The ability to maximize the effectiveness of finite resources is the mark of a good coach, strategist, or business leader. Putting the right people in the right roles and using technology effectively results in maximum output.
At Marketo, an Adobe company, the marketing team asked: how do we maximize the productivity of our existing sales team? How do we get more business value from our current website without spending additional dollars on ads to increase traffic?
When the marketing team looked at how the sales team was utilizing their time, they discovered sales reps were wasting time interacting with unqualified prospects.
This was one of the problems Marketo solved by implementing the Conversational Marketing and Sales platform – Drift.
Drift benefits a variety of Marketo stakeholders, including prospects, customers, the internal customer support team, and the sales team. Prospects enjoy an improved website experience, the Marketo customer support team saves time with automatic routing of customer questions, and the sales team loves the benefit of hitting their quota by focusing on the right prospects. Marketo was able to accomplish this for a few reasons:
The efficient use of people’s time and the improved web experience impacts the bottom line at Marketo. In this case study, we explain how Drift is used to improve the experience and effectiveness of internal and external Marketo stakeholders.
Marketers can’t forget the goal of marketing: to improve the health of the business and drive revenue. By implementing Drift, Marketo reduced the time sales development representatives (SDRs) spent qualifying leads and scheduling meetings by automating both processes.
By spending more time selling and building relationships, Marketo saw increased pipeline and revenue generation without increasing sales headcount.
Just a year after choosing Drift, the Marketo team has seen their pipeline continue to grow with leads directly influenced by Drift. Overall, Marketo has had 8,000+ conversations, generated 2,500+ conversation-qualified leads (CQLs, generated hundreds of opportunities, booked 15% more meetings, and increased their total pipeline by 10% with Drift.
The bar is high when it comes to what people expect from your website. Potential customers expect an experience that is fast, personalized, and easy to navigate. When it’s difficult to get questions answered, the user has very little patience and is likely to bounce. To create a modern buying experience, the Marketo team uses Drift’s Live Chat to ensure that all website visitors have someone to talk to and get the information they need.
Additionally, Drift ABM allows them to send personalized welcome messages to users and notifies reps when people from their accounts are live on the website. This enables timely outreach, increasing the probability that sales reps communicate with prospects at the perfect time.
After a successful technology rollout, such as the one with Drift at Marketo, the strategic marketer should think long term about the technology investment. How do you ensure a technology investment continues to pay off? The answer is to make sure the end user has everything they need to succeed long term. In this case, the Marketo team used Drift Intel to build 60 playbooks that target specific industries so they can route leads to their SDRs based on employee size and geo-location.
Furthermore, working for a company that builds and uses marketing automation software, Marketo knew their segments and target audience, so defining those in Drift was easy.
Here’s a quick summary of the results Marketo has been able to achieve since implementing Drift on their website:
All of this was realized after only a year of using Drift. The Marketo team knows that there are plenty of opportunities to expand their use of Drift to cover other scenarios and sales teams within the organization. In fact, they’re currently in the process of a global rollout of Drift—starting with their team in Sydney. Marketo has just scratched the surface of what they can do with Drift.
The strategic marketer looks for cost-efficient wins. To grow a business, marketers must spend their dollars wisely. By choosing Drift, the sales and marketing teams at Marketo were able to unlock an opportunity from the existing people and hours in the workday.
In today’s world, buyer expectations are higher than ever. A website experience must be seamless. Implementing Drift helped remove barriers to communication. Marketo has been able to connect with people who are ready to buy. And in under nine months, they’ve seen some amazing results.
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