Informatica has helped more than 9,000 customers worldwide – including 85 of the Fortune 100 and every company in the top 10 – accelerate their digital transformation around data. They are known for driving next-generation innovation in data management, governance, protection, and utilization. With Drift, they have taken on a digital transformation of their own – harnessing the power of Conversational Marketing to create a more aligned and effective buying process while increasing qualified leads and pipeline.
Drift was not Informatica’s first foray into chat, but their legacy chat service failed miserably. After some secret shopping subjected company executives to a very poor experience, Gary Gamitian, Director of Web Development, immediately pulled the plug and started looking for a better solution.
Gary was facing three primary challenges:
Missed Opportunities Due to Slow Response Times
Timing is everything when it comes to conversion. If a prospect is unable to get an immediate answer, they will often just move on to the next solution. The Informatica team wanted to be able to respond more quickly to buyer inquiries, but they were still using a traditional, form-based approach. Their average response time was 24 to 72 hours. They tried to at least send same-day responses to high-intent inquiries from their Contact Us form, but even that was not consistently possible, especially during volume spikes like after a successful trade show.
A Flawed Buyer Experience that Didn’t Reflect the Company’s Philosophy
As a company that lives at the intersection of data and innovation, Informatica wanted to deliver a buyer journey that lives up to their reputation for technology excellence. Their initial experiment with chat had been disappointing, but they believed in the potential of Conversational Marketing to help them provide a better experience, build customer rapport, and personalize interactions. As they worked on rebranding and optimizing their website around the buyer journey, Informatica was also looking for a chat platform that could level up their buyer engagement strategy.
A Lack of Alignment Between Marketing and Sales
Finally, as is the case in so many organizations, Informatica’s forward momentum suffered from a disconnect between sales and marketing. The relationship was primarily reactive rather than collaborative, with the sales team activating based on marketing needs.