Market Overview

Drift Launches Intel to Eliminate Friction for B2B Buyers


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

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
. 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

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
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."

Drift Intel is available worldwide starting today as part of the Drift
conversational marketing platform in the Company and Enterprise plans.
For more information, visit

About Drift
Drift is the new way businesses buy from
businesses. With its quickly evolving set of tools and playbooks, Drift
is the world's leading conversational marketing and sales platform. Over
100,000 businesses use Drift today to provide a modern buying experience
for potential customers, generate more qualified leads and dramatically
accelerate the sales cycle. Based in Boston, Drift was founded by serial
marketing technology entrepreneurs David Cancel and Elias Torres, and is
backed by leading venture capitalists including CRV, General Catalyst
and Sequoia. Learn more at

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