How Supahands Qualifies Leads and Accelerates Pipeline Growth with Drift
Conversations in less than three months
Increase in meetings booked via Drift
Increase in meetings booked via Drift
When you’re a company that’s focused on the future of technology, your internal processes need to match what you put out into the world. That’s why Supahands, a Malaysian leader in data labeling and validation, turned to Drift.
Supahands accurately labels images, text, speech, and video for companies using machine learning and image processing models. This helps those companies not only accelerate their development but also reach new heights with their artificial intelligence (AI) systems.
Before Drift, their lead processing wasn’t as efficient as the service they provide. While they used a combination of Google Ads and HubSpot to track form fills that came in from their ads, it was up to their sales development reps (SDRs) to follow up on those leads. Unfortunately, this approach wasn’t scalable and it also missed a lot of website traffic that wasn’t converting.
Luckily, Juinn Tan, Head of Demand Generation at Supahands, knew where to turn. “My introduction to conversational marketing started through my year-long curiosity of what Drift was. Then being able to speak to [Drift] and understand more about the solution helped make it clear that the fit was there,” she says.
A Platform That Provides Visibility and Insight
When Supahands was considering Drift, the team knew they needed a solution that would give them insight into their website visitors and help them prioritize their efforts. Tan explains the challenge, “We knew we had plans to roll out a certain number of campaigns across a variety of channels. But the biggest question mark — especially for a younger company like ours where the budget tends to be a little tighter — is that we wanted to make sure that we were putting our money in the right places.” With Drift, Tan knew that the team would finally get that assurance.
Never Missing a Beat
When it came to onboarding, speed was important to Supahands, so Drift worked with the team to get them up and running at half of the typical speed. Tan explains the importance of this: “Getting up to speed quickly meant that we didn’t have to make a lot of changes to our existing campaigns. Some of the campaigns we had already paid for and already had pre-scheduled dates. So it gave us a lot of reassurance that we could go ahead with those campaigns and still have the visibility that we were hoping Drift could give us.”
Drift also left the Supahands team with resources that would help them be successful. They helped build out playbooks, taking the load off of Supahands’ small team, and offered best practices from their experience with other clients. This helped the Supahands team not only learn how to use the platform, but also gain a deeper understanding of conversational marketing.
Unparalleled Visibility into Website Visitors
Drift answered the Supahands team’s questions about who was actually visiting the website. The team gained visibility into visitor data, which made it easier to not only engage with them, but convert those visitors into customers. Tan explains, “We saw Drift as a way to answer the questions we had about our website visitors. Are they relevant to us? Are we reaching out to the right people in the first place? It also makes it easier for visitors to talk to us rather than filling out a form or going through the back and forth of aligning schedules and booking a meeting with the team.”
The Supahands team also appreciates that Drift gives them the ability to diagnose why someone might not be converting. Tan adds, “There are many issues, challenges, or reasons why someone doesn’t end up converting on your website and that’s a whole area of marketing. The way I see it, having Drift on there makes things a lot faster in diagnosing whether or not you’re bringing in the right people.” Prior to Drift, the team knew they were missing out on opportunities, but couldn’t identify why someone was converting. Now, they have greater visibility into what marketing approaches are working and how to change the ones that aren’t.
Accelerating the Sales Cycle Through Conversations with Qualified Leads
If you’re spending money driving people to your website, it’s important to ensure that you have tools in place to convert those leads to opportunities. With Drift, Supahands knows that they’re putting their money in the right places.
And their results prove it. Since going live with Drift three months ago, Supahands has seen a variety of strong results:
Supahands’ success can also be seen throughout the organization. Drift has sped up their processes, aligned their teams, and allowed the company to have more human interactions with their customers.
Accelerating Pipeline Growth and the Sales Cycle
While Supahands views the start of a sales cycle as the discovery meeting, the team shared that Drift sped up the part of the funnel directly before it. Whether the first touch point is an ad, a LinkedIn post, or an SDR, Supahands now has visibility into these interactions. Tan says, “Previously, we didn’t have any idea what that first touch point was and it was hard to measure. But now we know that roughly between the first touch point to the meeting booked is two weeks. We’re pretty happy with that considering that some of our meeting cadences used to go on for a month. We realized we didn’t actually need to spend that much time or effort designing a follow up cadence that was that long. It made everything a lot more clear, productive, and efficient for the team.”
The biggest challenge that Supahands wanted to perfect was pipeline growth, and Drift helped them get there. In fact, they’re seeing 3x the inbound results on their website since partnering with Drift. Tan adds, “We have attributed about 10% of that increase to some of the meetings that were booked via Drift. The cool thing was because we could see the traffic that was on the website, even if they didn’t come through the chat playbook or the chat itself, we’ve actually helped the SDRs book one or two meetings just by virtue of telling them that their accounts are looking at the website right now and that triggered them to reach out to their prospective account immediately rather than wait for a certain amount of time to pass within their follow up schedule.”
Bringing Sales and Marketing Teams Even Closer
Having data on their website visitors allows teams at Supahands to more closely align and build confidence in each other. Tan explains, “[Drift] has given us more confidence. Sales and Marketing has never had a lot of friction in the Supahands team, which is something that I’ve always said I’m very grateful for. But [Drift] has actually brought us closer together. We’re on the same page about the type of people that marketing and demand generation were talking to and the accounts that the sales team had more confidence in closing.” Drift also gives the teams insight into which campaigns are bringing in the right type of audience, so team members can pivot as needed.