The Drift Real-Time Selling™ Methodology
Transcript of The Drift Real-Time Selling™ Methodology
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Real-Time Selling™Methodology
The Drift
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A year ago, we made the decision to remove all of the lead capture forms from our website.
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We felt that forms were a roadblock, which were preventing leads from getting in touch with us right away.
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So we set out to create a “fast lane” that would allow leads to engage with us on their terms.
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Instead of relying on lead forms, we now use messaging to talk to leads in real-time.
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Instead of relying on lead forms, we now use messaging to talk to leads in real-time.
Pssst. You can visit Drift.com to see how this works for yourself.
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Old Way New Way
As a result, we’ve been able to remove complexity from the buying process.
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We call our new approach
Real-Time Selling™
And after a year of experimenting with it, we’ve decided to share our methodology with you…
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1. CAPTURE 2. QUALIFY 3. CONNECT
The Drift Real-Time Selling™ Methodology
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1. CAPTURE 2. QUALIFY 3. CONNECT
The Drift Real-Time Selling™ Methodology
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1. CAPTURE 2. QUALIFY 3. CONNECT
The Drift Real-Time Selling™ Methodology
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QUALIFYCAPTURE CONNECT
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Visitor Lead Opportunity Customer
The Drift Real-Time Selling™ Methodology
• Live chat replaces forms
• Bots capture leads even when you’re offline
• Chat targeting let’s you filter out the noise
• Conversational AI replaces marketing automation
• Bots ask leads qualifying questions via targeted campaigns
• Sales rep profile pages replace business cards
• Bots replace manual meeting scheduling
• Intelligent routing connects leads to the right reps based on sales territory
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Keep reading for a more in-depth look at each phase of our methodology.
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How to use live chat and bots to capture leads without forms
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1. CAPTURE
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If you’re just getting started with live chat, we recommend putting it on your website’s high-intent pages first. (e.g. your pricing page)
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From there, you’ll be able to gauge how much chat volume you’re getting and make adjustments accordingly.
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Low chat volume? Make your targeting conditions less restrictive to optimize for more leads.
Quality(fewer leads)
Quantity(more leads)
all leads account-basedtargeted
behaviorally targeted
bot-qualified
firmographictargeted
$
$$
$$$
$$$$
Chat with 100% of leads
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Quality(fewer leads)
Quantity(more leads)
all leads account-basedtargeted
behaviorally targeted
bot-qualified
firmographictargeted
$
$$
$$$
$$$$
Chat with 10% of leads
High chat volume? Adjust your targeting so live chat only appears to leads from your named accounts.
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With Drift live chat, an email address will get stored automatically as soon as the person you’re chatting with enters it.
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But don’t worry, you don’t have to be online 24/7 in order to capture leads with live chat.
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You can set up targeted bot campaigns that capture leads for you, just like the one our pals at Perfecto Mobile have on their “contact us” page.
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Instead of replacing forms, Perfecto Mobile added live chat to their site as a “second net” for capturing leads.
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Within 3 months of using live chat, Perfecto Mobile saw their visitor-to-lead conversion rate grow from 6% to 10%.
After 6 months, it had climbed to 20%.
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Chris Willis CMO, Perfecto Mobile
Think in terms of somebody coming to a website, and having a question, and filling in a contact us form. And they’ll hear back in 24 hours, or two days … that problem might not be there anymore. If they’re able to initiate a conversation, so skip the form, and have a conversation in real-time, we’re seeing that move very quickly.
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2. QUALIFY
How to qualify leads in real-time using targeted bot campaigns
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Research shows that ideally you should respond to new leads within 5 minutes of them reaching out.
Source: InsideSales.com/Harvard Business Review
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Source: HBR / InsideSales.com
10,000
8,000
6,000
4,000
2,000
0
5 min 10 min 15 min 20 min 25 min 30 min
Response time
co
nta
cts
ma
de
fro
m f
irst
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ach
There’s a 10x decrease in your odds of making contact with a lead after the first 5 minutes.After the first 5 minutes, there’s a 10x decrease in your odds of making contact with a lead.
Source: InsideSales.com/Harvard Business Review
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10,000
8,000
6,000
4,000
2,000
0
5 mins
10 mins
Re
sp
on
se
tim
e
# of leads qualified
Responding in 10 mins vs. 5 mins = a 400% decrease in your odds of qualifying a lead.
Source: HBR / InsideSales.com
Meanwhile, responding in 10 minutes vs. 5 minutes results in a 400% decrease in your odds of qualifying a lead.
Source: InsideSales.com/Harvard Business Review
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When we surveyed 433 B2B sales teams earlier this year, we found that just 7% responded within 5 minutes.
55% took 5+ days to respond or never responded at all.
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within 5 mins.
within 1 hour
within 1 day
within 2 days
within 5 days
5+days/never
Response time
7%2%
27%
3%
5%
55%
Source: blog.drift.com/lead-response-survey
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By using live chat to engage with leads in real-time, you can always respond within that magic 5-minute window.
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And with LeadBot™, you can qualify leads in real-time even when all of your sales reps are asleep.
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You just need to take the qualifying questions your sales team are already asking and turn them into a script.
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To make sure your LeadBot script has a clear objective, we recommend using this structure:
• Question 1: What? (What brought you here?)
• Question 2: Who? (Who are you? What company do you represent?)
• Question 3: How? (How can I help you use our product?)
• CTA (book a demo, leave an email, start a trial, engage with human)
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At Drift, the first LeadBot campaign we ever created is still running on our pricing page.
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63% of visitors who click on it end up starting a conversation with one of our sales reps.
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3. CONNECT
How to connect the right lead with the right rep at the right time
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Once a lead has been qualified, there’s no need to wait: With live chat, sales reps can reach out instantly.
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Reps can even set up push notifications so they’re alerted when a qualified lead is live on their website.
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With intelligent routing, you can have a bot connect leads to the right reps automatically based on sales territory.
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For teams where you have multiple reps operating in a single territory, the bot can assign leads on a rotating basis.
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In order to give leads a place where they can message reps directly, all of our reps have created Drift Profiles.
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Each Drift Profile has a unique URL (perfect for email signatures) and comes with a built-in scheduling bot.
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The bot lets leads pick from available times on a rep’s calendar, and then takes care of sending invites to both sides.
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Note: You can also use this scheduling feature as a CTA for a LeadBot campaign, or you can drop it into any Drift conversation by clicking the calendar icon.
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After 3o days of using Drift, RewardStream was booking 25% of their demos using our scheduling bot.
After 45 days, they were booking 30% of their demos with it.
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Neil Parker VP Marketing, RewardStream
We were bringing a lot of people to our site who were reading our content but not converting, and we felt that we should engage people in the moment … These days, people hate the idea of picking up the phone to take a call with a salesperson. They want to drop into the site, get their questions answered and form their own opinions about the product.
“
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Drift is reinventing modern marketing and sales using messaging
Visit Drift.com to learn more.