Emily Lonetto is the Growth Marketer that leads Drift at Clio, the company behind the world’s leading cloud-based legal technology, providing a key practice management solution focused on helping law firms deliver more customer-centric experiences around the globe.
For Emily, the use of chatbots is nothing new. It’s actually second nature to her (just ask her about her BrokeKanyeBot or DrakeBot). As a growth hacker, she is constantly looking to improve and drive better results for Clio’s sales and marketing channels. She knew she needed a tool that could offer the flexibility and customization that would enable her to scale her campaigns. But what really separated Drift from the pack was the ability to provide a human element to their real-time messaging.
The legal industry can often be a late adopter when it comes to technology. It’s an industry that’s still crossing the chasm in regards to adopting cloud software. And it’s an industry that cares about security and privacy, as there is confidential client information that needs to kept under lock and key.
For a lot of firms, adopting cloud-based legal software like Clio is a totally new experience. This means that marketing is reliant on building trust and educating prospects on the benefits of the cloud. It was more important than ever for Emily to make Clio’s website feel more human so that their potential customers felt comfortable coming to Clio for a solution to their needs.
As Emily explained:
Technology has improved so many industries over the years, but legal is still relatively late to the game. Many older firms or solo practitioners are new to legal tech (and even newer to cloud-based software) and are used to relying on phone calls, direct human interaction, or other harder-to-scale forms of outreach.”
In less than five months after choosing Drift, Emily has put together over 50 bot playbooks. Due to the success of those playbooks, Clio has seen an increase in live chat engagement of 300%, cut response time from 15 minutes to 20 seconds (4500%), and has had over 7,000 conversations with potential customers through Drift. As a result of this activity, Clio has generated 625% more chat leads (200 per month) making Drift one of their fastest growing lead gen channels.
So why did Emily decide to choose Drift in the first place? There were two main reasons:
Emily constantly needs to think of new, creative ways to drive more qualified leads to her sales team through Clio’s lead gen channels. For a growth marketer, it’s important to gain valuable information about an audience and their purchasing patterns by using tools that help you measure the efficacy of your digital marketing strategy. Drift allowed Clio to do just that.
There were a few primary indicators Emily was looking to use to measure the success of Drift: engagement rate, response time, conversion rate, and the number of leads generated.
Not long after she implemented Drift and put together her first few playbooks did Emily start seeing positive results:
Clio defines response time as the time from first engagement to first response. Before Clio brought on Drift, they were using a different chat solution called Zopim – primarily for support but also for a few dozen prospect conversations per month. The average response time with this tool was 15 minutes. After building a Drift bot for their website, and training sales reps on how to use Drift, Clio was able to bring that response time down to about 3-4 minutes – a 500% decrease.
Although this was a big win for the Clio team, Emily knew she needed to do more to better serve their potential customers. This early success let Emily gain the internal buy-in she needed to drive their response time even lower. After showing value and creating a few internal competitions for their SDR team, Clio’s response time shot down to 20 seconds – a 900% decrease.
“Drift is an awesome channel for us because of how fast we can actually talk directly with a live prospect or decision maker.”
The legal industry is built on relationships and human interaction. So, naturally, when lawyers and practitioners see new technology – in this case, a bot – they have some reservations. When Clio first implemented Drift, they saw how lawyers weren’t engaging in chat when their icon was set to an image of a bot. Emily quickly figured this out and decided that moving forward, they would build their Drift playbooks with that in mind. She made some tweaks, most notably using a photo of a person from the Clio team for their DriftBot which resulted in a 300% increase in overall engagement on the bot. Clio knows that engagement leads to conversations and conversations lead to revenue.
Before Clio brought on Drift, they saw about ~15 leads come through Zopim each month. Even though the number of leads was minimal, Emily knew something more was there. That’s when they decided to bring in a Conversational Marketing solution. When Emily first implemented Drift, they were driving about 32 marketing qualified leads (MQLs) per month – over a 50% increase from their prior solution.
Emily knew she could double down on her new, high-performing channel that was optimized for engagement and conversion. So she went to work making a few tweaks to their bot playbooks and process changes internally. As a result, Emily was able to increase lead gen to 200 MQLs per month through Drift (a 625% increase).
“Drift is our fastest growing and highest converting lead channels right now.”
Clio has seen great results since bringing Drift into their tech stack and continues to be one of their highest-performing marketing channels.
As Emily explained:
Drift was an amazing opportunity for us to reach out and start a conversation with people who might not have been ready to click schedule a demo or start a trial – letting us open up a brand new channel to drive leads.”
As for Emily, she’s just getting started with Drift and plans to double down to see what she can really do. Stay tuned.
Here’s a quick summary of the results Clio has been able to achieve since going live on Drift.
In only five months, Emily and the Clio team have…
Marketing today isn’t about setting it and forgetting it. If you want to truly get the best results possible, you need to constantly think of ways to optimize your campaigns, even the highest-performing ones. For a growth marketer, this is all they think about, and we all need to take a page out of their book and apply it to our own strategies.
Using Drift, Clio has been able to add another high-performing channel to their arsenal and drive more qualified leads to their sales team. And in just a few months, they’ve already seen great results.
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