Accelerating Sales Cycle and Enhancing Customer Experience: Pipefy's Success with Drift

• Functional Applications - Enterprise Resource Planning Systems (ERP)
• Platform as a Service (PaaS) - Application Development Platforms

• Equipment & Machinery
• Telecommunications

• Sales & Marketing

• Process Control & Optimization
• Time Sensitive Networking

Pipefy, a low-code business process automation platform, was facing challenges in bolstering their lead generation activities. Despite having a rapidly growing platform since its inception in 2015, the company was looking to automate as much of their internal processes as possible to make the jobs of their sales team easier. They were in need of a platform that would not only maximize the number of leads engaging with their sales reps but also facilitate successful collaboration between marketing and sales. The ideal solution would also create a superior buyer experience for website visitors, prevent emails from getting lost in inboxes, boost follow-up times, and create a channel to engage buyers on their terms.

Pipefy is a low-code business process automation platform that enhances team productivity, centralizes data, and standardizes processes without increasing stack complexity or requiring developers. Since its founding in 2015, Pipefy’s platform has rapidly gained a following, becoming the go-to business process automation platform for some of the leading enterprises in the world. Headquartered in San Francisco, Pipefy operates globally, with the majority of leads coming in through their Portuguese pages. The company aims to automate as much of their internal processes as possible to make the jobs of their sales team easier.

Pipefy implemented Drift in 2020, a solution that facilitated cross-collaborative efforts between the sales, growth, and marketing operations teams. The marketing operations team used Drift to automate as many processes as possible, while the sales team used it to accelerate Pipefy’s speed to revenue. The team deployed three types of playbooks across 90% of their website: generic catch-all playbooks, vertical playbooks for visitors with specific objectives or use cases, and ABM playbooks to capture inbound leads from target accounts. Drift also enabled Pipefy to experiment with a new approach to selling by giving account executives the power to qualify leads. This approach reduced the sales cycle and increased the number of leads handled, converted, and brought more revenue to the table.

• The implementation of Drift has significantly improved Pipefy's operational efficiency and customer experience. Opportunities sourced by Drift close seven times faster, and leads coming from Drift are significantly more engaged than those from other channels. Drift has also enabled Pipefy to experiment with a new approach to selling, giving account executives the power to qualify leads, reducing the sales cycle, and increasing the number of leads handled. The tool has also facilitated the creation of localized playbooks to cater to the cultural norms of different regions. Furthermore, Drift has enhanced Pipefy's customer experience by providing a seamless communication channel and integrating with Salesforce to prevent duplication of outreach efforts. With a less than 10-second response time across the entire team, Pipefy is creating a memorable experience for their customers.

• 7X faster close rate

• 20% of pipeline sourced from Drift

• 50% faster qualification