EasyPark builds an AI agent to help it qualify B2B sales leads

EasyPark’s country director for ANZ Jason Marks.

EasyPark, best known for its pay via phone parking app, has built an AI agent to help it identify and qualify existing users as potential candidates for its business-to-business products.

The agent is called Parker and is based on Salesforce’s Agentforce.

Parker is described as an “AI teammate [that] operates in real-time production workflows to sift through behavioural data, qualify high-intent B2B leads at speed, and free up human sales reps to focus on strategic deals.”

EasyPark’s country director for ANZ Jason Marks said that EasyPark started out as a B2B business 25 years ago, helping people reserve street parking.

“The B2B function has really remained a core part of parking and a core part of our business because as you can imagine, people that are out there parking, particularly in cities, have a purpose and they're there for work,” he said.

“Those people that are constantly interacting with parking are B2B or work or business parking customers.”

EasyPark has been on a rapid growth trajectory over the last few years, culminating in it becoming a constituent part of parent group Arrive.

“Four years ago, we only had a handful of people working in our organisation and now that's grown above 60 people in the Australian business alone and [to] 4500 globally,” Marks said.

The growth had seen the company shift its customer relationship management and sales to run out of Salesforce, and it is now also embracing the vendor’s AI tooling Agentforce.

Parker is the first production use case for Agentforce.

“Parker was really just designed to accelerate our B2B sales motion as part of our team,” Marks said.

“[It] is connected to our whole ecosystem and can look at behavioural trends of people and where we try to find relevance of people's parking behaviour is how we can use that to approach appropriate B2B customers. 

“Parker's role is very much to qualify in and qualify out these B2B leads that we have.”

Marks noted that the agent connected sales reps with customers that could benefit from using the company’s B2B products.

Those that wanted to continue using the consumer booking engine could continue to do so.

“They might not have a need for our B2B function and they'll say, ‘Thanks, but no thanks’ and we can qualify those out at a higher pace as well with Parker on board,” Marks said.