Founded in San Francisco in 2007, AdRoll is one of the world’s biggest ad tech providers. Over 37,000 ambitious commerce brands use its Growth Platform to find the right audience, to reach them through the more than 500 network partners it works with, and to measure the impact of its activity to guide marketing decisions.
The company was an early adopter of Drift back in 2017, and was quick to realise the potential of chatbots and live chat to improve its sales and marketing process worldwide.
However, with complex EU data laws to navigate and a large sales team to train up, it also recognised the need to work with a strategic Drift partner for EMEA - and that’s where Six & Flow came in.
475% increase in chatbot conversations
800% increase in live chat conversations
400% increase in meetings booked
“At AdRoll, we’re big believers that you never get a second chance to make a first impression. By helping us use Drift to its full potential as a sales and marketing platform, Six & Flow have helped us transform that first point of engagement with visitors on our website in a way that impacts our entire customer acquisition process.”
Gavin Flood
Senior Marketing Director, EMEA & APAC at AdRoll Group
To kick off our engagement with AdRoll, we held a full-day workshop with their EMEA and APAC sales teams to identify their key challenges and opportunities with Drift, and to turn this into an actionable strategy.
We came away with a blueprint showing how chatbots would add value at every stage in the sales and marketing process - from sharing educational content at the top of the funnel to lead qualification and meeting booking at the bottom.
Next, we trained the sales team to use Drift to have real-time, value-add conversations with qualified website visitors - helping them to delight engaged prospects, turn a greater number of visitors into opportunities, and humanise the overall sales and marketing process.
Starting with a handful of “champions”, we’ve grown to the point where a large number of small business and midmarket sellers across EMEA and APAC - including native French and German speakers - use Drift from day to day.
In our first quarter of activity alone, this helped drive an 800% increase in live chat conversations worldwide. What’s more, our top sellers are able to respond to the majority of new conversations in less than a minute.
We’ve mentioned inbound marketing a lot here. Account based marketing works great for those who already have a grasp of the practice and its benefits, and can go a long way to turbocharging any existing strategy.
B2B enterprises, in particular, can be the largest beneficiaries of this approach. These companies typically have longer and more complex sales cycles, and account based marketing campaigns can help to better target high-value prospects who are a better fit, whilst at the same time reducing churn and time-to-sale.
We’d love to learn more about what’s brought you to the Six & Flow website. If you’re interested in learning more about how we can potentially help you and your organisation, get in touch.
