Drift extends offerings across the customer lifecycle

Drift, the B2B conversational marketing platform, has launched a new offering — Conversational Service — and combined all three of its core offerings in the Drift Conversational Cloud. The other offerings are Conversational Marketing and Conversational Sales, using AI-powered chatbots to guide and support the B2B customer journey and to connect buyers with the right human agents. Drift now has a chatbot offering that extends across the revenue engine and is responsive to customers post-sale.

Why we care. Whether it’s pandemic-driven or just generational, the B2B customer journey is increasingly a self-service one, from discovery and research down to the moments before conversion — and in some cases to conversion itself. A vendor like Drift is well-positioned to support that kind of purchase trajectory.

Dig deeper: ON24 announces new integrations with Drift

One benefit of bringing the three offerings together is that it should avoid siloed marketing, sales and service experiences, creating a single ongoing conversation throughout the lifecycle. “Translating click-based engagement into buyer-led enablement across interactions requires conversation design that senses and responds to spoken and unspoken buyer needs across complex and connected buying journeys. Conversational interactions help B2B organizations meet buyers where they are in their journey, enable their buyers and customers in the moment, and inform the next interaction,” wrote Jessie Johnson of Forrester in a report last year.

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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.