On August 4, Drift released Prospector, a new product designed for use by sales teams. The tool aggregates data from third party marketing tools and target account lists to give sellers a centralized view of contact behavior, buyer stage, and readiness to purchase. Prospector also alerts sales teams to engaged buyers and connects them via the Drift chat, video, and email products. Drift Premium and Enterprise customers can access the tool immediately in the Revenue Acceleration Platform.
Centralized sales and marketing data
The aim of Prospector is to help sales teams increase their productivity by surfacing buyers with the highest engagement scores and notifying sellers when contacts are ready to buy.
Companies connect sales and marketing contact data to Prospector from software like LinkedIn Sales Navigator, Salesforce, and Marketo and enter an account list to prioritize leads. Prospector builds an engagement score from that customer data and alerts the appropriate sales rep to contact the buyer.
It’s unclear from the marketing materials which third party tools Prospector will integrate with, although the site features several well-known brands. These connections may hold the key to getting new customers on the software quickly, so we can assume Drift is pursuing partnerships and integrations with major brands.
A brand pivot
Drift has shifted their marketing message to include this new product, and now promotes the Revenue Acceleration Platform as its signature software. The platform combines Conversational Sales tools with Conversational Marketing tools and Prospector.
The new branding capitalizes on major technology trends driving sales and marketing tactics: digital communication with buyers, chat bots, buyer and seller notifications and alerts, and the aggregation of customer data.
Is Prospector different from other sales-marketing platforms?
Many marketing products have shifted to selling their software as a platform as the lines between in-house sales and marketing teams begin to blur. While many companies build their platforms on a foundation of CRM or email marketing—HubSpot, Salesforce, and MailChimp come to mind—Drift has found success largely from its chat tools.
The success of their platform may depend on customers growing increasingly familiar with chatbots and live website chats with sellers. Not long ago these conversations and the accompanying bot notifications felt intrusive, but we’re all getting more comfortable with digital buying and selling, so this feels like a smart move.