Drift Launches Intel to Eliminate Friction for B2B Buyers

By STS News Desk On Aug 9, 2018

Conversational marketing leader unveils new technology that gives businesses all of the information they need to provide a world-class buying experience to every website visitor — without relying on lead forms.

Drift, the world’s leading conversational marketing and sales platform, brings B2B marketers one step closer to a world without forms today with the launch of Drift Intel. This powerful new feature — included in the latest update to the Drift platform — changes the game for B2B buyers who are looking to provide a frictionless, personalized buying experience for potential customers.

.@Drift Intel gives businesses all of the information they need to provide a world-class buying experience to every website visitor – without relying on lead forms

B2B buying has undergone a massive transformation: 73% of 20- to 35-year-olds are now involved in product or service purchasing at their companies according to a recent report in Harvard Business Review. This shift has made buyers more reluctant to jump through the hoops of a B2B sales process or respond to traditional lead-generation efforts.

“One clear impact from the change in buying behavior has been on lead forms — which are now being ignored by more than half of companies we surveyed in the 2018 Drift Lead Response Report,” said Drift CEO David Cancel. “But until now, marketers have not had a better way to capture the data they need to fit their sales process — let alone create an amazing buying experience on their website. With Drift Intel, this is now possible, and we are one step closer to a world without lead forms.”

Powered by an integration with Clearbit, Drift Intel enables marketers to turn anonymous website visitors into qualified leads for their sales teams in real-time — eliminating the friction that comes with filling out forms.

Perfect for businesses doing account-based marketing, Drift Intel gives sales and marketing teams everything they need to deliver a world-class experience to every website visitor, including:

Real-Time Company Profiles. When an anonymous person comes to a website, Drift Intel automatically generates a rich company profile that includes details like company name, employee count, funding, industry, and more—giving sales and marketing teams all the context they need to start meaningful conversations in real-time.

Intelligent Lead Routing. By using the company profile, Drift Intel can identify businesses with specific demographics for smarter lead routing. For example, based on your team’s segmentation, a company in the Boston area with 500 employees and $30M in annual revenue can be instantly routed to the right account team or salesperson to get them the answers they need in real-time.

Personalized Messaging at Scale. Marketing and sales teams can also personalize real-time messages by using details from a visitor’s company profile. Instead of serving a one-size-fits-all message, Drift Intel allows for highly personalized messages that create a VIP-level buying experience for every single website visitor.

“When we first eliminated forms and called on other companies to do the same, the loudest question we heard was, ‘How will we get the information we need as a business to market and sell to that person?’” said David Cancel, Founder & CEO, Drift. “Our goal with Drift Intel was to answer that question and give our customers the tools they need to create an amazing experience for buyers, remove friction, and continue on our mission to make it easy for businesses to buy from businesses.”