In January 2018, Ipswitch decided to try Drift’s conversational platform on their website.
This wasn’t their first time adding chat to their website. Ipswitch had once enabled a live chat tool for their sales development representative (SDR) team to interact with website visitors.
But it was a failed experiment. Website visitors were mostly asking tech support questions. This was a waste of time for SDRs.
“Our previous system did not have the precise targeting and automated chat capabilities of Drift. It also didn’t automatically tie into our CRM and so it did not let us reliably measure outcomes,” Alex Fisher, Ipswitch’s Senior Manager of Digital Marketing explained.
So when they heard about Drift, which helps businesses have sales conversations, they decided to give chat another shot.
This time they started small. They installed Drift chat on only one product page and gave only a few team members access to chat with website visitors.
After a few short weeks the Ipswitch team was seeing success. Their SDR team was seeing “the best leads” come through Drift, according to one of their SDRs.
So they expanded their efforts, putting the Drift chat widget on more website pages. Jeanne described putting the chat widget on more pages as a “no-brainer” since the quality of the leads was far better than previous attempts to use live chat on their website.
By March they were feeling so confident in Drift and the lead quality that they decided to translate the widget into Spanish.
And by April the proof was undeniable. Ipswitch had their best quarter ever. Drift was now their #1 best source of leads. They had generated 280 of them; 132 marketing-qualified leads (MQLs), and 85 Opportunities that add up to just over $1 million in pipeline from Drift. Plus 11 new customers.
Ipswitch uses Marketo for all their marketing automation. So it was pivotal that Drift fit into their existing workflow.
Because Drift integrates with Marketo, the Ipswitch team was able to look at leads generated through chat versus other sources.
That’s because like most teams that try Drift, they think about it like a campaign. As a new source of leads, they wanted to see how it compared to leads generated from more traditional sources, like events or paid search.
Here’s how Drift compared to the other “campaigns” at Ipswitch in Q1 of 2018:
For their WhatsUp Gold product:
For their MOVEit product (higher annual opportunity value)
And as Jeanne describes it, “We feel like we’ve only scratched the surface of what Drift can do for us.”
Since April, Ipswitch has been trying new stuff with Drift. Like installing it on more pages and exposing chat as an option to more website visitors. They’re even working on a Traditional Chinese chatbot for their website.
Ipswitch realizes that their buyers have all the power. Chat is where their buyers are, so that’s where they should be.
That’s why Ipswitch decided to increase their chat availability to include evenings and weekends. To handle the extra operating hours, Ipswitch turned to CloudTask — a workforce provider that specializes in customer support and inbound sales.
“CloudTask allowed Ipswitch to be flexible, giving us the ability to staff up quickly and easily as Drift proved its mettle. CloudTask also offered us a mature QA process that let us feel confident that the chat reps were having positive interactions with our prospects and embodying the Ipswitch brand,” explained Alex.
In Q1 Ipswitch saw the ROI they need to make further investments in Drift.
Now, Ipswitch is ready to double down.
Since switching to Drift, Ipswitch has:
As marketers, we’re paid to test new things. And sometimes test can pay off big. Like Drift did for the Ipswitch marketing team.
To quote Matthew:
Looking at how marketing spent its money so far, I can see that Drift outperformed some of our more traditional efforts in terms of the opportunities it influenced. For one product line, Drift delivered 4x the opportunities of a huge industry event we attended and for another product line, it delivered 10x the opportunities of our PPC spend.
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