Drift Tool Review | Scripted

Drift is a revenue acceleration platform, best described as a conversational marketing and sales tool. That means, instead of sending your customers through a static funnel, Drift helps you create conversations that spark engagement, answer questions, and help customers convert through responsive and interactive sales and marketing strategies. If this innovative platform sounds like it could help you grow your business, this guide is a must-read.

What to Consider When Looking for a Revenue Acceleration Solution

Over 50,000 businesses use Drift, but what exactly is it? If you find yourself looking for innovative sales and marketing strategies, Drift is sure to top your list. While they by no means invented conversational sales and marketing, they are helping to shape it, making it accessible and more effective for businesses of all sizes. With Drift, you can drive engagement while improving the customer experience across channels.

For a long time, the traditional approach to marketing was the only option. Today's businesses and individuals have access to tools that redefine marketing strategies. We all know the traditional way: You go to a website and find a generic form to fill out. If the brand has done its due diligence, then they have worked hard to make that generic form as specific and tailored to their audience as they can, but they're still showing the same form to everyone who comes along.

More recently, marketers have begun experimenting with tools to help improve this process, thereby producing much better results. One example is "dynamic" content, which means the text, colors, or layout can change entirely by detecting certain attributes for a given visitor, helping to customize the entire experience to fit the user's needs.

To visualize this, think about a pet insurance company that's doing things the traditional way. They might offer policies for dogs, cats, and horses, so they'll have multiple links and graphics representing all of those things, hoping the user will move forward with selecting the one that interests them. However, using dynamic content and a combination of cookies and tracking, this same company could instead display images and text relating only to the pets the visitor actually has -- like information on equine policies for a horse owner or dog health insurance for a dog owner.

Drift takes things a step further. "With Conversational Marketing software, you can personalize each conversation. Paid traffic gets one experience, existing customers get another. And your high-value target accounts? Well, they get the red carpet." So, let's take a closer look at what Drift offers.

Features and Benefits of Drift

Drift enables you to strike up a conversation with every visitor who comes to your website, engaging them early on, helping them work past pain points, and boosting conversions across the board. You can use the same call-to-action you always have -- like "book a demo" or "click to download" -- or you can change things up.

In any case, Drift allows you to integrate conversational marketing and sales so when a lead comes to your site, you can show them the most relevant content and get them talking to your team, asking them questions, and personalizing the customer experience as much as possible. If you're wondering how the personalization happens, Drift brings information about your visitors together using your tech stack, helping to automate the process and inject insights into every visitor's experience.

What's more, Drift powers not only conversions, but the entire sales process with intelligent routing and real-time notifications, engaging your sales team to interact with target accounts the moment they start interacting with your site. You can even auto-book reps for meetings with clients, so they can spend more time selling and less time qualifying leads.

Pros of Drift

All in all, Drift is an advanced marketing and sales platform with intelligent, data-driven tools that lead to valuable results for your company.
Drift features a supportive team standing by to help ensure your success, along with plenty of guides and tutorials to get you going.
There are no doubting Drift's capabilities, being that it's tried and tested by some of the world's biggest companies.

Cons of Drift

Drift will require onboarding and a learning curve to start making the most of it.
The biggest con of Drift is the pricing, which is a barrier for SMBs.

Drift Plans & Pricing

Drift offers three plans but does not publish pricing for any of them. To start using Drift, you'll need to schedule a meeting with one of the representatives and talk about your needs. Based on your budget and requirements, they'll determine whether your company is the right fit.

No matter which plans you choose, you will get some great perks, such as a customer success manager to make sure that Drift works out the best it can for you. Plus, you'll have a complete onboarding experience along with help setting up your Revenue Acceleration strategy so your business can start improving conversions.

Drift does have a free trial, and they also have a special plan for early-stage startups with 50 employees or fewer, allowing many more brands to get in and try Drift, even if they don't have the budget for one of their bigger plans.

Customer Reviews

"Drift has allowed us to create real-time and engaging conversations with potential customers. The bot/playbooks are extremely user-friendly to build and manage with features to allow you to capture leads in a number of ways - capturing their contact details, allowing them to book a meeting within the bot, and also to speak to the sales team when they are online. It has allowed us to acquire a growing number of leads as well as a number of sales by complimenting both organic and paid traffic very well. Also, they have an amazing support team. There is no integration with SugarCRM which makes it more manual for us to manage the data - however, there is an integration with Zapier that helps us get around it in some instances." via G2

"Drift is incredibly easy to use! We have to pivot a lot in our business, and luckily, it's super easy to modify playbooks to align with our ever-changing messaging! We also have seen 10x the ROI. Drift is our #1 lead driver and we wouldn't be as successful without it. Drift is helping us solve the ease of scheduling meetings with our sales reps. Sales absolutely love the ease that this provides clients and cuts out on a lot of the back and forth. We also have easy access to people who are surfing our website, which helps us reach our customers and prospects while they are browsing our website, increasing the chances of upselling and converting them!" via G2

"Using Drift has allowed us to get closer to our next customers. At the time where events have been postponed or canceled, field events do not exist, and the pandemic has secluded customers to their home offices. Many of them flock to our website seeking answers to their problems. Drift conversation marketing has allowed us to get closer to our customers and meet them at their moment of need, where they have questions and are seeking answers. At the moment there are fewer things we dislike. The key to the Marketing Conversation approach is to adjust frequently, try one approach, map your conversation effort and try again to measure conversations, engagement and conversion." via G2

Power Your Content Marketing

There's no doubting that Drift is a powerful platform that could make a huge impact on your business. The questions are whether Drift is within your budget and you are ready to pursue such an advanced sales and marketing platform? If you're looking to improve your content marketing strategy and boost conversion, you must first ensure that your content is sound overall.

Scripted's services can help you get better results everywhere you publish content by putting it in the hands of a content strategist. Working with Scripted's professional writers, your content strategist will help plan and produce content that is keyword optimized, engaging to your audience, and consistent with your brand. Ready to learn more?

Published by Ciara Antolini on Wednesday, February 9, 2022 in Marketing Agencies, Tool Review, Tools Reviews.