Market Overview

Drift Announces Conversational Advertising, Drift Assistant, Siftrock Acquisition, and Partnerships with Marketo, Demandbase, and Outreach at HYPERGROWTH 2018

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Conversational marketing leader unveils new customer-first products
that connect businesses with the people ready to buy now

Drift,
the world's leading conversational marketing and sales platform, today
introduced new products and partnerships built to connect businesses
with customers now, not later, at HYPERGROWTH
2018
. The company announced Conversational Advertising, Drift
Assistant, the acquisition of Siftrock and partnerships with Marketo,
Demandbase and Outreach.

"The last decade in B2B sales and marketing was all about the business
following up later," said David Cancel, Drift Founder & CEO. "But today,
B2B sales and marketing has to be about now. The internet has changed
everything and put customers in control of the buying process, not the
business. As a result, people won't put up with waiting days and weeks
to get a response -- they want answers now. So, at Drift, everything
we're doing is about removing friction, shortening the sales cycle and
connecting businesses with the customers who are interested right now.
Today we are excited to share what the future of B2B buying will look
like."

Conversational Advertising: Say Goodbye to Landing Pages and Lead
Forms

eMarketer
estimates
that B2B marketers will spend $4.6 billion on digital
advertising in 2018, but until now, those ads have typically driven
potential customers to a traditional landing page with a lead form to
fill out so that someone from the company can reach out later.

With the launch of Conversational
Advertising
, Drift has created an entirely new category of online
advertising that connects potential customers directly from an ad to a
conversation.

"This has never been done before. With traditional advertising it has
always been about later," Cancel said. "You drive people to a landing
page, get them to fill out a form and then someone at the company
contacts you later. But with Conversational Advertising, it's all about
right now. We can close the gap and help buyers connect with a business
instantly by taking them right from an ad to a conversation to get the
answers they need instantly."

  • Don't worry about endless A/B tests or design variations. One
    of the challenges with traditional landing pages is the amount of
    testing and conversion rate optimization needed just to get someone to
    fill out a form. But with Conversational Advertising, your ads can be
    about conversations.
  • Create landing pages without installing any code. Powered by
    Drift's new Conversational
    Landing Pages
    , B2B marketers can set up ads in seconds without
    having to install any code. Just login to Drift, create a
    Conversational Landing Page and use it as the URL for any ad campaign.
  • Go beyond ads and grow your email list, blog subscribers and more. Conversational
    Landing Pages can be used for just about everything in marketing,
    whether you want to use them to grow your email list or share on
    social to get more people to subscribe to your blog. You can use
    Conversational Landing Pages just like you would a traditional landing
    page.

Drift Assistant: An AI Assistant Built to Manage All of Your Digital
Paperwork

With the launch of Drift
Assistant
, sales and marketing teams now have an AI assistant that
can work 24/7/365 and handle much of the "digital paperwork" that they
have to manage on a daily basis that gets in the way of providing a
great customer experience.

"B2B businesses have gone digital, but we haven't been able to move on
from all of the paperwork," said Cancel. "Only a third of a sales
rep's time is actually spent selling, with over
60 percent
of their time wasted on administrative tasks and
meetings. Meanwhile, marketers have resorted to sending emails from
noreply@company.com or other email aliases so they don't have to manage
responses and deal with routing conversations to the right person in the
company. Drift Assistant handles all of that digital paperwork, so sales
reps and marketers can get the time they need back in their day to focus
on providing the personalized buying experience that customers expect
today."

Drift Assistant for Sales

Drift Assistant provides sales reps context for every meeting,
notifications for follow-ups and information to have better
conversations with potential customers.

  • Be prepared for every meeting. Drift Assistant helps you
    prepare for meetings by handling all the required research ahead of
    time. You'll get an email of everything you need to know about the
    potential customer before every meeting, including the company's tech
    stack, context from previous conversations and notes on recent website
    activity.
  • Never forget to follow up with a no-show or cancellation. No-shows
    and cancellations are frustrating if you're in sales, but that doesn't
    always mean a deal is off the table. When someone cancels or
    reschedules a meeting, Drift Assistant helps you reach out to keep
    them warm, so you don't have to spend your days chasing them down to
    reschedule.
  • Always remember to send next steps. It can be easy to forget to
    send a note after a great demo with everything else going on in the
    sales process. That's why Drift Assistant will make sure none of your
    potential customers fall through the cracks by helping you follow-up
    with next steps after every demo.

