Use Case
Challenge: The agency needed to scale its outbound sales outreach to book more consultation calls with potential clients. Relying on manual cold calls was proving too slow and resource-intensive – sales reps could only call a limited number of prospects per day, and many calls went unanswered. This traditional process made it difficult to reach enough SMB owners and often came at a high labor cost.
Goal: The goal was to book more qualified sales consultations by using an automated yet natural-sounding calling solution. The agency sought to deploy an AI voice agent (speaking fluent German) to call potential customers, briefly explain the value of TikTok marketing for their business, and invite them to schedule a free 10–15 minute phone consultation. By conducting these introductory calls in the German language, the agency aimed to increase engagement and trust, as doing business in a client’s native language helps foster credibility.
Automation – Step-by-Step Setup in Awaz.ai
To tackle the challenge, the agency implemented Awaz.ai’s conversational AI platform to automate the outreach. The step-by-step setup was as follows:
- Lead List Import: The team imported a curated list of target SMB prospects (contact names and phone numbers) into Awaz.ai. These leads were owners or managers of local businesses that could benefit from TikTok marketing.
- German AI Agent & Script: Using Awaz.ai’s agent builder, they configured a voice AI agent to speak German with a friendly, professional tone. A custom call script was crafted in German, introducing the agency and its TikTok marketing services. The script was designed to be conversational – the AI would greet the prospect by name, explain how TikTok ads and optimized online profiles can attract more customers, and then offer a free 10–15 minute consultation to discuss tailored marketing strategies. The agent’s voice was natural and human-like, so prospects would feel they were speaking with a real local representative.
- Outcome Conditions: The campaign was programmed with conditional call outcomes based on the prospect’s responses. For example: if the prospect expressed interest or agreed to learn more, the AI agent would seamlessly proceed to book a consultation appointment; if the prospect said “not now” or hesitated, the agent would offer to call back at a later time or send additional information; and if the prospect was not interested at all, the agent would politely thank them and end the call. These branching outcomes ensured the AI could handle different scenarios appropriately, with predefined labels for each result (interested, call back later, not interested).
- Call Logging & Outcome Coding: Awaz.ai automatically logged all calls and outcomes in its dashboard. Every conversation was recorded and tagged with an outcome code reflecting the result – e.g. “Consultation Booked” for a successful booking, “No Interest” for a declined offer, or “Callback Requested” if the prospect asked to reschedule. This allowed the agency to review call recordings and results easily. (Awaz.ai’s campaign view tracks key metrics like total dials (calls attempted), pickups (calls answered by leads), and results (calls that achieved the desired outcome)
With these steps completed, the automated calling campaign was ready. The agency scheduled the AI agent to begin dialing the list of prospects during business hours when SMB owners were likely available. If a lead didn’t pick up, the system would try again later and even drop a friendly voicemail on the final attempt – a brief message in German introducing the agency and inviting a call back, ensuring no contact was left completely untouched.
Tool Stack Integration
To make the solution work seamlessly, the agency integrated Awaz.ai into its existing tool stack:
- CRM System: The agency’s CRM was used to manage and segment the list of target leads. After preparing the list, it was exported and fed into Awaz.ai. Later, the outcomes (who booked a meeting, who to follow up with) were synced back to the CRM so the sales team could update pipeline status.
- Awaz.ai Dashboard: The Awaz.ai platform served as the control center for the campaign. From this dashboard, the team monitored call progress in real time – seeing which calls were in progress, answered, or completed – and could adjust the AI script or pacing as needed. The dashboard also provided analytics on call outcomes and allowed playback of call recordings for quality check.
- Calendar Booking Tool: For any prospect who agreed to a consultation, scheduling was streamlined via a calendar link. The AI agent would offer a booking link (e.g. a Calendly URL) sent by SMS or email, or even guide the prospect to confirm a time slot during the call. Once the prospect confirmed, the meeting was added to the agency’s calendar instantly. This integration meant that an interested lead could go from a cold call to a calendared appointment in one seamless interaction.
- Voicemail & Follow-up Workflow: If a prospect did not answer after a couple of attempts, Awaz.ai’s agent automatically left a voicemail in German – a courteous message mentioning the agency’s name and callback number, and a note that they’d be happy to discuss TikTok marketing whenever convenient. Unanswered numbers were marked for a possible follow-up sequence (e.g., another call attempt the next day or an email outreach), ensuring maximum reach. This voicemail fallback ensured even missed calls delivered the agency’s pitch in brief, rather than ending with just a missed call notification.
