Netguru
How The Professional Services Powerhouse Netguru Used Drift To Book $250k In Enterprise Business For Their Sales Team.
Here's how Netguru uses Drift to engage their site visitors with specialized content to close more deals.
Meet Radek Zaleski. Radek is Head of Growth at Netguru, a professional services company that focuses on software development, design and digital consulting allowing entrepreneurs in various stages of their business create amazing products that let people do things differently.
For Radek, the idea of using Drift wasn’t as simple as adding real-time messaging to their website to help drive more leads. Although important, their business model is slightly different. Netguru doesn’t focus on a transactional type of audience. Instead, they focus on high-value prospects who need to build a strong relationship with a vendor before converting on a website, and later, striking a deal.
Since they have hundreds of thousands of site visitors a month, the ability to attract the right audience, serve up relevant content, and thoroughly qualify their site visitors before booking a meeting with their business development team was a necessity.
They also wanted to be able to target their accounts, based on their firmographics, and roll out the red carpet by engaging them with a personalized experience that would help differentiate them from their competition.
Why Drift?
So why did Radek decide to go with Drift in the first place? There are three main reasons:
- Drift’s LeadBot and Meeting Scheduler give Netguru the ability to engage leads, qualify them in real-time and book a meeting on a sales reps calendar to learn more about their offering.
- Drift Intel allows Netguru to give their top tier accounts an amazing experience by sending personalized welcome messages to those visitors and notifying their reps when those accounts are live on their website.
- Drift Playbooks lets Netguru target their site visitors with specialized content. They’re also able to assign and route leads to the right salesperson based on the company’s firmographics ensuring a seamless experience for their potential customers.
How Netguru Uses Drift To Serve Up Specialized Content To Close More Deals
Now this may be unorthodox, but for Netguru lead generation wasn’t their main focus. Their business is built around developing trust with their site visitors – and that’s typically done by serving up content that will help educate and provide value over time and through multiple visits to their site. They know that if they can build a strong relationship with their potential customers by being a trusted advisor, they will have a high likelihood of turning into new business for Netguru, once they become a lead.
This may seem like a purposefully long sales process, but what this does is ensure the quality of the leads that are actually coming through, so that their business development team can focus only on high-converting opportunities. The way that Netguru has leveraged Drift to help with this is fascinating and can be broken down into three main components:
Qualifying Their Site Visitors 🙋
There are two types of inquiries that Radek has broken down Netguru’s site traffic into. The first is employee inquiries – people who are coming to their site and would like to work at Netguru (recruiting is a common use case!). The second type of audience consists of business inquiries. This is where Radek and team spend the majority of their time.
Radek’s playbooks (they’ve tested over 44!) use Leadbot to ask a series of qualifying questions that will give his team a better understanding as to which bucket the site visitor falls into and what they are looking for to accomplish by coming to the Netguru site. The goal is to route the inquiry to the right team, so that his business development team can focus on the high-value leads that come through.
Serving Up Content Through Conversation 📚
This may be one of the most crucial elements to Netguru’s strategy for engaging with their site visitors. Radek and team use content to build trust with their potential customers throughout the buyer’s journey. But it can’t be just any content piece, it needs to be highly-personal and relevant to the reader.
For example, if someone from the fintech industry comes to their site, Radek wants to make sure they are guided to the content that is best suited for that vertical – whether that be a blog post or a whitepaper.
Using Drift Links, the Netguru Growth team has built their bots to serve up personalized content based on who the site visitor is. If the potential customer clicks in to an email or social campaign, his bots are ready to welcome them to his site with specific content to meet their needs. This helps further build the relationship before the prospect is ready to engage in a sales cycle.
The goal is to inform people. To build trust you need to transparently inform about everything you do, especially from the client’s perspective and their values.”
Personalizing the Experience 📇
Not only is it important for Netguru to serve up relevant content to their site visitors, but it’s also important to know who they are so they can personalize the experience for that person in particular.
Using Drift Intel, Radek has built triggers into his bots – based on URL, country IP, behavior and industry – to personalize the conversation for each and every prospect helping to create an amazing experience and differentiate Netguru from their competition.
A few great examples of this include:
- Netguru had a very well known sports organization come to their site. After engaging with a few pieces of content they seemed ready to speak to someone. Radek was able to quickly start a conversation and route that lead to the right business development rep to follow up based on the site visitor’s company information.
- Netguru holds workshops designed to train their developers. If someone is interested in attending a workshop, Radek is able to show the site visitor upcoming workshops in their area based on their location.
- If Netguru is attending an event, Radek is able to showcase perks only attendees can get to people who are invited to their party based on their email.
Results Recap
Here’s a quick summary of the results Netguru has achieved with Drift:
In only ten months, Radek and the Netguru team have…
- Had 10,000+ conversations
- Generated 150 CQLs per month
- Guided prospects to relevant content over 450,000 times
- Generated 2 net new enterprise opportunities
- Closed $250k in revenue from those two opportunities
Final Thought:
Building Trust Is The Key To A Long Lasting Relationship
In the Professional Services industry it’s incredibly important to build trust. This doesn’t just happen overnight – it takes days, weeks and sometimes months before someone feels comfortable enough to engage in a sales process.
For Radek and his team it’s crucial that they can move forward as quickly as possible, without damaging that trusted relationship.