HubSpot has measured aggregated sales and marketing platform activity across its 70,000 customers since the pandemic began and benchmarking this activity against the pre-COVID level (January through early March). Looking back at Q2, CMO Kipp Bodnar noted that “the data shows steady and sustained growth in buyer engagement, and that businesses with an online presence were ready to capture that interest.”
Marketing teams have risen to the challenge of keeping prospects interested in a messy, chaotic crisis and met an audience of buyers who suddenly spend all day at their computer,” commented Bodnar. “While email volume has risen significantly — typically a no-no for teams hoping to keep their open rates up — open rates have risen faster than volume has grown, demonstrating that teams have been successful at providing relevant and helpful content.”
Marketing email open rates are up ten to twenty percent above pre-COVID levels, with the last week of June running 18% above the baseline.
Sales teams have been less successful in their outbound communications. While sales emails have risen 60% since mid-March, “response rates have been dismal. Marketing teams have been able to connect, but sales teams haven’t. This is a huge area of opportunity for businesses as they enter the next quarter of COVID-19.”
Sales email open rates are down 25 to 30%. “As sales teams increased email sends, customers began to tune these messages out or even mark them as spam in their inboxes,” warned Bodnar. “So far, it seems if email send rates remain this high, we can expect response rates to trend in the opposite direction.”
“Volume and quality is a tradeoff — the time a team saves by sending out email blasts is wasted if that outreach isn’t personalized, relevant, and helpful. These gaps are clear in the data. At this point, sales teams should be working closely with marketing to understand how they can improve their email engagement rates, and sending far less email.”
HubSpot CMO Kipp Bodnar
Website traffic increased during the pandemic as decisionmakers and influencers began working from home. Global site traffic is up 16% in Q2 vs. Q1 with it peaking at 24% above the benchmark on April 20th. Software industry site traffic is running at 40% above pre-pandemic levels.
Customer-initiated chat levels have also risen sharply during the pandemic. Total volume is up 31% over the pre-pandemic baseline, with every measured industry seeing increased volume. “Sales teams have pivoted to chat to grow their pipelines, while customer service teams are leveraging this medium to manage the increased demand for support,” observed Bodnar.
Call prospecting has dropped significantly during the pandemic as it has become more difficult to reach individuals who are now working at home. Call prospecting fell as much as 27% below baseline the week of April 6th and now is down around 9%. Before COVID, there was a rough balance between phone and email prospecting, but in Q2, email activity doubled that of phone calls. “Sales teams will need to return to their pre-COVID balance in order to see improvements in response rates,” argued Bodnar.
Deal Creation has improved in eight of the eleven weeks since April 6th, with deal creation up the past four weeks. APAC deal creation was down 5% in Q2, North America down 6%, EMEA down 12%, and LATAM down 12%. Large companies have recovered deal creation activity faster than small firms. Computer Software deal creation was down 3% in Q2.
Deal Won has improved ten of the last eleven weeks, after dropping to 36% below baseline the week of April 6th. For the full quarter, deals won were down 11%. Smaller firms did best at closing deals, with larger firms posting the weakest performance, likely due to large firms selling a greater percentage of high-dollar, strategic deals that would have stalled in their pipeline. Computer software Q2 was 14% above baseline, but this probably overstates industry performance due to Q1 often being the slowest month of the year and the loss of many “hockey stick” end of quarter deals at the end of Q1 as the pandemic struck. Some of these likely slipped into Q2.
Bodnar provided three suggestions for Q3: invest in chat, shift from quantity to quality in sales prospecting and communications, and invest in online discoverability.
Last Friday, I began my coverage of Terminus’ acquisition of Ramble. The deal adds in-house ABM chat capabilities to Terminus’ ABM platform. It is a logical platform extension as Ramble’s ABM Chat Anywhere capabilities support both inbound web chat and chat links for social, email, digital advertising, etc. Ramble has also launched ABM chat capabilities within SalesLoft and Salesforce.
