Matt McAllister is the Director of Revenue Marketing at Spredfast, the company behind the leading social media management software built for the demands of the enterprise.
For Matt, the idea of using Drift wasn’t just about adding real-time messaging to their site to engage with their visitors. They didn’t have an issue with driving qualified leads to their website, but rather what happened once those visitors arrived. They wanted to make their site feel more human.
As Matt explained:
“We work very hard to make sure qualified customers visit us at Spredfast.com, but we weren’t sure if we were doing our best to meet their needs once they got there, especially if they were interested.”
In less than four months, Matt and his team have seen Drift continuously engage with Spredfast’s most qualified prospects through their account-based bot. Overall, Spredfast has managed over 1,200 conversations through Drift. Within those conversations, 285 emails were captured, 30+ meetings were booked, and 41 open opportunities were engaged.
So why did Matt decide to choose Drift in the first place? There were two main reasons:
1. Functionality: Drift’s LeadBot, meeting scheduler, and ABM solution gave Spredfast the ability to engage their qualified leads in real-time, welcome them with a personalized message, and allow the visitor to instantly book a meeting on the sales rep’s calendar.
“One learning we discovered early on was that our account-focused chatbot worked better when a face greeted the website visitor, as opposed to our logo.”
2. Buying process: Spredfast is a business that sells enterprise software. Visitors do not purchase the product online. So, engaging visitors as they demonstrate interest is KEY. Before Drift, the process of converting interest to engagement was lengthy for a prospect:
That is a lot of friction for a potential customer to move from interest to talking with an actual person. After implementing Drift, the process and experience is streamlined for the visitor:
One of the biggest hurdles businesses face isn’t just driving qualified leads to their website, but most importantly, what happens to them when they get there. Because let’s face it: With all of the time and money you are spending dropping qualified visitors on your site, you can’t afford to deliver the same generic experience they get everywhere else.
When Matt got started using Drift on the Spredfast website, he was able to achieve this by setting up a targeted welcome message:
We fed a target account list into Drift and created a chatbot playbook that would immediately recognize them by name. After not seeing a meeting set in the first two weeks, we changed our greeting messaging and included an image of the salesperson they’d eventually be meeting with. Not long after those changes, we saw higher-quality conversations take place.”
By running these account-based marketing playbooks, Matt’s demand generation team has been able to qualify leads faster and book more meetings for sales 24/7, ultimately delivering a better buying experience for his potential customers.
But it didn’t stop there. Matt kept pushing the limits of what Drift could do. He wanted to look at all of their site traffic, not just target accounts. Matt knew there was the possibility of highly qualified leads that didn’t fit their ideal customer profile slipping through the cracks. By adding a chatbot on their site that spoke to everyone, Matt was able to see that his hypothesis was correct and qualified leads that would never have been in their database were captured with their bot. As a result, they have generated multiple high-quality sales opportunities with people they would have never reached before.
Here’s a quick summary of the results Spredfast has been able to achieve since going live on Drift. In less than four months, Matt and his team have…
In today’s world, buyer expectations are higher than ever. It’s no longer okay to just differentiate on features. It’s important for businesses to differentiate on the buying experience. And the first steps Spredfast took in doing this were personalizing the experience for their site visitors and eliminating all of the unnecessary steps in their buying process that caused unwanted friction.
Using Drift, Spredfast has been able to open up a fast-lane for their best leads. And in just a few months, they’ve already seen great results.
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