How Clutch Used Drift to Grow Their Leads By 30%

Meet Tyler.

Tyler is the marketing manager for the customer marketing platform Clutch.

But before entering the world of SaaS, Tyler had another passion:

Yogurt.

I’m an entrepreneur at heart. I custom designed and built two frozen yogurt stores right out of college (yogurtree.com). By creating my own business, I became fixated on a superior customer experience as the most important driver of sales. After deciding not to franchise yogurtree, I joined Clutch to help other B2C marketers better understand and motivate their customers with a personalized marketing platform.

As a marketing manager at a lean, up-and-coming company, Tyler wears many hats. He’s responsible for everything from website optimization and content, to social media and email marketing, to public relations and trade shows.

He also lends a hand with prospecting and sales.

We recently got in touch with Tyler to see what his experience using Drift has been like so far.

But first, we had him tell us a bit more about what Clutch does and what market they’re trying to reach.

Clutch integrates data from all customer touch points (POS, eComm, mobile, social) into one customer platform. Customer profiles are scored and segmented to create personalized campaigns (email, mobile, direct mail) right from the platform. The target market is mainly mid-market to enterprise brands – anywhere from hospitality, to retail, to auto care.

The Problem: Closing the Gap

After joining Clutch, Tyler noticed that there was a significant drop-off between people who were showing interest in Clutch’s content and people who were taking that next step toward becoming customers.

As he recently explained to us:

I was looking to close the gap between interested prospects who sign up for our newsletter (about 2.4% of website visitors) and the highly-engaged prospects who request and are qualified to speak with sales (about 0.39% of website visitors).

And by putting himself in his customers’ shoes, he realized that there was a step missing in the process: There needed to be a middle-ground between people who were interested in Clutch’s content and people who were ready to talk to sales.

In the past, I had signed up for a company’s newsletter and had experienced that gap where I had some questions but just wasn’t ready to be hounded by a sales rep. I viewed live chat as a friendly way to ease prospects into willingly speaking with sales.

But there was a catch.

As we all know, there are tons of live chat solutions out there. But since Tyler is a one-man marketing machine, he needed something he could operate himself.

With limited resources I needed a live chat solution that could easily be managed by me alone.

Drift Live Chat: Delivering 1:1 Messaging at Scale

Drift was perfect as it connected to Slack on my desktop and phone. And often times I am responding to chats on Slack while I’m away from my desk.

For Tyler, our Slack integration helped make live chat more manageable.

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Instead of replacing the ecosystem that Tyler was used to working in, Drift became a part of it.

But as we all know, the proof is in the pudding … or in Tyler’s’ case, in the yogurt (:

So, did Drift help Clutch close the gap between interested prospects and sales-ready leads?

Here’s what Tyler told us:

I figured if there was a helping hand in real-time to answer some questions on our website, I could not only convert leads quicker, but also get more of them. It worked. In 39 business days since launching Drift I have had 95 conversations and increased our sales-qualified leads from 0.39% of visitors to 0.51% — a 30% increase! In addition to enhancing our website lead funnel, our clients are easily directed to our support team.

Ultimately, for Tyler, if a visitor to the Clutch website ever has a question, he wants to be there. He wants to be able to have those real-time interactions.

Why?

Because you can provide answers at exactly the right times: when people are actively looking for them. It makes your entire sales and marketing operation more efficient.

It’s amazing how much more you can help a prospect understand the solution in real-time vs. emails. Live chat has reduced some demo requests which is good because I’d rather start the sales engagement on a quicker and more personal level. Live chat has also sped up the sales process by letting us answer people’s questions more quickly. I think the increase in leads comes from prospects who would have needed a couple more emails and sessions on the website to feel more comfortable requesting a demo.

Final Thought: We Are in the Age of the Customer

In a typical post like this, I would write the final thought.

But then I read this last paragraph that Tyler sent over to us, and I realized that he had written the final thought for me (thanks, Tyler!).

The main takeaway: today’s companies need to put the customer first.

As Forrester claims, we are in the “Age of the Customer”. Companies are realizing if they don’t service customers when and where they want, someone else will. There is unlimited buying information in real-time online and prospects are already 70% through the buying process by the time they talk to sales. Live chat helps bridge that final gap. The more thoroughly and conveniently you can answer prospects’ questions, the higher your conversion rates will be.

Click here to learn more about how Drift can help your business grow.

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