New York-based Smartling is a leader in translation management software and translation services. Their solution makes it easy for brands to connect with their global customer base by translating all of the words that power professional and consumer products like websites, mobile apps and software services.
In today’s global economy, the benefits Smartling can provide to businesses are obvious. But back in 2018, Smartling hit a roadblock: While they knew their platform could provide tremendous value, it simply wasn’t resonating. To quote Smartling’s Director of Brand and Communication, Adrian Cohn, “We recognized that our brand experience wasn’t a competitive advantage and we knew that it could be.”
Adrian has a somewhat unlikely background for a Smartling marketing leader: Customer Success. But as improving the buying experience becomes more crucial, his path will become more common among forward-thinking marketing teams. Because these days, being able to craft a message isn’t enough: In order to get that message to resonate, you need to be able to understand the behavior of your customers.
“When I joined marketing, my priority was to fix our product messaging and brand experience. It was also painfully obvious that our challenge was beyond messaging: The buyer experience was old-fashioned. Our website was stuck in 2010 and was too old school. Hard to navigate. Forms everywhere. Complicated buying process. We spent a lot of time developing the website with very little return.”
And the data backed it up. Taking a look under the hood, Adrian realized that despite Smartling’s considerable website traffic, people weren’t filling out the forms on their site.
Adrian made the decision to focus on completely rebuilding and refreshing Smartling’s website. In a little over a month he launched an entirely new website – new content, a refreshed brand position, and not a single form in sight. Instead, Smartling.com relied 100% on Drift’s conversational marketing platform to drive real-time, one-to-one conversations.
Here’s how Adrian explains it: