EasyPark builds an AI agent to qualify B2B sales leads

EasyPark, best known for its pay-by-phone parking app, has built an AI agent to help it identify and qualify existing users as potential candidates for its business-to-business products, iTnews reported.

The agent is called Parker and is based on Salesforce's Agentforce. It is described as an "AI teammate that operates in real-time production workflows to sift through behavioural data, qualify high-intent B2B leads at speed, and free up human sales reps to focus on strategic deals."

EasyPark's country director for ANZ, Jason Marks, said the company started out as a B2B business 25 years ago, helping people reserve street parking. "The B2B function has really remained a core part of parking and a core part of our business because... people that are out there parking, particularly in cities, have a purpose and they're there for work," he said — adding that those constantly interacting with parking are B2B or work customers.

EasyPark has grown quickly in recent years. Marks said that four years ago the organisation had only a handful of people, and that has now grown above 60 in the Australian business alone and to 4,500 globally. That growth led the company to move its customer relationship management and sales onto Salesforce, and to embrace the vendor's AI tooling, Agentforce.

Parker is the first production use case for Agentforce. Marks said Parker was designed to accelerate the company's B2B sales motion, connected to its whole ecosystem so it can look at behavioural trends and find relevance in people's parking behaviour to approach appropriate B2B customers.

Parker's role is to "qualify in and qualify out" B2B leads, connecting sales reps with customers who could benefit from the company's B2B products, while those who want to keep using the consumer booking engine can continue to do so — and, as Marks put it, can be qualified out at a higher pace with Parker on board.

For EasyPark, this is a concrete attempt to put an agent directly into sales operations; for the wider market, enterprise agents such as Agentforce are moving from demos into production workflows. What to watch next is whether such agents actually lift lead conversion, how deeply they integrate with CRM data, and whether the pattern replicates across more companies.