“By now, no one needs convincing that chat is more powerful than forms,” said Terminus Chief Product Officer Bryan Brown. “Data shows websites with sales chat enjoy an 82% increase in conversations over those without it and a 256% increase in outbound email response rate. There are a lot of terrific chat solutions offered by companies and today, officially, Terminus is one of them.”
“We live in an on-demand society where instant conversation is a new standard for the B2B sales process,” said Ramble CEO Justin McDonald. “Conversational Marketing and ABM-chat are at the core of what we do, but our vision has taken it further. We instantly connect buyers with the right sales rep, from the right territory, and the right product line from any online touchpoint.”
Darryl Praill, CMO of Sales Engagement Platform VanillaSoft, is excited about the announcement and opportunity to integrate chat into his campaigns:
“All of these platforms [Terminus, Sigstr, and Ramble] are about three things specifically:
– Targeting your audience – Knowing your target contact and accounts digital ID so that you can recognize them across multiple channels – Engaging with them in a live conversation so that you can qualify them
Yes. You can absolutely do this today by cobbling together different vendors, but you’re limited by their APIs and their roadmap. By having a single vision and a master platform under the guidance of one development team, ABM is maturing into a beast and Terminus has clearly taken the lead on this, moving much faster and more aggressively and more confidently than the other players in the space.”
Darryl Praill, VanillaSoft CMO
The full Ramble team is joining Terminus with McDonald being named General Manager of Chat. Both Ramble and Terminus are headquartered in Atlanta.
Terminus has assembled an impressive executive team with deep executive experience in the MarTech space. CEO and Chairman Tim Kopp was the CMO at ExactTarget which was acquired by Salesforce. He also is a General Partner and Managing Director at Hyde Park Venture Partners and serves on G2.com’s Board. Chief Product Officer Bryan Brown was the VP of Product Strategy at SilverPop and the Product Strategy Executive for Commerce Marketing and Analytics at IBM. Chief Customer Officer Bryan Wade was CEO at Sigstr and SVP and Chief Product Officer for the Salesforce Marketing Cloud. CMO Derek Slayton held the GM & Global Leader position in Dun & Bradstreet’s Sales & Marketing division, joining them from NetProspex where he was the CMO. Chief Evangelist Sangram Vajre co-founded Terminus and heads up the FlipMyFunnel Movement. He also served as the Head of Marketing at Pardot.
Many of these execs held leadership positions at marketing automation and omni-channel marketing platforms (e.g. ExactTarget, SilverPop, and Pardot). They well understand the strengths and weaknesses of MAPs. For example, MAPs are lead-based, not account-centric like Terminus and Ramble. As ABM continues to ascend and a greater focus is placed on orchestrated communications and attribution across the account, platforms such as Terminus, Demandbase, 6Sense, and Engagio are better situated to meet the requirements of B2B CMOs.
Yesterday, ABM Platform vendor Terminus announced the acquisition of ABM chat vendor Ramble. Terminus has acquired three companies in three years: Brightfunnel ABM analytics, Sigstr relationship intelligence, and Ramble account-based chat for sales, marketing, and customer success.
In late 2019, Terminus acquired relationship intelligence vendor Sigstr, which it quickly incorporated into its service. Sigstr supports signature block advertising within emails, allowing marketing to customize signature block messaging. Sigstr relationship intelligence analyzes email and calendar patterns across an account to determine a relationship score and relationship strength trends.
Ramble is another logical acquisition as its Chat from Anywhere functionality allows sales and marketing to embed chat links in email, LinkedIn, Twitter, digital ads, QR codes, proposals, and other outbound communications and media. Chat from anywhere allows chat to move beyond the company website and be contextually enabled through a broad set of communications channels. Thus, chats are attached to the proper account, routed to the account owner, and attributed to the campaigns and actions which drove the engagement.
Chat from Anywhere is also integrated into SalesLoft and Salesforce with employees responding via web browsers or mobile apps. Chat-based Leads are mapped to Salesforce. If the lead is not in Salesforce, then a new contact or lead is created by RambleChat.
