How Leica Biosystems Generated $4M in Pipeline and Built a Full-Funnel GTM Motion with 11x
"The opportunity revival program is a gold mine and the re-engagement campaigns actually work. We're bringing deals back to life that our team couldn't reach manually."
"We’ve achieved a 9.7% reply rate for outbound emails across thousands of emails, nearly double the industry average. We would never have that using templated responses. Alice's personalization increases the chance of reply, and it has led to real results for us."
"We’ve proven with 11x that AI can maintain our qualification rates while improving efficiency and scale. It actually works."
"The opportunity revival program is a gold mine and the re-engagement campaigns actually work. We're bringing deals back to life that our team couldn't reach manually."
"We’ve achieved a 9.7% reply rate for outbound emails across thousands of emails, nearly double the industry average. We would never have that using templated responses. Alice's personalization increases the chance of reply, and it has led to real results for us."
"We’ve proven with 11x that AI can maintain our qualification rates while improving efficiency and scale. It actually works."
"We’ve achieved a 9.7% reply rate for outbound emails across thousands of emails, nearly double the industry average. We would never have that using templated responses. Alice's personalization increases the chance of reply, and it has led to real results for us."
Leica Biosystems is part of Danaher, a $24B global science and technology company. As a global leader in anatomic pathology solutions, Leica Biosystems offers the most comprehensive portfolio that spans the entire workflow from biopsy to diagnosis.
A $250K agency and manual workflows left no room to scale lead qualification or outbound
Leica Biosystems was spending $250K annually on an agency to handle inbound lead qualification in Europe. The process is labor-intensive: a lead qualification team calls each inbound lead three times and sent three personalized emails, alternating between calls and emails to maximize contact rates. Every email took 5–10 minutes to research, customize, and send. The team was maxed out on inbound with no bandwidth left over to expand into outbound, nurture, or re-engagement.
Re-engagement and closed-lost campaigns never got off the ground. Deals that went cold just sat there. Nurture programs, event follow-up, and outbound prospecting into new product verticals were all stuck on the backlog indefinitely. There was no capacity to do more than keep up with inbound.
They needed to cut costs, maintain qualification rates, and free up time to invest in outbound to fuel further growth.
A full-funnel GTM motion powered by Alice
Leica Biosystems started by testing a voice agent for inbound qualification. Their workflow was email-heavy, and after evaluating both channels, the team aligned on email automation as the stronger fit. They wanted to meet prospects on the channels most effective for their industry.
They chose Alice to rethink their full-funnel GTM motion.
Rather than replacing their reps, they split the workflow. Alice owns email outreach; reps own outbound calls. A two-person internal team supported by Alice took over at a fraction of the cost, expanding coverage at significantly higher efficacy.
From there, Leica expanded Alice across their entire GTM motion.
Fast speed-to-lead directly from Salesforce
New inbound leads flow into Salesforce, and Alice pulls them every few minutes. Prospects get immediate follow-up while they're still engaged. Everything syncs back to Salesforce with full visibility, including automated status updates as leads move through the funnel.
Personalized outreach in every language
Leica Biosystem's business is global. Alice researches each prospect and company, then writes emails tailored to the contact and their business in their native language. The team worked with 11x to refine messaging tone across German, French, Italian, and Spanish, so every email feels natural rather than templated. With 11x's multilingual capabilities, Alice only needed to be trained once to send highly personalized messaging across languages.
Inbound qualification at scale
Alice runs automated inbound sequences for leads from the website and paid search, handling both known contacts and anonymous visitors. Quote requests get personalized follow-up based on lead descriptions and opt-in fields. Reps focus entirely on calls and replies.
Re-engagement and closed-lost campaigns
With inbound qualification largely automated, the team finally had capacity to run re-engagement campaigns they never could before. Cold leads, lost opportunities, and inactive contacts receive automated, personalized follow-up sequences. Deals that went dark come back to life, with Salesforce statuses updating automatically as leads re-engage, and it runs entirely on autopilot.
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Nurture and event follow-up
Alice runs nurture programs built around case studies and content, replacing generic marketing blasts with personalized messaging at scale. Up next, the team is planning to build out post-event follow-up sequences to run automatically after trade shows and conferences, designed to turn lukewarm leads into actionable pipeline that would have otherwise gone cold.
Outbound into new verticals
Leica's inside sales team is scoped to one product vertical. Alice now covers the rest. New outbound campaigns run across additional verticals the internal team didn't have the capacity to reach, expanding coverage without adding headcount.
Leica Biosystems ran 1,100+ leads through Alice. Alice sent 2,935 personalized emails and generated 285 replies. At 5–10 minutes per email for a human to write, that's hundreds of hours of work automated.
Qualification and acceptance rates stayed consistent with what the agency delivered, but at a higher scale. AI didn't compromise lead quality; instead, it improved the prospect experience.
For example, one deal was initially written off completely with failed call attempts. Once Alice took over, her automated, personalized, email follow-ups closed the deal for $23K. This deal was won back through multi-channel outreach and meeting the prospect where they were most likely to convert.
Looking ahead
Leica Biosystems is piloting Julian to qualify website visitors in real time, collect lead information, create leads directly in Salesforce, and book preferred callback times. A second use case in development: using Julian to guide customers through product discovery and purchases on-site, supporting their ecommerce journey from browsing to checkout.
On the Alice side, the team is expanding into cold outbound across additional product verticals and building more sophisticated nurture streams to replace the generic sequences they ran before.
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