Using AI, Drift is able to qualify prospects without any SDR involvement. It’s like cloning your best SDR and having them available 24/7/365 in an easily scalable format. This creates a better buyer experience by eliminating waiting; and it also frees up SDR time since it doesn’t require manual management or disrupt SDRs with irrelevant chats that lead nowhere. It also saves time for the sales and marketing teams because they don’t have to develop manual workflows – the AI learns on its own and is constantly improving.
Lacework also uses Drift’s Conversational Landing Pages, for a variety of campaigns. “With conversational landing pages, I can essentially create a piece of content – like a ‘light’ ROI or TCO calculator – quickly and easily,” says Ryan. “This has worked really, really well. One high value asset drove about 15 inbound meetings in only 3 weeks, where it used to take 2 months.”
Capturing More Qualified Leads More Quickly
The other half of Lacework’s equation for continued growth involved increasing speed to meeting, effectively shortening the sales cycle. Drift helps on this front by facilitating fast, relevant conversations that increase top-of-funnel speed instead of forcing buyers through a traditional lead nurturing process of forms, follow-up emails, and slow meeting coordination.
“Every marketer in the world deals with the problem of creating a system that enables SDRs to follow up on MQLs, MQAs, and other hot leads in minutes,” says Ryan. “A lot of companies struggle to get even close to that, and the truth is that if you miss that very short window of opportunity, you might never get the lead back on the line.”
Drift helps accelerate meetings by connecting buyers with the right resources instantly. It notifies reps about active prospects and target accounts so they can proactively engage them in real time. “The whole reason for an ABM motion is to avoid wasting time on the wrong things,” says Ryan. “Accelerating the top-of-funnel speed is one of Drift’s strengths. You’re able to give people a fast track.”
Drift also removes friction by automating the process of booking meetings directly in a rep’s calendar. “In the first two months after implementing Drift’s AI bot, we saw a 186% increase in conversations,” says Andy. “More importantly, we had a 400% increase in booking discovery meetings via Drift. That’s phenomenal.”
In general, Drift helped deliver more valuable leads. “There is a difference between driving more opportunities and driving more qualified opportunities,” Andy says. “What we found with Drift was that when we engage prospects at the right time with the right message, their propensity to buy is a lot higher than someone who is just receiving a cold call.”