VOXPOPME DOUBLES ITS CONVERSION RATE WITH DRIFT

14%

Increase in ICP leads in four months

42x

ROI in Drift

2x

Website conversion rate

Drift customer example

THE CHALLENGE

The team at Voxpopme prides themselves on reinventing the traditional way of doing things. That’s why they needed a partner that could help them deliver on that mission.

Voxpopme is a consumer research platform that delivers powerful insights quickly and at a reasonable budget. The platform helps insight teams provide reliable answers to business questions through video surveys, and removes the geographical challenges of qualitative research.

But the web forms they were using weren’t cutting it. Once people filled out the form, they had to wait for a sales person to respond.

That experience wasn’t as frictionless as it could be.

Voxpopme is built to save people time when it comes to doing research, so anything that could save people time on our site is a more positive experience than we were giving beforehand. Conversational marketing was geared perfectly for that.

Tom Higgins

Product Marketing Manager, Voxpopme

THE SOLUTION

Voxpopme had experience with chatbots, but not a Conversational Marketing tool. It didn’t take long to see the value in having real-time conversations with website visitors.

“We saw the website as an opportunity to have conversations with prospects and make that path to a conversation with a salesperson, whether that’s then booking a meeting or finding the information they want,” says Tom. “We see Drift as a way to make that really easy and to have a nicer experience on the site.”

GETTING UP TO SPEED

Voxpopme’s interactions with the Drift team helped them implement the solution quickly and impacted success positively. Tom explains, “The communication during the onboarding process really helped with implementation. If I think about where we are now with Drift versus where we were when we started, there’s a huge difference. While our strategies are more sophisticated today, we still saw an impact early on with just two playbooks.”

Having the support of a regional CSM also played into Voxpopme’s success. The team was able to experiment with Drift in order to make sure Voxpopme was getting the most out of the solution. The CSM was even able to work with the team to increase site coverage from 40% to 70%.

INTEGRATING WITH VOXPOPME’S MARKETING STRATEGY AND TECH STACK

While Voxpopme adopted Drift before the pandemic, the team was able to home in on their digital marketing strategy during that time. This strategy includes paid search, paid social, and organic traffic that’s attributed to a robust content program including the ‘Reel Talk: The Customer Insights Show’ livestream and podcast that gives Voxpopme credibility in the industry. With Drift, they have something that can engage those users once they arrive.

Drift also partners well with the tech stack the team already has in place. “Salesforce is directly integrated with Drift and that helps with the lead routing piece, particularly. We make sure those two systems are talking to each other and the sales reps are able to access not only the Drift platform but see the conversations and activity on the Salesforce side as well,” says Tom. Voxpopme also uses Clearbit to better understand who is converting on their site and how to best meet their needs. That data helps with lead routing to teams in the US, EMEA and APJ, and Drift plays a huge part in that.

SCALING CONVERSATIONS WITHOUT SACRIFICING THE HUMAN TOUCH

Drift provided the perfect balance of automation and the ability to jump in whenever needed. By responding immediately, Voxpopme can show buyers that they’re available to support their needs.

We were looking for the easiest way to communicate with website visitors, and for us, that was Drift. It balances automated conversations with a human touch. We’re able to get people what they need, but also show them that there’s a real person available to help them with their problems.

Tom Higgins

Product Marketing Manager, Voxpopme

Aside from chat, team members are also able to respond via Drift Video. The sales team uses it for prospecting and the customer success team has started to use it to help build customer relationships.

“We’re using Drift Videos in DocSend to welcome people to the DocSend space which is really cool,” says Tom. “It shows them we’re here to look after them and give them the red carpet treatment with a personalized video from their CSM.”

THE RESULTS

Voxpopme has always believed in providing a frictionless experience to its customers who turn to them for reliable, qualitative insights, and now Drift helps Voxpopme achieve that throughout the buying process.

“Our core user base is insights professionals and like pretty much every other exec, they’re in a world where they’re under pressure to answer increasing demands from more and more areas of business faster. Voxpopome’s software helps you do that through consumer-recorded video feedback, and we want the whole brand experience to be as frictionless as possible and as easy as possible. So when it comes to things like our website or trying to book a meeting with a sales rep, it should be just as easy. You shouldn’t send off a web form and be left wondering, ‘well, how long is this going to take to come back?’ Drift fits nicely with that,” says Tom.

With Drift’s help, Voxpopme not only aligned with their brand mission, but also saw great results:

  1. 70% Website coverage with Drift bots
  2. 14% Increase in ICP leads in four months
  3. 42x ROI in Drift
  4. 2x Website conversion rate with chat

Implementing Drift has reduced friction on the website and enabled Voxpopme to access prospects differently, gain higher conversion rates, and create a solid ABM strategy.

IMPROVING QUALITY OF LEADS AND INCREASING MEETINGS

Voxpopme doubled down on trying to focus on an ideal customer profile (ICP) this past year and wanted to improve the quality of leads on their digital channels. “Once we started focusing on this and using Drift to help us, we jumped from 31% to 45% ICP leads and we’re hoping to scale to 50% by the end of November,” says Tom.

That’s because Drift ensures that website visitors have a frictionless experience and can get what they need right away. This is especially true when it comes to meetings — Drift makes the process painless and quick.

Drift gets meetings on calendars far faster than any tool we’ve had previously. Whether that’s someone booking straight from the website or inbound follow-ups, we don’t need to spend ages on back and forth emails anymore. We just book a meeting through the meetings tool. Sales has seen an increase in volume and that’s invaluable.

Tom Higgins

Product Marketing Manager, Voxpopme

Drift was also there to support their first virtual event, generating a large number of leads within eight weeks of the event. But what impressed Tom most was Drift’s ability to do more than covert leads. He explains, “We used Drift as both a conversion tool and a support tool on the day of our virtual event. So if people hit the event website, we could quickly jump in to help them get to where they needed to be in the event.”

BUILDING A STRONG ABM PROGRAM

Using Drift, the Voxpopme team has been able to personalize a relevant website experience for top target accounts. The strategy includes paid channels to drive prospects to their website. Then, they use their bot to identify the company and their ABM playbook to tailor the experience to them. From there, the bot shares proprietary research and launches a second playbook designed to start conversations with prospects as they explore video research about their brand.

PLANNING FOR THE FUTURE

Tom sees Voxpopme using Drift Video even more to support their account expansion, prospecting, and ABM efforts. He believes that the personalized approach allows sales to build more trust with existing customers as well as leave a lasting impression on prospects. It also gives the Sales team the ability to book meetings at a fast pace and track those interactions. Tom adds, “We’ll continue to focus on ABM. I think we’ve found a program that works really well there, so we’ll continue to use Drift for that on more and more accounts.”

He also has some advice for those looking to transform their business with Drift: “There are a lot of tools to play around with, so find what works for your audience. We’ve tried everything from using Drift Video to building a landing page to serve up content to people. Find out what works, then move on and test, test, test.”

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