Pipeline Generation in the Agentic Era | The Qualified Keynote, Dreamforce 2026

What's up?

Thanks for that warm welcome and the glow sticks. All right, this is the Wednesday afternoon keynote before DreamFest. Thank you guys for being here. We're gonna have a ton of fun in the next 45 minutes. We've got some special guests here in the front row. We've got 3 killer demos for you, and we've got some special effects that no one has ever seen in this room at Dreamforce. They're going to be debuted for us here today. It's going to be a ton of fun. But what we're going to be talking about is generating pipeline at scale in the agentic era. Thank you again so much for being here today. Just a quick show of hands. How many of you are sales professionals in the room? How many salespeople here? Oh, glow sticks too. How many are marketers? Raise your glow sticks. Raise your hands. Okay, so it's like 50/50. How many are in operations or RevOps or do not identify as salespeople or marketers? Okay, so look, with so many of these types of people in the room, I don't have to tell you that pipeline's the lifeblood of every direct sales team, right? Earlier, like a couple decades ago, kind of when I was growing up, they would say like 2x, you need 2x pipeline coverage to hit your number. Then it was like 3x, and now people are talking about 4x and 5x pipeline coverage to feel comfortable hitting your number. And we all know that there's many different types of pipe gen motions, right? But there's 2 key types of pipe gen motions that we all have in our organizations. There's inbound, which is largely kind of marketing generated. It's people that are kind of raising their hands. They're filling out forms on our website. Those leads are being worked by inbound human SDRs. And then there's outbound, which is prospecting, breaking into new accounts. BDRs typically are assigned to AEs, and they're kind of cold calling and doing all those things. Today, we are here to talk about inbound pipeline. People say it's like the highest quality, and why? It's because folks that are raising their hands—they're saying like I actively want to talk to a sales professional. But why is no matter what you're doing, why does it always seem like hitting our pipe targets is so hard to achieve? Why is there always never enough pipeline? Well, if you talk to a CMO, almost every CMO like Susan here will say something like this. My targets go up, but my budget stays flat, and no one has given me more headcounts. And if you talk to a sales team, a CRO, everybody who raised your hand, have you ever said, I'm just getting too much pipeline from marketing?

No.

No, nobody has ever said that in the history of selling. And that's why marketing leaders like Susan here and so many others are like, what do I do? And I've been using the same marketing playbook for decades, right? This is the traditional marketing automation and human SDR funnel. This is what every single customer who is here at Dreamforce has been doing for the last 15 to 20 years. Let me break it down for you because it's actually really simple. At the top of the funnel are marketing campaigns. We spend a ton of money on Google AdWords and our SEO practice and our AEO practice and our email drops and LinkedIn advertising and YouTube pre-roll and like all these things, right? Every digital campaign you click, Where do you go? Your website. And on our websites, we've had forms. Want to come to Dreamforce? Fill out a form, right? That was kind of the classic way to do it. Want to contact sales? Fill out a form. And all of these things have been the leads that our marketing team and our human SDR team has been responsible for working. But the CMO's dream has always been one thing. It's really simple. The CMO's dream has always been that every lead would get worked instantly by a human SDR with extreme personalization. That's always been the dream, but that has never, ever, ever been a reality because ultimately our SDR teams, no matter how big or small they are, are capacity constrained. An SMB team looks like the one on the left. An enterprise team looks like the one on the right. But no matter how many SDRs you have on your team, you never have enough because they're expensive resources. We cannot hire an unlimited, unlimited number of them. So what have we done? We've taken these human resources and we've put them on the best quality leads, the MQLs, the sales-ready leads. We're like, work those. Okay, so check this out. Here's what happens the last 15 years in most of our companies. Somebody says, I want to contact sales. They fill out a form. That lead gets saved. It gets synced. It gets deduped. It gets routed. It gets put in somebody's queue. Then that somebody's probably on a Zoom call or maybe they're out to lunch. Then they show up, they look at it in the queue, they do some personalization, they do some research on LinkedIn, they fire off an email. 42 hours to respond to a lead inquiry. Just to respond. That's insane. And this is what everyone in our industry has been doing for the last 2 decades. That's crazy. But what's even crazier is because there's never enough people to work all the leads, all of the other leads just get saved in the marketing database. And what do we do? The only thing we can do— send them a bunch of emails from time to time. This is crazy, right? Today in 2026, this seems insane. But this old marketing playbook that's in every single company, it was simply built for a world before AI and agents. So here we are at Dreamforce '26. What does PipeGen look like in the new world? And it's really simple. It looks like this. This, and our message is pretty basic: keep everything that you've got. Don't rip and replace anything. Keep your sales cloud. Keep your marketing automation platform. Whatever you've got, keep running your campaigns. Do everything the same, but layer on an SDR agent that can actually work the entire marketing funnel with precision, instantaneously, and with accuracy. And that's the solution that we have. Many of you. in the room are customers. I'm sure many of you have heard of Piper in the keynote yesterday. Piper's the world's number one SDR agent, and she's used by more than 1,000 customers right now in production. So let's talk about how it works, and let's get into the fun. Please welcome our CMO, Maura Rivera. Maura, over to you.

