ResinTech

ResinTech's customers are buying highly technical, engineered products — ion exchange resins, specialty media, and water treatment systems — often in large quantities for industrial or laboratory applications. When a customer has a specification question, they need an answer now. If a sales rep isn't available, they will move on to another supplier. The window to engage is short and doesn't respect business hours.

But the challenge wasn't only speed. ResinTech operates in an environment with legal and risk-related considerations around how certain customer applications can be discussed, and how competitor products can be referenced. A generic chatbot that couldn't be tightly configured to those boundaries was not an option. They needed a solution that could engage technically and thoroughly, while remaining fully within the guardrails that a company selling regulated industrial inputs requires.

On top of that, a significant portion of ResinTech's business moves through distribution partners. Matching an inbound lead to the correct distribution partner is a judgment call that was falling to the marketing team — a poor use of a function whose time is better spent on higher-value work. Any front-line solution that could reduce that routing burden would compound its value beyond the leads it generated directly.