Boosting Opportunities by 66%: Ping Identity's Success with Drift Professional Services

Ping Identity is a global identity security company that serves some of the world's largest enterprises. The company focuses on making digital experiences both secure and seamless for all users, without compromise. They cater to businesses with the most complex identity security challenges. In 2020, the company noticed a shift in how users wanted to access information and decided to transition to an ungated content model. They sought a tool that could support this change and provide a mechanism for users to engage with their team, leading to their partnership with Drift.

Ping Identity, a leading identity security company, faced a significant challenge in 2020. The web team at Ping noticed a significant shift in how users wanted to access information. The traditional method of acquiring leads by gating content and having users fill out a form was becoming increasingly outdated. The team wanted to shift towards a model that provided value upfront, demonstrating their thought leadership and value before asking for user information. The primary objective was to transition to an ungated content model, but they needed a tool to support this change.

Ping Identity began their journey with Drift by conducting basic testing and started to ungate a lot of their content. They wanted to ensure that they had a mechanism for people to still engage with someone at Ping to get information. Drift provided the perfect solution for this, allowing them to ungate content, start a conversation, and lead users down the buyer’s journey. As the team’s usage of Drift evolved, they began to use it contextually, presenting a more personalized experience based on where a user is on the site, what is known about them, and where they are in the buyer’s journey. The team also leveraged Drift to provide a more self-serve experience for website visitors, with a playbook for the most common customer questions. They also used Drift to bring in new partners and gauge the interest of prospective partners.

• The implementation of Drift brought about significant operational results for Ping Identity. It provided a less frictional channel for users to engage with the company, solving the issue of lag time between filling out a form and getting a follow-up. The immediacy that Drift provided met the expectations of users who needed to make fast decisions. The information that website visitors shared with the Ping bot allowed the team to be more prescriptive within their playbooks and website design. It also helped them get more first-party feedback around general site experience, findability issues, and the overall architecture of their site. The chatbot gave their site more personality and allowed them to bring forward more of their brand voice. The partnership with Drift Professional Services also helped them increase their conversation rate and optimize their lead generation process.

• 70% increase in conversations

• 66% increase in opportunities