About the organization
A leading B2B marketplace in India that facilitates real-time buyer–seller interactions at scale. Buyers (businesses or individual consumers looking for products) discover and connect with sellers (manufacturers, distributors, and service providers).
Buyers typically visit the platform to search for anything from industrial components to eyewear. Sellers list their offerings, and the platform enables real-time connections between the two sides.
A “buy lead” represents a verified and qualified buyer intent: when a buyer actively shows interest in a product, that signal is shared with relevant sellers, who then pay the platform for access to this lead.
This buy-lead model is at the heart of the marketplace’s commercial engine.
The Problem
The platform connects millions of buyers and sellers every day. But at scale, the lead journey faced key friction points:
Missed inbound calls when sellers didn’t respond.
Outbound leads not being engaged fast enough.
High-intent leads slipping through because of delayed follow-ups.
Gaps in structured data capture (quantity, specs) that reduced downstream conversions.
And above all, higher cost per lead due to these inefficiencies.
The Solution
We deployed a Voice AI layer integrated directly into the marketplace’s contact center stack, operationalizing three key processes:
Outbound Lead Engagement
Triggered when a buyer searches for a product on the platform. AI engages them proactively, confirms requirements, and captures specs in real time.
Inbound Missed Call Routing
When a buyer calls a seller and the seller doesn’t respond, AI steps in to capture the requirement and ensure the lead isn’t lost.
Outbound Priority (Hot Lead Follow-Up)
Dropped inbound calls are auto-flagged as hot leads. AI instantly triggers outbound calls to re-engage buyers with high intent.
We had the opportunity to work with SquadStack, and they have built a high-quality Voice AI solution with seamless technology integration. The team is proactive, responsive, and brings strong expertise across AI, voice technology, and system integration. It has been a smooth and valuable collaboration, and we are excited to continue partnering with them to automate processes at scale.
- AVP, B2B Marketplace
The Impact
Outbound Process
Voice AI transformed outbound engagement, improving connectivity, lead quality, and data capture at scale.
By improving how quickly and consistently buyers were engaged, Voice AI delivered +70% better reach, +50% stronger qualification, and +24% higher complete lead data.
AI delivered significantly higher connection and qualification rates, which directly lowered cost per approved lead for sellers.
Inbound Process
The marketplace also introduced Voice AI for inbound missed-call recovery to ensure no buyer intent is lost.
Though early in deployment, the initiative has already achieved 92% connectivity and 45% lower cost per qualified lead versus their contact centers, proving the efficiency and scalability of AI-led inbound engagement.
Why It Worked
Real-time AI engagement increased first-touch velocity.
Automated follow-ups ensured no high-intent buyer was left behind.
Consistent and structured spec capture made each lead more sales-ready.
Higher approval efficiency drove down cost per lead for sellers.
Out come & Next Steps
Key Outcomes:
40% higher connectivity
50% higher conversion
45% lower cost per lead
Next Steps:
Expand Voice AI across additional categories and peak-time coverage.
Scale hot-lead automation and advanced qualification logic.
Further optimize cost efficiency and speed to lead.