within a nine-week project timeline, demonstrating how quickly the organization could move from identifying a sales engagement opportunity to deploying an AI-supported workflow.
- Following launch, the organization began seeing increased Account Executive meeting cadence and early indicators of revenue impact.
- The successful implementation also established a foundation for additional Agentforce use cases, including net-new advertiser nurturing and cold-lead engagement.
Why This Matters
Sales teams often have more prospects and customers to engage than their Account Executives can consistently reach through manual outreach alone.
By combining Salesforce Agentforce with Palladin’s implementation expertise, the organization created an additional layer of sales engagement that can maintain outreach, support follow-up, and help move opportunities toward human conversations.
Rather than replacing Account Executives, the AI agents support repetitive engagement activities so sales professionals can spend more time on conversations that require their experience, judgment, and relationship-building skills.