Superheat CASE STUDY

How Superheat gave every engineer, buyer and language on its website a conversation that ends in a quote

Superheat is advancing heat treatment. Its SmartWay™ approach runs preheat and post-weld heat treatment for chemical, petrochemical, nuclear and energy infrastructure clients, with work monitored remotely through SmartCenter™ and documented in SmartView™. The team serves projects across North America and the UK and is growing into the Middle East. Its website had to keep up with the same standard. In the 80 days since launching Samson, Superheat's voice Demand Agent built on Docket, the site has held 505 buyer conversations, and September volume ran 75% ahead of August.
INDUSTRY
Industrial services (on-site heat treatment)
FOOTPRINT
North America and the UK, expanding into the UAE
AGENT
Avatar (Samson)
505
buyer conversations in 80 days
75%
more conversations in September than August
69%
of conversations were meaningful

Superheat

On-site industrial heat treatment for refining, energy and industrial clients, run on its SmartWay remote monitoring and QA platform.
See agent in action
Explore our other live agents
Real agents, live on real customer sites.

Customer challenge

A complex service, a diverse set of buyers, and a website that treated them all the same
Superheat's buyers range from welding engineers who want to talk ASME code to purchasing agents who need a scope and a price. They come from refineries, petrochemical plants and nuclear sites, and many of them don't speak English as a first language. The website gave every one of them the same pages and the same contact form.
"We're taking a complex product and trying to simplify it, but it also needs to be engaging with our client base and the buyers at the level that they're engaging at. If you have an engineer working with an avatar, we need them and the avatar to work at that level. If we have somebody that's simply a purchasing agent, then we simply need to have the avatar work at that level. Docket was the only one that was capable of doing that."

-Sandeep Bajaj, President, Superheat
01 One website for two very different buyers
An engineer checking whether a job calls for solution annealing and a buyer comparing vendors landed on the same static pages. Neither got an answer at the level they asked the question.
02 A form and a wait
Superheat already responds faster than most of its market. It still wasn't fast enough. A visitor filled out a form, then waited for someone to call back. Visitors who left without filling out the form left Superheat with little more than retargeting data.
03 Buyers who don't speak English
Superheat's workforce and client base include large Spanish-speaking populations, and its Middle East growth brings Arabic, Hindi, Punjabi and Urdu speakers. An English-only website quietly turned some of those buyers away.
04 Data governance that decides bid eligibility
Superheat works inside ISO 9001 and ISO 27001 programs, and its quality work follows ASME and NUPIC codes. Any tool that touches buyer data has to pass that bar. A vendor that couldn't satisfy IT and quality wasn't a vendor Superheat could use, and mishandled data can cost Superheat its place on bids.

How Docket solved it

Samson, an agent that speaks heat treatment.
Docket stood up Samson, a voice-enabled Demand Agent with its own face, on superheat.com. Samson answers out loud from Superheat's approved content through Docket's Sales Knowledge Lake™, adjusts to the person asking and qualifies as the conversation goes.
Matches the buyer's level and language
Samson goes deep on preheat, post-weld heat treatment and code requirements with an engineer, and keeps it to scope and next steps with a purchasing agent. It switches to the visitor's language, and it has already held a long conversation entirely in Spanish.
IMPACT
Every visitor gets an answer at their level, in their language, on the first visit.
Qualifies against Superheat's scope to quote
Superheat built qualification around the details that determine a quote: materials, thicknesses and the type of heat treatment.
IMPACT
Reps open the follow-up knowing whether the job fits and what it involves.
Guardrails the buyer never sees
Docket worked with Superheat's IT team to set guardrails, so off-topic or sensitive questions are steered back toward the answers Superheat wants given.
IMPACT
Security and compliance passed IT review without slowing the rollout.
Every conversation in the CRM
Samson writes each Agent Qualified Lead (AQL) back to Superheat's CRM with the full conversation and intent attached.
IMPACT
Keep the CRM clean so business development can focus on qualified conversations, not sorting form fills.  
A record of what buyers actually ask
Every conversation is logged: the questions buyers ask, the answers they engage with and the answers they don't.
IMPACT
Marketing turns real buyer questions into content built to show up in AI overviews and LLM answers.
"Docket allows you to have a very high-level look at a conversation to understand if it had value. Did they ask questions that hit key markers within our scope to quote? Materials, thicknesses, styles of heat treatment, post-weld heat treatment, preheating, bake-out, solution annealing. That allows us to make a tangible effort to reach out to them in an appropriate manner on a first touch point."
‍
-Dylan Sale, Marketing Manager, Superheat

Strategic context

A first mover in heat treatment, now a first mover on its website
Superheat built its business on doing heat treatment differently, with remote control, real-time QA data and a patented approach that sends its teams to projects around the world. It treats AI the same way. The company already uses AI in finance, contract review and HR, and leadership saw marketing as the place it would have the greatest impact. Superheat chose Docket after a competitive evaluation. The deciding factors were language coverage, the ability to meet engineers and purchasing agents at their own level, and a team that would work as a partner rather than a vendor.
‍
Getting voice right on an industrial network took real engineering. When early sessions dropped around 15 seconds in, Docket's engineers traced the cause to a security policy blocking sustained voice traffic and resolved it before launch. Since launch, the two teams have met weekly to improve the agent.
"Docket has been extremely easy to work with. They're very receptive to changes. The security piece was a non-issue. It was totally covered. They were very flexible in the timing and how they were able to get things done with our IT group."
‍
-Sandeep Bajaj, President, Superheat

Key results

Superheat's website went from a form to a conversation, and volume is still climbing.
In 80 days, Samson turned superheat.com into a place where engineers and buyers ask real questions, come back with follow-ups and qualify against Superheat's scope. September conversations ran 75% ahead of August.
Engagement and depth
505
buyer conversations in Samson's first 80 days
69%
of conversations were meaningful
‍
7.0%
return rate: buyers came back to Samson with follow-up questions
Momentum and conversion
75% increase
in conversations from August to September
5 AQLs
Agent Qualified Leads, every one written to the CRM with full context
2 in Sept
AQLs in September, Samson's first full month live

What's next

Superheat's next step is taking Samson past the website and into landing pages, email nurture and paid media. A buyer who clicks an ad will get a conversation with Samson instead of a form asking for name, phone and email.

Your buyers have technical questions.

Give them a conversation that answers them.
Book a demo
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
To learn more, check out our Cookie Policy here.
PreferencesDenyAccept