Drift is the new way businesses & customers communicate. Helping to reinvent modern marketing and sales software using messaging.
Dave Gerhardt is one of our favorite demand generation leaders. He is amazing at SEO and possesses seemingly boundless energy when it comes to creating new content. But he is self-proclaimed as “not a numbers person.” And we are exactly the opposite.
With Dave running demand generation at Drift, we needed to prove that B2B Facebook advertising could be cost effective, even against his organic (read: free) demand generation engine.
We took a bet that B2B Facebook advertising was going to work for Drift. And that bet paid off. Drift measured return on investment by payback period. This is the amount of time it takes to recoup ad spend from purchases. And Facebook ads had a lower payback period than branded Google search.
Let’s think about that again – this means new people seeing ads for Drift were more likely to purchase than people literally searching for Drift.
There are four key features that made Drift stand out and perform so well on Facebook ads:
Drift found a problem and created a killer product to satisfy that need. Their recent and record-breaking growth proves this.
Users are automatically qualified, so Lightning AI gets real-time data on the quality of users coming from ads, optimizing rapidly.
Drift has a really strong brand and tone of voice. They know exactly who they are. This consistency builds up brand awareness.
The most successful ads for Drift weren’t overly designed or animated, but photos shot by the team with their phone.
Your users are people. You can leverage Facebook to get in front of those people, whether you’re selling to sales, marketing, product – or devops engineers. And with Lightning AI, you’ll learn more about those users than ever before.