No matter what business you’re in, the goal is always to unlock revenue faster 💰
As the Senior Director of Marketing Operations, Marketing Analytics, and Growth Marketing at Druva, my mission is to build scalable, efficient systems that improve the efficacy of our pipeline and accelerate revenue. This means I’m always on the lookout for tools that can help us qualify leads and engage with buyers more quickly. Our objective is to close the gap between initial interest and a meeting with the sales team by improving our ability to connect with the right people at the right time.
Druva is a cloud-native backup and recovery solution that serves a variety of industries and business types from SMB to enterprise. Thousands of companies, including 60 of the Fortune 500, trust our Data Resiliency Cloud to back up their data, which eliminates complex infrastructure, providing comprehensive data resilience via a single platform that spans multiple geographies and clouds. Considering our sales-assisted purchase process, it’s critical to connect our sellers to prospective customers with as little friction as possible.
We were already using Drift, and seeing great results. Drift is straightforward and easy to use, and we’ve never had any issues. But in my role — which combines data management, platform management, and budget guidance — I’m always looking for new opportunities to cut down the time between someone expressing interest through one of our web forms and getting that person to book an actual meeting.
Drift Fastlane is just such an obvious win. By applying Fastlane to several key use cases within our customer journey, we were able to:
- Remove friction in our initial interactions with buyers
- Ensure ongoing communication with high-value buyers
- Reduce the back-and-forth that delays movement down the funnel
- Increase the rate of meetings being booked while simultaneously reducing the time between interest and sales conversation
Here’s how we did it.
3 Ways Druva Is Using Fastlane to Unlock Revenue Faster
Our high-level strategy was to apply Fastlane exclusively to our non-customer segment. This was partially because our existing Drift usage is focused on SDR engagement, which is centered on new business. We were able to get Fastlane up and running quickly, both because of the simple implementation, and also because — since we were already using Drift — we already had chat integrations set up with Salesforce and Marketo which significantly cut down our time-to-value for this feature.
The main task for our Fastlane implementation was identifying which pages would benefit the most from having Fastlane added, and then scripting the various playbooks for each scenario.
In the end, we chose to begin with three use cases:
1. High-Value Forms
Pages: Contact Us, Demo Request
Buyer Profile: People who are actively looking to engage, and are therefore more likely to engage with automated meeting booking
What the Fastlane Experience Looks Like:
Results:
- About 20% of these people choose to book a meeting through Fastlane
2. Product-Specific Free Trial Forms
Pages: Expansion from generic hand-raisers to product-specific trial forms
Buyer Profile: People who are slightly further along in the buyer’s journey, and more actively interested in talking with sales
What the Fastlane Experience Looks Like:
Results:
- Approximately 10% of all hand-raiser form fills chose to book a meeting via Fastlane
3. Incentivized Engagement
Pages: Marketo Landing Pages
Buyer Profile: Incentivized buyers who have been offered a gift card or some other item of value in exchange for attending a meeting with us. Because we are spending money both on the incentives and to promote these landing pages, it’s even more critical than usual that the Fastlane project deliver measurable value.
What the Fastlane Experience Looks Like:
Results:
- About 25% of people in this group chose to book a meeting via Fastlane
Overall, about 90% of our primary Fastlane use cases qualify for Fastlane’s pop-up. Of that 90%, roughly 50% of people engage with Fastlane. And then approximately 30% of those people end up moving through Fastlane. Ultimately, around 20% of all our hand-raisers end up booking a meeting via Fastlane, which is massive.
In addition, Drift helps Druva substantially increase our interest-to-meeting velocity. Without Drift Fastlane, booking a meeting takes at least a few hours, and — worst case — a day or two. But the 20% of people who are booking with Drift Fastlane? They’re able to book a meeting immediately, completely skipping all the back and forth that slows things down.
Fastlane Is Doing Exactly What We Needed It to Do
Druva is thrilled with the Fastlane results so far. From our CEO and CMO to the SDRs in the trenches, everyone can see the obvious value. Fastlane is doing exactly what we wanted it to do. It has given us the mechanism to speed up the meeting booking process.
Initially, we had deployed Fastlane for our US market only, but it wasn’t long before team members in other countries caught wind of our success. We started hearing a lot of feedback internationally for teams who wanted us to turn Fastlane on for them as well.
In addition to helping us drive more qualified pipeline from our lead forms, making life easier for SDRs, automating meeting booking, and shortening the time from interest to conversation, Fastlane also gives us a valuable real-time view of funnel reporting. This means we don’t have to make any risky assumptions — the actual numbers are right there at our fingertips.
There’s no question that our investment in Fastlane was well worth it.
It’s a modern solution to an age-old problem that has been very well received by everyone — because it works the way it’s supposed to and gets the job done.
We’re already looking forward to seeing how else we can put Fastlane to work to help us unlock revenue faster ⚡️
