Procore has an account-based marketing and sales model. In many cases they have long sales cycles that involve many stakeholders. Because of these dynamics, the marketing ops team was looking for ways to help fill in target accounts with more contacts.
“Bigger accounts can take more than a year to engage and close. In order to win deals, we need to engage with several people on each account over that time. I was looking for ways we could help fill in contacts on target accounts for our sales team.”
Matt recognized that auto-replies could be a valuable data source to help solve their coverage problems and came to Drift Email.
“More contacts per account gives our sales team a better chance to win the long game. Drift Email has been a simple way to solve this problem, using data we already have.”
The impact has been immediate after just 7 months…
“Drift Email has already attributed for $84K of direct closed won revenue and 49K contacts on target accounts.”
Matt and team also used Drift Email to help with database hygiene to make sure the sales team always has the latest information on their contacts. Drift Email invalidates contacts when they’ve changed jobs and enriches records when new phone numbers or job titles are found in email signatures.
“Data is always going out of date as people move around. Drift Email helps update out-of-date records when things change. The best part is that it’s happening in real-time as our email campaigns run. Tracking job changes with Drift Email has been huge for both marketing and sales.”
By the numbers
Implementing Drift Email into Procore’s marketing tech stack was fast and painless.
“It’s probably the easiest thing I’ve set-up this year. Most integrations send you a 15 page google doc telling you to create this webhook, create this field, tie it to some ID, install this package, and then follow more steps. With Drift Email, we set it up in 5 minutes on the phone and from there is was running smoothly.”
Drift Email allowed the process to be hands-off.
“The best part of Drift Email is the ‘set it and forget it’ approach. It’s simple and once we created the framework in Marketo, we were good to go.”
And, Matt and his team were able to save time and cut out a bunch of human labor sorting through nearly 10K replies each month.
“Every single marketing email was going to one alias. Our data research team would have to sift through the replies manually. In the time we’ve had Drift Email that’s been 93K emails! The time saved there has been huge.”
After seeing immediate results integrating Drift Email into their Marketo email workflow, Matt and his team are starting to roll-out Drift Email to mine email replies coming back from their outbound email sequences in Outreach.io.
The Procore BDR team uses a blend of calling, direct mail, and email to engage their market. Outreach.io is at the center of this process, helping BDRs accelerate their work.
Matt and his team have started bringing Drift Email into the BDR inboxes to support their goals of account expansion and database hygiene.
“There are a lot of accounts that marketing might not be working anymore, but our BDRs are still engaging. We’ve started rolling out Drift Email’s Gmail plug-in for BDRs as a way to improve data hygiene and to enrich contacts and accounts across the full funnel. It’s another simple win that saves us time and improves database health. We’re excited to expand this.”
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