Get your glow sticks up, people. Let's go. Okay, so thank you for the whoop whoops. Okay, so let's talk about Piper. So, Piper is the world's number one SDR agent, and the question is, how does it work? Well, Piper goes to work on the front door of your company, your corporate website, and she engages every single inbound lead that your marketing team is generating. Craig talked about it. We're doing all of this stuff to drive people to your website. Piper is there. She's ready to engage them, to qualify them, to book meetings with them, to move them into your pipeline. But the beautiful thing about Piper is she doesn't just work on your website. She works across the 2 channels that are essential for inbound pipeline generation. She works on your website, she works in the email inbox. She is one agent with one brain, and she works these 2 channels harmoniously. And that dream that Craig talked about earlier, that CMO dream, I wish every one of my inbound leads got worked instantly and had a super personalized experience. That's the dream that Piper is paying off. And a huge part of why she's able to drive these really personalized experiences is it's because she's built on all of this rich Salesforce data. She's powered by the number one AI CRM. So she takes that data, and she uses it to shape really, really personalized experiences. We always talk about hyper-personalization at scale. Piper's the unlock for it. And the cool thing is, like, this has become a really, really big movement. A few years ago, this was— you know, kind of scary. It was fresh, it was new. Today, over 1,000 of the world's leading brands are doing agentic marketing. They're using an SDR agent to work all of their leads. Big brands like HPE and Forbes and Box and Hitachi. And the coolest thing is that we didn't quite anticipate when we first launched Piper, all of our customers have made their agents totally their own. So we called our agent Piper because she generates pipeline, actually inspired by our GOAT SDR, Blake Hamblett, who's in the audience right there. Blake, go ahead, go ahead and stand up, Blake. She's the inspiration for Piper. Stand up, stand up. Yes. So, so, so she was the inspiration for Piper, but all of our customers, they've really customized their agents to match their brand. We have Wyndham, they have Winston. We have Sprout Social, they have Ivy. It's become this really cool exploration of your brand because it's the first touchpoint for those inbound leads. And the possibilities for these agents are endless. It's so fun to see. But we have human-like agents, like Okta has with Ollie. We have animated characters, like the customer, like Salesforce has with their kind of Pixar version of Piper. And then we even have brand characters coming to life as these SDR agents. You can see that Kong gorilla right there. And the coolest thing about all of this, because we're all here at Dreamforce and there's so much excitement, it's really the results. We're seeing customers who are using this SDR agent, they're booking more meetings, they're generating more pipeline. This is a real, real tangible agentic use case as you think about leaving Dreamforce and how you can put this into action. But let's not just take my word for it. Let's hear from the CMOs who are seeing huge, huge results from agentic marketing in Qualified. I just believe this is the direction the, the world and the market is going. This is an absolutely fabulous use case for AI.

I want everything to be in MQL and I want SDRs to talk to every single one of these people. But your, your SDR team, they can't, they can't call everyone.

I have a decent number of contacts in the industry, and every time I asked one of my colleagues in other companies about Qualified, it was, they're fabulous. They deliver on the promises. The customer success team is strong.

I don't think anybody can afford to be on the fence anymore. We're starting to look, you know, 6, 12 months ahead and how we really think of the digital buyer's journey and the digital customer's journey. And I think agentic and AI and Piper plus Agentsforce is at the center of that.

The reason why we chose Piper is because it's connected to Salesforce.

I didn't want yet another system that was not integrated.

Having functionality in, in Qualified and in Piper to serve up those experiences intelligently to different types of accounts based on what we know about them is so critical.

She's super fast and she responds with a better answer than a human would give in seconds.

The moment that we update a blog, the moment that we update our landing pages, the moment that we update our data sheets, she's instantly learning.

The discovery call for the rep is just a hell of a lot easier, especially if all that data is piped into the account record.

There's peace of mind knowing that our prospects are going to get a high-touch experience.

She's become an indispensable part of our team. She doesn't sleep, she never takes PTO, and she just manages to make all of this look really easy.

Now we have all these different use cases that it started to compound itself because I'm like, now I can just do a lot more.

They're seeing that convert to more pipeline dollars and, and Piper is an increasing percentage of the pipeline that we're able to generate, so much so that this year in how we track our pipeline sources, we carved out a specific type for Piper.

We saw inbound in general totally transform.

It's more than doubled this year compared to last year.

I compared it to the quarter before and it was 4x more meetings booked and 5x pipeline generated.

We're getting 4 times better conversion from the website than we had before. And the AEs, half of what comes to them are named accounts and there are meetings booked directly on their calendar.

We are building more pipeline at a fraction of the cost. So, you know, 10x is the ROI that we're seeing.

We've come to the conclusion that basically our, our AI SDR is worth around about 13 different SDRs.

$18.9 million in pipeline just this last year, and that really makes up about 30,000 different conversations that he had and 1,000 meetings booked through that meeting booker.

This has become a board-level conversation. Every board meeting, I am reporting the latest updates on our AI SDR.

