How Drift Uses Webinars to Generate 2-3x More Qualified Leads
Founded in 2014, Drift is a venture-backed, conversational marketing and sales platform founded by serial marketing technology entrepreneurs David Cancel and Elias Torres. They’re driven by a deep belief best quoted by their CEO, David Cancel:
“The way we’ve been taught to market and sell doesn’t match how we actually communicate today…”
With a strong statement like that, Drift follows through and proves their commitment to better communication, truly connecting with their audience by running customer education and partner webinars each week. Webinars are also such an integral part of Drift’s lead gen strategy that they plan them out months in advance.
This kind of dedication got my attention, so I talked to Dan Murphy, Demand Gen Team Lead at Drift, to get a behind-the-scenes look at their webinar process in order to better understand how they’re succeeding with webinars, getting 2–3x more qualified leads than other channels.
I also talked to Alex Orfao, Conversational Marketing Manager at Drift, to learn about some of their awesome webinar stats, such as an average of 55% click-to-registration rate, as well as a 35%–40% average show-up rate.