Office Hours #3: What To Do With A Lot Of Traffic, How We Manage Marketing, Driftbot 101 & More

By | March 7, 2020

– Hey I’m Dave Gerhardt. I’m the Director of Marketing at Drift, and you are watching episode
three of Office Hours. That was a good one. I was excited. If you want to submit a question just leave a comment on this video and we’ll get to you next week. So, first question, this
question is from Chris. Chris, first of all, thank you, what’s up? Are you guys suggesting using a custom message for every important page on your site, and are you delivering that via campaigns? Chris this is a great question. This is actually from the first episode of Office Hours that we did where we talked about high traffic, low traffic and what to do with Drift on your website. So I think in an ideal world you would actually would have a custom message on every page on your site, right? But it doesn’t have to be as crazy as it might sound or as complex. This could be something like on you pricing page, for example, have a Drift message where the message actually matches
the context of that page so instead of just saying, “hey do you have any questions?”
make that message say “Do you you have any questions specifically around our pricing,” right? The second part of your question was are you delivering that via campaigns, and the answer is yes. You can also do this
via the welcome message but that would only apply, that would basically be one message that applies to everywhere on your site. Chris, hopefully that
helps answer your question and I appreciate you writing in. So next question is from Shawn. Shaun, thanks for this question. Shaun wants to know how, he said how does Drift manage all of their marketing campaigns? How do you keep it organized and flowing across the team as the team grows? Shaun, really quick answer is that we just talk to each other, and I know this isn’t like a sexy answer but there’s four people on the team. So what we do is at the beginning of every week we all talk about what we’re focused on that week. That rolls up to what we’re focused on for that month and the quarter. We try to let people use their own tools and manage their own projects separately, and we just base it all on internal communication. Monday morning we do a
whole team metrics meeting where everybody gets a feel for what the whole company’s working on, and then we bookend the week with show-and-tell on Friday where everybody shows all the things that they’ve shipped that week. So, I think those two
things help out a lot, and make it so that we don’t have to get too far in the weeds with different Trello boards or get too worried about the process. Look, it’s Luke. Alright, so now we are
going to bring on Luke. Come on Luke, I’ll scoot over for you. So, just a quick background, like who are you, what do you do at Drift? – So I’m a software
engineer here at Drift, and I work mostly on our, kind of our conversations and messages, but also on the bot. – Cool, so we thought it’d be fun, we get a lot of questions about the bot, different things people can do, and we figured, who better
than one of the people that’s actually building this themselves. Let’s just break this
down into three phases. So first one is routing. Talk about what you can do with routing and kind of where that came from? – Yeah sure, so routing was kind of like the inception of the bot. We viewed it as a primary feature that people really want. If you’re a really small company you can handle the traffic because you get such low traffic, so if you get five chats, no problem. If you’re a really large
company, like Apple, you hire a whole warehouse and it’s also super easy because they can spend that money, but if you’re anywhere in between, getting to the right person is really important because otherwise you have to go through this whole chain of who do I want to talk to,
who’s the right person, and so.. – It hurts the scalability. Somebody comes to a site and they say, hey who do you want to talk to, sales, support, or marketing? And then the bot will actually rout them to that person on the team. Break this down for me. So I’m a Drift customer, I’m using Drift. I log in and how to I
actually set up routing? – Yeah so if you go into your settings there’s a routing setting and you can setup a bunch of different teams with the people who
are in your Drift account. – Cool, it would say this is Dave, he’s in marketing, this is Luke, he’s in engineering. Alright, second thing, is
knowledge based integration. So the bot can actually go and fetch answers for people. – There are a lot of questions that we’ve found are just so easily answered by help bots. – Like, we get questions all the time, like so we all do support at Drift. We all answer chat and like you know how many times during a chat shift do you have somebody who writes in a question that we have a answer for? – Yeah I think the widget is so enticing to open up and say, oh I have a question, like I don’t want to go anywhere, I just want to ask the questions. – Yeah – And usually we do have answers for it, so it’s great that the bot can kind of surface those and it recognizes that we’ve already
written something on it. – Third part about the bot that we want to talk about is
something new, bot campaigns. – Totally, yeah, so
campaigns traditionally in Drift, it’s really great to be able to say for this segment of people we want to send them a message right at this time, right after they’ve done something. We took some of the stuff that we’ve done with our knowledge base and made it so people can say when someone says something like this, reply with this. Then when they say something with this, reply with this, and so it’s a great way to kind of automatically qualify your leads. You can go through these whole pipelines and get a whole sense of who someone is before
humans ever talk to them. – Right, one easy way that our customers have started using the bot is it basically might take their existing BDR scripts or qualifying scripts and just import them into Drift to use them right there. Why can’t the bot ask those questions first and qualify these
people in real time? Well thank you for joining us on this episode of Office
Hours, episode three. Just a reminder, if you want to get your questions answered on the show, go in the comments section of this video, right here, right here, right here, right here, right here. Leave us a comment, leave us a question, and we’ll answer it, we’ll try to get to it depending on how many questions we get on the next episode of Office Hours so we’ll see you then. Good job. – Thanks. – Oh we’ve got to leave. How do I leave with the level in gear? We’re connected. – You can take your leash. – Okay.

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