Founded in 2014, Drift is a Boston-based technology company that provides a conversational marketing and sales platform. Its platform helps businesses better connect and engage with their prospects through live chat, email, interactive landing pages, and more. Drift is used by more than 150,000 companies and has powered millions of conversations to date.
Like many growth teams in the tech industry, Drift’s growth team is responsible for continually driving leads and revenue "up and to the right" at a dramatic pace. “As a growth team, we’re always looking for ways to acquire higher quality leads at a lower cost. The best way to do this at scale is to understand user behavior, determine users’ intent, and automate outreach to push prospective accounts further down the funnel,” said Guillaume Cabane, VP of Growth at Drift.
To do this effectively, the team needs to understand each individual user action and be able to match those actions to the larger account their team is targeting. For example, the Drift team should know if multiple people from the same account are browsing the website or taking other actions, like looking at reviews on G2 Crowd, that indicate intent to buy.
However, when gathering intent data from their site or other sources, Drift typically only gets the domain, which means traditional marketing automation tools fail because the event can’t be attached to a contact record. Without the ability to attribute these account-level intent signals, the Drift team found it nearly impossible to automatically trigger relevant messages to users with high intent. The required real-time data flow was unreliable and made possible by a stitched together process using Zapier, Salesforce, and a few backend scripts. Additionally, they couldn’t sync their “high intent” user segments across the tools where they executed campaigns, such as Drift, Customer.io, and Salesforce. This led to overcomplicated data flows and sub-optimal results.
Drift chose Personas to combine user and account-level data in one place, optimize their responses, and send more timely and relevant messages to prospects in the funnel.
Drift relies on Personas for:
To more quickly react to interested prospects, the Drift team used Segment’s Connections product to understand relevant intent signals on their website, like when an account or user views specific pages, engages with content, or signs up for a demo. They also brought in intent signals from G2 Crowd, Datanyze, and other sources. Then, they used Personas to understand intent at the account-level, so they could quickly determine which prospective accounts are most likely to buy.
Cabane said, “The more users from an account visit our site, the higher the likelihood that those accounts will eventually convert. Before Personas, it was difficult to immediately act on the account-level intent data we had access to. It was a big opportunity to get it right.”
Once intent is flagged, there are a number of workflows that the growth team initiates:
"We're using Personas as our new-age CRM. We identify which prospects are most likely to convert by aggregating individual user intent signals for each account. This lets us more effectively target sales resources, advertising spend, and email campaigns,” said Cabane.
This is an audience that Drift created in Personas to identify high-intent leads that viewed a pricing page or uninstalled a competitor's product.
Learn more about account-based Personas here.
“We're using Personas as our new-age CRM. We identify which prospects are most likely to convert by aggregating individual user intent signals for each account. This lets us more effectively target sales resources, advertising spend, and email campaigns.”
VP of Growth