Brandwatch helps their customers bring structure and meaning to the voices of billions of people, so they can make decisions that truly fit with consumer and buyer needs.
Matt Dawson is a Growth Marketing Manager at Brandwatch, specializing in website conversion. He’s been the primary user of Drift at Brandwatch, building Playbooks, designing routing rules and helping Brandwatch expand Drift across multiple regions.
Brandwatch sells several products across multiple regions around the world. So they have a wide variety of people coming to their website every day. Because of this they have several sales teams across the globe.
Last year, when Brandwatch purchased Drift, Matt was mandated to look at ways to improve the site conversion rate on their website that has a very diverse audience and explore new ways to engage with prospects and customers in real-time.
That’s where Drift came in. Brandwatch realized the best way to improve website conversion was to create a better buying and user-experience for their site visitors. They had been using forms, but forms slow down buying cycles. Conversations on the other hand, speed up buying cycles.
As Matt explained,
We didn’t want it to be like someone comes to the website and we only offer booking a demo, we wanted it to be a helpful bot that provided content, could create support tickets and as much as possible make sure our website visitors got what they were looking for.”
Since going live with Drift last year, Brandwatch has had more than 8,000 conversations, captured hundreds of new leads and increased sales pipeline by 12.5%. They’ve also expanded from North America to DACH (Germany, Austria and Switzerland) and are about to expand yet again, this time into the UK.
This is how they did it.
So why did Matt and team decide on Drift in the first place? There were three main reasons:
With multiple regions and multiple sales teams that speak different languages, setting up chat to engage with the right people and connect those people to the right salesperson sounds complicated. Luckily it’s not that difficult with Drift, according to Matt.
“Working with our German Marketing team we translated our playbooks. We then trained and created routing rules for the German sales team and created new paths and nodes to conform with GDPR legislation.”
Here’s the three areas of Drift Chat that helped them deploy to multiple international audiences:
Brandwatch’s North America sales reps are now so engaged with Drift that they use internal notes to claim conversations as they come in.
And when people don’t complete booking a meeting, the Brandwatch reps follow up incredibly fast so that they don’t lose the potential lead. With this approach, the North American reps can open an opportunity and book the meeting at the same time.
After observing this behavior, Matt knew they were ready to expand beyond North America. It was time to get other Brandwatch sales teams this new secret weapon.
The next region they expanded to was DACH, which is Germany, Austria, and Switzerland.
This is a particularly tricky region to do marketing and sales because of GDPR regulations. For instance, as a business you need your leads to double opt-in if you’d like to be able to engage with them further. Double opt-in requires the lead provide their email address, then log into their email account and confirm they wanted to opt-in.
This isn’t ideal. It requires the lead take extra steps, which means they could lose potential buyers before they even had a chance to talk to them.
But using Drift, Matt was able to solve this problem and still create a fast and helpful buying experience. Here’s how he did it.
When a potential buyer from the DACH region engages with the chatbots on Brandwatch’s website, the chatbot will ask them for their email address. Then, using Drift Email, Brandwatch will send a confirmation email to that person.
Meanwhile, knowing the email has been sent, the chatbot asks the buyer “hey, did you get our confirmation email?” when the buyer responds “yes, I have confirmed my email address” then double opt-in is complete.
Now the bot can book the meeting with the buyer, compliant with GDPR regulations, all while not making anybody wait.
Brandwatch at the time of writing this, is preparing to expand Drift Chat into the UK region. They made that decision based on the performance they saw in their other regions.
Matt showed the results of Drift – like the total number of sales conversations, meetings booked and opportunities created – to the UK sales manager. Seeing those results made it really easy for the Brandwatch team to rationalize expansion.
And while having those success metrics helped the Brandwatch team make a decision about expanding, it also came down to time that Matt could invest in building the proper infrastructure for a new sales team to be using Drift in a new region.
For instance, Matt needs to build out new Playbooks, set up routing and train his sales team on how to use Drift as well as what are the best practices for selling over chat.
With those two things in mind, Brandwatch will be deploying Drift Chat to the UK region in November 2019.
In the last year, Brandwatch has:
Matt has also helped Brandwatch expand their salesforce from North America to Germany and next into the United Kingdom. Using Drift to connect their buyers in real-time to regional sales reps has helped them achieve their 12.5% growth in sales pipeline.
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