Revenue Acceleration vendor Drift announced a pair of new services last week. I covered Fastlane, its new webforms/chatbot hybrid service yesterday. Today I’ll be discussing Sales Seat, Drift’s entry into SalesTech.
Sales Seat alerts reps when intent and engagement signals have exhibited buying activity. Drift monitors the website, SEPs, MAPs, and CRMs for buying intent. Sales Seat is Drift’s first sales product and helps reps with timing, messaging, and discovering the buying committee. Sales professionals can reach out with personalized messages via chat, email, or video, based on intent and engagement.
Sales Seat is integrated with Outreach, letting reps create sequences from the service.
A mobile app notifies reps, supports conversations, and lets reps record and send Drift videos.
A Chrome extension displays all conversations happening in Drift, monitor engagement (e.g. email opens and clickthroughs, page visits), and drop calendar information in Gmails. Reps can optionally bcc Gmails to their CRM for tracking.
The Drift Profile acts as an online business card with a link that can be dropped into emails and social media messages. Recipients can chat with the rep or book a meeting. The profile contains the rep’s title, location, a short bio, headshot, phone, and social links. The chat supports default messages to display when the rep is available and when not.
“Sales success is all about engaging today’s buyers on their terms: Digitally and immediately when they express interest,” said Drift Chief Product Officer Leo Teneblat. “With Fastlane and Sales Seat, Drift customers can ensure their best buyers and highest intent visitors receive express treatment without overloading the sales team. Not only that, but sellers have context to engage buyers with a personalized experience on the exact topics they care about in the moment they’re expressing interest.”
According to Drift, reps are six-fold more likely to book a meeting if they engage with a buyer during the first hour. Thus, immediately transitioning webform submissions into chats and notifying reps that high-scoring prospects are engaging with the company dramatically increases the likelihood of converting a lead into a meeting.
Sales Engagement vendor XANT has found similar numbers from rapid response times while noting that companies are slow in delivering and prioritizing inbound leads.
“Not all accounts are created equal. Your target accounts should receive the most personalized and high-touch buying experiences. Account-based marketing lets you create this experience while engaging with VIP buyers and connecting them to sales. By cutting through the noise, you can close more deals – faster,” blogged Drift Product Education Marketer Gauri Iyengar. “When it comes to booking meetings, there is literally no time to waste. Speed is essential to not just set up a meeting but to turn that meeting into revenue.”
The pair of services was released to early adopters that enjoyed an 82% increase in meetings booked, a 77% jump in opportunities created, and a 67% rise in pipeline influenced.