Read this article in English: Automated Lead Generation
About the client
Odfjell Technology is an international drilling and well services company headquartered in Norway. The company operates in the onshore and offshore energy sector and provides services encompassing drilling, projects, engineering and well services for the oil, gas and energy sector. With more than five decades as a leading player in the oilfield services industry, the company brings experience, expertise and high-tech solutions, enabling Odfjell Technology to support and assist operators and energy companies in challenging environments worldwide.
The collaboration between Odfjell Technology and ProsessPilotene began in the summer of 2023 with the migration of the sales and marketing solution from HubSpot to the Microsoft platform. We started with one of Odfjell Technology's business areas, Well Services, where the sales processes were already well established. Over the past year and a half, the customer has expanded the solution to additional areas of the organization, with support from ProsessPilotene.
The challenge: Time-consuming lead collection
Odfjell Technology’s salespeople previously spent a great deal of time searching for potential projects and customers by reviewing news articles and updates on various websites. This work was manual, time-consuming, and difficult to scale.
In addition, Odfjell Technology wanted to make better use of the technology they had already invested in – particularly the sales module in Microsoft Dynamics 365. Learn more about Dynamics 365 Sales.
When the AI agent finds a relevant article, the content is analyzed, and if it meets the criteria, a lead is automatically created in Dynamics.
Oddie – an AI agent that 'scrapes' the internet
During a consulting meeting between Odfjell Technology and ProsessPilotene, an idea was born: What if we could create an AI agent that does this job automatically?
Over the course of six weeks, we developed a tailored solution to find and pre-qualify leads. The result was Oddie! The new AI agent monitors nearly 900 news sources and identifies relevant articles that may point to potential projects where Odfjell Technology can offer its services.
When Oddie finds a relevant article, the content is analyzed, and if it meets the criteria, a lead is automatically created in Dynamics 365. From there, a salesperson can take over the lead for further qualification and follow-up.
Results and experience so far
Within the first 4–5 weeks of testing, Oddie had already identified several thousand potential leads. This clearly demonstrates the solution’s potential – so much so, in fact, that it has created a rather enviable problem: How can the sales organization qualify and follow up on all these opportunities?
The next phase therefore involves adapting the process for handling and qualifying leads and training the AI modules to quickly filter out those that are not relevant, allowing the team to focus its time and resources on the best opportunities. Odfjell Technology is already well underway with this work.
Opportunities for smart scaling
Today, the news sources are defined manually, but there are also opportunities for further development in the future: the AI agent Oddie could also learn to find new, relevant sources on its own.
By starting with a single task that took up a great deal of the employees’ time, we have found a concrete solution that lays the foundation for smarter, more data-driven business development going forward.
Technologies used: Azure Storage, Azure Functions, and Azure OpenAI, combined with tools such as BeautifulSoup and Newspaper3k, and integrated with Dynamics 365 and Dataverse.
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True success only comes when technology, processes, and the organization work together.
Technology with purpose
By combining insights, technology, and business needs, we have worked with Odfjell Technology to create a solution that is both efficient and future-ready. The AI agent Oddie is a good example of how the smart use of existing technology—combined with a strong understanding of the business—can create value and, not least, reduce the use of resources, time, and money, allowing users to spend more time on sales rather than research and outreach.