By integrating these tools, the agency created a fully automated outreach pipeline: leads flowed from the CRM to Awaz.ai for calling, interested prospects were handed off to the calendar system for scheduling, and all the data circled back into the CRM for the sales team to act on.
Results and Metrics
Over the course of the campaign, the AI caller reached a broad set of prospects with minimal spend, yielding measurable results. Key metrics from the Awaz.ai campaign report were:
- Total Dials (Calls Attempted): 806
- Pickups (Calls Answered): 170 – about a 21% connection rate (i.e. 170 people answered out of 806 calls).
- Consultations Booked (Conversions): 3 – three prospects agreed on the call to schedule the 10–15 minute consultation (these are counted as “Results” in Awaz.ai’s dashboard, meaning successful outcomes such as appointments)
- Total Campaign Spend: $52.07 USD (usage-based cost for the AI agent’s call time).
- Cost per Consultation Booked: $17.36 USD (i.e. $52.07 total spend divided by 3 bookings).
- Conversion Rate (Answered to Booked): ~1.76% – about 1.76% of the answered calls ultimately converted into a booked meeting (3 out of 170).
Despite the modest conversion percentage (which is expected in cold outreach), the efficiency of this AI-driven campaign stands out. In a short time, the automated agent engaged 170 prospects in conversation – something that would have required many hours of calling if done manually. Each of the 3 booked consultations represents a highly interested lead that could turn into a new client for the agency. Importantly, these results were achieved for just $52, meaning the agency paid only around $17 for each solid sales meeting on the calendar.
Beyond the numbers, the campaign provided valuable insights. By reviewing the recorded calls, the agency could hear common questions or objections from prospects (for example, some prospects asked “How does TikTok help my type of business?” while others said they were busy at the moment). This feedback is being used to further refine the AI script and targeting for future campaigns. Even the calls that did not immediately result in bookings helped increase awareness of the agency’s TikTok marketing service among local businesses – essentially functioning as scalable outreach that introduced the agency to hundreds of potential clients with minimal human effort.
Industry Comparison
This case highlights a significant advantage of AI-driven outreach in terms of cost and scalability, especially in the German marketing industry. Traditionally, using a human sales development rep (SDR) or telemarketer to cold-call and set appointments is expensive.
In Germany, a manual outbound call campaign would incur substantial labor costs – an SDR’s time, phone infrastructure, and overhead. Industry estimates put the cost of a booked sales call via manual outreach at around $25–$50 USD per appointment, when factoring in wages and the low conversion rates of cold calling (many calls to yield one meeting).
For example, some B2B appointment-setting services charge roughly $50 per qualified lead on the low end, and higher for more complex sales. This agency’s Awaz.ai campaign, by contrast, achieved a cost of $17.36 per booked consultation – significantly lower (at least ~50% cheaper) than the typical cost using human callers. In other words, the AI agent delivered meetings at half the cost of traditional methods, highlighting a clear ROI in favor of automation.
Besides cost savings, language and scalability played a crucial role. The German market expects professionalism and often responds better when approached in German. While many Germans do speak English, conducting sales calls in the prospect’s native language demonstrates respect and builds trust.
A German-speaking human SDR would certainly fulfill this, but hiring bilingual staff can be another cost factor. Awaz.ai’s solution came with native-level German fluency out of the box – the AI’s speech synthesis was locally accented and polite. Prospects responded well to the agent because it sounded like an authentic German caller, which helped the conversation flow naturally.
This native-language capability is invaluable in markets like Germany, as it removes language barriers from the outreach process. The case underscores that an AI voice agent can not only match a human caller in language and tone, but do so at scale – making hundreds of calls concurrently and 24/7 if needed – something a human team would struggle to match.
From an industry perspective, the marketing agency’s use of Awaz.ai showcases how AI voice agents are changing outbound sales. They enable even small teams to perform outreach on a scale previously requiring a dedicated call center.
The agency could reach over 800 prospects in the time it might have taken a human team to dial a fraction of that number. And because the AI handled the repetitive work, the human sales team could focus their time on the warm leads and actual consultations, increasing productivity.
Overall, compared to traditional outreach in the German SMB marketing space, the Awaz.ai campaign reduced the cost-per-appointment, maintained a native German customer experience, and scaled outreach efficiency dramatically. This successful case illustrates the growing value of AI-driven calls for marketing agencies looking to expand their client base without proportionally expanding their headcount or costs.
Language: English (all client interactions were executed in German, but this case study is presented in English).
