Ben Nettesheim is the Senior Director of Digital Marketing at SalesRabbit, a field sales tracking CRM based in Lehi, Utah.
For Ben, trying Drift was about increasing his sales team’s productivity. As a small team with only a few sales reps, Ben needed to make sure he was maximizing their time and getting them the most opportunities to demo the product as possible.
That’s because demo requests are a major part of SalesRabbit’s digital lead acquisition strategy. And the team was facing some challenges.
For one, Ben and his team felt like their demo scheduling process could be improved. Before switching to Drift, SalesRabbit was using a form for site visitors to request a demo, and that introduced a lot of inefficiency into the scheduling process.
The form would notify the sales rep, who would then email the prospect to find a mutually available time, often leading to several back and forths just to book a meeting.
This also meant that Ben’s team was losing demos because emails would go unanswered, prospects would lose interest, or forget to reply at all.
Using a form and then exchanging emails between the rep and prospect, SalesRabbit was able to convert about 25% of all requests into an actual demo.
After switching to Drift and using Drift’s Bots to not only qualify leads but then immediately book time on their sales team’s calendar, SalesRabbit saw a 40% lift in the conversion rate of requests to meetings held.
“It was a welcomed change. The sales team was now spending more of their valuable time working demos and less time playing phone or email tag to schedule those demos” said Ben.
Not only did Drift’s Bots convert more people into demos, but the quality of the people that requested demos increased by almost 50%.
“With our forms, we were seeing about 15% of our leads eventually move to a lead status of “not interested.” With Drift, that number dropped to 8%, Ben explained.
Other Drift customers have experienced similar results with higher quality leads being produced by chatbots or website conversations. Like Segment, that found Drift generated contacts to be their #1 source of qualified leads.
For SalesRabbit, this was a pleasant surprise and an added bonus to adopting conversational marketing.
Another area where SalesRabbit was having trouble was with customers requesting sales demos.
Customers that wanted training would request a demo instead of reaching out to SalesRabbit’s customer success team. When the team was using forms, about 19% of all requests were from customers.
Those customer requests got sent to the same team as all the other requests: sales. And sometimes those demos would get scheduled, only for a sales-focused team member to start the demo and find out that it was really a customer looking for training not a prospect evaluating their product.
This was a problem because the sales team is only supposed to sell. SalesRabbit has a customer success team that provides training.
So how did SalesRabbit solve this problem?
Now that they are using Drift, they’re able to ask if the person requesting a demo is already using SalesRabbit. In fact, it’s the first question from their Drift bot, Rabbot.
If the person is already using SalesRabbit, and therefore a customer, the bot will provide them with the contact information for the customer success team.
Since switching to using a bot instead of a form, only about 5% of demo requests that come through are really customers (with the form it was 19%), which greatly increases the sales team’s productivity – by 84%.
By using intelligent chatbots instead of forms, SalesRabbit was able to increase their team’s productivity and focus on selling their product instead of scheduling meetings or training customers.
That’s how conversational marketing is transforming the way businesses buy from businesses.
Since switching to Drift, the sales team has:
What happens when you cut down on the amount of conversion steps you make your leads jump though? You grow. SalesRabbit was able to do that and get their sales team a lot more demos. And SalesRabbit also learned that higher quality leads prefer conversations to engage with their business.
To quote Ben:
We love how Drift has streamlined our lead creation process. We’re talking to potential customers earlier in the sales process and saving both their and our time by automating the calendaring and support request process via Drift.