Brandwatch's Global Engagement Success with Drift: A 20X ROI Case Study

Brandwatch is a global leader in digital consumer intelligence and social media listening, helping brands and agencies understand and engage with their customers. The company offers solutions for consumer intelligence, social media management, and influencer marketing. Brandwatch's mission is to help brands understand and engage with their customers at the speed of social. They serve a diverse customer base with varying preferences for engagement, making it crucial for them to have a flexible and effective engagement solution.

Brandwatch, a leading enterprise social suite, was facing a challenge in 2018. The company was seeking new ways to engage with and convert website visitors on a global scale. They understood that their customer base had diverse preferences when it came to engagement. Some customers preferred forms, others wanted immediate human interaction, while some favored automated chatbots. Therefore, Brandwatch needed a flexible solution that could cater to all these preferences. They were already using Intercom as an in-app help solution, but they needed a solution that was more suited to their website.

Brandwatch decided to implement Drift, a conversational marketing platform, as their solution. Matt Dawson, Director of Growth Marketing at Brandwatch, was convinced that Drift was the right choice after his first call with them. The company started the implementation with their North America team, their largest region, and after a successful implementation over 9-12 months, they rolled it out globally and created playbooks in four different languages. Over the years, Brandwatch gradually expanded their use of Drift's features and functionalities. In 2021, they upgraded to Drift’s Advanced plan to leverage Fastlane, which allows qualified buyers to skip the form and instantly have a conversation. They also expanded to Drift’s Enterprise plan to take advantage of Conversational AI, which improved their chat drop-off rate, chat engagement, and outcomes.

• The implementation of Drift has significantly improved Brandwatch's buyer experience. The company believes that offering multiple avenues of interaction, including direct conversation with a Brandwatch representative via Drift, enhances brand perception and increases the chance of conversion. Additionally, the increased opportunity to interact with customers and buyers has provided Brandwatch with a consistent source of direct feedback. This feedback has been instrumental in informing the content they promote and their overall website development process. Furthermore, Brandwatch has found Drift's professional services to be invaluable in managing, maintaining, and optimizing their Drift deployment.

• Brandwatch achieved a 20X return on investment (ROI) with Drift.

• There was a 75% increase in engagement rate year-over-year with Conversational AI.

• Brandwatch achieved an average opportunity creation time of 8.4 days with Fastlane.