Like any startup fighting for survival and striving for success, GaggleAMP focused squarely on its customers. Toiling away at product experience and best practices, positive word of mouth became a quiet superpower over time as customers evangelized the product from organization to organization, spurring growth.
However, It became quickly apparent that GaggleAMP could grow faster with increased automation. Especially with Conversational Marketing and Virtual Assistants — tools that could help them scale and interact intelligently with visitors at just about any point in the customer journey.
To get there, they needed an expert who understood the full power of Drift.
It’s an exciting time. Successful CMOs have a "More with Less" mentality, driving digital transformation. With reduced time, budget, and people — hyper-automation is the key. And that's where sales enablement tools like Drift are crucial to the technology stack. We can deliver on the complete customer lifecycle by creating personalized customer journey workflows. CMOs now help guide the actions of the sales and service team members, and to do this, they need to gain real-time insights with tools that use data intelligently and efficiently.
“The devil is in the details.” – Common Proverb.
GaggleAMP’s form submission process was leaking too many potential prospects. In addition, too many visitors were engaged with sub-optimal messaging, which was a clear obstacle to continuing down the purchase funnel.
To fix the ‘leak,’ they needed a partner who could quickly assess their business needs, calibrate their Virtual Assistants with playbooks instrumented for success, and execute at scale to foster customer delight. Molly Duggan Associates, a Drift premier agency partner with expert knowledge on how to execute the challenge efficiently knew exactly what needed to be done.
“You need to have a comprehensive grasp of both sales and marketing roles to understand conversational marketing,” says Erik Cochran, Molly Duggan’s Senior Conversation Orchestrator. “Our Virtual Assistants are built from a complete and comprehensive understanding of the customer journey as it relates to customer education, elimination of pain points, and helping visitors take the next logical step on the conversion path.”
In fact, GaggleAMP had been trying to work with their Drift bot for some time without success, and the challenge had started to weigh on the team.
“We were thinking of throwing in the towel and canceling our Drift subscription,” said Michelle Brammer, Director of Marketing at GaggleAMP. “Our Form-submit abandonment rates were at nearly 60%,” said Michelle. “We weren’t utilizing the tool to its full capabilities and therefore weren’t capturing good information that could have qualified visitors for our sales team.”
So what precisely do you do when your submission process needs triage?
You need to have a comprehensive grasp of both sales and marketing roles to understand conversational marketing. Our Virtual Assistants are built from a complete and comprehensive understanding of the customer journey as it relates to customer education, elimination of pain points, and helping visitors take the next logical step on the conversion path.
Powering intelligent conversations
The breakthrough with Conversation Orchestrator was in transforming GaggleAMP’s virtual Assistants into becoming the primary source of information gathering on their site. They powered intelligent conversations, asked smart queries to engage visitors with context, powered 90% of demo requests, and scheduled visitors directly to the right sales rep within the very conversation in which they were engaged. The entire process was seamless, intelligent, and calibrated to ensure customers could get where they were going — but faster.
“We were able to reduce funnel fallout dramatically because the Drift bot provided a welcome greeting and then a follow-up meeting too. Our salespeople were excited because they could send customers to our site for case studies knowing that Drift was there to provide real context and authority,” says Michelle Brammer.
Conversation Orchestrator
What growth looks like for GaggleAMP
pipeline increase
closed-won increase
increased meetings booked year over year
Websites don’t sell
A website alone is not the best way to sell services, and Intelligent virtual assistants can truly be the missing link. With contextual and personalized prompts at the right time and place, conversations can happen at scale and the handoff to booking a meeting can be frictionless, satisfying visitors and team members alike. Thanks to Virtual assistants, sales can pick up where the assistants left off and work with happier customers in the long run.
“We now have excellent data and better conversations,” says Patrick Cadigan, Client Executive at GaggleAMP. “The handoff from chatbot to booking a meeting is unbelievable, and my clients leave our website satisfied with their experience.”
Context and Segmentation are critical
Intelligent Assistants are also powerful for ABM marketing as they can instantly recognize what company your visitor works for and speak with them intelligently. Suppose the Virtual Assistant knows your customer’s name from a previous visit or after a link-click from an email. In that case, the personalization experience starts immediately at that intersection and not at some distant future touchpoint, creating an experience that is that much more powerful for your visitor.
“Offering relevant content and crafting a personalized conversation helps customers proceed with greater confidence along the buying journey,” explains Molly Duggan, CEO of Molly Duggan Associates.
GaggleAMP relied on Molly Duggan’s Conversation Orchestrators to learn what drove its customers to choose them over their competition. Understanding common customer pain points and leveraging the understanding laid the foundation for increased visitor engagement and furthered product education and consideration for prospects.
Offering relevant content and crafting a personalized conversation helps customers proceed with greater confidence along the buying journey.
To Optimization and Beyond
By way of example, Virtual Assistants were even integrated into GaggleAMP’s blog articles so that visitors could have a contextual conversation driven by the article’s solutions to problems they were interested in solving. This integration delivered intelligent conversations catered to each visitor’s actual funnel position, building momentum and optimizing experiences sitewide.
Optimizations even extended out to social media sharing. For example, any social media share could include a Drift link and open a contextual Virtual Assistant that ignited a conversation or enabled a more efficient conversation between the visitor and their assigned sales rep.
With this type of targeted segmentation, the right visitors were exposed to the right playbooks at a strategic cadence and with alternative prompts that were both personal and contextualized — almost like a human was on the other end.
Bounce rates fell sharply.
Molly Duggan Associates Conversation Orchestrator service transformed GaggleAMP’s Conversational Marketing strategy and personalized customer experience. With more intelligent and contextual Virtual Assistants, visitors were engaged with optimal marketing playbooks for each step of their journey. GaggleAMP’s form submittal abandonment rate — which had ballooned to 60% — fell precipitously as a result. In addition, the implementation of savvy marketing playbooks triggered by on-site behavior increased trust, interest, and customer delight exponentially.
If you’re like most of our clients, you want to reduce bounce rates and personalize each customer experience with helpful and friendly guidance while reducing friction. It’s possible!
Curious if Conversation Orchestrator is right for you? Schedule a demo with a conversation orchestrator today.
