Bottomline Technologies helps businesses solve the complexity of payments by offering a broad array of innovative products and solutions that for the average website visitor, or potential customer can sometime be hard to navigate. Buyers and customers that landed on the Bottomline website weren’t always finding exactly what they were looking for and would end up on a convoluted journey. In an effort to improve customer experience and delight, Bottomline turned to Drift.
“We looked at our user journeys on the website using Google Analytics and it became obvious that they were very complex and hard to follow,” said Sean Howe, Digital Strategist at Bottomline Technologies. “We quickly realized it was because visitors were struggling to get the information they were seeking on our website.”
This is not uncommon for a company of Bottomline’s scale – with 37 different products and more than 10,000 customers, Bottomline’s website attracts people from every corner of the world.
In an effort to solve this seemingly complex problem, Bottomline’s Digital Marketing Team researched potential solutions that would deliver a more direct and relevant user journey, ultimately creating a more seamless web experience for current and potential customers.
In July 2018, Bottomline selected Drift as a partner that they could work with to better engage with website visitors in real-time and that would help them get the information they were seeking.
Since going live with Drift, Bottomline has seen measured success in the improvement of user navigation. Not only do site visitors get to where they need to go in a more direct and logical manner, but they also experience a shorter response time (from days to seconds) when asking a question over chat. All the while the new approach and implementation of the Drift tool has generated more than $4.3 million in additional bookings over the past 18 months.
So why did Sean and team decide to use Drift on their website? There were four objectives:
The Bottomline team knew they needed to make improvements to the customer journey on the website. But web improvements can take time and Bottomline wanted a solution that would quickly enhance the experience of their website visitors.
The team realized that with a chatbot on the company website they could greet web visitors, understand what they were looking for and recommend the next step in seconds. The chatbot could also introduce sales people, book meetings and direct customers to support.
“Today’s buyers in B2B tech are more informed than ever and we have to assume that they are already well into the buy cycle before we even know about them,” explained Christine Nurnberger. Chief Marketing Officer at Bottomline Technologies. “Making it easy and helpful when engaging with Bottomline is one of our guideposts in our sales and marketing efforts and Drift helps us accelerate those meaningful conversations much earlier in the process.”
When Bottomline went live with Drift, the team implemented a few basic chatbots to help engage visitors, but didn’t know what to expect. As they became more familiar with the possibilities, Bottomline’s digital team soon realized they had uncovered something more that would revolutionize the visitor experience.
“After we went live with Drift on our website, we realized there was an even bigger opportunity,” said Howe. “We felt like we had barely done anything, all we had were basic Playbooks (a chatbot) and we were already seeing a huge spike in conversations.”
With such positive initial results, Bottomline decided to invest further in Drift with Howe owning the project. Once he rolled up his sleeves, like any good metric-driven marketer, he started running experiments. He built out new playbooks, tried new languages and experimented with different offers all with the chatbot. All the while he felt supported by working with a true MarTech partner. He met weekly with the Drift customer success team to review the playbooks, analyze data and try new approaches.
Before long, Drift leads became the sales teams’ preferred lead source.
Creating success with Drift requires a strong partnership between marketing and sales.
“Our telemarketing team is always much more excited to get a Drift conversation than they were to reach out to somebody on the phone,” explained Howe.
It makes sense. Drift leads are ready to talk now and when sales reps suddenly start getting a new source of leads that want to talk to them immediately, the sales team is going to fall in love with it.
Here’s the best part about building a strong partnership between sales and marketing teams: If you can deliver a source of leads that the sales team loves, the sales team’s response time resolves it. That’s exactly what Drift provided for Bottomline.
“Rather than waiting hours or days to respond to inquiries that might come through on a form, our sales team was averaging about 40 seconds to answer a visitor’s question, which is pretty quick and unheard of,” said Howe. “It’s what can really set us apart when someone is researching our products and solutions and they end up in a conversation with a person vs browsing a list of features and benefits. Providing that human element of a real-time conversation on a B2B website could essentially be what sets us apart from our competition.”
Since going live with Drift, Bottomline has seen:
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