We're generating pipeline when everyone sleeps right now.

That, like, that's truly a holy grail for marketers.

Like, while we're sleeping, pipeline is being generated, and that's because it's I think PiperX is absolutely the future and a game changer.

It's super exciting.

It's like the future is now.

Okay, awesome. So the future is now, which is very, very exciting. And we are so lucky today to be joined by an incredible customer. Ari is here with us. He is from NVIDIA. NVIDIA is clearly one of the most important and relevant brands in the world right now. And if you guys all saw that keynote yesterday from Jensen, his main message was don't get left behind. In this agentic movement, and I have a feeling Ari's going to have a similar message today. So please give me a huge round of applause for Ari, revenue marketing from Nvidia. Ari, come on up. Get your glow sticks up. Ari, welcome. Thank you. Okay, Ari. So the reason I like talking with you is because this is something that you. saw coming early on, and you leaned really heavily into the idea of agentic marketing. What made you do that? Why do you— why have you kind of believed in it from the beginning?

Well, I'm the old man that gets taken off the shelf and dusted off when you want to pontificate on best practices. And through my whole career, the whole focus has been speed and capacity, basically. So Craig touched on every important point that I think I had notes on and why you would want that. But It really boils down to, do I want an SDR army? And even with that SDR army, how many people could multitask between monitoring a chat at the same time versus getting out to a lead within hopefully minutes, if not hours, or less time beyond that? So speed equates to the— if the word pipeline was a drinking game right now, at this point we'd all be on the floor.

Yeah.

But that's what it equates to. I mean, no matter what we're looking at engagement-wise, the whole focus is the Dollar pipeline.

Right, that's all that matters. We talk about, as a revenue leader, you can't do the fun stuff if you're not hitting your pipeline number. As you think about an SDR agent, what do you think the biggest areas of opportunity are for a revenue organization when you think about kind of bringing one into the fold?

Relevancy, I would say. Early on in the early stages of intent data, when that first came out, the whole focus for me was person-based marketing. So relevancy at scale. But relevancy at scale at that point in time was still very, very manual piecing things together. If I have a buying group, I want them to be hit with relevant experiences and relevant messaging at the right time when they're engaging, whether they're a hand raiser on the website or somebody that we're outbounding to. But piecing all that together ended up becoming a lot of manual work. And now with Agentic in the mix, you have these great use cases of one BDR, for instance, is speaking multi-language. One BDR that on the fly is doing multiple things at the same time across the buying group.

And can you talk to me a little bit about coverage? That's something we've talked about before, which is just this ability to unlock that coverage, speaking every language, all of those things. How does that disrupt this old way of thinking?

Yeah, the big thing for coverage is the fact that up until now, going back to intent data, you try and help the SDR out to figure out, OK, where's the needle in the haystack? that I should touch? Who's the really warm, true warm hand raiser? Then we fast forward to propensity modeling. Who's actually out of my whole MQL bucket showing a high account strength or some high propensity to buy, to churn, to engage, to reach out to? But what we end up doing at that point is taking a pool of possible hidden pipeline and cooling it down to, okay, Joe, I want you to go after these people, they're hot. Real hot. And then we leave everything behind and hope that at some point in time they do raise a hand and come out of the mix. If I had the ability to hit the whole haystack at once, it's a win.

Yeah, and why wouldn't you now that we have these kind of agentic resources? I think as we wrap up, Ari, my last question for you is like, you know, there are some people who haven't started on their agentic marketing journey yet. What would your message be to them?

Well, it's not by accident that Geoffrey Moore has been here and in multiple sessions, huge Chasm fan for me, Crossing the Chasm. If you haven't read it, you really should. Everybody here is here because they're passionate about what they do. We're early adopters in that technology lifecycle. So I think there's a fear of, hey, I haven't dove in yet, it's too late for me. And I liken it to anybody old enough that remembers the first camcorders that came with a separate thing that you had to hold with the cassette. Anybody that had that first phone that was a suitcase thing you had to carry around. Those are the early adopters. It was exorbitantly expensive at the time. We're, we're at this point now where we can dive in, and in rapid time, things are improving and improving and improving. So the best thing anybody could do is find the companies that are doing it right and align with them. But the foundational best practices underneath as marketers and sellers or people that view themselves as both sides of the coin haven't changed. It's just how do we reinvigorate that tech stack at this point with all the agentic goodness?

Awesome. And I feel like it's never been a more exciting time to be a revenue leader. So Ari, Before we wrap, I want to give you something that's part of the qualified culture, which is a very special Piper chain.

Oh, that's amazing.

This is from my special jeweler. So you can rock it. You have to— I might have security follow you around so that nobody tries to take it from you.

I'm never taking it off.

Oh my gosh. Well, thank you so much for being such an incredible customer.

Thanks so much. Bye.

