And we\u2019re on a mission to empower businesses to deliver personalized experiences that turn into more quality pipeline, revenue, and happy customers. Drift\u2019s Conversation Cloud<\/a> brings together your marketing, sales, and service teams to create a consistent experience that engages buyers at the right time, in the right place, with the right conversation.<\/p>\n If you\u2019re here, you probably have questions like:<\/p>\n or<\/em><\/p>\n Well, this book has the answers \u2014 whether you\u2019re evaluating if Drift is right for you or you want to get more out of your Drift platform. In this comprehensive guide, you\u2019ll discover a GTM strategy that uses Drift to unify all your GTM teams to deliver personalized customer experiences.<\/p>\n"},{"acf_fc_layout":"cta_block","title":"","body":" By the end of this book, you\u2019ll learn: <\/strong><\/p>\n Drift\u2019s Conversation Cloud is a platform that breaks down the silos across your revenue teams so you can deliver a personalized experience at all stages of the customer journey.<\/p>\n In a nutshell, Drift\u2019s Conversation Cloud helps make business buying more human by delivering the customer experience that today\u2019s buyers actually want.<\/p>\n As buyers, more than 75% of us prefer digital self-serve and remote human engagement<\/a> over face-to-face interactions. And no matter what stage of the customer journey we\u2019re in, we want convenience, speed, and knowledgeable help<\/a>.<\/p>\n Drift\u2019s Conversation Cloud does this by bringing together Conversational Marketing, Conversational Sales, and Conversational Service so that you can make every customer interaction authentic, engaging, and valuable by harnessing the power of conversations.<\/p>\n All in all, Drift\u2019s platform gives your buyers and customers the power to engage with you on their own terms, without losing the personal touch.<\/p>\n \u261d\ufe0f That\u2019s why so many marketers rely on Drift.<\/p>\n With Drift, marketing teams can not only scale<\/em> real-time website personalization<\/a> for all website visitors but also target<\/em> key accounts and connect interested buyers with sales, instantly.<\/p>\n So instead of waiting for prospective buyers to fill out a form or spending time sifting through leads, marketers can focus on creating engaging campaigns that drive conversions and conversations \u2014 while delighting buyers along the way.<\/p>\n"},{"acf_fc_layout":"cta_block","title":"Drift on Drift: How the Drift Marketing Team Uses Drift ","body":" Want all the insights from this chapter and more? Check out the companion Drift Insider+ course for this book.<\/p>\n","button_text":"Watch the Course","button_url":"https:\/\/insider.drift.com\/academies\/tp\/about.php?tpId=113141","open_in_new_tab":true,"button_text_two":"","button_url_two":"","open_in_new_tab_two":false},{"acf_fc_layout":"body","body_text":" Drift\u2019s <\/strong>Conversational Marketing<\/strong><\/a> solution<\/strong><\/a> makes up the first pillar of the Conversation Cloud and the part of your GTM strategy that\u2019s focused on sparking conversations and connecting the right buyers with sales at the right time, using targeted messaging and content.<\/strong><\/p>\n In today\u2019s buyer-first world, when a customer visits your site, they expect an experience that is on par with their favorite B2C experience \u2014 something as easy as ordering dinner from their go-to delivery app or calling a car to their doorstep.<\/p>\n In other words, B2B buyers want to get value out of every interaction easily and quickly<\/em>. In fact, in 2021, the demand for immediate responses on B2B websites grew 64% year-over-year<\/a>.<\/p>\n Conversational Marketing<\/a> powers the instant and personalized engagement that customers and buyers expect. It removes friction from the buying journey, so you can have conversations that generate revenue and \u2014 more importantly \u2014 customers can enjoy.<\/p>\n There are three steps to implementing Conversational Marketing, known as the Conversational Framework<\/a>:<\/p>\n Using the Conversational Framework, marketing leaders can solve some of the greatest challenges facing their GTM teams \u2014 and create happy customers along the way.<\/p>\n"},{"acf_fc_layout":"cta_block","title":"Become Conversational Marketing-Certified (For Free)","body":" Grow your Conversational Marketing expertise and level up your resume with Drift\u2019s Conversational Marketing Certification.<\/p>\n","button_text":"Get Certified","button_url":"https:\/\/insider.drift.com\/academies\/tp\/index.php?tpId=98245","open_in_new_tab":true,"button_text_two":"","button_url_two":"","open_in_new_tab_two":false},{"acf_fc_layout":"body","body_text":" Digital marketers are the maestros of your website. It\u2019s their job to optimize your digital experience and landing pages to drive conversions. They\u2019re the experts on developing playbooks<\/a> (more on that later) and digital strategies for your campaigns.