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Case Study

How trumpet Re-Imagined The Buyer Journey With Rich, Real-Time Collaboration

  • Product
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About Trumpet

Headquarters: London, England

Industry: Sales automation

Use Cases: Prospect engagement, client success

trumpet helps SDRs, Account Executives, and Customer Success teams create better buyer journeys that drive more revenue. They help customers like Otta, Chili Piper, PayFit, and Primer improve their close rates by as much as 20%.

The Challenge

Historically, buyer journeys have taken place via email, with content being shared through PDF attachments and various web links. But this ‘email ping pong’ doesn’t serve buyers or sellers well. Emails go unread, context is lost, and it’s difficult to track engagement. trumpet wanted to challenge the status quo and change how sales folks interacted with prospects by building a product that facilitated collaboration, and brought people on both sides of the deal together. While they had built a very basic chat function ahead of their beta launch, they were getting requests for improvements that they just couldn’t put on their roadmap.

“We were a very small team and our core product needed our focus. When we found Cord, it made complete sense to adopt that as the solution instead of spending months building something more sophisticated in-house,” Rory Sadler, Co-Founder and CEO at trumpet said.

The Solution

Using Cord’s components and APIs, trumpet added rich, real-time collaboration to their product to re-imagine the buyer journey and give buyers and sellers a single source of truth.

Chat and annotations that keep buyers and sellers on the same page

Instead of sending a cold outreach email to a prospective buyer, a salesperson using trumpet can create a bespoke microsite – called a pod – that contains all the information relevant to a particular proposal or deal: case studies and data points, a summary of any previous calls, a mutual action plan, etc.

Importantly, the pod is interactive.

Using Cord’s Annotations API and various other components, anyone with access to the pod can drop a pin on a chart, within a video, or on a particular area of text, @mention the relevant person, and leave a comment with additional context. From there, users can reply to create a thread.

Comments aren’t limited to just text. Users can add attachments (like an NDA or spreadsheet) and react with emojis. And, to help users collaborate asynchronously and ensure context is never lost, users who are @mentioned in an annotation automatically receive an email and a Slack message with a screenshot of the page so it’s clear what’s being talked about. You can also manually share a comment or thread via Slack or email directly in the pod.

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These notifications contain a link to the relevant page so it’s easy to navigate back to where the conversation is taking place, and users can reply in-line, directly from their email inbox or Slack. All messages are mirrored and cross-posted.

Back in the pod, it’s easy to see and track exactly what each individual comment is referring to.

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“Our customers love being able to chat with key stakeholders directly in their pods - even if they’re away from their computer - and we see how much more quickly deals progress as a result. The value is undeniable,” Rory explained.

Timely outreach powered by page presence and live notifications

Time is of the essence in sales, and connecting with prospects when they’re actively engaged helps increase velocity and drive more revenue. That’s where page presence and live notifications come in.

With Cord’s Page Presence component and Presence API, sellers can see who’s viewing the pod now, and who’s viewed it in the past. They can even see where in the pod a particular stakeholder is thanks to live cursors.

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This helps sales folks tailor their outreach in terms of timing (“I see you’re having a look at our mutual action plan, want to jump on a quick call to discuss?”) and can help them support their champions by providing additional information (“Looks like your Chief Information Security Officer had a look at the pod this morning. Here’s some information about our SOC2 in case helpful.”)

We mentioned earlier that users are automatically alerted of @mentions via Slack and email. That functionality is powered by Cord’s notifications. It also enables other live elements, like read receipts (yep, just like the UX you get in WhatsApp or iMessage…) which helps sellers know when and how to follow-up.

Integrations with sales CRMs to track engagement

While trumpet’s users enjoy being able to chat in-context, directly inside pods, it’s also very useful for the team to have the conversations organized and accessible inside their CRMs like Hubspot and Pipedrive.

By hooking up Cord’s Events API - which tracks and notifies users of new messages, reactions, replies, resolved threads, and any other activity in Cord - directly to these tools, they’ve been able to record sales conversations there as well, making management, analytics, and research easier than ever.

“Cord has helped us make our product vision a reality, and we’re so excited about what’s on the roadmap. We highly recommend Cord to other product managers and developers,” Rory said.

Quick and easy implementation with minimal maintenance Because of Cord’s API language binding, backend packages, and documentation, trumpet’s developers were able to quickly and easily add collaboration features to their product.

According to Rory, “the documentation was great and allowed for easy setup within a day. Since our initial implementation, we’ve been able to easily customize components to make them fit natively in our platform, and the team at Cord have always been on-hand to support us.”

The Impact

Hundreds of thousands saved: To build and maintain complex collaborative features in-house, trumpet would need a dedicated team of product, design, and engineering folks working full-time for 6-12 months. But, since they decided to buy Cord instead, they’ve freed up valuable time to focus on their roadmap, and can estimate that they’ve saved up to £500,000 since implementation.

Competitive advantage: trumpet was named a High Performer in G2’s Summer 2023 report, and has an overall rating of 4.9 out of 5. Customers like Otta, Chili Piper, PayFit, and Primer chose trumpet because of its collaborative features, and have seen their close rates improve by as much as 20% since using it.

Customer retention: trumpet has customer retention rates well above the benchmark for their industry. According to Russ Mitchell, Head of Customer Success, the key to customer loyalty is their UX. In particular, customers love annotations, @mentions, and integrations with Slack and email.

Get Started

With Cord, you don’t need to put other features on hold or spend 6-12 months building. Implementation is quick and simple, and you get sophisticated chat features out-of-the-box, including screenshots, notifications, in-page annotations, and file uploads. And, because collaboration is our core competency, we spend all of our time tinkering with and evolving our components to be the best they can be…so you and your team don’t have to.

Aside from trumpet, our happy customers include monday.com, ThoughtSpot, BILL, and Stoplight. With the addition of collaborative features, they’re enabling their customers (like Netflix, Chili Piper, and Twilio) to do more in their product.

Want to get started? You can explore our Docs, start building for free in our console, or book a demo here.