Tech IP company, Marcaria.com, using eesel for Zendesk to tackle global brand protection

Talk about a tough job: Imagine you’re helping people register trademarks in over 180 different countries. Each one has its own maze of rules, and you’ve got clients and potential customers popping up in every time zone.

That was the daily reality for the team at Marcaria.com, a top company for international brand protection. They needed a way to handle a flood of super-specific questions and grab new leads around the clock, without completely burning out their team.

A global business with some global-sized headaches

Operating on such a massive scale came with a few recurring problems that probably sound familiar.

First, the questions they got were incredibly specific. The rules for a trademark in Japan are completely different from Brazil, which meant their support agents had to be walking encyclopedias. That kind of deep knowledge is tough to find and even tougher to train across a whole team.

Second, being a global company means your website never sleeps. But the sales team does. They were missing out on great leads who showed up on the site at 2 AM their time, and a slow reply can mean a lost customer.

Then there was the tedious admin work. A team member would chat with a potential customer, and then have to manually copy-paste the whole conversation into a Zendesk ticket. It was slow, a bit soul-crushing, and got in the way of actually helping people with more complex issues.

And finally, all their important info – procedures, legal docs, you name it – was scattered across Google Drive and spreadsheets. Teams were wasting precious time just hunting for the right file for a specific case.

An AI expert in every job

Instead of trying to find one “do-it-all” chatbot, Marcaria.com used eesel AI to build a whole team of specialist bots. Basically, they mirrored their own company structure, but with AI.

The front-desk welcome crew

They set up bots using the eesel Chat Bubble to greet visitors instantly. These bots were trained on all the country-specific info from Google Drive and CSV files, so they could answer questions, and explain services. They used a couple of key eesel AI Actions to connect everything up:

• When a question got too complex, the bot used Read Document to pull the exact answer from their internal knowledge base.
• For a good lead or a support request, it used Zendesk Create Ticket to automatically log a ticket with the full chat history attached.
• And if a lead was red-hot, the Zendesk chat handover action passed them straight to a live sales agent so they could talk immediately.

The in-house operations pro

This bot was just for the internal team. It plugged into Google Drive and Zendesk to give instant answers on client cases or internal rules. No more digging through folders; a team member could just ask the bot, and it would find and summarize the info using the Read Document action. A huge time-saver.

The legal assistant

Dealing with a global network of attorneys means using the right templates and procedures every single time. They built a bot trained specifically on their legal docs in Google Drive. Staff could ask it for the correct communication template for any given country, and it would pull it up instantly. It could even Search other bots to pull together all the info needed for a particular task from different departments.

Agentic workflows that allows for global scaling

By putting this specialized AI workforce in place, Marcaria.com really changed how they operate.

• No more missed opportunities: With bots qualifying leads 24/7 and automatically creating Zendesk tickets, the sales team could wake up to a queue of warm leads, complete with the full chat history. Nothing fell through the cracks.
• On-brand and on-tone, fit for the right audience: Each bot was customized to sound and act specifically for the audience and the context they were working within.
• Freeing up the humans to do human work: Automating all that ticket creation and internal Q&A meant the team wasn’t bogged down in repetitive tasks. They could spend their brainpower on the tricky client problems that actually required a human touch.
• Better answers, right from the start: The AI bots gave customers and leads accurate, consistent answers every time because they were pulling directly from Marcaria.com’s own verified documents. This built a lot of trust right away.
• Growing without the growing pains: Now, they can handle way more inquiries from around the world without having to hire a new person for every uptick in business. They’re set up to grow smarter.

Why this approach just clicked

Marcaria.com’s story is a great example of what makes eesel AI work so well for teams like theirs.

Their success came from creating separate, focused bots for different jobs. One bot trying to do sales, operations, and legal would have been a mess. The multi-bot setup was a perfect fit for their real-world workflow.

Each bot can have its own knowledge, customization, prompt, and actions so there’s no mix up between responses or behaviour between audiences or contexts.

They also didn’t have to throw out their whole system. The bots plugged right into Zendesk and Google Drive, making the tools they already used a whole lot smarter. No painful “rip and replace” project needed.

And most importantly, the bots didn’t just answer questions but took action. They created tickets, handed off chats, and searched for documents. They became an active part of how the business got things done.