Andrew Racine is the Director of Demand Generation at MongoDB, the company behind one of the world’s leading database and development platforms.
For Andrew, making the switch to Drift wasn’t about uncovering the value of real-time messaging for the first time — his team had already been using messaging to generate and qualify leads for Sales. And their lead-to-opportunity ratio had looked promising.
But there was one major drawback:
The ability to scale conversations.
As Andrew explained:
We needed a messaging tool that could scale with our business and increase the volume of our conversations, leading to the increase of our pipeline and Sales Accepted Leads (SALs) — the metrics my Demand Generation team are measured on.
Less than three months after making the switch to Drift, Andrew has seen the number of leads his team is capturing via conversations double.
Net new leads have increased by 70%, while opportunities have increased by 170%.
Overall, Andrew’s team has more than doubled their messaging-influenced pipeline via Drift in less than three months.
But why did Andrew decide to switch to Drift in the first place?
He gave us two key reasons:
2) Sales Process: To quote Andrew, our account executive Brendan was “very helpful (and patient) guiding us through the sales process and connecting us to key people on your team to answer our questions along the way.”
So, how do Andrew and his team at MongoDB actually use Drift to add to their sales pipeline?
Keep reading for the play-by-play breakdown.
One of the biggest hurdles teams face when it comes to conversational marketing is figuring out how to filter out the “noise.”
Because let’s face it: With so many visitors dropping by your site, you can’t afford to talk to everyone. You need to focus on having conversations with just those people who are most likely to buy.
When Andrew got started using Drift on the MongoDB website, he was able to achieve this by setting up a targeted welcome message:
We started simply with a North American Welcome Playbook. By asking visitors if they had pricing or sales questions we were able to weed out a lot of noise/junk and get our LDR (lead development rep) team the types of conversations they needed.
After they had kicked off this first Playbook, which appeared only to visitors from North America, they created a second Playbook for EMEA visitors.
By running these playbooks, Andrew’s demand generation team has been able to qualify leads and book meetings for Sales 24/7.
And as a result of the increased demand Andrew’s team has been generating with Drift, MongoDB has now shifted their outbound SDRs (sales development reps) to start using Drift, too.
Here’s a quick summary of the results MongoDB has been able to achieve since switching to Drift.
In less than three months, Andrew and his team have…
In today’s on-demand world, buyers have come to expect a new type of experience — an experience you can’t provide using forms and follow-ups, or a traditional chat tool that was built for customer support teams.
Using Drift, MongoDB has been able to open up a fastlane for their best leads. And in just a few months, they’ve already seen the results.
To quote Andrew:
Drift enables sales and marketing teams to work together to convert traffic that is already on their website into qualified leads and pipeline. From the LeadBot, to the calendar integration, to Playbook templates, teams can get started with Drift quickly and see results just as fast.
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