Case study · Portrait · Symbl.ai
From developers who love it to the people who sign
Developers loved Symbl.ai’s API. We kept its technical voice and opened a second track, aimed at the people who sign enterprise contracts.
Conversation intelligence APIs for developers · US and India
Where it started
Developers loved the API. Contracts still had to be signed.
Developers tried the API and built it into their products. The people who sign enterprise contracts had never heard of it.
Symbl.ai sells APIs that transcribe and analyze conversations: transcription, sentiment analysis, call scoring, intent detection, generative AI. Its users are developers; its contracts are signed by product leaders, engineering heads and procurement.
We kept the brand’s technical voice, gave up nothing on the developer side, and opened a second track toward those decision-makers.
The account-based approach
Start with the accounts where the API already runs
Companies whose developers already used the API were the best targets: the technical proof was done. Ads went to their decision-makers, with business arguments.
Who uses the API, who has it in production: those signals pointed to the accounts to target first.
No vague promises: every claim backed by a feature, a doc page or a number.
A dashboard brought all channels together, the one Surbhi R. calls a 360-degree view.
Google Ads
One ad group per API feature
The features campaign ran close to forty ad groups, one per use case: transcription, sentiment analysis, call scoring, RAG, generative AI. Each group led to the page or the docs for its feature, and every ad was approved by the Symbl.ai team before going live.
« Their contributions led to a suite of high-value leads, a significant uptick in conversions, and a dashboard that gave us a 360-degree view of our multi-channel performance. »
What you can take home
Three rules for a company that sells to developers first
Your best accounts are the ones where your users have already done the technical proof.
Developers keep getting what they got before; decision-makers get business arguments, with the same technical precision.
Someone searching for a transcription API wants to see transcription, not the whole platform.
Frequently asked questions
What people ask us
Does ABM work for a product sold to developers first?
Yes, as long as you start from the accounts where the product is already in use. At Symbl.ai, that is where demo requests grew 4.5 times.
Do you need one ad group per feature?
When each feature answers a different search, yes. Each group can then lead to the right page and keep a precise message.
What would it look like for your dealerships?
The calculator prices your campaigns in two minutes. Or write to us: we reply within 24 hours.