Okay. Thank you so much, Ari. So I think one thing that you guys have hopefully seen and you're feeling invigorated by is like, okay, agentic marketing, this is this new world. But a lot of questions that people have is, this sounds great, where do I go? Show me the playbook, show me the use cases, show me how I can get started. So that's what we're gonna do today. We're gonna walk you through the new agentic marketing playbook. We're gonna show you how you can use an SDR agent right on your website. We're going to show you how you can use an SDR agent to work all of your inbound leads, and then we're going to show you what if an SDR agent could do even more? What else could they be capable of? Get your wheels turning about what the future looks like. So with that, I'm super excited to welcome to the stage Sarah McConnell to walk us through that first step in the playbook. Thank you, Maura. Sarah. All right. All right.

Play number 1, putting an AI SDR agent on your website. But if you're asking, why would I start here? Everyone's already talked about it. It's the most obvious place to start because it's where all those marketers in the room, it's where we're already sending our potential hottest leads. All those campaigns are running, everything we're doing, it's driving here. So this is the first place to start, and that's where our customer Asana started. Asana, they're a publicly traded work management platform. They have over 170,000 customers and millions and millions of users worldwide. And you can guess what that means. They get a lot of website visitors, and at peak times when people land on their website, the only place before qualified they could convert was through a form. And even when the SDRs were working as hard as they could, Asana still knew they weren't getting back to those high-intent leads as fast as they wanted to. So first they tried to staff a human live chat to try to speed up this process, but it still didn't scale because SDRs, they still can't work 24/7. They still were missing some conversations during those peak hours when there's a ton of website traffic and they're not multilingual. That's when they turned to Qualified and Piper, the SDR agent who they rebranded as Leslie. And when they hired Leslie, she was able to 4x conversations on their website. She's booked over 1,000 qualified meetings and she's been deployed globally, which is the power of agentic marketing. And I wanna show this to you in action. So to start with this first demo, let's pretend I'm the VP of Creative Operations at Disney. I'm not going to be very good at this job, so everyone wish me luck. Now, before we see what my experience is going to be like on the website, the first thing I want to show you is how easy it was for Asana's marketing team to build and deploy Leslie. So here I am in the backend of Qualified in what we call Agent Studio, and all Asana's marketing team had to do was give their agent a name and a title. They uploaded a custom photo like Maura talked about. They personified that agent, and finally, they just gave her a voice.

Hey there, I'm an SDR agent designed to help you generate pipeline.

Next up, they had to give her access to all of their online and offline content that she needed to be the best SDR possible. And lastly, in natural language, they give her guides and guardrails so she knows exactly how to interact with every buyer coming to the website. So let's see what that looks like for me. that VP of Creative Operations from Disney. So here I am on the Asana website. The first thing I want you to see is Leslie come to life there, pinned on the right-hand side in what we call pin mode. What this means is she's not hidden in the bottom right-hand corner, easy to miss or close out. She's a seamless part of this website experience that's complementing their content, not covering it. And as I browse around, Leslie's going to work. She's putting together a profile about me using my browsing behavior and all the rich data I have that Asana has in systems like Salesforce. Now, I could obviously have a text conversation with Leslie, but that's table stakes these days. The future of agentic interactions, it's obviously voice, it's video. So let's have a face-to-face conversation with Leslie.

Hi, how can I help you?

Hi, Leslie. I work at Disney, and my team spends all day in Figma. Can you tell me about the Figma and Asana integration?

Totally. In Figma and FigJam, you can use the Asana widget to pull in a project and its tasks. In Asana, you can embed Figma links right in a project for a live preview that stays current. What's the main thing you're trying to streamline with Figma and Asana?

Okay, now Asana, they have hundreds of integrations, and that would be impossible for a human SDR to know all of them. But remember all that content that we just gave Leslie access to? She's able to utilize that Instantly, and more importantly, do you see that open-ended question she she left off there? This is her doing discovery. She's not a Q&A chatbot. She is trying to progress me, the buyer, down the buying journey, and this is dream SDR behavior. And now I mentioned Asana; they're a global brand. So let's see if Leslie is living up to the promise of a global brand. Hey, Leslie, sprechen Sie Deutsch?

Ja, ich spreche Deutsch. Welche Fragen zu Asana kann ich Ihnen beantworten?

Okay, I will admit, sprechen Sie Deutsch is the extent of my German, and I practiced a lot for this and was assured in dry runs though that her response is correct. But what I want you to think about is what this means for Asana's team. This means Leslie can do this in any language. I mean, any language that someone comes and wants to speak, she can do that seamlessly. So this means no matter where Asana's website visitors are coming from, They can talk to Leslie in their preferred language, which is incredible. Danke, Leslie. Let's switch back to English. Can you tell me a little bit more about pricing?

Let me think this through so I can keep it simple and accurate. Pricing is highly dependent on each customer's unique situation, like team size and how you plan to use Asana. So the most accurate details come from a conversation with your account rep. What's the best email to use? Please type it into the messenger for accuracy.

Okay. Now Leslie recognized the pricing question as high intent, and her goal in this play is to convert a website visitor into pipeline. So her alarm bells are going off. She's like, this is the time I've gotta get this person booked. So I'm going to enter in my email address here.

