Drift is a chat platform used by the Sales Development organization to engage visitors on our webpages. Engagement with Drift begins when a site visitor opts into interacting with an available Drift playbook. Playbooks are customized workflows that help visitors find information as well as offer the option to chat directly or schedule time to speak with Sales Development Reps.
SDRs are inbound reps that will field a majority of conversations in Drift. Conversations are routed according to region/country on a round robin basis. Once Drift has routed a conversation to a rep, that SDR has 30 seconds to enter the conversation and begin a conversation with the site visitor. If 30 seconds elapses the conversation will route to the next available rep. If no rep on the team is available, the site visitor will have the option to schedule a meeting with the original rep or the first rep that has their calendar available and connected to Drift.
BDRs are outbound reps that will have a specialized use case in Drift. A BDR with a high priority ABM account may be selected to receive conversations in Drift from site visitors that have been identified as connected to the ABM account they cover.
We have Drift playbooks across most of our website as well as on select landing pages. The content of the playbook depends on the target audience and in the case of temporary playbooks on landing pages, the intended experience or use case. The playbooks that are currently deployed include a sitewide engage all playbook; Enterprise, Small Business, and Public Sector segment playbooks; and named ABM account playbooks designed to engage site visitors from specific companies.
If you are interested in or have a need for a playbook designed to target a specific audience please reach out #mktgops in Slack and create an issue in the Marketing Operations project using the
All Drift playbooks are associated with Salesforce campaigns to enable playbook performance to be measured outside of the Drift platform. Drift also provides reports for each playbook on the number of impressions, sends, conversations, emails captured, and meetings booked.
Drift is expected to mirror the lead routing logic in Traction Complete as closely as possible. Our goal is to provide the best possible experience for site visitors by connecting them with their aligned resources in the Sales Development organization. This means site visitors during offline hours will be asked to schedule a meeting with an SDR that aligns to their region/country.
The account lists and playbook routing rules that govern how most Drift conversations are routed need to be refreshed to reflect changes to SDR alignment. Because this is not an automated process, Marketing Operations needs to be informed of needed changes via a SDR alignment change request from SDR leadership or as needed based on changes made to our marketing strategy that impact account alignment.
SDRs and BDRs should follow these best practices when setting up their Drift account and notification settings. This Drift resource is a good step-by-step guide to getting your account activated and set up. Please upload a picture of yourself and enter your first and last name in your account settings.
Drift Meetings configuration
Set yourself to available or away
✅ “Conversations I’m in”
✅ “A contact comes to the site by clicking a link from an Outreach Sequence email”.
✅ “Display desktop notifications even when Drift is not open in a browser”
✅ “Keep desktop notifications on-screen until I interact with them”. Please select a sound that is different from your Slack, email, or other notification sounds you already have set up.
✅ “Send email notifications once every 15 minutes for Only conversations I’m in. *Please click the “update address” link to ensure you receive the email test and this setting is saved.
Drift has useful notification settings for Sales Dev leadership to get an overview of activity on the platform.
Under "Advanced Settings" > "Send me administrator emails for…" select "Drift morning report". This will be the most useful report for Sales Dev leadership. The other selections apply mostly to operations/admin users.
Close or open a conversations
Marking a chat as a CQL
unqualified lead, one lightning bolt for
Inquiry, and three lightning bolts for
MQL. Refer to this term glossary for a refresher on
Sharing your calendar in chat
Would you like to learn more about Drift? Are you interested in adding a Drift playbook to a new or existing webpage? Have you noticed a potential Drift problem you would like investigated?
MktgOps::0 - To Be Triaged: Starting point for any label that involves Marketing Operations
Drift: Used if directly related to the Drift chat platform
Sales Dev: Used if your request is from or involves the SDR organization