Companies like Drift are making it possible for sales and marketing teams to create individually personalized experiences at scale, allowing you to unlock the rewards of personalization without sacrificing your ability to get your message to a wider audience.
By removing the limits on the scalability of personalized content, your team can quickly accelerate revenue growth and vastly increase ROI on personalized messaging. With the right technology, you can expand your ability to create individually personalized experiences without expanding your team or time commitment.
With Drift, ROI on personalized messaging is skyrocketing. Lessonly, a training and coaching software recently acquired by Seismic, is using Drift to help their SDRs create and engage prospects with personalized experiences at the perfect moment. Since adopting this approach, Lessonly is experiencing a 400% higher conversion rate to demos.
WebPT, a leading physical therapy software, uses Drift to increase ROI of their digital advertising campaigns. By using Drift to increase the relevance of their landing pages, WebPT was able to vastly increase their monthly recurring revenue from leads coming from Google and Bing ads. Companies are using Drift in all areas of their marketing and sales process to increase conversion rates, improve efficiency, and grow revenue. In fact, companies that use Drift can experience up to 670% ROI over three years.
Unlimited Scalability for Personalized Sales Teams
Custom chatbots allow you to greet website visitors with a personalized conversation starter. Chatbots can create an engaging conversation by taking into account a potential customer’s previous interaction with your company, how they navigated to your site, and their areas of interest. Chatbots can book meetings, making it easy for you to schedule with prospects even if all your sales reps are asleep.
Commvault, a global leader in data management and protection for enterprise companies, increased their new business revenue by 105% using Drift chat.
Drift can also send alerts that notify sales reps when a target account has clicked through to your website, allowing your reps to instantly engage. If no sales reps are immediately available, chatbots can work alongside your sales team, providing personalized experiences while still giving reps the opportunity to jump into the conversation with highly-targeted accounts. Chatbots can further help out sales reps by dismissing unqualified prospects. Enabling a chatbot to participate in this approach makes the individually personalized experience scalable as the number of visitors to your website grows.
This is the challenge Okta faced as its enterprise grew internationally. Okta’s website gets more than a million unique visitors each month. Helping each of these buyers address their needs by manpower alone isn’t possible. To scale, Okta needed an intelligent platform that could answer questions — just like their best SDRs do. So they turned to Drift’s Conversational AI.
Artificial Intelligence is on the Rise
Your marketing and sales teams are eager to adopt AI into their approach. Based on the 2022 State of Marketing AI Report, 51% of marketers said that AI will be very important or critically important to their success in the coming year, and 67% of marketers are starting to explore use cases for AI. Sales teams are also implementing AI into their sales strategies: In 2020, 54% of sales teams were using AI compared to just 21% in 2018. We expect this number to grow because AI adoption is paying off. High-performing sales teams are 4.9x more likely to be integrating AI into their sales approach.
Drift’s Conversational AI is one way that sales teams are incorporating AI into their go-to-market strategy. Drift’s Conversational AI uses AI to engage potential customers at any time of the day. AI chatbots can mimic the personal experience of interacting with a sales rep, allowing you to grow the capacity of your sales team without hiring and onboarding any more reps. Through an AI-driven personalized conversation, AI chatbots can determine which website visitors are unqualified, allowing sales teams to exclusively focus their time on booking meetings with qualified leads.
This is one way that using AI chatbots lower your cost of investment while creating better returns and increasing the efficiency of your sales teams. In fact, Drift chatbots are increasing the efficiency of sales reps by up to 50%.
Scalable personalization is opening up a world of opportunity for outbound sales strategy, too. Sales reps can create interactive components within their outreach emails, giving them the opportunity to jump in with a personalized approach at the exact moment the prospect is interacting with their email. Of course, if the sales rep is not available, a chatbot is ready to carry on the personalized experience.
PTC, a digital solutions platform for the manufacturing industry, has been incredibly successful in implementing AI into their sales approach. Before, PTC required potential buyers to complete a form to determine if the potential buyer was a qualified lead. Sales teams would often follow up with qualified leads one or two days later. This rigid approach caused their pipeline development to slow down and stall. After implementing an AI-driven approach called an ROI Engine, PTC could easily identify qualified potential buyers and instantly engage them with targeted messaging. This AI approach allowed PTC to engage prospects in 20,000 conversations, a sizable increase from their previous approach. Further, PTC now converts marketing qualified leads four times faster than before.
A New World of Insights
By eliminating the traditional “fill out a form and wait to be contacted method” and replacing it with a personalized conversation starter, sales teams can more quickly gain insights into the key issues in which prospects are interested. Technology like Drift Audiences can collect information in real-time, reducing the need for sales reps to gather and maintain prospect information.
Through website analytics, you can discover new people that are interested in your business. A more traditional approach would leave you unaware that key decision-makers at a target account have started visiting your website. Now, you can build out a personalized outreach strategy to engage these interested prospects. Marketers are also using AI-driven insights to create more effective ABM strategies. 40% of marketers say that AI is allowing them to get more actionable insights from marketing data, and this number is quickly growing as more marketers adapt to AI.
Don’t Lose Momentum Created by ABM Strategies
With ABM, you avoid wasting time attracting unqualified leads with generalized marketing strategies. However, most of the time ABM personalization ends after the initial engagement is made, and the sales process becomes generic once again.
Now, you can continue to build on the momentum of ABM with a chatbot to keep the conversation personal. If a targeted account arrives on your website when no BDRs are active, the chatbot can make sure the target prospect is still greeted with a personalized experience. ABM is a high investment marketing strategy. Make sure this investment doesn’t go to waste by maintaining the personalized experience after initial contact is made.
Okta has become vastly more successful in converting marketing qualifying leads to pipeline since adding Drift’s AI chatbots to its sales and marketing team. With AI, Okta’s conversion rate from marketing qualifying leads to sales qualified leads is two times higher.