Thanks. Please hold a moment while I save that. Please book a meeting with an Asana representative for accurate pricing and recommendations tailored to your needs.

Okay, so think about this. Leslie just saved a lead, pushed it to Salesforce, found the exact right account owner in Salesforce for Disney, and popped up a meeting booker. Not only is this a dream experience for me as a buyer, this is a pivotal moment for Asana's marketing team because they have a high-intent buyer from a target account asking about pricing with a meeting booker right in front of them. But what happens if I don't book that meeting? Before an SDR agent, this is where pipeline could fall through the cracks, and it happens all the time because buying journeys aren't linear anymore. So if I did not book this meeting before Leslie, pipeline could fall through. But remember, Leslie works the 2 channels I care about, the website and the inbox. So just like that, in my inbox is a bespoke email from Leslie. This, no email templates, no pre-canned anything, marketers. This talks about the conversation we just had. It mentions the Figma integration. I could click through here and have a conversation with Leslie back on the website. I could reply to this email if I wanted to and have a back and forth conversation. But in this case, I am ready to schedule a meeting because I am so impressed. And of course, Leslie's going to make that super easy for me with a link. And in one click here, I am able to book a meeting with my account rep. And just like that, boom, pipeline, baby.

High five, everyone!

Sarah, so great. That was the first use case of seeing an SDR agent go to work on the website. But what about all the other leads? There's so many other leads. We're going to take you through the next play, which is then working all of the other leads and using Leslie to do that. So we're going to stick with Asana, our customer. Now, Asana, their marketing team, they are on fire. They're running events, they're running webinars, they have product trial leads, they have a ton of content on their website that folks are filling out forms to download that content. But like you heard earlier, their SDR team, they're great, they just only have so much capacity. So what happens with all these other leads? Well, the Asana marketing team, like many other B2B marketing teams, they use mass email sends to nurture these leads. And while these are great, we're all familiar with nurture emails, we love them, they look beautiful, they don't get the clicks that we want, and we don't generate the pipeline that we need. So, Asana, they sat there and thought, well, what if we had Leslie work all these other leads? Leslie's on our website, she works the email inbox. What if we had Leslie work all of these other leads that our SDR team simply could not reach? So, today, they've reached out to at least, More than 15,000 leads have been worked, over 600 meetings have been booked, and that is the next step in agentic marketing. And we want to show you this in action and how the Asana marketing team has actually used these emails. So jumping here into the demo, we're going to start here in the backend of Qualified, and we're going to show you the Qualified email campaign builder. Now, this is where Asana goes to inform Leslie of who these leads are and how they want her to engage. So here, we're in a post-event campaign. This is informing Leslie, these are all of the leads that attended their Asana On Tour event. It's a great event that they run actually all around the world. They have all these sessions, folks attend these events. So we're letting Leslie know how they want Leslie to engage. Now, in this, do you guys see a journey builder? No. No, do you see rules-based logic? No way. All my marketing ops people, put your hands in the air. This is your dream. We are giving you so much time back to do this. Now, there has never been an easier way to build one-to-one bespoke emails with Leslie. Over here on the right-hand side, what you'll see is this is a preview. This is the type of email that your prospects will get from Leslie. Now, scrolling down here, if they take a certain action, maybe they reply, maybe they don't reply, maybe they tell their colleagues and their colleagues go back to the website and their account starts to surge, maybe they visit a certain page, Leslie will respond back to those buyers with a specific action based on that activity. Okay, so we're going to jump into the part of the demo where I'm going to act as the VP of Gong. Now, over here, I had attended the Asana On Tour event here in San Francisco, and what I can see in my inbox is Leslie is in my inbox, and look at this email, it's beautiful. It looks like it's written by a human. Leslie is referencing the, the session that I attended here, so it's really personalized to me as a buyer. Now, Leslie's allowing me to continue my research by providing a link back to the website if I want to do that. She's also allowing me the ability to book time on my sales rep's calendar by looking at Salesforce, finding my aligned account executive. But what do a lot of buyers do? Maybe they book time, maybe they go back to the website. A lot of buyers will actually reply. And if you think about the historical world, these email replies, they'll go back to your human SDR team. And this has been a common theme. SDRs are busy. They have a lot of follow-up they're doing, they're researching, they're on calls, they may be out to lunch grabbing a quick cup of coffee. They're busy. But with Leslie, Leslie's AI. She doesn't need to pivot. She doesn't need to switch different tasks while chairing between these different tools. Leslie has scale. She can have all those conversations on the website, and she can also have all those conversations simultaneously right here in the email inbox. So if I wanna reply back to Leslie, Leslie will capture that reply, and what she'll do is right here we can see reply right back to me, and this will be a very custom Response. So here, great question. AI, Asana AI, it's, it's variable. We can't determine pricing right now, so let's get you connected with a human rep. Well, maybe I'm not ready quite yet. Maybe I still want to do more research as a buyer. So maybe I do want to go back to the website and do that research. So here I am arriving back on the Asana website through the link that Leslie provided me, and look at this. Leslie is there to greet me. This is the same agent that was in the email inbox. She has all of that context about me as a buyer, all of the context from Asana Salesforce. So as a buyer, when I'm ready, I can click to actually book that meeting.

