Driving Qualified Meetings with IoT: A Case Study on RollWorks and Drift

RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. They are a company that is constantly looking for ways to improve their digital marketing efforts and enhance their buyer and customer experience.

RollWorks, a division of NextRoll, was in search of a solution that would enable personalized, real-time interactions with website visitors, improve their lead generation and routing processes, and enhance their overall website experience. They were looking for a platform that could align their marketing and sales teams, and confidently grow revenue. The company considered several Conversational Marketing platforms during their evaluation process. The challenge was to find a solution that offered robust features, an intuitive interface, integrations, and a focus on Conversational Marketing and Sales enablement. The ideal solution would also need to integrate seamlessly with their existing tech stack.

In 2018, RollWorks implemented Drift, a Conversational Marketing platform. Drift’s chatbot capabilities and integration with RollWorks' existing tech stack made it the ideal choice. Drift played a crucial role in enabling real-time conversations and lead qualification. It helped RollWorks engage with prospects, answer their questions, and guide them through the buyer’s journey, ultimately driving conversions and revenue growth. RollWorks was able to customize Drift to ensure that website visitors were always met with a playbook that felt personal to their needs, intent, and buyer journey. They also worked closely with Drift service partner, Digital Reach Agency (DRA), a B2B marketing agency that helped businesses grow their pipeline through demand generation.

• The implementation of Drift led to complete alignment between sales and marketing at RollWorks. The marketing side handled the copy, routing, and question flow, DRA built the playbook, and the RollWorks sales team engaged in chat with the site visitors. This alignment led to faster speed to lead, as Drift’s chatbots were able to automatically book meetings on their team’s calendars, leading to quicker funneling of leads to sales than a traditional form fill. The integration of RollWorks and Drift also enabled them to create tailored experiences that aligned sales and marketing activities, improving pipeline quality faster by instantly asking relevant questions and routing site visitors to the right sales team.

• 3X more meetings booked via Drift than forms

• $5M generated in pipeline at one live event

• Drift became the #1 source of pipeline for RollWorks