“Native chat is a game-changer for our customers as we help them drive full-funnel engagement,” said Terminus CEO Tim Kopp. “We’re in the middle of a major industry shift – marketers want all-in-one platforms over best-of-breed integrations because, at the end of the day, integrations can only do so much. Now with Ramble, our customers can personally engage target audiences at any stage of the funnel. We’re so impressed with this team and couldn’t be more pumped to officially have them as part of Terminus.”
And with 8,000 MarTech vendors populating the ChiefMartec 2020 landscape, vendors that can orchestrate audience selection, multi-channel campaigns, and analytics will have a significant advantage over vendors that serve only one or two channels.
“That’s just too much tech and an endless list of APIs making technologies talk can’t provide elegant and measurable outcomes,” blogged Terminus Chief Product Officer Bryan Brown.
“We will be building the modern marketing cloud, end-to-end with an account based structure, and could not be more excited about it.”
Terminus CEO Tim Kopp
Marketers can personalize the Ramble chat experience via UTM variables. “This helps marketers personalize the buying experience while also tracking demand generation data, lead flow, conversion metrics, and much more,” said the firm.
As Chat from Anywhere links are tied to Accounts, they automatically route chat conversations to the appropriate sales or customer support rep.
“Bringing Ramble into the Terminus platform makes a ton of sense,” said Ramble CEO Justin McDonald. “We’re incredibly aligned with Terminus’ vision to build the most robust B2B marketing suite on the market, now including powerful account-based chat capabilities. Not only is this a strong fit in terms of product, but it’s also a natural fit culturally. We’re immensely proud to be joining this talented team.”
I had four tradeshows canceled this month and next. They were opportunities for me to meet with customers and prospects (and conduct research for my industry newsletters). At this point, I’m assuming that at least two more will fall by the wayside in H1. I’m sure many of you are in a similar boat. Your marketing calendar is in a shambles, your field and inside sales reps are cloistered at home, and you are uncertain about how to manage remote workers.
Here are some ideas about how to retain momentum and deploy technology to mitigate pipeline and operational risks:
If you haven’t deployed video widely across your workforce, due so ASAP. Vendors such as Zoom, WebEx, BlueJeans, Join.Me, and GoToMeeting provide reliable video conferencing solutions for multi-party meetings, demos, and document sharing. Video Meetings are a do not pass Go, donot collect $200 requirement. Every customer-facing, development, management, and planning employee should be able to join meetings from home or the office.
Setup scheduled video meetings for the next three months so they are blocked out on team calendars. This could be a 15-minute corporate call every few weeks, weekly team calls, and one-on-ones. Standing meetings should all be web-based. Office-based employees are going to feel disconnected socially, so build in some social fun at the team level (e.g. recognizing birthdays and work anniversaries, celebrating wins and releases, etc.)
I would also build training time into video meetings. It shouldn’t be all top-down. Give your staff the opportunity to cross-train peers. A sales rep could discuss her latest victory with lessons learned or provide insights into a target vertical. Marketing can review the latest product positioning and new collateral. Product Management can train on new products, review the product roadmap, and discuss the competitive landscape. The goal is to provide training, communications, coordination, and social interaction.
Record meetings and make them available to those who miss meetings with Slack or Team links. Expect that meetings will be missed due to illness, parenting requirements, and meeting conflicts.
As event marketing is off the table, marketers will need to be flexible in how they deploy their budgets. For those that planned on hosting events, they should at least proceed with their Keynote as a webinar. For H2, a roadshow in September or October can be planned, but mitigate risk in your contracting and through joint shows (shared cost and risk).
Marketers will need to deploy or expand their use of other channels including webinars, press releases, analyst outreach, blogging, social, and video. Direct mail is problematic as prospects are likely to be working from home, but e-gifting is a viable option. Look at e-gifting vendors that are supported by your Sales Engagement platform (e.g. Sendoso, PFL, Alyce)
Here is an opportunity to test additional channels and provide your event marketing team with some cross-channel development.
Canceled shows are also a reason for re-engagement campaigns. You can restart the marketing nurture process with a message around “not being able to talk to you this season.” Keep the message short and serious. You don’t know if your prospect is worried about his or her job, family members, or personal health. Also, don’t appear to be taking advantage of the situation. Be empathetic, not opportunistic.
