Problem

Dentsu wanted to improve its B2B customer acquisition process. Existing sales operations relied heavily on Salesforce for tracking, while dormant leads, inconsistent CRM practices, and underutilized sales data created opportunities for improvement. Limited structured data also constrained the potential of AI-driven sales applications, while event-sourced leads remained inactive in spreadsheets without a systematic activation process.

Solution

Demand Scalers analyzed Dentsu’s customer acquisition process, CRM data, and opportunities for AI-driven lead activation. The analysis identified 100+ dormant companies, primarily sourced from events, as potential reactivation opportunities. Five AI use cases were mapped across the customer acquisition funnel, with a centralized AI knowledge base identified as the highest-impact opportunity. Additional use cases included lead intelligence, meeting preparation, and post-meeting nurturing to improve sales effectiveness and make better use of existing customer data.

Results

Analyzed the three-stage customer acquisition process to identify opportunities for improvement.

Identified 100+ dormant companies for potential reactivation.

Mapped five AI use cases across the customer acquisition funnel, prioritized around a centralized AI knowledge base.