{"id":111286,"date":"2024-01-16T16:59:49","date_gmt":"2024-01-16T21:59:49","guid":{"rendered":"https:\/\/www.drift.com\/?p=111286"},"modified":"2024-01-16T16:59:49","modified_gmt":"2024-01-16T21:59:49","slug":"conversational-marketing-best-practices-2024","status":"publish","type":"post","link":"https:\/\/www.drift.com\/blog\/conversational-marketing-best-practices-2024\/","title":{"rendered":"Do These Three Things to Win at Conversational Marketing in 2024"},"content":{"rendered":"

If you’ve read our Conversation Trends Report<\/a>, you now know that B2B buyers crave digital buying experiences that get them what they need, when they need it. And if you haven’t read the report yet, then I highly<\/em> recommend you check it out<\/a>.<\/p>\n

Based on the data gathered from that conversation analysis, we’re giving you even more<\/em> data to ensure that your Drift instance is performing at its best for your site visitors.<\/p>\n

Take a look at the best practices gathered from the top-performing Drift playbooks of 2023 and see what you can do to make sure yours are on the list for 2024 \ud83d\udc47<\/p>\n

\ud83c\udfc3<\/span> Get Active<\/h2>\n

We found that customers who have just 35% of their Drift users<\/b> actively engaging with site visitors through live chat every week source 62% more opportunities<\/b> than those teams with less than 35%. We recommend enabling notifications<\/span><\/a> and establishing routing rules<\/span><\/a> to ensure no conversations go unacknowledged.<\/p>\n

\u2699\ufe0f<\/span> Simplify & Streamline<\/h2>\n

Improving your Conversational Marketing strategy in 2024 doesn\u2019t mean reinventing the digital buying wheel. Instead, it\u2019s all about simplifying the road to revenue for both you and<\/i> your prospects. There are a few ways to do this:<\/p>\n

    \n
  1. <\/b>Connect your calendar<\/b><\/span><\/a>: <\/span>We found that Drift customers who had just over 26% of their weekly active users take advantage of the connected calendar<\/b> feature<\/b> sourced 90% more opportunities<\/b> than those who did not take advantage of the calendar feature.<\/li>\n
  2. <\/b>Adopt Fastlane<\/b><\/span><\/a><\/span>: Customers who incorporated Fastlane into their form-fill strategy saw 2x<\/b> more meetings influenced and 63%<\/b> more pipeline influenced by Drift than those who did not incorporate Fastlane into their form fills.<\/li>\n
  3. <\/b>Leverage intelligence tools<\/b><\/span><\/a>: While you want to have enough information to ensure all conversations are routed to the most appropriate team member, you also don\u2019t want to bombard site visitors with questions. The highest-converting qualifying flows of 2023 included just 3-5 questions<\/b>. By having a product like Drift Engage<\/span><\/a> running in the background, you can ensure that you\u2019re asking only the most essential and relevant questions to keep the conversation going while still gathering the information you need.<\/li>\n<\/ol>\n

    \ud83e\udd1d<\/span> Build Credibility<\/h2>\n

    Remember that all conversations require a bit of give and take. If you\u2019re trying to gather a site visitor\u2019s email address, make sure you\u2019ve already given the user something to incentivize the trade.<\/p>\n

    Include 2-4 buttons<\/b> within every playbook hook so your site visitor can choose the path that best fits their needs. You should also leverage integrations<\/span><\/a> to gain a comprehensive view of the site visitor so that you can better cater to them as an individual.<\/span><\/p>\n

    FINAL THOUGHTS<\/h2>\n

    Incorporating these three strategies into playbook building has proven to increase the number of opportunities sourced through Drift. Because by being there when your site visitors need you, making it easy for them to get in touch, and holding authentic and informed conversations with them, you put the buyer back in control of their buying journey.<\/p>\n

    NEVER LOSE SIGHT OF YOUR BUYERS’ EXPECTATIONS. download the conversation trends report here<\/a>.<\/h3>\n","protected":false},"excerpt":{"rendered":"