Also, make sure to reschedule meetings from those cancelled conferences. These are likely to be phone or video calls, but reps and executives should reconfirm calls now.
Once you have standardized meetings, make sure they are recorded and transcribed. This is particularly true for sales meetings. Conversation Intelligence vendors such as Gong, ExecVision, and Chorus record calls, transcribe them, and perform NLP/AI processing on the conversations. Conversation Intelligence allows sales reps to be more present during calls as they no longer need to focus on note-taking.
Transcriptions and analytics have multiple benefits:
Sales Reps can quickly review calls and return to key topics and issues (e.g. pricing, next steps).
Sales Managers can review calls related to accounts and opportunities at risk to provide coaching tips to reps.
Analytics identify both the strengths and weaknesses of reps versus their peers. They also flag missed actions (e.g. discussing next steps), customer concerns, and competitors. To assist with training and opportunity scoring, Conversation Intelligence vendors identify filler word frequency, monologue length, and conversational engagement.
Reps can forward snippets to peers for questions and help. If there is a question about a bug or support issue, the snippet can be forwarded to support personnel for an update. If a sales rep feels that they handled a question or issue poorly, a snippet can be forwarded to sales management or training for advice on how to better handle the issue next time. Snippets allow peers to hear the voice of the customer.
Snippets can be stored in a library for training purposes. These would include exemplars for objection handling, competitor parrying, value discussions, etc.
Product Managers can perform bulk analysis of sales calls to identify requested features, competitor discussions, and product issues. Vendors allow for keyword customization and analytics.
Sales Cadences, also called sequences, are at the core of Sales Engagement. Cadences set up a structured set of multi-channel outbound communications supported by email templates, dialers, social, and SMS text. Cadences improve sales efficiency by eliminating follow up tasks, recording activities to CRMs, and deploying A/B tested content (emails, attachments, cadences, call scripts). While most commonly used for SDR outreach, cadences can also be used for meeting reminders, setting up quarterly account reviews, and training follow up.
SEP vendors understand that authenticity is the key to sales success. Simply blasting mindless emails at prospects is futile. Cadences can be customized by target role, industry, company size, technographics, and stage in the buyer journey. Furthermore, reps are expected to personalize emails before sending them out (SalesLoft says 20% is the optimal level). Most of the vendors now support 1-1 embedded videos from Vidyard, Hippo Video, or Videolicious.
SEP Vendors also provide a deep set of analytics. Initially, these focused on communication efficacy (e.g. open and click-through rates, best time of day to call), but now analytics assess conversations, call out deal risks, prioritize accounts, and suggest next best actions.
SEPs are now commonly deployed amongst SDRs and Inside Sales, but may still be foreign to field sales reps; however, field sales reps will be operating more like inside sales reps for the next quarter, so deploying SEPs to field sales makes sense.
Beyond outbound communications, SEP vendors are beginning to support meeting management (setting up calls), conversational intelligence, and opportunity management. SalesLoft and Outreach are the farthest along in supporting these emerging feature sets. SalesLoft acquired and integrated NoteNinja (meeting management) and Costello (opportunity management) into its platform.
SEP Vendors have taken two approaches to partnering. SalesLoft, Outreach, and Xant have partner App Directories while the other vendors integrate key vendors (e.g. Vidyard, LinkedIn Sales Navigator, Zoominfo) into their offerings without a formal partner ecosystem directory.
For B2B sales, there is no social platform more trusted than LinkedIn. Sales reps can leverage their networks by sharing marketing content (they should include some comments of their own) as well as writing their own content.
LinkedIn also offers an excellent Sales Intelligence product called Sales Navigator. It is available as both a desktop and mobile solution and provides additional communications channels:
InMail: An outbound email alternative, InMail allows you to message prospects for whom you lack emails and direct dial numbers.
Chat: A quick short-message way to keep in contact with members of the buying committee. It is also useful for quick reach out after establishing a LinkedIn connection with a prospect or to send a quick, congratulatory note. Chat messages are retained archivally, providing a conversational log. I have had success providing my Calendly link with initial chats, providing a mechanism for new connections to easily schedule a call (my Calendly includes my video meeting details so there is little friction).