Hi, how can I help you?

Hey, Leslie, let's get that meeting on the books.

Nice.

Let's do it. Please go ahead and pick a time that works for you to meet with an Asana representative.

All right. And just like that, she looked inside Salesforce, saw that Emily Carter is my aligned account executive, and allowed me to book that meeting. So in just a few clicks, I can do that. And would you look at that?

Thanks for booking. You're all set to meet with Emily Carter on September 17th, 2026, at 10:00 AM Pacific time.

Thank you, Leslie. That's agentic marketing, and boom, pipeline was just created. I'll bring up Morad.

We love Clio.

Okay, awesome. So it's so cool to hear Asana's story because they have been one of our early adopters, and they've really kind of embraced this new world. And so we're really lucky today to be joined by the CMO of Asana, so please put your hands together, Join me in welcoming Prachi Gore, the CMO of Asana. Prachi, welcome. Hi, Prachi. Thank you. Thank you for having me. Thank you so much. It was a fun demo even before we launched. I know. You can hear the cryo starting to cook up right before the first one. I was a little nervous. Okay, so Prachi, I want to talk to you about your agentic journey, and you've chosen to kind of bet on Qualified. You're actually a 2-time customer, which is really fun. You've been with us for a long time on our journey. I have. Can you tell me about why you've kind of chosen to partner with Qualified and how that's how that's helped you as a CMO?

Yeah, I mean, I think the intention to bring in Qualified or a vendor like Qualified is always the same, more pipeline and faster speed to pipeline. And if we can do it while delivering great experiences, why not? So that was the driver. But one of the other things, I'm a 2-time customer, happy, happy fan. But one of the other reasons I love this partnership so much is because I've been with Qualified from the early days. And one of the things that I always look for in any partner vendor that I worked with is that they are like, one step ahead of me or lockstep. And I've seen that with Qualified. So, you know, in the early days, y'all went from chat to email to meetings book or maybe vice versa. But we, and it's like we implemented chat, I wanted the next feature and it was there. So it's like you're always like where I need you to be. And I know there's some fun other stuff coming up, which is the next phase. And so I just enjoy being that partner with y'all.

Well, we feel lucky that you trust us with your pipeline target 'cause it's a very important thing.

And we generate amazing pipelines. So we'll get into that in a minute. In fact, it's amazing.

But let's go there. So let's talk about how you've thought about bringing an agent into your go-to-market motion, and then let's talk about results and impact. What have you seen?

Yeah, I mean, I think bringing an agent into our motions is very— it's a conscious decision. And so Asana is a business that has PLG, which is a self-serve business, and SLG, which is sales-led. So it's a high-volume trial. to sales conversion. And so we have a lot of visitors. And even at Checkr, I was there for 6 years and we had Qualified. It's the same business. We have PLG, we have SLG. And in that business, we have a high amount of digital touch experiences. And so Qualified or website experiences with Qualified and email experiences are critical to drive business outcome. There's only so many leads an SDR team can handle, but our volume's very high. And so how do you scale as a team to get through that volume has been the intention. And so especially globally, we operate in 13 countries. And so we saw the demo in German, but we have a lot of countries and Piper does a great job, or our Leslie.

Yeah.

And so it's been amazing. And then impact, I think we saw the stats. Like we implemented Qualified in April 2026. And since then we've seen a 4x improvement in conversion. Like our pre-world was all manual. I think Craig referenced it. I remember this anecdote after we implemented you all. We had an education company come through, and I won't name the name, but it was a big company and late night lead. And they were chatting with Leslie, and they had very nuanced questions on like, hey, I'm doing this homecoming event and alumni event, whatever. And so pricing, et cetera. And in the pre-world, this would've been, I don't know, 42 hours, but at least 12 hours of delay in getting back.

Yes.

And a handoff and a lot of emails sent, and then eventually, a lead disqualified as no, the reason being like no response. We've all seen that, right? But with this, the meeting was booked and we got a deal like within days of this engagement. And so we've seen the 4x conversion, we've seen 1,600+ meetings in a very short time. So it's working really well for us globally.

That's awesome. I mean, we talk about the stat all the time that 78% of buyers, they go with a vendor who responds to them first. And that's table stakes in today's world.

Exactly, instantaneous responses and personalized, right? We saw that.

Yeah.

Detailed.

And as a marketing leader, to wake up up and knowing that that lead wasn't left behind and all your hard work, you're able to capture them.

It's ROI for our, you know, we spend a lot of money top of funnel. It's like instantaneous ROI. So that's awesome.

Well, let's talk about kind of where you're going next. How do you think about like the value that agents can bring to your organization versus the people and like, where do you think it's all going?