    If you’ve read our Conversation Trends Report, you now know that B2B buyers crave digital buying experiences that get them what they need, when they need it. And if you haven’t read the report yet, then I highly recommend you check it out. Based on the data gathered from that conversation analysis, we’re giving you […]<\/p>\n","protected":false},"author":122,"featured_media":111301,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[79,42],"tags":[72,328,107,110],"acf":{"evergreen_content":false,"hide_brand_icon":false,"hero_image":{"ID":111300,"id":111300,"title":"2401 Trend Report HERO","filename":"2401-Trend-Report-HERO.png","filesize":815414,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2024\/01\/2401-Trend-Report-HERO.png","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2024\/01\/2401-Trend-Report-HERO.png","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-2401-trend-report-hero","status":"inherit","uploaded_to":111286,"date":"2024-01-16 16:43:50","modified":"2024-01-16 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16:48:22","post_date_gmt":"2023-08-08 20:48:22","post_content":"

    More opportunities, more pipeline, more revenue \u2014 all leading to higher ROI. That\u2019s what we want out of our tech stack, right?<\/p>\r\n

    At Drift, we\u2019re always looking to get the biggest bang for our buck, and we assume that\u2019s how you feel about our product, too.<\/p>\r\n

    Hi \ud83d\udc4b<\/span> I\u2019m Madison, Data Analyst at Drift. As someone who lives and breathes Drift data 40 hours a week, I wanted to find out, \u201cWhat does<\/i> it take for our customers to see the most value from Drift?\u201d<\/p>\r\n

    So, I dug into the numbers. And after analyzing the metrics around sourced opportunities (the number of sales and pending deals influenced by Drift) from over 1,000 Drift customers in the past year, I discovered some interesting trends.<\/p>\r\n

    Here, you\u2019ll find the four key tactics (backed by data) that our top customers use to source opportunities through Drift. So, if you want to get as many closed-won deals as possible from your Drift instance, keep reading.\ud83d\udc47<\/span><\/p>\r\n\r\n

    1. Get Your Team to Use Drift<\/h2>\r\n

    It may sound like common sense, but the easiest way to start sourcing more opportunities through Drift\u2026is to make sure your team is actually using Drift.<\/p>\r\n

    And it doesn\u2019t take many conversations to move the needle. Our research found that customers who had at least seven<\/b> conversations through Drift per day sourced 173%<\/b> more opportunities <\/b>than those who had less than seven.<\/p>\r\n

    The same can be said when it comes to how many of your employees with Drift seats are active in Drift week-over-week. Our research showed that customers who had a minimum of 35% <\/b>of their Drift users actively engaging with their customers through live chat per week sourced 62%<\/b> more opportunities<\/b> than those with less than 35%. Plus, customers with a minimum of 40%<\/b> of their Drift users in the Drift platform at all <\/i>during a week sourced 53% more opportunities<\/b> than those with less than 40%.<\/p>\r\n

    The TL;DR? If your Drift users consistently use Drift, you\u2019ll see more sourced opportunities come through Drift.<\/p>\r\n\"\"\r\n

    2. Connect Your Calendar to Drift Meetings<\/h2>\r\n

    Whether it\u2019s through Drift or otherwise, sourcing opportunities comes down to making the process of connecting with a human as frictionless as possible.<\/p>\r\n

    That\u2019s why we recommend all sales users connect their calendars to Drift Meetings<\/span><\/a>. When they do, your site visitors will be able to instantly book a meeting through your chatbot or via a link within your rep\u2019s email signature \u2014 no back-and-forth required. Plus, with the Drift bot being online 24\/7\/365, your prospects will have access to your reps\u2019 calendars regardless of whether or not they\u2019re online, meaning that your reps can literally book meetings in their sleep.<\/p>\r\n

    The results? On average, when Drift customers had just over 26%<\/b> of their weekly active users take advantage of the connected calendar feature, they saw 90% more sourced opportunities<\/b> than those without their calendars connected.<\/p>\r\n\"\"\r\n\r\n \r\n

