Six & Flow is a marketing agency based in Manchester, England that helps mostly B2B clients with account-based marketing, inbound marketing and now with chatbots.
After trying other live chat tools, Six & Flow’s Managing Director, Rich Wood wasn’t sure Drift would be any different.
But as a self proclaimed “tinkerer” that loves trying new new tools for his marketing (and his clients) Rich discovered Drift and tried it on his agency’s website.
Rich saw the benefits of Drift almost right away. Inbound conversations suddenly skyrocketed. And the new source of conversations often lead to sales calls.
When Rich realized new conversations were coming in from net new leads, he connected Drift to HubSpot so those new contacts from conversations were added into his marketing automation system and CRM.
And after three months, the proof that Drift was helping him grow his business was unquestionable: a 23% uplift in leads, 15% new customers and Drift cut their sales cycle by 33%.
But Six & Flow’s success wasn’t overnight. It took Rich and his team a few months to crack how to scale conversations.
“Conversational marketing driven through the Drift platform is easily our best source of leads. Both our largest retainer and our quickest sales to date have both come through the Drift conversations. But, it wasn’t always like that. We had to test, tinker and perfect bots, messages and targeting (amongst other things) to get it right and have Drift delivering the exceptional value it does.”
After seeing success, Six & Flow hired a business development manager, Charlotte, that now helps manage conversations on Six & Flow’s website.
But despite conversations becoming the fuel for Rich and team to grow their agency, Charlotte says she only has to spend about 20 minutes a day managing conversations in Drift.
Between notifications set up to alert either her or Rich when conversations needing their assistance come in, and bots that manage conversations during off hours, Charlotte doesn’t have to dedicate huge chunks of her day to Drift.
After adopting conversational marketing and using Drift on their site to engage with site visitors, Six & Flow has:
Being a Manchester based marketing agency, Six & Flow is seven hours ahead of pacific time.
And for an agency that’s trying to grow in the B2B tech space, being seven hours ahead of San Francisco, the hub of B2B technology companies, means Six & Flow has a very short window of overlap during business hours.
To solve that problem, Six & Flow built bots to engage with site visitors during off hours. That engagement is all automated – from conversations to pushing leads into HubSpot and alerting the Six & Flow team of new meetings or conversations – so it can run 24/7 on their site.
Since adopting conversational marketing, Six & Flow has landed several new clients in the U.S.
“Having someone out of hours manning the site just isn’t cost effective. Our bots help to start conversations, book meetings and show a little bit of our personality, but most importantly, they’ve helped us tap into the U.S. market. Every night, they seamlessly convert traffic into conversations and conversations into booked meetings for our sales team. It made a new market possible.”
Having real-time conversations can help businesses do many things. But shortening a sales cycle is one of the most prevalent among Drift customers.
Six & Flow is no exception. They were able to shorten their sales cycle by 33% after switching to real-time conversations on their website.
“As an SME, managing our investment in time across delivery and sales is incredibly important. We don’t operate a large sales team and by reducing our overall sales cycle, we can ensure we’re able to deliver against our growth targets, onboarding more clients in a shorter space of time.”
One of the things Rich loves most about Drift is the flexibility for their bots and conversations to represent their brand.
“Personality and humour is a big part of who we are and how we work in the Six & Flow office. It’s incredibly difficult to show either in a form… Drift allows us to be ‘playful’ (one of our core values). We can make our bots fun, whereas forms basically suck the fun from the page…” explained Rich.
Having their own success with conversational marketing was great. But for Six & Flow, any new type of marketing success just meant they were more assured of delivering success to their clients.
And that’s exactly what they did with Conversational Marketing.
Six & Flow works with a wide range of businesses, both B2B and B2C. For their B2C clients, they saw similar results when they helped them adopt conversational marketing.
For one B2C client, Six & Flow was able to produce:
And for another client, Six & Flow was able to help them:
Not a typo. Seven hundred thousand dollars in revenue.
It’s because of those staggering growth numbers, Six & Flow is now the first British Drift partner, helping other companies adopt conversational marketing and selling.
Since switching to Drift, Six & Flow:
Conversational Marketing doesn’t just mean more conversations with your leads. It has major business implications, as evident by Six & Flow’s growth after adopting conversational marketing.
To quote Rich:
Drift gives us the ability to incrementally improve nearly every other channel open to us as an agency. In some cases, adding it into the mix entirely changes the game. Search, social, email – they all stand to gain from conversational marketing. Drift is always high up the list of things we want to get live for a client as soon as a campaign starts because we know it will start to deliver traction and show impact.
With the roll out of Drift emails for marketing, the ease of integrating bots and Drift’s commitment to continually innovate (on a monthly basis), we’re excited to see how much further we can push our inbound and ABM campaigns, not only for ourselves, but also for our clients as Drift partners.
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