Mike Merchant, Director of Sales and Global Development, and Jake Diserio, Digital Marketing Manager, of Aventri are senior members of the demand gen team at the global events management software company.
For Mike and Jake, the idea of using Drift stemmed from adding real-time messaging to their site to engage with their visitors and get them the answers they were looking for as quickly as possible. They also wanted to be able to know when their target accounts were on their site and engage them with an amazing, personalized experience that would differentiate Aventri from their competitors.
Aventri, like many customer-centric companies, is focused on creating as frictionless of a buying experience as possible for their potential customers.
In just five months after choosing Drift, Mike, Jake, and the Aventri team have seen their pipeline continue to grow with leads directly influenced by their chatbot – more specifically their account-based bot – they put on their site. Overall, Aventri has cut their response time by 44%, increased lead conversion by 270%, booked 20% more meetings month-over-month, influenced over $6M in pipeline, and closed $1.7M in new business with Drift.
So why did Mike and Jake decide to choose Drift in the first place? There were two main reasons:
1. Drift’s LeadBot and Meeting Scheduler gave Aventri the ability to engage and qualify leads in real-time, let site visitors have a conversation with a human (a sales rep), and allow them to instantly book a meeting on the sales reps calendar to learn more about Aventri.
2. Drift ABM allows Aventri to roll out the red carpet and send personalized welcome messages to their high-value target accounts.
When a person hits your website, there’s usually some level of intent behind why they’re there. They could be a current customer with a question about their account or they could be a prospect looking to get more information about your product. For Aventri, both are great opportunities to engage their visitors and help them get the answers they are looking for as quickly as possible.
As Mike explained:
Our goal is to guide site visitors who ask general questions down a path to schedule a time to talk us. If they can talk to someone on our team and have their story heard, there’s a good chance they will convert to a lead.”
With the addition of a chatbot on their site, Aventri was able to engage their visitors while they were live on the site and convert those visitors to new leads for the sales team. The bot initiated the conversation asking 3-4 qualification questions that would guide them down the right path and connect them with someone who could get them the answers they were looking for.
But one problem was quickly made apparent to the Aventri team. If someone jumped into the conversation too early, they saw an increase in bounce rate. Turns out that their visitors were more comfortable speaking with the chatbot rather than jumping straight into a conversation with someone from their team.
Aventri was able to pick up on this and build some structure around when their reps would jump into a conversation. As Jake mentioned, “Once we did a better job setting the expectation for the website visitor, the successful results followed.”
Mike and Jake were able to find a balance between bot and human engagement so that their site visitors felt more comfortable when ready to continue the conversation.
Not only did they want to create an amazing experience for every site visitor, but they really wanted to roll out the red carpet for their target accounts. Mike and Jake imported a list their top priority accounts into Drift and built a playbook with highly personalized messages that would be triggered when one of them came to the site.
“We saw some pretty great engagement with our standard playbooks, but an even bigger lift in engagement with our ABM playbook targeting our priority accounts.”
Since building their account-based marketing playbook, Mike and Jake have been able to qualify leads faster and book more meetings for the sales team.
Mike and Jake don’t plan to stop there. There’s plenty of opportunity to optimize their current campaigns and playbooks to increase conversion, generate more pipeline, and ultimately close more business. There’s no limit to what the Aventri team can accomplish – and they’re just getting started.
Here’s a quick summary of the results Aventri has been able to achieve since going live on Drift. In less than five months, Mike, Jake, and the Aventri team have…
In today’s world, buyer expectations are higher than ever. They are on their own clock, taking action on their own time. It’s no longer okay to just meet them where they are, you need to be ready to greet them when they are ready.
As Jake mentioned:
“We’re only just scratching the surface of what we can do.”
Using Drift, Aventri has been able to connect now, with people who are ready to buy now. And in just a few months, they’ve already seen great results.
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