    3. Integrate Your Tech Stack<\/h2>\r\n

    At Drift, we know that creating a personalized website experience is largely contingent on your understanding of your prospects\u2019 and customers\u2019 buying journeys.<\/p>\r\n

    That\u2019s why, to ensure you get the full picture, our product team has focused much of their time building out a robust platform of Drift integrations<\/span><\/a>. Because, by leveraging data from across your entire tech stack, you gain a more comprehensive view of your account activity, allowing you to be more personalized in your outreach.<\/p>\r\n

    And the data proves that taking advantage of our integrations makes a difference. Customers who build targeted playbooks using third-party data from integrations like 6sense<\/span><\/a>, Demandbase<\/span><\/a>, and Clearbit<\/span><\/a> see 90% more opportunities sourced<\/b> than those who don\u2019t leverage these integrations in their playbooks.<\/p>\r\n\r\n

    4. Iterate, Iterate, Iterate<\/h2>\r\n

    Your customers\u2019 buying journeys are constantly changing, and for this reason, your Drift playbooks should be, too.<\/p>\r\n

    This doesn\u2019t mean you need to (or should) rebuild your playbook from scratch every week \u2014 instead, it means you should be consistently checking in on your playbook performance and noting areas for improvement. Drift\u2019s Analytics and Insights<\/span><\/a> can tell you which types of conversations on which pages are leading to the most closed deals and revenue. Also, with these insights, you can look at any bot flows that may be underperforming and leverage Drift\u2019s A\/B testing feature<\/span><\/a> to iterate on your hooks, CTA messages, or overall bot flow, accordingly.<\/p>\r\n

    Our research shows that customers who monitor their playbook performance weekly and iterate on them accordingly generate 32% more opportunities<\/b> than those who don\u2019t update them regularly.<\/p>\r\n

    If regularly updating your playbooks feels like a bigger task than your team can manage, let Drift do the work for you! Drift\u2019s professional services team serves as an extension of your team in helping you build your conversation strategy, recommending playbooks, and sharing best practices. Learn more <\/i>here<\/i><\/span><\/a>.<\/i>\"\"<\/p>\r\n\r\n

    Final Thoughts<\/h2>\r\n

    As all of these tips show, boosting the amount of opportunities you source through Drift doesn\u2019t have to be complicated or take up a lot of bandwidth. In truth, a little effort can actually go a really long way.<\/p>\r\n

    By being active in Drift, making sure your tools are talking to each other, and moving against the status quo, we guarantee your company will be on the sourced opportunities leaderboard in no time.<\/p>\r\n

    Want to dive deeper into one of these tips? Read our strategy guide<\/a> to driving more pipeline faster<\/span> or talk to us<\/span><\/a>.<\/p>","post_title":"4 Data-Proven Ways to Source More Opportunities Through Drift","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"source-more-opportunities-with-drift","to_ping":"","pinged":"","post_modified":"2023-08-08 16:57:29","post_modified_gmt":"2023-08-08 20:57:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.drift.com\/?p=109600","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":105920,"post_author":"122","post_date":"2023-04-13 08:00:48","post_date_gmt":"2023-04-13 12:00:48","post_content":"","post_title":"The Drift Book of Hooks","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"book-of-hooks","to_ping":"","pinged":"","post_modified":"2023-04-12 12:53:29","post_modified_gmt":"2023-04-12 16:53:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.drift.com\/?post_type=books&p=105920","menu_order":0,"post_type":"books","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":111112,"post_author":"122","post_date":"2023-12-28 09:45:46","post_date_gmt":"2023-12-28 14:45:46","post_content":"

    2023 fundamentally changed everything we know about how we go to market.<\/p>\r\n

    Between the commercialization of artificial intelligence (AI) and a turbulent economy, companies all over the world have had to rethink how they market, sell, and buy. As a result, the B2B buying space today looks drastically different from how it did at this time in 2022.<\/p>\r\n

    So, with all of these changes already occurring, what can we expect from 2024?<\/p>\r\n

    To answer this question, we asked some of Drift\u2019s leadership team to share their predictions for what the go-to-market (GTM) world will look like in the coming year. Our GTM seers include:<\/p>\r\n\r\n