Drift Assistant for Marketing

To power Drift Assistant for marketers, Drift has acquired Siftrock,
a Seattle-based company that helps B2B marketing and sales teams operate
more effectively. Companies such as Glassdoor, Citrix, Okta,
SurveyMonkey and Procore use Siftrock to manage their email replies at
scale. With Siftrock joining the Drift team, marketers using Drift will
now have the ability to:

  • Manage email responses automatically. Customers want
    conversations, but for many marketing teams, email has turned into a
    one-way communications channel and monitoring the marketing inbox just
    doesn't scale. But now with Siftrock, Drift Assistant will track email
    replies automatically, route them to the right sales reps in real-time
    and sync data to your marketing automation system -- no digital
    paperwork required.
  • Send emails that lead to conversations, not forms. Marketers
    have been forced to send emails that drive clicks and form submissions
    while customers want a more human experience. Drift Assistant lets
    marketers send email campaigns that invite conversations, so instead
    of sending a "click here to register" email, you can now simply ask,
    "Would you like to attend?" and your assistant takes care of the rest.
  • Keep all of your important email data up-to-date. Keeping
    contacts and accounts updated is a constant challenge for B2B
    marketers. Email auto-replies can tell you when someone has changed
    jobs or their email no longer exists, but marketers don't have time to
    keep up with this digital paperwork manually. Now, Drift Assistant can
    automate these tasks and work within the systems you already use,
    including Marketo, Salesforce Pardot, Eloqua, HubSpot and Act-On.

"At HYPERGROWTH last year we started talking about reinventing email and
focusing on conversations and replies instead of opens and clicks,"
Cancel said. "Siftrock has built a best-in-class product that manages
email replies at scale, and this acquisition will help us deliver on
that vision even faster. On top of that, the team is amazing and they
have proven to be leaders in the B2B sales and marketing space. But most
importantly, this is a move that adds real value to both of our customer
bases immediately."

The Future of B2B is Open: Drift Partners with Marketo, Demandbase
and Outreach

As Drift works to deliver the future of sales and marketing, the company
also announced three key partnerships with leading technology vendors in
the B2B ecosystem: Marketo for marketing automation, Demandbase for
account-based advertising and Outreach for sales engagement.

"Marketo and Demandbase are not just leaders in Marketing Automation and
ABM; they've seen the value of Conversational Marketing firsthand," said
Cancel. "We're excited to announce Drift's exclusive alliance and
deepened integrations with Marketo, and we couldn't be happier to have
Demandbase on board as our exclusive launch partner for Conversational
Advertising."

"Outreach has built a best-in-class sales engagement platform and an
integration with Drift is something that many of our customers have been
asking for," added Cancel. "Now sales reps can provide an amazing buying
experience by sending emails with Outreach right inside of Drift that
drive directly to conversations and connect buyers with sellers
immediately. We have a deep belief in Drift being an open platform and
that stronger partnerships across the sales and marketing ecosystem will
allow us to deliver the most value for our customers over time."

"Consumers are increasingly seeking new ways to engage in real-time with
brands in the digital landscape, and we are thrilled to forge a
strategic alliance with the leader in the emerging category of
conversational marketing," said TK Kader, SVP Strategy and Alliances at
Marketo. "I am confident that Marketo and Drift will lead this market
together and deliver unparalleled value to our customers in the age of
the engagement economy."

"The key to high-performing ABM strategies is connecting marketing
programs directly to sales activity," said Chris Golec, CEO of
Demandbase. "We are incredibly excited to be the exclusive launch
partner for Drift's new Conversational Advertising product because now
B2B marketers can target specific companies with our account-based
advertising, and move to a conversation with sales in a single click.
The time from engagement to conversation to pipeline has never been
faster."

"Great conversations are the most powerful way to drive conversion,"
said Manny Medina, CEO of Outreach. "To accomplish this, you must have a
consistent customer journey, from calls and emails to your buyer's
experience on your website. Now sales and marketing teams can share
context from every touchpoint in the customer journey to drive stronger
results wherever they communicate with their buyers."

To learn more about all of the product launches and partnerships from
HYPERGROWTH 2018, visit drift.com/now.

Part two of HYPERGROWTH 2018 will take place in San Francisco on Monday
September 24. To get tickets, visit hypergrowth.drift.com.

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 build better pipelines faster by
connecting them now with customers who are interested now. 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 drift.com.

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