Smart Links: Forward one or multiple attachments to a prospect via social, InMail, or email. Viewing and forwarding are tracked by LinkedIn, helping reps know which content was viewed and when. Forward tracking helps expand their understanding of the buying committee. Smart Links maintain corporate branding.
Sales Navigator provides several other high-value features:
SNAP connectors display LinkedIn content and Navigator functionality (e.g. icebreakers, mini-profiles, InMail) within Sales Engagement Platforms, CRMs, and other enterprise software.
TeamLinks allow you to leverage co-worker relationships for reaching out to prospects.
Build a List lets reps assemble Lead (contact) and Account lists within Sales Navigator. Lead and Account lists may also be synced from the CRM, allowing reps to track news and updates about key companies and contacts. While LinkedIn does not permit upload of account and contact data, they make exceptions for notes, tags, and messages entered by the rep in Sales Navigator. They also just added a thin record upload of contacts to CRM and the ability to flag execs that have left a company.
List Sharing — After building a list, users may share them with co-workers who have Sales Navigator licenses.
Sales Navigator can be a bit pricey, so running a test amongst your inside sales and field sales reps makes sense, particularly if you are concerned about H1 pipeline delays. Given the difficulty of reaching anybody by phone (made worse by prospects working at home) or email, adding additional sales communications channels is well worth testing out.
There are other LinkedIn services worth investigating or trialing. LinkedIn Marketing supports highly targeted B2B campaigns. Unlike other platforms, LinkedIn can target by company, job function, level, industry, geography, and education. LinkedIn provides campaign metrics and allows marketers to set daily budgets. Both CPM and CPC pricing are available. Pricing is based upon second-best auctions (you pay 1 cent above the second best bid price).
For larger companies, LinkedIn Elevate should also be considered, particularly with remote workers. Elevate provides a curated feed of content to company employees for social media distribution (e.g. LinkedIn, Twitter, and Facebook). Elevate amplifies corporate messaging and reduces the level of effort for sales reps and other employees to share content through social networks.
LinkedIn Learning is offering sixteen courses at no charge covering topics related to working from home, remote management, tools, and mindset.
“In the coming days, we will make 16 LinkedIn Learning courses available for free including tips on how to: stay productive, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and balance family and work dynamics in a healthy way.”
Ryan Roslansky, LinkedIn SVP of Product
Sales Intelligence services help sales reps build prospecting lists, quality leads, refine account messaging, expand into new departments and locations, track accounts, and target additional buying committee members.
Many sales intelligence services also offer B2B DaaS services for updating CRMs and MAPs. Salesforce data hygiene is maintained through Lightning Data connectors, a sub-category on the AppExchange. Because data is synced with CRMs and MAPs, it is continuously updated, ensuring that firmographic data is accurate and that departed contacts are removed from sales and marketing activity (BTW — contacts decay at 30% per annum, so maintaining your enterprise software contact data is a valuable investment)
Sales Intelligence vendors also provide full workflow integrations into CRMs which allow reps to build lists; view and update accounts, contacts, and leads; and perform account qualification and account planning within CRM I-frames.
Sales Intelligence vendors include
Zoominfo: Deep contacts, emails, org charts, and technographic content. They are the leader in technology sales intelligence and recently added visitor intelligence, trigger-based workflows, and webforms. Zoominfo (FKA DiscoverOrg) also supports Ideal Customer Profiling (ICP), email verification, and B2B DaaS.
D&B Hoovers: The deepest set of global company intelligence for strategic sales reps. Includes full family trees, public company financials and filings, analyst reports, industry market research, SWOTs, European private company financials, and sales triggers. Dun & Bradstreet also supports ICP, B2B DaaS, Visitor Intelligence, Programmatic Marketing, and Customer Data Platforms.
InsideView: A global database with greater depth in North America and Europe, InsideView offers strong sales triggers and integrated social media viewing. InsideView also supports B2B DaaS and ICP.
