10x increase in website conversions

Challenge

In the digital age, building genuine relationships with consumers can be challenging. Without direct engagement, it can be difficult for businesses to answer every potential customer’s questions and seamlessly guide them through the buyer’s journey.

As a result, conversational chat tools have increased in popularity in recent years. In fact, an estimated 40% of internet users worldwide prefer interacting with chatbots than virtual agents.

Synup was looking for a solution to better engage with prospects and customers in real-time. Their team was looking to add a conversation intelligence tool to their tech stack in order to support all go-to-market initiatives.

In their search, Synup evaluated several different conversation intelligence tools. “We looked at Intercom but the customization wasn’t there. They treated the sales, support and marketing use cases all the same. We ended up moving forward with Drift, but we quickly regretted that decision. Drift’s integrations were surface level and the lack of automation caused friction in our lead routing strategy. We ended up spending a lot of time and effort building custom integrations. At the end of the day, Drift caused us more frustration than good,” explains Jess Gondolfo, Head of Marketing at Synup.

Once Synup realized neither Intercom nor Drift would support their needs, they started exploring additional options.

“Why leave website conversions to chance? By investing in ZoomInfo Chat we’ve optimized the visitor experience and we’re seeing impressive results. Since making the switch from Drift to ZoomInfo Chat, we’ve experienced a 10x increase in website conversions. That’s been huge for us.”

Jess Gondolfo

Head of Marketing at Synup

Solution

Synup then discovered ZoomInfo Chat, which is a data-powered chat tool that was developed specifically to help organizations accelerate pipeline. ZoomInfo Chat is tech-stack friendly and easy to use, which made the decision to move forward a no-brainer for Synup.

“ZoomInfo Chat caught our attention as soon as we heard about their rich integrations, reliable automation, and detailed alerts,” said Gondolfo.

For Synup’s Sales and Marketing teams, the goal was to drive more pipeline by enhancing website conversions. As part of that, these teams were looking to automate the process of identifying, qualifying, and routing leads in real-time.
As for Synup’s Customer Support team, the goal was to provide existing customers with educational resources exactly when they were seeking it.

Additionally, Synup has taken advantage of ZoomInfo’s integrations to further optimize their processes. The Slack and Hubspot integrations have been the most valuable so far. The Hubspot integration enables Synup to increase the quantity of meaningful conversations using accurate direct dials and email addresses. With the Slack integration, sales reps instantly receive an alert when ideal leads or existing customers are on their website and can kick off the conversation from within Slack. As they continue to grow, Jess and team are excited to scale their processes with ZoomInfo.

“Specifically, we’re really excited about how we’ve been able to optimize our GTM workflows,” explains Jess. “Whether it’s Hubspot, Slack, or Zendesk, ZoomInfo Chat offers us deep integrations that help us route the right conversations to the right reps in real-time,” explains Gondolfo.

The Results

The implementation of ZoomInfo Chat has enabled Synup to target and personalize interactions with qualified accounts and opportunities in real-time.

“Why leave website conversions to chance? By investing in ZoomInfo Chat we’ve optimized the visitor experience and we’re seeing impressive results. Since making the switch from Drift to ZoomInfo Chat, we’ve experienced a 10x increase in website conversions,” explains Gondolfo. “That’s been huge for us.”

With ZoomInfo Chat in their tech stack, the Synup team has been able to achieve their goal of deploying automated dynamic interactions based on who was visiting their website and how those visitors were engaging with the website.

“Our goal was to increase conversions and accelerate pipeline. With ZoomInfo Chat, we’ve been able to do just that,” said Jess.