Marketing and Sales Enablement and Alignment
One of the initial and primary reasons Okta chose Drift over its competitors was its focus on empowering and enabling both marketing and sales teams.
Rodolfo Yiu, Digital Marketing Senior Manager, Acquisition and Conversion Optimization, explains in more detail. “Marketing needs to understand what success looks like to sales, typically the number of meetings or opportunities,” he says. “And then marketing needs to align with those goals by ensuring that initiatives directly impact the relevant metrics. Drift is the most direct way we’ve found to create that impact.”
A Wide Range of Use Cases Coordinated to Drive Revenue Acceleration
Okta uses Drift across their website, in email, via video, and to support events. They initially implemented Drift in the U.S., but — based on its early success – quickly expanded to international use across their primary marketing websites (okta.com and developer.okta.com). In addition, they expanded use to other functional groups within their organization, including their SDR and Events teams, and enabled 4 foreign languages in Drift.
All the different Drift use cases that Okta is using specifically work together to provide dual support to the marketing and sales groups and to drive revenue acceleration. For example, Drift helps qualify that the prospects talking with BDRs and SDRs are far enough along the funnel and have enough knowledge to ensure productive sales conversations, saving the sales team time and increasing the efficiency of the inbound motion. This ultimately improves the conversion from lead capture to opportunity.
Drift also fills a critical gap, giving Okta an effective way to meet prospects where they are and engage them according to their preferences.
“Drift’s ability to schedule a meeting directly in an SDR’s calendar or immediately connect a high-intent prospect to the right sales member definitely accelerates pipeline velocity. And because it allows us to meet people where they are, it also provides the convenience and value that buyers are looking for.”