Drift Kick OffMay 22nd, 2018

The way we’ve been taught to market and sell doesn’t match how we actually communicate today.

The problem boils down to this:

This is what the “best” B2B marketing looks like: endless forms, calls, emails.

And yet this is how we all communicate today:

And this is what we expect the buying process to feel like.

The tools that you’re using are perfectly suited for a world that

no longer exists.

…and that’s why we built Drift:

Drift is the new way businesses buy from businesses.

The world’s first and only conversational marketing and sales platform.

… and that’s why these investors (who led the first big shift in marketing and sales) came back to help rewrite the playbook with us at Drift.

Drift removes the friction from your buying process.

The Benefits Of Using Drift

More qualified sales demos on the prospects timeline.

It can all happen 24/7, on-demand.

Short the sales cycle from weeks/months to days/minutes.

Doubled the number of leads. 170% increase in opportunities.

$4M in pipeline.

Andrew RacineDirector of Demand Generation

Drift

Drift Chat Use CasesChat:● Live Chat

○ I want to engage everyone in any situation● LeadBot

○ Routing/Qualify Bot - On my high traffic pages I want to route the right leads to my sales team and give great experiences to the rest of my site visitors (Support, Top of the Funnel, Careers, etc.).

○ Fastlane Bots - On higher intent pages I want to engage my prospects as soon as possible.

○ Offline Bots - When I’m offline I want to my prospects to book time with my sales team or leave messages for them to follow up with.

● Welcome Messages○ Fastlane to Chat - When I’m online, I want to engage as many visitors on specific

pages as possible (think Pricing, Solution Pages, High converting pages, Paid Advertising, etc.).

● Slider Messages○ Drive to Content - We have amazing content that converts and our visitors aren’t

seeing that, let’s drive them to those pieces of content.

Live Chat

Leadbot - Routing Bot

Leadbot - Fastlane Bot

Drift ABM Use CasesABM:● Target Accounts

○ I would like to roll out the red carpet to my Target Accounts and give them a greeting directly from their assigned Sales Team Member.

● Targeted by Audience○ I know my Target Audience but haven’t developed my named target accounts yet. I

want to be able to use those parameters (employee size, funding amount, etc.) to show specific playbooks for them.

● Segmentation○ I have a lot of different types of target accounts and want to be able to show

specific playbooks to each segment. For example, I want to create playbooks for my prospect and playbooks for the existing customer base.

Clearbit/ABM - Fastlane

Drift Meetings Use CasesMeetings:● Drift Profile + Email

○ I want to share a link to help to directly connected with me, help eliminate the back and forth of meeting scheduling and give my prospects direct access to my available times.

● Meeting Types○ I hold a lot of different types of meetings from qualification to deep dive discovery

sessions. I want to provide the same seamless experience for my prospects to book time no matter the length or agenda.

● Meeting Management○ Give your prospects the power to reschedule easily so they never no show a

meeting because it was a pain to reschedule.● One Click Meetings (Gmail Only)

○ When I’m prospecting or scheduling a meeting I want to make it a frictionless experience and quickly present several times/dates so they can quickly choose what works best for them.

Drift Email Use CasesEmail:● Automated Email

○ I have prospects engaging with my site/playbooks that I want to have sent automated emails for a more personal experience (content, thank yous, etc.)

● Sequences (Gmail Only)○ I want my Sales Team to be able to drive their outbound targets to our website

seamlessly and when they’re on our site they can continue the conversation.● Chrome Extension (Gmail Only)

○ Email + Site Tracking/Notifications - When my Sales Team sends ad hoc emails with links, I want them to see tracking, get notifications and be able to chat directly their prospect when the click the link to get to my site.

● Marketing Emails○ Marketing - I want to create Drip Email Campaigns that feel like they’re from my

team and help engage them with my sales team when they are on my websites.○ Sales Version - My team wants to target large amounts of contacts for a specific

Sales Campaign and engage in conversation as soon as possible.

Key Drift Milestones:● Drift Experience Blueprinting - define and scope out how your conversational

marketing/selling experience will be deployed. Typically we recommend taking this in phases and focusing on an agile approach to deployment/iterations.

● Playbook Review - working session(s) to build out phase one Drift experiences on your site. As we deploy we’ll help you understand and fine tune your settings in Drift to create the best prospect experience.

● Integration Architecture/Deployment - plan out how Drift fits in your technology stack and how your leads should be flowing from systems.

● Testing/Training - testing your new conversational marketing/selling experience is important to make ensure the experience is on brand and is conversational experience for your prospects. We’ll also train your team this new channel of leads and the best practices to ensure their success with Drift.

● Go Live - let's flip the switch and start learning how our prospects interact with the playbooks and our team. It’s extremely important to monitor results and look for ways to iterate and create an even better prospect experience.

Drift Use CasesDrift will help increase revenue with a couple main focuses:

● Primary Goal: increase the amount of quality leads on our marketing website for our Sales Team○ Improve visit to lead by enabling prospects to engage via chat on our site. When

agents our offline, we will leverage a bot (with features like appointment scheduling on lead owner’s calendar), driving even more conversions.

● Secondary: Improve sales efficiency○ Reduce low quality sales conversations by using data to determine appropriate

routing for chat○ Pass the right conversations to the right reps, saving time in handoffs.○ Prompt more chat conversations - which are faster for reps than phone calls

● Tertiary: Deliver cross-channel consistent special offers, promos, and messaging○ We will use chat as a way to improve message reach and quickly deliver messages

to prospects or customers, aligned with our larger campaign strategy