Sales Genie: The best solution for reps that sell to both companies and individuals (e.g. insurance agencies, mobile, office supplies, landscaping). Features include light sales force automation for firms that have yet to implement a CRM, new businesses, new homeowners, email templates, integrated dialer, and marketing services (SEO, site design, direct mail).
RelPro: A specialist vendor targeting financial services companies.
Artesian Solutions: A UK-based social selling vendor with deep sales triggers and mobile-based meeting prep. They also offer a US solution.
Cognism: A UK-based sales intelligence vendor with sales engagement functionality, B2B DaaS services, and ICP tools.
Vainu: A Nordic-based sales intelligence vendor that also covers the Netherlands (France, US, and the UK are in beta). They also support B2B DaaS and trigger-based workflows.
Research has shown that firms that continue to invest during recessions come out of the downturns much better prepared to grow market share and revenue than those that stop investing. Marketing is an investment in your pipeline and brand. B2B Data-as-a-Service is an investment in your data quality and ability to target prospects effectively. It also reduces sales and marketing waste in efforts directed at weak prospects and departed contacts. SalesTech and MarTech purchases are investments in your revenue generation capabilities.
This is also an opportunity for your sales and marketing teams to cross-train, develop new skills, and test out new tools and processes.
When we come out of the backside of what, hopefully, is a short-term recession, you want to be better prepared to meet latent demand for your products and services. While cutting back on investment and cash burn may be necessary for survival at some companies, don’t cut back on your ability to serve the market in 2021 unless you have to do so. Let others sacrifice the future of their revenue generation operations out of short-term concerns. Bank your savings in travel expenses and event marketing, but don’t cut back in other areas unless necessary.
We are entering a terra incognita for the next three to six months, so steady, empathetic leadership should be your objective. On 9/11, our CEO pulled us into the room and talked to us. I don’t remember his words, but I remember that he was calm and understood that we were all upset and anxious. Business was the least of his concerns that day. He wanted to show a steady hand at the tiller and sent us home to be with family.
Our raison d’être is not to work, and sometimes we are jolted back into that reality. Family, friends, and health are a higher priority. COVID 19 is not the new normal, but simply a bad storm that will pass.
Josh Allen, CRO of conversational marketing vendor Drift, doesn’t believe in Marketing Qualified Leads (MQLs). Chat Qualified Leads (CQLs) are more valuable, argues Allen. CQLs are “the best leads that we have in the business.” CQLs show immediate intent as they capture prospects as they come to the website and interact with either a chatbot or sales rep. This moment is when they are “at their point of highest intent” and ready to engage with the company.
Allen said that CQLs are the highest converting lead source at Drift. They are often driven by outbound marketing campaigns and events. Chat conversations can also be driven by B2B social sites such as executive articles on LinkedIn.
“Because we’re able to engage when they are really trying to learn and are most interested in what Drift has to offer, there is a high conversion rate.”
Drift is a leader in conversational intelligence, a quickly developing market for chatbots, which support sales, marketing, and customer support. Drift also offers chat enabled video.
Conversational marketing vendor RambleChat is the latest partner available through the SalesLoft app directory. Along with real-time website chat, joint customers can embed chat into SalesLoft email cadences. RambleChat then routes sales conversations to account owners “providing a more personalized interaction via chat.” Joint customers can also employ dynamic fields in SalesLoft to customize greetings with personal and company names.
“The SalesLoft/RambleChat integration gives a whole new capability for marketing and sales teams. RambleChat is the only chat platform that can instantly open chat from any online source. Ramble then routes sales conversations to the right account owner — enhancing both demand generation and ABM campaigns. And now, for the first time, chat can be an integral part of sales plays and interactions in the SalesLoft platform.”
Sean Kester, VP of Platform Strategy at SalesLoft.
