Case Study: Transforming Sales Efficiency at Primal

Company Name: Primal

Employee Count: 180

Location: Thailand, Malaysia — Asia

Industry: Digital Marketing

Founded in 2015, Primal is a leading digital marketing agency headquartered in Bangkok, with operations across Thailand and Malaysia. The company delivers SEO, paid media, social, and performance marketing solutions that help brands accelerate growth through data-driven campaigns. With a team of over 180 specialists, Primal has built a reputation as one of Southeast Asia's top agencies, supporting clients across diverse industries.

Primal's sales team was losing valuable time answering repetitive questions from potential customers. Without automation in place, these manual processes created inefficiencies and took attention away from high-value activities such as qualifying leads, running discovery calls, and closing deals.

Primal needed to automate their sales workflows to reduce time spent on low-value interactions and ensure that only qualified leads reached the team. This meant capturing leads automatically, scheduling meetings without friction, and preparing the sales team with relevant insights in advance.

Wingspan Technology worked with Primal to design and deploy a tailored automation system built around N8N, HubSpot, and WhatsApp. The solution included:

• A chatbot powered by RAG (Retrieval-Augmented Generation) to answer common questions about Primal's services
• Lead qualification through sentiment analysis to identify prospects ready for sales engagement
• Seamless CRM integration: once identified, lead details were uploaded into HubSpot and a booking link was shared instantly within WhatsApp
• AI-driven website analysis: prospect sites were scraped and reviewed, with insights automatically added into HubSpot notes to prepare the sales team for upcoming calls

The impact was transformational:

• Significant reduction in time wasted on repetitive interactions
• Sales team focus unlocked: shifted from answering questions to qualifying leads, running discovery, and closing deals
• Streamlined lead process: faster handover from chatbot to CRM, ensuring no lost opportunities
• Smarter sales preparation: AI-driven website analysis armed sales reps with actionable insights before client conversations

By partnering with Wingspan Technology, Primal streamlined their sales operations and created the foundations for scalable, efficient growth.