Blog
2X Named Drift Solutions Partner; Adds More B2B Conversational Marketers to Talent Pool
November 2, 2022
By Domenic Colasante, CEO

Five minutes.

That’s how long leads are willing to wait before losing interest and heading to your competitor’s website . Unfortunately, the traditional lead qualification process takes too long. A majority of B2B companies take five days or more before following up on a website form fill. On top of that, hard-to-navigate websites and generic landing pages fail to speak to prospects’ pain points and equip them with the information they need to make a purchasing decision.

Automated chatbots by AI-powered conversational marketing platform Drift can significantly cut lead response times, engaging website visitors within seconds by creating customized, customer-centric chat experiences. By tapping into intent data such as the web pages they visited and the frequency and duration of visit, Drift can determine where prospects are in the buyer’s journey, qualify them, serve up highly-personalized content to accelerate conversion, and even set up a sales meeting.

“Your website is your most important marketing asset and the experience it offers says a lot about your business. Drift is one of the most important solutions that B2B companies can implement to improve their website experience and deliver meaningful conversations that drive sales,” said 2X CEO Domenic Colasante.

We are proud to announce that 2X is now a Drift Solutions Partner, providing 2X clients access to the platform’s full suite of functionalities, plus a pool of experienced conversational marketers certified by Drift.

“We have seen first-hand what the 2X team can do in unlocking the power of Drift at our mutual clients, and we are thrilled to count 2X among our certified solutions providers!” said Bennett Boucher, Enterprise Channel Manager at Drift.

Growing a Bigger Pool of B2B Conversational Marketers

While there is no doubt that Drift introduces a frictionless website experience that can boost revenue, effectively deploying it requires marketing technologists who are adept at conversational marketing—but as a relatively new field of expertise, qualified professionals are hard to find.

A Drift survey of more than 500 B2B professionals found that 20% of marketers ineffectively used a conversational marketing solution in 2021, rising from 11.6% the year before . The report also noted, “they might not have the best resources to implement their solutions effectively.”

2X is actively addressing this talent shortage with a strong team of Drift-certified conversational marketing managers who are both familiar with the ins and outs of the platform as well as how to use it to solve a variety of real-world client problems. Our partnership with Drift represents our commitment to growing this talent pool further, bringing personalized customer experiences at scale to more B2B companies.

2X’s Principal of Marketing Technology and Drift-certified marketer Zi Yan Tung believes having a team devoted to implementing and managing the platform is crucial to its success. “No one chatbot is the same. They vary greatly according to our clients’ goals, the structure of the website, and so forth. For example, someone visiting the pricing page sends very different intent signals from someone reading a blog post. So, selecting a playbook that will most likely convert a website visitor to a customer takes dedicated focus.”

A New Operating Model for MarTech Management

A recent Gartner report noted that on average, B2B companies leverage just 42% of their MarTech stacks today, compared to 58% in 2020, and declared that marketing technology utilization is tumbling into a new valley of unproductivity requiring “urgent attention to maximize impact in the face of potential economic headwinds that bring on greater CFO scrutiny or forced budget cuts.”

Transforming the operating model is key to helping companies increase utilization of existing MarTech capabilities.

Marketing leaders are moving away from assembling their own in-house marketing teams, as hiring and retaining talent has become increasingly difficult and costly. Instead, many are outsourcing their execution functions, particularly MarTech management, to an offshore firm like 2X.

Backed by a highly qualified 2X team, they gain access to a dedicated team of certified marketing technologists who have a deep knowledge of cutting-edge MarTech tools and know how to apply them—at a fraction of the cost of an in-house hire—meaning B2B companies can hit the ground running with their new conversational marketing tools and strategy.

About 2X

A pioneer in the B2B marketing as a service (MaaS) category, 2X enables operating model transformation that drives growth in marketing’s contribution to businesses’ revenue and overall enterprise valuation. With global headquarters in Philadelphia, US, and delivery operations in Kuala Lumpur, Malaysia, 2X comprises a world-class, diverse team of marketing strategists, developers, analysts, designers, and writers who work together to deliver high-impact account-based marketing and demand-generation programs, data analytics, and marketing technology management. 2X’s unique approach brings scale to B2B marketing for greater revenue impact, execution efficiency, and capacity for innovation. It currently ranks #663 on the Inc. 5000 list and is recognized as a 2021 Diverse and Inclusive Employer by The Startup Weekly. For further information, visit: 2X.Marketing / 2X.Marketing career.

About Drift

Drift®, the Conversation Cloud company, helps businesses connect with people at the right time, in the right place with the right conversation. Using the Drift Conversation Cloud, businesses can personalize experiences that lead to more quality pipeline, revenue and lifelong customers. Drift brings Conversational Marketing, Conversational Sales and Conversational Service into a single platform that integrates chat, email and video and powers personalized experiences with artificial intelligence (AI) at all stages of the customer journey. More than 5,000 customers use Drift to deliver a more enjoyable and more human buying experience that builds trust and accelerates revenue. Representing less than 1% of unicorns led by Latino founders, Drift is building an equitable, enduring company to transform the way businesses buy from businesses. For more information, visit Drift.com and follow @drift.