Sama provides data annotation services to companies getting AI models into production. With a small marketing team and a highly technical buyer, they needed a way to qualify inbound leads, book meetings faster, and figure out who was actually on their website. After deploying Synapsa's AI agent Tara, they cleaned up 95% of unqualified traffic, recorded their fastest customer close ever, and gained what Andrew Babb calls "the unpaid third person of our team."

The Challenge: Small Team, Technical Buyers, Zero Visibility

Sama's marketing team was small and rebuilding. They had HubSpot and a few other tools, but a critical gap remained: they didn't know who was visiting their website or what those visitors wanted.

Their business is deeply technical, serving companies building AI models. Leads would submit forms expressing interest, but many turned out to be poor fits — or had questions that needed answers before they'd commit to a call. Follow-up after form submission was inconsistent, and qualified prospects were slipping through.

"One of the big blank spots to us is we weren't sure who was on our website and what they wanted from us. Our business is very technical and we serve a very technical crowd, and so we wanted a way to get the information to them as quickly as possible."

— Andrew Babb, Director of Performance Marketing at Sama

On top of that, Sama is a business process outsourcing company that employs workers in East Africa. Job seekers would regularly fill out website forms, creating noise that RevOps had to manually sort and forward to HR. Andrew had even set up email filters just to protect his own inbox from the false alarms.

Why Synapsa: The Swiss Army Knife for a Two-Person Team

Sama chose Synapsa because it was AI-first and self-sufficient — critical for a team without the headcount to manage another tool. But what sealed the deal was the platform's breadth.

Synapsa offered chat, lead follow-up, enrichment, and scheduling — all functionality Sama didn't have anywhere else in their tech stack. There was no tool overlap, no double-paying, and no pressure to adopt everything at once.

"We weren't going to be double paying for something that we had one tool that worked okay, and then we have this other tool that works better. This does everything that we're not doing today. It's reliable, it's easy to use. The support is phenomenal. I can't imagine us without it right now."

— Andrew Babb, Director of Performance Marketing at Sama

Sama started with chat, then expanded to scheduling, and is now piloting outbound — all through the same agent. Each step was a bite-sized deployment, not a rip-and-replace.

"I can just figure out what I want to do, plug it in and play around with it, scrap what doesn't work, keep what does work."

— Andrew Babb, Director of Performance Marketing at Sama

Meet Tara: From Chat Agent to Unofficial Team Member

Tara started as a way to have conversations with highly technical visitors on Sama's website. The team invested time training her on company materials, customer stories, and technical documents so she could answer the specific questions AI buyers need answered before they'll get on a call.

Then Tara got promoted. Once the team saw how effectively she qualified and disqualified visitors, they integrated her scheduling capabilities into every form on the website. Now, any prospect who submits a form interacts with Tara to book and confirm their meeting.

"Tara is the gift that keeps on giving — she's the sword that gets stronger with every hit. Tara is quickly becoming the unpaid third person of our team."

— Andrew Babb, Director of Performance Marketing at Sama

The sales team now references Tara by name when discussing their sales process and lead handoff. She's a regular part of that conversation because they're used to her scheduling meetings on their behalf and qualifying — or disqualifying — leads before they ever reach a human.

The Results: Record-Breaking Speed, Pipeline That Converts

Two outcomes stand out.

A major tech company — household name — engaged with Tara. The prospect discussed their use case, the project they were working on, and what they needed. That conversation immediately got handed off to sales, and the team walked into the call already understanding the context. It became an opportunity.

Sama recorded their fastest customer close ever. A prospect came in, discussed their case with Tara, quickly verified that Sama could solve their problem, and immediately booked a call. The deal closed three times faster than their normal pipeline.

"We had the fastest close we've ever had from a lead that came from Tara — three times faster than our normal pipeline. Later they told us, 'you guys were the absolute fastest to get back to me.'"

— Andrew Babb, Director of Performance Marketing at Sama

Tara gives technical buyers what they need: accurate answers to specific questions, delivered instantly. If the buyer confirms they're in the right place, they book. That's what's driving Sama's pipeline now.

The Unexpected Win: Cleaning Up 95% of Pipeline Noise

One of Synapsa's biggest impacts wasn't about generating pipeline — it was about protecting it.

As a BPO company, Sama regularly received website form submissions from job seekers looking for employment. Before Tara, RevOps spent significant time sorting these from real leads, forwarding them to HR, de-duplicating records, and cleaning the CRM. Andrew had built email filters just to keep the noise out of his own inbox.

Tara now handles all of it. She identifies job seekers, explains the correct application process, and provides direct links — before they ever enter the CRM. The result: 95% of unqualified traffic cleaned up, a cleaner database, and hours of RevOps time reclaimed every week.

"I estimate we've probably cleaned up about 95% of the unqualified traffic that would come into our website. It saves our RevOps team a ton of time. It keeps our database clean."

— Andrew Babb, Director of Performance Marketing at Sama

"I don't have that kind of manpower on my team. I do not personally have the time for this, but I understand the process really well, and Synapsa has been really reliable. I don't have to think about it too often, which is a really big burden off of my shoulders."

— Andrew Babb, Director of Performance Marketing at Sama

Key Takeaways for Technical B2B Companies

1. Technical buyers need technical answers before they'll book. Sama's prospects need to verify specific capabilities before committing to a call. An AI agent trained on your knowledge base can answer those questions instantly — and that speed directly impacts conversion.

2. Start small, expand fast. Sama started with chat, proved the value, added scheduling, and is now piloting outbound — all through the same agent. You don't need to deploy everything at once.

3. Noise reduction is a real ROI category. Cleaning up unqualified traffic (job seekers, bad-fit leads) saves RevOps time, keeps your CRM clean, and lets your team focus on actual pipeline.

4. Speed-to-lead is a competitive advantage. Sama's fastest close ever happened because the prospect could verify fit and book a meeting in minutes — not days. When buyers are comparing vendors, the fastest response wins.

5. Your AI agent can become a team member. When sales starts referencing your agent by name in their process, you know it's working. Tara isn't a tool Sama uses — she's a teammate they rely on.