Case study · B2B SaaS · 22 employees
Northbridge Software
+34% meetings booked
How a 22-person SaaS company used a digital SDR to respond to every inbound lead in under a minute.
The problem
Northbridge Software sold a project-management tool to mid-size agencies. Inbound demo requests were coming in through the website, but the single SDR on the team could only respond during business hours. Leads that arrived overnight or during meetings waited four hours on average. By then, many had already booked a demo with a competitor.
The founder knew he could not justify another full-time SDR yet, but he also knew that speed-to-lead was the cheapest lever in the funnel. He needed coverage without headcount.
The solution
Northbridge hired an AI SDR through Unistaff.ai. The employee was connected to the website form, the CRM, and the sales team's calendar. It was trained on the ideal customer profile, pricing page, and ten sample objection responses.
- Qualified every inbound lead against company size, role, and use case.
- Answered pricing and feature questions using approved language.
- Booked demos directly into rep calendars without back-and-forth.
- Escalated complex requests to the human SDR with full context.
The results
Within the first month, the AI SDR handled 87% of inbound qualification conversations. The human SDR shifted from chasing leads to running discovery calls and closing deals.
+34%
Meetings booked
4 hours → 52 seconds
Average response time
87%
Conversations handled by AI
18 hours
Human SDR time freed per week
“We did not replace our SDR. We gave her an assistant that never sleeps, so she could spend her day talking to the right prospects.”
Why it worked
The rollout succeeded because the scope was narrow. The AI owned only inbound qualification from the website. It had clear disqualification rules, a human handoff path, and a weekly review of edge cases. After six weeks, Northbridge expanded the AI SDR to handle outbound re-engagement of cold leads.