Yeah, I mean, I think my aha through like trying to identify a lot of things in marketing is, you know, 2 things. It's all about the workflow. So if you think about everything you're designing in terms of like what is the job to be done, what is the workflow, you can optimize for the best performance from the agent, you can optimize for the best outcome from the humans. And I think that's what we wanna do. Like I wanna be there where I can make decisions, I wanna imply my judgment, I wanna do creative work, you know, the skills that I bring to the table, I wanna implement those, not do, you know, kind of road follow-ups and email writing and that type of stuff. Agents can do that really, really well. So we design our workflows as agentic workflows. with humans and agents. And that's how I view everything in marketing. We are extending our digital journey with our customers beyond email and chat into other areas. And agents can be amazing with that. So that's the future I see.

Awesome. Well, any parting words before I give you your beautiful Piper chain?

Oh, I want that. I was like, oh, I hope I get that too.

Don't worry, you get one.

I would say that this is a proven playbook. So if you are not already on an AI SDR or Piper, go sign up, go do it. This is going to drive instant ROI for your teams.

Awesome. Well, with that, please put your hands together for Ms. Prachi Gaur and a beautiful Piper chain. Thank you so much. Thank you, Prachi. Okay, so we've showed you 2 steps in the Agentic Marketing Playbook. We showed you how to put an SDR agent on your website to work every single inbound lead, and then we showed you how you can use an SDR agent to work all of your inbound leads. But the question is, what else can an SDR agent do? Like, we're just scratching the surface here. So with that, I'd love to welcome to the stage Ms. Claire Ebben, to walk us through it. Claire, take it away.

Awesome. Thank you, Maura. OK, so yes, at Qualified, we are all about innovation. We have showed you some incredible capabilities already for Piper today, but we've really been thinking about what else could she do? Like, what would our customers dream that their SDR agent would be able to achieve? And now that we're a part of Salesforce, of course, we're always going to be customer zero for all the technology that we're cooking up and innovating on. And Salesforce, such a great example of a perfect B2B brand, right? They have millions of website visitors coming from all over the globe to learn about all these different solutions that they offer. But like Salesforce and, you know, many other companies like Asana, when buyers come to the website, they want to learn basically 2 things, right? They want to understand, tell me what you do, and then tell me about your product, give me an overview. But most B2B companies, Salesforce themselves even, we make qualified buyers go through this process just to get a pitch, right? They fill out a form, and then there's a lot of back and forth for a few days or even weeks, to then hop on that first call to hear that presentation or that pitch. And at Qualified, we know the dream would be every CMO would want every buyer to hear that perfect pitch that's tailored to them. And so we thought, what if Piper could do this? Like, what if she could accelerate this entire process? And what if Piper could present on the website? Well, it's real and it's here, and we're going to show it to you. This is called Piper Presentations. This is our latest innovation that we are so excited about. I'm going to be showing you 4 key capabilities that Piper has now. Number one is remixing. So Piper can actually deliver these custom presentations on the website, and she can shorten and expand them on the fly. She has perception, so she can see what buyers see on these slides, and she can zoom in and point things out and go on tangents. She can stitch together custom presentations, and then of course she can drop them in the email inbox afterwards. And so this is what the future of agentic marketing is going to look like. So let's get into the demo to show you how it works. Okay, so Salesforce, we're testing this out right now, and we're going to start in Agent Studio, like we did earlier. And just like Asana created Leslie as their custom agent, right, we had to give our own version of Piper here. So, you see Pixar Piper as the custom brand or custom agent for Salesforce. So, next, the marketing team, they're going to need to load up Piper with all of the slide content that she can use to pitch and present on the website. So, they might give her things like this first call pitch deck here for on Slackbot, as an example. Or maybe they'll give her this customer story slide deck with 25 different customer story slides in it. Okay, now let's see how she puts this into action on the website. So I'm going to play the role of the head of workplace digital at Wix, and I've arrived on the site. You can see Piper's there to greet me. So let's see how she can do presentations on the fly.

Hi, how can I help you?

Hi, Piper, how's it going?

It's going! I forgot my Tech Fest at home, but I'm still excited to be here in the epicenter of innovation at Dreamforce. What are you exploring with us today?

Oh, you still look great. Hey, are you the same STR agent we've seen in these other demos?

I am, but now I have a few new tricks up my sleeve. Wanna see?

That would be great! I'm curious to learn more about Slackbot. Can you show me a high-level overview?

Let me pull up a quick slide presentation and give you the 2-minute version. One second while it loads. Before I start, how much time do you have for this quick overview? If you're not sure, we can keep it to about 2 minutes.

Okay, now let me explain what I'm about to do here. So we saw all of that slide content that Piper has at her disposal in the content library, and she says she can kind of give me an offering of how much, how long she wants this presentation to be. So let's put her to the test. Thanks, but I'm a little short on time. I'm showing this to 1,000 people. Can you do it in 60 seconds?

Slack is now the work operating system for what's called the agentic enterprise. It brings together people, AI agents, Salesforce data, and Customer 360 apps all in one place, making collaboration smoother and more powerful for modern teams. Meet Slackbot, your AI teammate that truly understands you and your organization's needs. It connects the dots across your conversations, Salesforce data, and business systems, and goes beyond answering questions to actually help get work done. Slackbot is powered by—

Hey, Piper, this is going great so far. I want to interrupt you and put these new skills that you have to the test. What are those icons on the top right corner of the slide under any interface?

