How an Agentforce SDR Agent Handles Lead Qualification at Scale for a European Manufacturer

The client

A European manufacturer selling through a network of local sales agents across multiple markets. The business runs lead generation activity on Meta Ads and generates a consistent volume of inbound enquiries through web forms.

The challenge

The leads arriving from paid social were a mixed population. A significant subset were not a genuine fit, but they could not be filtered out at source without also blocking legitimate prospects from the same traffic. The result was that the sales team was spending time manually progressing leads that were never going to convert, at the expense of the ones that mattered.

With a relatively small team handling high lead volumes across multiple European markets, consistent and timely follow-up was also difficult to maintain. Good leads were not always hearing back quickly enough, and follow-up sequences were not being completed.

What we built

Working within the client's existing Salesforce Sales Cloud environment, Appdraft built and configured an Agentforce SDR agent to handle first-line lead qualification automatically. The agent engages new leads, qualifies them in or out based on their interaction, answers product questions, and routes qualified prospects to the right local agent for a meeting.

Persona-based outreach

The agent uses data captured at the point of lead form submission to identify the lead's persona and generate outreach content most likely to resonate with them. Rather than sending a single generic email to every inbound lead, the agent adapts its approach based on who it is talking to and why they enquired.

Multi-language and fresh content across the cadence

Because the business operates across European markets, the agent generates content in the appropriate language for each lead. The follow-up sequence is also designed to produce fresh, relevant content at each touchpoint, using the prior conversation and previous content to ensure nothing is repeated. This keeps engagement alive without the agent becoming predictable or stale.

Product knowledge via the client's own website

To handle product-based questions accurately, Appdraft built a knowledge base by scraping the client's website and structuring the content into Salesforce Knowledge articles. The client then reviewed and tailored the articles to ensure they were accurate and appropriate. This gave the agent access to authoritative product content when responding to technical or specification queries.

Booking the right local agent

When a lead indicates they want to speak to someone, the agent determines which local sales agent is the right contact based on the lead's market and connects them with a live booking link. The handoff to a human happens at the moment the lead asks for it, not before.

Lead status automation

Automations were built to move new leads into a status that activates the Agentforce SDR, and to take them out of that status cleanly when they have been qualified, converted, or disqualified. This gives the team full visibility and control over which leads are being actively worked by the agent at any point.

Prompt engineering

Building and refining the prompts that drive the agent's output is an iterative process. Appdraft now uses AI-assisted prompt generation as part of the build methodology, which significantly reduces the time required to develop and improve prompt templates across a multi-stage cadence.

The result

The agent is now running across all inbound leads from Meta Ads and the website. Around 30% of leads are being qualified out through the engagement process, meaning the sales team receives a cleaner pipeline of prospects who have demonstrated genuine interest. The business has created a structured, automated first-line qualification process that follows up consistently, handles volume, and surfaces the leads worth pursuing without requiring additional resource.