How TinyMCE Tripled MQLs...Without Hiring

Introduction

A brand in transition, a funnel under pressure

Ora was born out of Lavender, the email intelligence platform known for helping sales teams write better outreach. As the team evolved, Ora became their new AI prospecting agent — differentiated by pulling rich signals across the web to build complete prospect profiles, rather than relying on simple trigger-based workflows.

But growth came with unique challenges. Lavender’s strong brand recognition continued to drive inbound traffic, while Ora became the company’s primary revenue engine. That dual-brand state meant plenty of visitors, but the website was intentionally vague as the product was still in beta. At the same time, Ora had streamlined its sales team down to just one seller. Inbound demand was growing, but there weren’t enough hands to engage every prospect.

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Angela NgonCEO

Book time w/ Angela

Challenge

Converting traffic on a vague website w/ one-person sales

Ora’s inbound funnel was leaking. Website-to-meeting conversion rates were far lower than expected, creating frustration for Co-founder Will Allred.

As he described: “My co-founder wants the website to be vague because we’re in beta… the goal is to get them to sign up for the wait list, not to give them some crystal clear picture of what the product does.” 

This deliberate ambiguity created a paradox: traffic was steady, but buyers left without clarity or next steps. With just one rep managing inbound, every unqualified lead wasted precious time.

The company also faced the limitations of their existing tools. They were paying $12K annually for Intercom but weren’t seeing results, relied on Chili Piper despite reliability issues, and found traditional chatbots too shallow for sophisticated qualification needs.

To succeed, Ora needed a way to keep visitors engaged, surface the right information at the right time, and drive demos — all without adding headcount.

Solution

AI-native engagement that qualifies and books instantly

Rather than accept lost opportunities, Ora put Spara to the test. They deployed Spara’s Navigator across key conversion paths, training it to ask discovery-style questions, provide contextual answers, and guide visitors toward demos.

As Will put it: “I want Spara to default to discovery as opposed to just giving the answer unless they really hammer on, tell me how much it costs.”

We saw Spara as an opportunity to AB test our original strategy vs. one that answers, qualifies, and xyz…

Within days, Spara was filling the gaps the website left behind. Visitors could get answers, explore product details, and book calls without waiting for a rep. When a call wasn’t the right fit, Spara seamlessly captured emails to keep prospects in the funnel.

Speed mattered too. “Y’all helped us keep conversion rates on the old site higher than they should have been because they could access the information they needed to access in that time period,” Will explained. In fact, Ora closed their fastest deal ever — a $6K ACV contract signed within days of implementing Spara.

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Results

Faster deals, more conversations, and higher conversions

Within the first month, Spara proved it could deliver the outcomes Ora needed:

• Fastest deal closed: A $6K ACV deal won within 2 days of going live

• Higher engagement: Inbound conversations increased 3–5×, moving from weekly to daily lead conversations

• More meetings: 18 calls scheduled in 30 days, with 9.1% of engaged leads booking time

• Better funnel health: 19.9% of engaged leads provided emails, expanding the nurture audience

• Sustained conversions: 60% engagement rate with site visitors, despite vague messaging

Will summed it up best: “It’s a great little dopamine hit when new conversations start in the system. Spara paid for itself in a couple weeks.”

With Spara, Ora transformed inbound from a leaky funnel into a predictable driver of pipeline — all without expanding their sales team.