RingCentral’s AI-First Strategy Unlocks Marketing Efficiency and Accelerates Campaign Creation
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From Manual Processes to AI-Driven Efficiency
RingCentral, a major player in cloud communications with over 400,000 customers globally, wanted to do things differently to stand out in a competitive category. Their marketing team was getting hit with ever-growing demands for content across numerous channels and needed to ramp up production without increasing headcount. From the top down, the company took a forward-leaning approach to AI as a secret weapon to help them do more with less and deliver stronger results. The company needed a solution that could meet their ever-increasing content needs while maintaining the highest standards of privacy and security required for a public company. They were specifically evaluating tools based on how broadly it could serve the various marketing teams and how much impact it could have on each.
RingCentral's marketing team was spending too much time creating content for various campaigns, channels, and industries. The manual process of researching accounts, crafting tailored messages, and adapting content for different platforms and channels was slowing the team down and not allowing them to achieve their goals. Natalie Ryan, AVP Global Marketing Operations at RingCentral was searching for AI tools that could help accelerate campaign creation: "We needed a way to get to 80% on any content need instantaneously." With Tofu, the team can now focus on strategy and fine-tuning rather than spending countless hours on production.
Scaling Content Creation Across Marketing Functions
By adopting Tofu's AI-powered platform, RingCentral has transformed its marketing operations across nearly all teams. With over 120 active users from demand generation, product marketing, lifecycle marketing, events and field marketing, customer marketing, digital marketing, social media, SEO, ABM, and industry-specific teams, Tofu has become an integral part of their marketing ecosystem. In just six months, the team has created over 350 campaigns and more than 3,000 pieces of content ranging from email nurtures, SDR sequences, whitepapers, ebooks, blog posts, ad copy, landing pages, and much more.
Tofu's versatility has enabled RingCentral to tackle a wide range of marketing challenges. The platform has been instrumental in scaling 1:1 and 1:few ABM campaigns across channels, incorporating deep account research that was previously done manually. It has also helped in verticalizing existing content and creating new industry-specific materials for sectors like healthcare and government. Additionally, Tofu has automated a significant portion of pre- and post-event content creation for over 150 events annually, covering marketing emails, sales emails, social cards, landing pages, social posts, and ads.
Tofu gets us to 80% on any content need instantaneously. It's made our entire team so much more efficient and really sped up time to market and time to campaign launch. I think the most surprising and hidden ROI has been that last quarter we had zero requests for new headcount which has never happened before.
Driving Efficiency and Transformation
RingCentral has experienced remarkable improvements in their marketing operations since implementing Tofu. The platform has accelerated time to market and campaign creation by 10x, allowing the team to focus on strategic aspects of their work rather than getting bogged down in lower-level tasks. Tofu's ability to generate high-quality content that follows their brand, tone, and templates quickly has enabled the marketing team to repurpose and adapt materials efficiently, ensuring comprehensive channel coverage and consistent audience engagement throughout their entire lifecycle, all while maintaining consistent messaging.
Perhaps the most significant impact has been on team productivity and resource allocation. By adopting an AI-first mindset and promoting widespread adoption of Tofu, RingCentral has achieved a transformation in their marketing department. For the first time, there were zero requests for new headcount in the last quarter, a testament to the platform's ability to empower team members to do more with less. As RingCentral continues to leverage Tofu's capabilities and take a bold AI-first mentality, they are well-positioned to meet increasing marketing goals without the need for additional personnel.
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