TreeRing’s director of marketing Leo Strupczewski had a clear objective when he started using Drift:
Generate more opportunities for Sales.
See, the marketing team at TreeRing — a service for creating custom yearbooks online — were already running a playbook that was able to produce quality, sales-ready leads.
But the more they ran that playbook, the more Leo began to suspect that they were missing out.
He started thinking that the calls-to-action they were using on their website weren’t the best fit for all of their site visitors, and that maybe some of those visitors were ready to buy sooner.
As Leo explained:
“I had a hunch that giving folks a “fast lane” to getting their specific questions answered would help us generate more opportunities.”
Keep reading for the full story of how TreeRing used Drift to set up a fastlane for their best leads.
In a hurry? Here’s a quick summary:
In their first two months of using Drift…
To quote Leo:
Drift helps us solve our biggest challenge: Connecting with Sales-ready leads more quickly. Big bonus: It’s nearly fully automated and requires little day-to-day oversight.
In a perfect world, TreeRing would be able to have business development reps (BDRs) or inside sales reps available 24/7, answering questions on their website.
But here’s the thing: Salespeople need to sleep. And most companies don’t have infinite resources, which means they can’t always hire new salespeople to fill in the gaps.
That’s the exact situation Leo was facing when he turned to Drift. As he explained:
While I’d love to have sales dev or inside sales reps “man” live chat, it’s not feasible for us. We’re a yearbook company, and more than half our traffic comes from current customers (yearbook advisors working on their books and parents and students who are looking to buy their books). While we’d love to talk with them all the time, too, Sales needs to focus on talking to prospects.
With Drift, Leo has been able to automate the lead qualification process, which means his sales team can focus 100% on what they do best: Closing.
Drift acts like an intelligent sales assistant for your website, funneling the best leads to your sales team.
Our LeadBot — an A.I.-powered chatbot — can ask the same questions your sales reps would ask, which means you can finally scale and automate the lead qualification process.
And don’t worry: With Playbooks, adding A.I. into your sales funnel is a breeze.
Playbooks are pre-packaged campaigns designed to hit your specific goals. At TreeRing, Leo was laser-focused on generating meetings for his sales team. So he turned on the “Get More Sales Meetings” Playbook inside of Drift.
We’ve exclusively used the LeadBot, and made very minor changes to the “Get More Sales Meetings” Playbook, to generate meetings. It’s essentially on auto-pilot and delivers an extra boost in opportunities each month.
With Drift, Leo has been able to build a fastlane for his best leads — without having to make sales reps work 24/7.
Instead, with just a few clicks, he can set up a chatbot that books sales meetings automatically, without reps having to lift a finger.
As Leo put it:
It’s been a low-effort, low-cost way to get qualified leads to our Sales team faster. Drift helps us solve our biggest challenge: Connecting with Sales-ready leads more quickly. Big bonus: It’s nearly fully automated and requires little day-to-day oversight.
Here’s a recap of what the TreeRing team has been able to achieve with Drift so far: