Empower Your Sales Team to Close the Loop with Drift’s Outbound Playbook

Hey there, I’m Alex, but everyone at Drift calls me Lemieux 👋

I’m a customer success manager, working closely with our customers as a strategic partner to define account strategy, set goals for success with Drift, and ultimately make sure we’re achieving those goals.

If you’ve used Drift before, you probably already know that it’s a great way to start conversations with website visitors, both known and unknown. But what you might not know is that Drift can also help your sales team close the loop and drive engagement with their outbound efforts.

Because hey – I get it. Following up is hard. Especially when it’s just one part of your job.

So I wanted to introduce you to two tools every Drift user should know about. Whether you’re looking to schedule meetings, re-engage meeting no-shows, or get a conversation started with a prospect that went cold – Drift’s Outbound Playbook and Sales Sequences are built to help you close the loop. Because once you’ve started a conversation with your dream prospect – you don’t want to leave them hanging.

Before we get into the plays, here’s a quick recap of how the Outbound Playbook actually works:

  • When your sales team sends out emails to their prospects using Sales Sequences, you are able to recognize those prospects when they come onto the site.
  • So rather than treating them like any other lead, you can deliver a message – one that’s created specifically for that lead and comes from the sales rep.
  • Then when your prospect responds to the message, they can start a conversation with you. Instantly. Even when you’re not at your desk.

Now, onto the plays. Here are three ways you can use Sales Sequences to keep your outbound leads warm:

1. Confirm the meeting 📅

Awesome, you booked a meeting with that account you’ve been chasing. But don’t just let your next touch point be the actual meeting. Stick to best practices and create a sequence to follow up with the prospect before the meeting takes place. Because you want to be sure they show up. And besides – no one likes being unprepared for meetings, so this is a good way to let them know what to expect from your time together.

The beauty of this is that it’s a targeted sequence of emails that will continue until the visitor responds. No more manually chasing down these highly valuable prospects. And when the prospect engages with your email and comes back to your site or dedicated landing page, they’re greeted with a custom message from the rep that sent the email in the first place.

Here’s how to set it up in Drift 👇

2. The meeting no show 👻 

Let’s say you have a meeting booked, but your prospect no-shows (it happens). So should you just let it be? Have you lost them forever? Absolutely not. Enroll the prospect in an email sequence to make sure you find a time to reschedule.

Here’s how to set it up in Drift 👇

3. Prospect’s gone cold ❄️

You previously interacted with a prospect either through chat or email or both. But then they got unresponsive for a period of time. Now they’re back on your site. So what do you do? We say it’s the perfect time to re-engage. One of the best things you can do in this scenario is to target them with an Outbound Playbook to get them back into your funnel. Just like the example we talked about for confirming a meeting, this play helps you personalize the experience, show your face to the prospect, and start the conversation.

Here’s how to set it up in Drift 👇

For more pro tips on how sales reps can use Drift, check out our Drift Insider training class here.

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