Meet Russell Banzon. Russell is a Sr. Manager, Demand Generation at Talkdesk, the fastest growing Contact Center as a Service provider empowering companies to make customer experience a competitive advantage.
For Russell, the idea of using Drift wasn’t as simple as adding real-time messaging to their website. They were already using a live chat solution called Olark. In fact, the idea of using Drift stemmed from needing something much more than just live chat – something that would allow them to better engage with their visitors, increase website conversion, book more meetings for their sales team, and ultimately deliver an amazing experience to their customers.
They also wanted to be able to know when their target accounts were on their site and roll out the red carpet by engaging them with a personalized experience that would help differentiate them from their competition – after all, that’s what their own software aims to do!
But to really showcase their success, it’s best to look at this case study through the lens of the day after they announced their most recent round of funding – October 3rd, 2018. In just one day, Russell and the Talkdesk team generated $219k in pipeline through Drift. To go even deeper, Talkdesk increased their number of daily conversations by 464% (232 total conversations to be exact), boosted the number of opportunities generated by 500%, and closed five major deals totaling over $100k in net new and add-on business.
So why did Russell decide to choose Drift in the first place? There were three main reasons:
1. Drift’s LeadBot and Meeting Scheduler gave Talkdesk the ability to engage leads, qualify them in real-time, let site visitors have a conversation with an actual human (a sales rep), and book a meeting on a sales reps calendar to learn more about their offering.
2. Drift ABM allows Talkdesk to give their top tier accounts a magical experience by sending personalized welcome messages to their target accounts and notifying their reps when those accounts are live on their website.
3. Drift’s Salesforce Integration let’s Talkdesk assign and route leads to the right salesperson based on their territory assignments in Salesforce. This ensures a seamless experience for their prospects.
The day was Tuesday, October 2nd, 2018. Just 24 hours before Talkdesk was set to announce their $100M Series B. Russell and team were gearing up for what would be a big day ahead of them. They were hard at work getting their marketing campaigns set up across all of their channels (social, email, and paid ads to name a few) and optimizing their website for what Russell hoped would be one of the highest trafficked days in Talkdesk’s history.
Russell’s primary goal was to drive as many people to the website as possible. He knew that if he could get people there, he could further engage with them, answer any questions they had in real-time, book a meeting, or even drive registrants for Talkdesk’s annual conference Opentalk.
So what were the biggest factors he needed to keep in mind for their website?
The first was the press release. Rather than go the traditional route of linking to a PR firm’s press release – which would drive traffic away from their own website – Russell pointed all of his campaigns to their own press release hosted on their site. Smart move. Why give up all of that traffic?
Russell and the Talkdesk team know how Conversational Marketing helps convert web traffic into high-quality leads for their sales team. So Russell made it a point to ensure that all roads (campaigns) would lead straight back to their bot with the hopes of their potential customers scheduling a meeting or booking a demo. This was especially important for their target accounts. If any of those accounts were on the site that day, he wanted their reps to be notified so that they could capitalize on the opportunity and jump right into a conversation.
After all that hard work of setting up their campaigns and optimizing their Driftbot for the announcement, the Talkdesk team was ready.
Fast forward to October 3rd, 2018. It was game day. It was time to see if all of the hard work the Talkdesk team put in would yield results.
And to no one’s surprise, it did. Their campaigns were firing on all cylinders and were driving a ton of traffic back to their website. And their Driftbot was right there waiting to help answer any questions their potential customers had or get them in touch with the right person to continue the conversation.
Conversational marketing is real, people want to have conversations. They don’t want to engage with landing pages, they just want to get their questions answered.”
On that day alone, Driftbot engaged with hundreds of site visitors and Talkdesk was able to generate and close hundreds of thousands in pipeline.
Here’s a quick summary of the results Talkdesk achieved on October 3rd, 2018 with Drift:
Conversational Marketing is all about breaking down the walls and having meaningful conversations with real people. But it’s hard to engage with people when they aren’t on your own website.
It’s more important than ever to own your traffic so that you can not only increase the exposure of your products and services, but so you can also engage with your site visitors when they are ready and have the highest level of intent.
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