The COVID-19 pandemic has forced companies to rely on digital multichannel communication for B2B sales, which can often be complicated and impersonal. To address this challenge, B2B commerce and marketing company, Drift, has consolidated its three core conversational solutions into a single cloud platform. This platform aims to enable organizations to deliver personalized experiences throughout the customer journey.
The Importance of Conversations in B2B Relationships
According to Leo Teneblat, Chief Product Officer at Drift, conversations are at the heart of business relationships. In the digital age, online conversations have become crucial for connecting and engaging with customers. Businesses are increasingly relying on digital experience platforms, like Drift’s conversational experience platform, to manage customer interactions and touchpoints.
Challenges in the Digital-First Era
The shift towards a digital-first approach has intensified competition in all markets. Customers have also become more knowledgeable and demanding, expecting fast and convenient service. This has made selling, marketing, and servicing more complex for B2B companies. According to Forrester, over 60% of B2B purchases involve multiple decision-makers, further complicating the buying process. Failure to provide a seamless and personalized experience can impact company sales negatively.
The Role of Conversational Design
Conversational design plays a crucial role in enabling buyer-led interactions. It involves understanding and responding to both spoken and unspoken buyer needs throughout the complex buying journey. Effective conversational interactions help B2B organizations meet customers where they are in their journey and provide real-time support and information. However, poor execution can have a lasting negative impact on customer experience and brand reputation.
Drift’s Consolidated Solution
Drift has consolidated its conversational solutions into a single platform to provide a holistic conversational experience throughout the customer journey. This platform utilizes artificial intelligence (AI) to power conversational interactions, guiding visitors to find answers to their questions, offering personalized recommendations, and even booking sales meetings. The services offered by Drift’s Conversational Cloud include:
Drift Conversational Marketing
Conversational Marketing connects marketers with website visitors in real-time conversations. It allows marketers to provide the right content, answer questions, and convert potential buyers through personalized interactions.
Drift Conversational Sales
Conversational Sales helps sales teams close deals faster by providing real-time buyer insights, collaboration tools for team members, and personalized conversations through various channels like chat, video, email, or phone.
Drift Conversational Service
Conversational Service focuses on providing real-time personalized customer care. It empowers customers to find answers to their own questions and deflects low-level issues. When necessary, it routes customers to live chat with a support agent for additional assistance.
Benefits for Customers
Consolidating these independent capabilities into a single platform was a logical step for Drift, driven by the feedback and requests of their 5,000+ customers. These customers anticipate that the Drift Conversation Cloud will improve the efficiency of their sales teams and help drive revenue growth.
Matt Quirie, Founder and CEO of ROI DNA, praises Drift for their technology and partnership approach. He believes that Drift’s platform accelerates the value generated from every conversation, spanning across sales, marketing, and customer service. Quirie also values Drift’s commitment to female leadership, inclusion, diversity, and supporting those in need.
Drift’s consolidation of their conversational solutions into a single cloud platform aims to address the challenges faced by B2B companies in the digital-first era. The platform empowers organizations to deliver personalized experiences, engage in real-time conversations, and drive revenue growth. By leveraging AI and focusing on conversational design, Drift aims to bridge the gap between businesses and customers, ultimately enhancing the overall buying experience and customer satisfaction.
Frequently Asked Questions
What industries can benefit from Drift’s Conversational Cloud?
Drift’s Conversational Cloud can benefit a wide range of industries, from technology and software companies to manufacturing and professional services. Any B2B company that wants to improve their customer interactions and drive revenue can benefit from Drift’s platform.
How does Drift’s Conversational Cloud integrate with existing systems?
Drift’s Conversational Cloud is designed to seamlessly integrate with existing CRM systems, marketing automation tools, and other customer-facing platforms. This ensures that companies can leverage the power of conversation across their entire customer ecosystem.
What kind of support does Drift offer to its customers?
Drift offers comprehensive support to its customers, including onboarding assistance, training resources, and ongoing technical support. Their team of experts is dedicated to helping customers maximize the value they get from the Conversational Cloud platform.