Chat (SCC), RambleChat’s patent-pending technology, extends chat capabilities
from the website to outbound communications. So long as a URL can be
embedded, chat conversations can be initiated via a click. Along with
corporate websites, SCC enables chat initiation from LinkedIn, Twitter,
Facebook, digital ads, landing pages, blogs, QR codes, and product
collateral. SCC allows sales reps to “meet buyers at the moment of
automatically logs chat conversation histories and details at the SalesLoft
Account level. When a user navigates to an account, chat history is
displayed under the “Notes” section. If a SalesLoft user desires more
in-depth information about the chat conversation, a URL is automatically
provided for the user to click.
has been in partnership discussions with SalesLoft since at least March when
Ramble CEO Justin McDonald attended SalesLoft’s Rainmaker conference. Instead
of simply building a website chat solution, the firms chose to “build better
pipelines by extending chat beyond corporate websites and into SalesLoft
Cadences and social channels via RambleChat’s Single Click Chat.”
“As we met with joint customers in mid 2018, a constant theme surfaced; the market was struggling to find practical and tangible means of Account-Based Selling and Marketing. There’s no shortage of ABM technology, but many lacked quick deployment and immediate results for sales organizations. This became the MO for the RambleChat + SalesLoft partnership, and we landed with a more powerful integration that fills the ABM gap for both sales and marketing.”
Ramble CEO Justin McDonald
immensely excited about our joint efforts. This integration delivers new
opportunities for sales engagement and improves functionality for sales reps to
execute account-based selling. Account-based marketing (ABM) requires an
equal effort from Sales, and RambleChat delivers immediate functionality to
bridge the gap for SalesLoft customers,” said RambleChat CEO Justin
Drift, which has quickly established itself as a leader in the chatbot space, is upping the ante by integrating video and chat. Users will be able to share and record videos via a Chrome extension or mobile app. Recorded videos can then be dropped into emails and sent to customers or prospects.
are “private and secure” with single sign-on functionality from Okta, OneLogin,
and Microsoft Azure. Users can restrict viewing to a specific email or
email list and “everyone else will have to request permission, just like you
would with a Google Doc.”
suggests three sales use cases for video: as a conversation starter, as a
second chance to refine a message after a call, and as a group selling tool
Video provides real-time desktop and mobile notifications when viewed. Users
can immediately start a conversation while somebody is viewing their video “so
you can reach out and say hello or follow-up at the perfect time.”
is the immediate notification element which Drift claims to be its product
“There are a few good software products out there that make it easy to capture and share videos. But we took a look around the market and noticed one big thing missing: none of those products create a better buying experience because they don’t actually help you start conversations with potential customers. You still have to make a video, send an email, and hope to get a response. But with Drift Video, you can get a notification in real-time while someone is watching your video and then hop right in and say hello.”
starting Drift, we’ve said there are two mega-trends that would shape the
future of B2B sales and marketing: messaging and video,” said CEO David Cancel.
“Over the last few years we’ve built an industry-leading messaging
platform used by over 150,000 businesses, and now we’re expanding our
Conversational Marketing platform by adding video.”
is driving global IP demand. According to Cisco, one million minutes of
video will be crossing the Internet every second by 2020 and 82% of all
Internet traffic will be video by 2021.
video is available today as part of the Drift offering. There is no
surcharge for video functionality for up to ten videos per month with a chat
option embedded into the video. For $12 per seat per month or $120 per
annum, reps are provided with a Pro license which includes unlimited HD quality
video sharing and storage. Only the Pro version restricts video sharing.
features include Team Analytics, Book Meetings from Video, and integrations
with Salesforce, Pardot, and Marketo.
spent the last year working on Drift Video and it was one of the main reasons
for raising our Series C in April 2018,” stated Cancel. “In looking at
the market over that time, we saw that while there are many products that make
it easy to create and share videos, none of them were built to help to start
conversations and create a better buying experience. After a private beta
with some great early customers, that’s what we’re bringing to market today
with Drift Video.”
has integrated video in its own sales process with 50% of Drift revenue
“influenced by video in the selling process.”
is the greatest conversation starter in B2B buying,” said Alexa Nguyen in a
Drift video. “In a world of faceless phone calls and emails, video has
helped us build trust, and video has helped us close more deals.”
