What To Do With A Lot Of Traffic, How We Manage Marketing, Driftbot 101 & More [Office Hours]

This week on Office Hours I’m joined by Luke. He’s one of our engineers here at Drift (he’s working behind the scenes on machine learning) and we’re talking about bots, what to do with a lot of traffic, campaigns, and how we manage marketing at Drift.


We’d love to answer your questions on the next episode of Office Hours. To submit a question, just leave a comment on this YouTube video with your question.

Here’s the full transcript:

Dave: Hey, I’m Dave Gerhardt. I’m the Director of Marketing at Drift and you are watching episode 3 of Office Hours.

If you want to submit a question, just leave a comment on this video and we’ll get to you next week.

Topic #1: Are you guys suggesting a custom message for every important page on the site? Are you delivering that via campaigns?

First question. This question is from Chris. Chris, first of all, thank you. What’s up? “Are you guys suggesting using a custom message for every important page on your site and are you delivering that via campaigns?”

Chris, this is a great question. This is actually from the first episode of Office Hours when we were talking about high traffic, low traffic, and what to do with Drift on your website. I think, in a ideal world, you would actually have a custom message on every page on your site, right? But it doesn’t have to be as crazy as it might sound or as complex. It could be something simple. On your pricing page, for example, have a Drift message where the message actually matches the context of that page. Instead of just saying, “Hey, do you have any questions?” Make that message say, “Hey, do you have any questions specifically around our pricing?”

The second part of your question was “Are you delivering that via campaigns?” and the answer is yes. You can also do this via the welcome message, but that would only apply … That would basically be one message that applies to everywhere on your site. Chris, hopefully that helps answer your question and appreciate you writing it.

Topic #2: How We Manage Marketing

Next question is from Shaun. Shaun, thanks for this question. Shawn wants to know how … He said, “How does Drift manage all of their marketing campaigns? How do you keep it organized and flowing across the team as the team grows?” Shaun, really quick answer is that we just talk to each other. I know this isn’t a sexy answer, but there’s four people on a team, so what we do is at the beginning of every week, we all talk about what we’re focused on that week. That roles up to what we’re focused on for the month and the quarter.

We try to let people use their own tools and manage their own projects separately. We just base it all on internal communication. Monday morning we do a whole team metrics meeting where everybody gets a feel for what the whole company is working on and then we book end the week with show and tell on Friday where everybody shows all the things that they’ve shipped that week. I think those two things help out a lot and make it so that we don’t have to get too far in the weeds with different Trello boards, or get too worried about the process.

All right, so now we’re gonna bring on Luke. Come on, Luke. I’ll scoot over for you.

Topic #3: Driftbot 101

Dave: Just some quick background. Who are you? What do you do at Drift?

Luke: I’m a software engineer at Drift and I work mostly on our conversations and messages, but also on the bot, Driftbot.

Dave: We thought it would be fun, we get a lot of questions about the bot, different things people can do. We figured who better than one of the people that’s actually building this themselves. Let’s just break this down into three phases. First one is routing. Talk about what you can do with routing and kind of where that came from.

Bot Routing

Luke: Routing was the inception of the bot. If you’re a really small company, you can handle the traffic. Because you have such low traffic to get five chats. No problem.

You’re a really large company like Apple, you hire a whole warehouse. It’s also super easy, because they can just spend that money.

If you’re really anywhere in between, getting prospects and customers to the right person is really important. Sometimes you have to go through this whole chain of who do I want to talk to? Who is the right person? It hurst the scalability.

Dave: Somebody comes to the site, they say, “Hey, who do you want to talk to? Sales, support, or marketing?” Then the bot lets you route them to that person on the team.

Break this down for me. I’m a Drift customer. I log in. Now how do I actually set up routing?

Luke: If you go into your settings, there’s a routing setting and you can set up a bunch of different teams of the people who are in your Drift account.

Dave: Cool. You can say, “This is Dave. He’s in marketing.” Or, “This is Luke. He’s in engineering.” And the conversation will get routed to the right team.

Knowledge Base Integration

Dave: Second thing is the knowledge base integration. The bot can actually go and fetch answers for people who write in with frequently asked questions.

Luke: There are a lot of questions that we found are just so easily answered through articles written in help docs.

Dave: We all do support at Drift. We all answer chat. How many times during a chat shift do you have, somebody write in a question that we have an answer for?

Luke: All the time. I think the widget is just so enticing to open up and say, “Oh, I have a question. I don’t want to go anywhere else, I just want to ask the questions.” Usually, we do have answers for their questions, so it’s great that the bot can surface those when it recognizes that we’ve already written something related to the question.

Bot Campaigns

Dave: Third part of the bot that we want to talk about is something new. Bot campaigns.

Luke: Campaigns, traditionally in Drift, are a great for serving one message to a segment of people, at this time, right after they’ve done something specific on your site.

We took some of the stuff we’ve done with our knowledge base integration and made it possible for people to set-up conditions so that when someone says asks X, the bot should reply with Y. Based on the response the bot will continue the conversation. It’s a great way to automatically qualify your leads.

You can go through whole pipelines and get a sense of who someone is before a humans ever talks to them.

Dave: One easy way that our customers have started using the bot is they basically take their existing BDR scripts or qualifying scripts and import them into Drift to use them right there. Why can’t the bot ask those questions first and qualify those people in real time?

Well, thank you for joining us on this episode of Office Hours, Episode 3. Just a reminder, if you want to get your questions answered on the show, go in the comment section of this video.

Leave us a comment, leave us a question and we’ll answer it. We’ll try to get to it, depending on how many questions we get, on the next episode of Office Hours, so we’ll see you then.

Oh and make sure to subscribe to our YouTube channel so you never miss a video.


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