How a SaaS Company Increased Their Conversion Rate 16x in 6 Months with Conversational Marketing

TRUX Logo Conversational Marketing

The TRUX and Revenue River teams were already collaborating on building a world-class digital marketing and sales system for the SaaS company. With TRUX’s aggressive growth goals, they rely on Revenue River to be experts on the bleeding-edge technologies that will take them to the next level. A few months into the relationship, Revenue River saw the writing on the wall for the tech that would take TRUX where they wanted to go: conversational marketing.

TRUX: Disrupting the Construction Industry with Tech

TRUX is a fast-moving tech startup innovating in an old-fashioned space (construction) ripe for disruption. They unleash the power of mobile technology in the construction industry by building integrated, data-driven solutions to problems that construction companies face every day. 

Form Conversion Rate 3.1%
Chat Bot Conversion Rate 52.7%
Conversion Rate Increase 16x
INTRO

Challenges: The SaaS Race to Scale in an Established Industry

When TRUX first came to Revenue River, they came with a mix of common challenges for SaaS startups, as well as challenges that would require a unique approach given their construction industry vertical.

Their challenges included:

Aggressive growth and scale. 

As with many SaaS start-ups, TRUX had high expectations from company leadership and investors to grow and scale quickly. They had aggressive growth goals like scaling 10x in 1 year as the barometer of their success.

Breaking ground in an established industry. 

The construction industry has conventions and ways of operating that make it difficult to disrupt. In order to break into the industry to solve some of construction's biggest challenges with tech, they knew they would have to balance innovation with taking an approach that feels right to their construction industry personas.

Choosing the right digital partner. 

Given how much of their business relies on their digital presence on their website, app, social media pages and more, they knew they had to get it right with choosing their digital partner. Revenue River came to TRUX with a sterling reputation in the HubSpot ecosystem for the agency's capacity to quickly stand up world-class digital marketing and sales systems. 

Using new tech the right way the first time around. 

In working with TRUX, Revenue River knows that they need a marketing and sales plan that can scale and grow without sacrificing quality and integrity. Given how quickly they want to grow and scale, it's important they work with experts and the right technology to get it right the first time. Enter Drift.

STRATEGY

"I view Revenue River as an extension of my marketing team. They are accountable, professional, knowledgeable and fun. I really appreciate their collaborative approach to and trust their instincts and advice. I would highly recommend their services to anyone that is looking to take their marketing to the next level."

Elizabeth Oberg

Senior Marketing Manager TRUX

Elizabeth Oberg

Senior Marketing Manager TRUX
Elizabeth Oberg

Solution: Innovate and Scale with Conversational Marketing

Why did we want to try conversational marketing here?

TRUX had been working with Revenue River for a few months to build its digital ecosystem. In that short time, we'd accomplished several projects on aggressive timelines, including a migration from Pardot to HubSpot.

As we moved into 2019, our organizations had formed a relationship that allowed us to move at the speed of trust. They wanted to leverage technology to grow like any other world-class SaaS company while staying true to their values and the principles that govern the construction industry.

Conversational marketing was the perfect fit. In 2019, it was the digital marketing darling, and a new technology that would make them competitive, while also aligned with the personal, 1:1 engagement that underpins their industry. 

By this point, Revenue River had already seen all the signs that conversational marketing was going to be a hit and had braced itself for impact. We had already formed an official partnership with Drift, a leading conversational marketing technology, and had begun to build out services around chatbots.

How do you make conversational marketing work in any industry and organization? Apply the basics.

When people think about chatbots, they're thinking about the script. However, it helps to take a step back and clarify the objectives before diving in. The Revenue River team collaborated with Drift on their conversational marketing blueprint framework and decided to use it for TRUX. The framework helps you conceptualize the goal and placement of your chatbots so you can build your scripts accordingly.

Below is the framework we built for TRUX.

TARGETING

"I was so impressed with TRUX's willingness to dive into this new channel head-first. Elizabeth was incredible to work with and I attribute their success to allowing us to guide them, offer advice and work together to achieve a common goal." 

Jason Levy

Sales Enablement Manager REVENUE RIVER

Jason Levy

Sales Enablement Manager REVENUE RIVER
Jason_Levy

We worked closely with Elizabeth Oberg, the rockstar Senior Marketing Manager at TRUX, to answer the big questions that would ultimately lead to the chatbots' success.