<\/p>\n Here\u2019s how these marketers can get the most out of Drift:<\/p>\n Knowing \u201cwho\u201d you are talking to is critical to starting meaningful conversations that drive opportunities.<\/p>\n Digital marketers use Drift Audiences<\/a> to identify which pages are getting the most traffic, how many site visitors you\u2019re engaging with, and how many of those people are converting into leads.<\/p>\n With this information, marketers can determine what pages need more coverage from your playbooks to increase website engagement.<\/p>\n Digital marketers can also connect Drift Audiences to Marketo<\/a> and Salesforce Account Engagement<\/a> (formerly Pardot) to see which target accounts are landing on your company\u2019s website and engaging with your playbooks. This is a great way to ensure you\u2019re tailoring your digital experience for your top-tier buyers.<\/p>\n Not all web pages are created equal. If a buyer spends more time on, say, a pricing page, that could mean they are actively evaluating your business and may wish to speak with sales.<\/p>\n Reaching out to buyers when their intent to buy is highest is critical to increasing conversions from website traffic and marketing campaigns.<\/p>\n But what you say in these moments is important too. You want to develop the right messaging based on where buyers are in their buying journey, and then leverage your cohesive GTM strategy to apply that messaging throughout the funnel.<\/p>\n Using the Conversational Marketing Blueprint<\/a>, you can develop messaging use cases for different touchpoints in the buyer’s journey. These use cases can include playbooks, emails, and video messaging. (At Drift, we use the term \u201cplaybook\u201d to refer to different types of bots you can set up in the backend \u2014 from commonly used chatbots to Conversational Landing Pages<\/a>.)<\/p>\n Let\u2019s look at a few playbook use cases.<\/p>\n"},{"acf_fc_layout":"cta_block","title":"Become a Drift Playbook Pro (For Free)","body":" Creating Drift playbooks is equal parts art and science. To help our customers develop high-converting playbooks of their own, we created the quintessential playbook certification.<\/p>\n","button_text":"Get Certified","button_url":"https:\/\/insider.drift.com\/academies\/tp\/index.php?tpId=108705","open_in_new_tab":true,"button_text_two":"","button_url_two":"","open_in_new_tab_two":false},{"acf_fc_layout":"body","body_text":" A great way to deliver a more personalized digital experience is to greet visitors with a custom chatbot<\/a>. And that\u2019s what the first stage of the Conversational Marketing Blueprint, Engage Website Visitors<\/a>, is all about.<\/p>\n This stage starts off with the Engage All use case, which you can think of as your \u201cdefault\u201d website experience. It\u2019s your go-to playbook when other high-priority use cases, like a pricing page, don\u2019t apply. You can tweak and refine this use case to create different experiences, such as for your blog or solutions pages.<\/p>\n Your goal with this use case is to engage visitors quickly and kickstart the conversation. So the copy you use needs to jump out and grab their attention.<\/p>\n Here are some ideas you can use for a chat playbook:<\/p>\n In this example, Gong engages the website visitor with a cheeky hook that draws in the site visitor.<\/p>\n\n
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What Is Conversation Cloud?<\/h3>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/08\/gtm-guide-image1.png\")
<\/p>\n![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/08\/Conversation-cloud-mid-page-CTA-1.jpg\")
<\/a><\/p>\n"}]},{"chapter_title":"Drift\u2019s Go-to-Market Strategy for Marketing","chapter_body":[{"acf_fc_layout":"body","body_text":"Your buyers and customers are now almost exclusively online. That means your digital experiences define your brand experience. To ensure your brand hits the right notes, your GTM strategy needs to double down on a buying experience that is engaging, personalized, and scalable.<\/h5>\n
What is Conversational Marketing?<\/h3>\n
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![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/08\/gtm-guide-image2-e1660695924346.png\")
<\/p>\nUnderstanding Your Audience<\/h4>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/08\/gtm-guide-image3.png\")
<\/p>\n![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/08\/gtm-guide-image4.png\")
<\/p>\n\u201cDrift Audiences is a great tool to help understand these audiences and where they are coming from. If someone is coming from a paid ad for instance, we want to keep the experience and language consistent with that.\u201d<\/h5>\n
![\"Stacy\"](\"\/wp-content\/uploads\/2022\/08\/headshot-stacy.png\")
<\/div>\n\u2014 Stacy Chen, Owner, Drift for Drift<\/h6>\n
Customizing Messaging Based on Buyer Journey<\/h4>\n
Engage with Website Visitors<\/h5>\n
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