So why did Emily decide to choose Drift in the first place? There were two main reasons:
Emily constantly needs to think of new, creative ways to drive more qualified leads to her sales team through Clio’s lead gen channels. For a growth marketer, it’s important to gain valuable information about an audience and their purchasing patterns by using tools that help you measure the efficacy of your digital marketing strategy. Drift allowed Clio to do just that.
There were a few primary indicators Emily was looking to use to measure the success of Drift: engagement rate, response time, conversion rate, and the number of leads generated.
Not long after she implemented Drift and put together her first few playbooks did Emily start seeing positive results:
Clio defines response time as the time from first engagement to first response. Before Clio brought on Drift, they were using a different chat solution called Zopim – primarily for support but also for a few dozen prospect conversations per month. The average response time with this tool was 15 minutes. After building a Drift bot for their website, and training sales reps on how to use Drift, Clio was able to bring that response time down to about 3-4 minutes – a 500% decrease.
Although this was a big win for the Clio team, Emily knew she needed to do more to better serve their potential customers. This early success let Emily gain the internal buy-in she needed to drive their response time even lower. After showing value and creating a few internal competitions for their SDR team, Clio’s response time shot down to 20 seconds – a 900% decrease.
“Drift is an awesome channel for us because of how fast we can actually talk directly with a live prospect or decision maker.”
The legal industry is built on relationships and human interaction. So, naturally, when lawyers and practitioners see new technology – in this case, a bot – they have some reservations. When Clio first implemented Drift, they saw how lawyers weren’t engaging in chat when their icon was set to an image of a bot. Emily quickly figured this out and decided that moving forward, they would build their Drift playbooks with that in mind. She made some tweaks, most notably using a photo of a person from the Clio team for their DriftBot which resulted in a 300% increase in overall engagement on the bot. Clio knows that engagement leads to conversations and conversations lead to revenue.
Before Clio brought on Drift, they saw about ~15 leads come through Zopim each month. Even though the number of leads was minimal, Emily knew something more was there. That’s when they decided to bring in a Conversational Marketing solution. When Emily first implemented Drift, they were driving about 32 marketing qualified leads (MQLs) per month – over a 50% increase from their prior solution.
Emily knew she could double down on her new, high-performing channel that was optimized for engagement and conversion. So she went to work making a few tweaks to their bot playbooks and process changes internally. As a result, Emily was able to increase lead gen to 200 MQLs per month through Drift (a 625% increase).
“Drift is our fastest growing and highest converting lead channels right now.”
Clio has seen great results since bringing Drift into their tech stack and continues to be one of their highest-performing marketing channels.
As Emily explained:
Drift was an amazing opportunity for us to reach out and start a conversation with people who might not have been ready to click schedule a demo or start a trial – letting us open up a brand new channel to drive leads.
As for Emily, she’s just getting started with Drift and plans to double down to see what she can really do. Stay tuned.
Here’s a quick summary of the results Clio has been able to achieve since going live on Drift.
In only five months, Emily and the Clio team have…
Marketing today isn’t about setting it and forgetting it. If you want to truly get the best results possible, you need to constantly think of ways to optimize your campaigns, even the highest-performing ones. For a growth marketer, this is all they think about, and we all need to take a page out of their book and apply it to our own strategies.
Using Drift, Clio has been able to add another high-performing channel to their arsenal and drive more qualified leads to their sales team. And in just a few months, they’ve already seen great results.
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