Frends

Intelligent Conversations That Influence Pipeline

Hugo Pereira, CMO at Frends — Salespeak case study

Frends

Intelligent Conversations That Influence Pipeline

Lior Mechlovich
|
4 min read
|
February 27, 2026
At a Glance
Monthly Conversations
100+
ARR Influenced
6-figure in 6 months
Pipeline Touched
~20% of marketing pipeline
Company Identification
51% of conversations
High Intent Rate
84%
Context

Frends is a leading enterprise integration platform used by large organizations across Europe and beyond to connect systems, automate workflows, and accelerate digital transformation.

Hugo Pereira, CMO at Frends, was tasked with generating pipeline from website traffic — but traditional analytics couldn't tell him what buyers actually wanted to know. Visitors were arriving, but intent was invisible.

"I needed to understand what people care about on the website and what kind of questions they are asking themselves."

The Challenge
  • Frends had meaningful website traffic but zero visibility into buyer intent behind it.

  • Traditional analytics tools could report page views and bounce rates — but not what prospects actually wanted to know.

  • Forms and static pages couldn't capture the nuanced questions enterprise buyers were asking during early research phases.

  • Sales teams were entering discovery calls without any context on what prospects had explored or cared about.

The gap wasn't traffic. It was intelligence. Frends needed a way to understand buyers before they ever raised their hand.

The Solution: Intelligent Conversations + Real Buyer Signals

Frends deployed Salespeak's intelligent AI agent on their website to engage visitors at the moment of intent — before any sales interaction.

The implementation took less than a day. Within hours, Frends had an always-on agent that could hold expert-level conversations, qualify intent in real time, and surface exactly what enterprise buyers were asking.

The agent didn't just respond. It identified companies behind conversations, scored intent, and fed that signal directly to marketing and sales — transforming anonymous website visits into named, prioritized opportunities.

"It's a nervous system of intelligence for visitor behaviour. It helps you understand what buyers care about."

Results That Mattered
  • 100+ buyer conversations captured monthly through the platform

  • 51% of conversations resulted in company identification

  • 84% of conversations scored as medium or high intent

  • ~20% of total marketing pipeline had a Salespeak interaction

  • Multiple won deals with five-figure ARR influenced

  • Two major enterprise customers engaged through high-intent conversations

  • Less than one day from signup to live deployment

Impact

Within six months, Salespeak had influenced 6-figure ARR for Frends — not by adding more traffic, but by converting existing traffic into pipeline intelligence that sales could actually act on.

Sales teams now enter calls knowing what prospects explored, what questions they asked, and how serious their intent was. Marketing refined messaging based on real buyer questions — not assumptions.

Salespeak didn't just add a chat widget. It gave Frends a continuous feedback loop between buyer behavior, content strategy, and revenue outcomes.

"It's a nervous system of intelligence for visitor behaviour. It helps you understand what buyers care about."

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