How Orum's AI helps Abstrakt Marketing’s reps generate more pipeline


Abstrakt Marketing is an organization built on a calling culture. Its reps generate outbound sales for hundreds of clients, almost all booked over the phone. For the last several years, Abstrakt has seen a substantial increase in success thanks to its partnership with Orum.
The massive productivity boost Orum’s AI dialer provided during their pilot and the first-class sales process initially enticed them to purchase Orum’s Live Conversation Platform. The AI powering that platform has pushed that success beyond just growth in numbers.
Orum’s ease of use reduces call reluctance and new rep ramp time. The platform’s analytics connected to objection detection make personalized training easier than ever, even at scale, and features like Boost Connect and Hot Numbers have helped multiply the number of conversations reps have with prospects by 200%.
We interviewed Eric Watkins, President at Abstrakt Marketing Group, about Orum’s AI aspects, how their team uses them, and what drives their continued success.
Hot Numbers keeps sellers ready for the next conversation
Rejection is the biggest psychological hurdle in sales development for reps, especially new ones. It is even worse when manually dialing or having low connect rates. “New reps sit there, endlessly dialing, thinking about that rejection, and never knowing when that rejection might come. With Orum, and especially when using Hot Numbers, you’re having so many more conversations in a much shorter time frame, and reps realize, ‘Oh, this isn’t that bad.’”
The increased conversation rate means more at-bats for sellers. This dramatically reduces their ramp time and helps Abstrakt scale their business. This is a massive deal for an organization that brings in dozens of new SDRs monthly.
“With Orum, the ramp time of our new reps has dramatically decreased. It used to be a rare occurrence for a new rep to hit their first internal milestone, and now, with Orum, 60% of our new reps are hitting those milestones every month.”
Reps expect a prospect to answer using Orum’s AI
Properly using the phone for outbound calls requires strategy, but it will always be a numbers game to some extent. Abstrakt Marketing dials on behalf of their clients all day, meaning they’re making hundreds of calls per rep daily. Researching each prospect deeply before dialing would be impossible, but using Hot Numbers helps them strategize which prospects to spend a few extra moments reviewing their account details during the dialing process.
“We’re twice as likely to get someone on the phone when using Orum’s Hot Numbers feature. Seeing that little fire emoji next to a number as you dial a list is a psychological boost. You’re mentally more prepared to have that call because you expect the prospect to answer.”
Raising that preparedness and energy levels isn’t just about feel-good moments for Abstrakt’s sellers. It’s also creating genuine boosts in booked meetings. “It’s not only improving our conversation rates but expecting a prospect to answer, improving our preparedness for those calls, and ultimately improving our close rates.”
Boost Connect eliminates the guesswork in cold calling
One of the challenges for reps using an AI dialer for the first time is understanding how to use call-from numbers properly. It’s hugely important when thinking about SPAM prevention. While some platforms put the onus on reps, expecting them to register their numbers to avoid getting flagged, Orum provides all paying customers with Grade "A" Caller ID numbers, which are real business lines.
Insights from the more than 250 million dials made on Orum’s platform help provide data so that our AI knows which call-from numbers will most likely lead to a pick-up. Orum’s Boost Connect feature automatically selects the best call-from number for reps for each dial.
“Boost Connect removes any potential barriers and confusion for sellers. All they have to do is open up Orum and start dialing. It’s also lifted our connect rate a full percentage point in the last several months, which leads to a massive increase in conversations per rep when dialing at volume.”