Video is another way for salespeople to engage with their prospects outside of the norm. Prospects are constantly bombarded with emails and phone calls asking for their attention. But it’s hard to cut through that noise because they don’t trust easily. In order to build that trust, you need to build a personal connection. And all personal connections start with a conversation. Video allows people to be personal, show that they’re human, and help build that connection that might be lost through text in an email.
Lacey Berrien, Drift’s PR Senior Manager
to research from Forrester and Boston Consulting Group, 75% of B2B transactions
have little or no sales interaction. Thus, video offers a valuable
channel through which sales reps can avoid being disintermediated. However,
sales reps could push this functionality too far. While chat
functionality sounds like the next step for video, reps should be careful not
to step over the line from personable to creepy.
prospects view an email, most understand that the act of opening an email
triggers a notification to the sender, but they don’t expect that the viewing
of a video will be treated as a real-time permission for a call or chat. Immediately
reaching out to customers and prospects may be viewed as a non-permissioned
extension of an asynchronous communication into synchronous. Drift does
not discuss GDPR in the announcement, but this seems to cross the boundary into
non-permissioned communications and the release of personally identifiable
is viewing your video. Call immediately”). The video privacy
permissions are focused on the seller (ensuring they aren’t shared with
others), but there does not seem to be any functionality to limit the “call me
back” immediacy of the service. If anything, the immediate messaging will
drive down the open rate of all embedded video and kill its efficacy.
I raised this concern to Drift, they offered a best practice to address this
issue. Lacey Berrien, Drift’s PR Senior Manager, suggested that sales
reps could either wait for the contact to initiate the chat or use a message
such as “Thanks for watching my video! I’m here if you have any
questions.” This approach makes sense. By utilizing a generic
message that sounds automated, it feels less invasive. This may be a
situation where a generic message may be welcome as it serves as an invitation
to chat while a personalized message may be off-putting.
The user can take one of two roads — proactively engage with the video viewer while they’re watching via the chat functionality OR not engage at all and allow the video viewer to chat with them at their own discretion…Other customers have gone the route of not messaging and just offering the viewer another channel to engage with them outside of email or a phone call. Buyers have all of the power. And the ultimate goal is to meet them where they are…and to always be available to help.
Lacey Berrien, Drift’s PR Senior Manager
appears to be a Gresham’s
Law of MarTech (“Bad money drives out good”); an effective channel or
marketing tool quickly becomes overused or misused, resulting in lowered
efficacy. Embedded video could quickly convert a golden channel into
chaff through overuse and perceived creepiness. What makes embedded video
so compelling today is its ability to personalize and deliver a relevant
message on a 1:1 basis. If embedded video overwhelms prospects or is seen
as inviting immediate, unwanted contact, it will kill the golden goose. A
softer touch is likely the best practice. If viewers maintain the control
and opt into contact, then it will enhance the value of a video by providing a
Call to Action that the prospect controls.
Conversational Marketing vendor Drift is moving away from volume-based pricing and offering unlimited contacts for its chat platform. Volume pricing places pressure on marketing departments to trim the number of contacts in their databases to stay below volume thresholds. By moving to unlimited leads, marketers can better forecast their budgets and avoid panic as they approach volume limits.
companies punish you for growing?” blogged Senior Director of Demand Generation
Kate Adams. “After all, that’s the promise most software products these
days make. Use our service and you’ll grow your business faster. Install
our product and your conversion rates will skyrocket.”
“Because you’ve spent YEARS building up your database. And now you need to decide if contacts that are 1 year old or 6 months old or 3 months old make the cut. You’re literally washing money down the drain. What if the leads you’re throwing in the trash to keep your marketing budget below your benchmark are actually just higher up in your funnel? And require more nurturing and education about how you can help them solve their problems?”
Drift Senior Director of Demand Generation Kate Adams
announced a Drift Meetings feature which allows prospects to schedule meetings
directly from the company website via a “book a meeting” call to action. Meetings
can also be booked by chatbots, and sales development reps can qualify a lead
during a live chat and book meetings on behalf of account executives.
Meetings, you can target your best visitors and ABM accounts, welcome them with
a personalized message from the right rep, and let them instantly schedule a
meeting right from your website,” says the firm.