Step 1: 5 Simple Questions

We begin building the blueprint by asking 5 simple questions:

  • What? What are visitors looking at right now? What page are they on and what content are they seeing?
  • Who? Who is visiting the website and what do we know about them (are they anonymous, return visitors, a targeted customer? etc.)
  • Where? Where is the visiting coming from? Are they from organic search, paid social, or email nurturing campaigns? 
  • Why? Are they on your site for answers to specific questions? Do they need support? Are they wanting a Demo of a SaaS product? 
  • When? As for when, that one is easy— it's when the buyer indicates their desire to engage when they start the conversation! 
Step 2: Identify the targets - What do users need from you in the buying process?

We began by looking at the 3 main personas they were trying to identify. Once the personas were identified, we considered what they would need from TRUX, where they were in the buying cycle, and what they needed. That way the conversations would make sense to the user and where they were on their journey. 

With TRUX, we decided to focus on 3 main targets or personas.

One is to the dump truck Drivers. These individuals are seeking to get more jobs by connecting to opportunities in the marketplace posted by contractors.

The second target isyou guessed itContractors. These folks are seeking out available drivers to fulfill jobs. They may also be in search of a transportation and logistics management solution for their existing fleet. Or, as in most cases, a combination of both.

Our final persona is Material Producers. TRUX helps these companies by increasing their plant efficiency and allowing smarter digital dispatching.

By honing in on the needs of these personas, we could get to the root of their pain points in our conversations and get them what they needed quickly.

Step 3: Identify organizational needs - What does TRUX need to qualify leads?

As we developed our game plan, we made sure to keep the end in mind. In this case, our goals revolved predominantly around scheduled meetings with sales reps. Keeping this front-of-mind enabled us to build the best messaging and flow of the conversation. 

With conversational marketing, it's important to keep data collection on a need-to-know basis to qualify them and avoid asking extraneous questions. It's a balance of give-and-take. 

For TRUX, we determined that they need to know whether a lead is a Driver or a Contractor for routing purposes. If they are a contractor, they also need to know how many trucks that contractor needs on a daily basis. After the bot gathers this and some basic contact info, TRUX has all they need to run an efficient sales process with that lead.

Choosing the bots to start with the highest impact.

We began the development of the playbooks—or chatflows—by deciding on the first 3 personas and placements to target:

1. “Homepage Bot” - Lives on the homepage, wide applications, multiple personas.

2. “Get Trucks - Facebook” - For the Contractor persona, engages social media users.

3. “Get Jobs - Facebook” - For the Driver persona, engages social media users.

Starting a conversational marketing strategy can be daunting. But by taking just a few to launch, it made it much easier to digest for the TRUX TEAM.

Editor's Note: I highly recommend this approach for anyone starting a conversational marketing strategy. You can't eat the whole cow in one bite!

The "Homepage Bot" is fairly easy to understand. This goes on the homepage of their website; but, until we start building more, we set this bot to launch on all pages unless told otherwise. Having this general-type conversation to cover the high-level questions helps route a visitor through a path that they chose. This encourages helps the visitor to get used to engaging with the bot throughout the site.

The other two chatbots we decided to develop were based on Facebook campaigns and resided on landing pages to capture visitors. The messaging was naturally very targeted and the goal was clear - to schedule a meeting.

All of this was necessary to deliver a personalized user experience to each visitor and creating opportunities for meetings to be scheduled at lightning-fast speeds without ignoring all of the qualifications they felt were necessary.

RESULTS

The Results: 16x Conversion Rate Increase

We saw strong results after the first few months but really wanted to gauge exactly what kind of impact this conversational marketing strategy was having on meetings and overall lead activities in relation to using more typical form capture as used in the past.

We looked back over the 6 month period to review our performance before moving forward with rolling out even more bots and optimizing existing ones. We were thrilled with the results to date, including a total of 287 meetings booked and a 16x increase in conversion rates vs. the forms. In addition, we knew that our messaging was on point since 33% of users were willing to share their email address with us.

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Drift allows us to leverage a small team and maximize output. By setting up a variety of bots we are able to segment leads and funnel to the right team members. Using the "book meeting" function allows us to respect the busy schedules of our prospects while giving our team the ability to have more productive calls. 

Elizabeth Oberg

Senior Marketing Manager TRUX

Elizabeth Oberg

Senior Marketing Manager TRUX
Elizabeth Oberg

When Will You Get Off The Fence?

With enough research, prep work, and collaboration across teams, we were able to build a conversational marketing strategy that showed results in just half a year. As an early adopter of this methodology, we generated quick results as a benefit of being among the first. If your team is reading this and is on the fence or still putting off implementing your conversational strategy, we encourage you to take that leap.

Want more? Check out our award-winning sales system project for ORR Safety.