Those icons represent different interfaces Slackbot can work through, like various front ends where people interact, such as chat-style experiences, embedded interfaces, or other UI surfaces. It's basically showing that Slackbot can show up wherever your teams do their work. Do you want to continue the presentation from here or explore this slide a bit more?

Okay, how amazing is that? So, Piper has the power of perception, so she sees what the buyer sees on these slides. She can She can zoom in, she can point things out, she could go down a total rabbit hole. I mean, we could sit here talking about Slackbot for an hour, but I want to get to Usher. I know you do too, so let's keep it moving. Got it. Let's continue the presentation.

All right, picking up right where we left off. Slackbot operates on a robust enterprise data foundation, seamlessly integrating Salesforce with various third-party systems. It connects both structured and unstructured data using AI agents, providing trusted and actionable insights to support your workflow. Slack's partner ecosystem includes innovators like Adobe, Canva, and Figma. These companies—

Very cool. Do you have any examples of customers like me? I'm with Wix.

Nice. That's a great angle to dig into. Let me think about a relevant example. Since you're from Wix, I thought Webflow would be a particularly relevant example. Like Wix, Webflow is in the website experience space, and they're using Slackbot as an AI chief of staff to connect teams data, and AI directly in the flow of work. If you'd like, I can bundle up these slides and email them to you. Would you like me to do that?

That would be great. Actually, Piper, I'd love to share these slides with my colleague who works out of our Tokyo office. So could you also send a copy of this to me in Japanese?

Sure thing. I can send over an English version and a Japanese version. What's the best email to use? Please type it into the Messenger for accuracy.

Okay, so breaking this down a little bit. First, this customer story slide, remember that 25-slide deck that Piper had in her library? Once she learned I was from the Wix account, she gathered all the context she knows about Wix from her go— the go-to-market systems at the, at like Salesforce, and then she surfaced this slide instantly. I mean, as a marketer, you wish that your human SDRs could do this so quickly. This is insane. And then of course, she's going to be able to follow up in the email inbox in another language. And so I'm going to put my email into the Messenger here.

One moment while I get that saved. Thanks, Claire. I just emailed you the presentation and included a few additional slides I thought you might find helpful. Let me know if there's anything else I can help with.

Okay. She included a few additional slides. That's interesting. So I'm going to leave the website, but I don't have to worry because Piper is going to follow up in the email inbox. And so when I get to my email inbox here, I see 2 emails, one in English and one in Japanese. And if you look closely, it looks like Piper has included an attachment. Now, if I open this attachment, I'm going to scroll down here, and I'm going to see that, of course, Piper's included the slides that she went over with me on the website, but she's also dropped in some additional slides that she thought would be relevant and helpful from her arsenal. She stitched together a custom presentation for the Wix team. This is like 5-star sales rep behavior, absolutely incredible. And if I click into this Japanese email, And I open this attachment, it's also in Japanese. That is amazing. So incredible. I am totally wowed by this. And so I'm going to go back into this email, get those next steps with the Salesforce team on the books. And this is the future, right? Like, Piper just accelerated this entire process, and this is the future of agentic marketing. Boom! Pipeline! Craig, back to you.

All right, amazing job, Claire. Killer demo, Katie. Killer demo, Sarah. Great demo. Have we entertained you here this afternoon? Okay, we knew we had to entertain you from 4 to 5 PM on Wednesday before Usher. So let me wrap it up and let's get on with the evening. This is the new Agentic Marketing Playbook. It's really simple. 1, 2, 3. Put an SDR agent on your website. Have your SDR agent work your entire marketing funnel and do things you never even imagined, like you just saw Claire demo with Piper presentations. All right, are you going to be the guinea pig? I think it was clear with Nvidia and Asana and all the customers that you saw earlier on in that video, it is clear that you are not going to be the guinea pig. There are 1,000 companies that have already come before you on this journey, and as you saw from these great Customers, the technology works, and it's the easiest place to start. It's like the easy button for agentic marketing. Why? Because your customers are already finding you on your website. So why not just start there? You already have a ton of leads in your marketing database. Why not start there? It's the easiest place to make money. And are you going to be on your own? No. We have a thing called the Qualified Success Architect. Every single one of our customers gets one, at least one, and we will be there with you to implement the technology right alongside you. On average, our customers get to production in under 45 days. It's pretty easy to do. This is the new world. Gone are the days of the, the world before AI, the old marketing playbook with marketing automation, leads, leads kind of queuing up, human SDRs and waiting for everybody to do the work. This is the new marketing playbook. The era of agentic marketing is here with Piper, the SDR agent. Thank you for coming to this session. Thank you for coming to Dreamforce. Before we go, Piper's in the campground. You can go play with her there. You can catch 3 more sessions tomorrow here with Qualified and Piper, and you can still get hands-on in the learning labs over in Moscone West. You can do that tomorrow. Hey, everybody, have a great Dreamforce. Thank you so much.

Thank you.