Case Study

Drift discovers Facebook ads aren’t just for B2C eCommerce companies. #poweredbyLAI

The Customer

Drift is the new way businesses & customers communicate. Helping to reinvent modern marketing and sales software using messaging.

The Challenge

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.

The Solution

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:

Lightning AI Case Study – Drift Facebook Ads
Lightning AI Case Study – Drift Facebook Ads
Lightning AI Case Study – Drift Facebook Ads

Drift had a lower payback period on Facebook ads than branded Google search.

Strong product/market fit

Drift found a problem and created a killer product to satisfy that need. Their recent and record-breaking growth proves this.

Automated self-serve platform

Users are automatically qualified, so Lightning AI gets real-time data on the quality of users coming from ads, optimizing rapidly.

Strong brand & identity

Drift has a really strong brand and tone of voice. They know exactly who they are. This consistency builds up brand awareness.

Scrappy and resourceful

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.

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