The AI Email Use Case I Keep Coming Back To: Simpro

Nicole Lesher

I work in customer marketing at 6sense, which means I spend a lot of time inside our customer stories. This is one I come back to when someone asks: "How do you use AI Email without it feeling like a shortcut?" 

Simpro didn't treat it like a shortcut. They treated it like a team member. 

The problem: Simpro's BDRs were juggling everything at once — inbound leads, outbound sequences, webinar follow-up, closed-lost reactivation — and something was always getting dropped. Personalization was suffering. MQLs were going cold. The team was stretched, not growing. 

What they did: They deployed 6sense AI Email Agents as a "super BDR" — an additional team member, not a tool — and gave it ownership of the full engagement spectrum: inbound response, outbound rotation, webinar invites and follow-ups, and an "Awake the Dead" campaign for dormant pipeline. They established quarterly refinement cycles to optimize prompts based on BDR feedback, and built a monitoring framework to track what was working. 

What happened: 

• 34% YoY increase in MQLs — outpacing headcount growth 
• 80% reduction in MQL loss from faster automated inbound follow-up 
• 100% of webinar follow-ups automated 
• ~2 hours saved per BDR per day 
• 1 deal closed in the first week of the pilot 

They won 6sense's AI Game Changer of the Year award for this work. 

Jenn Nelson, Director of Growth Marketing at Simpro: 

"The AI Email Agent hasn't just saved time — it has fundamentally shifted how we scale growth. Where once our BDRs were stretched thin trying to balance volume with personalization, they can now focus their expertise on human-to-human engagement." 

And her advice for teams just starting out: 

"View AI as a team member rather than just a tool, establishing processes for feedback, training, and performance reviews. While AI excels at providing coverage and persistence, human empathy and strategic thinking remain essential for closing deals." 

Worth reading if: Your BDRs are doing too much and personalizing too little. Simpro's framework for treating AI as a team member — with feedback loops, prompt reviews, and clear ownership — is worth stealing. 

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Nicole Lesher

Has your team figured out how to keep the AI agent's voice on-brand over time? The quarterly refinement cycle Simpro built is something I find really interesting. Would love to hear how others are handling prompt upkeep.