Building personalized experiences in Drift using RollWorks data

After you complete the initial Drift integration setup account-level RollWorks data will be available in Drift as Custom Contact Attributes so that you can use it to build the following customized chat experiences:

    1. Personalize chat messages by simply adding the Company Name and Company Industry in the message directly using Drift Personalization Tokens.
  1. 2. Create your own Drift Contact Segments using RollWorks data and apply them to Drift Targeting and Display Conditions using:
  1. 3. UseRollWorks attributes to configure Drift Conversation Routing. Unlike Drift Playbook targeting, routing rules in Drift can directly use RollWorks contact attributes - no need to create a Contact Segment. Click here to learn how.

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RollWorks' powerful deanonymization capabilities can help identify your website visitors to an account very effectively, allowing you to maximize the number of visitors that you can deanonymize and present with a highly customized chat experience.

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Use Cases

We will walk you through a number of useful use cases that can inspire you to create your own chat personalization experience in Drift using RollWorks firmographic and Account data.

 

Use Case 1. Personalize your chat messages with Drift personalization tokens

When you choose to use RollWorks data to customize chatbot messages in Drift, you will benefit from having consistency with other channels that are also using RollWorks deanonymized firmographic data, like digital advertising, website personalization, etc.

The case plays below are only a few examples, you can use this example as inspiration to create your own chatbot conversation experience in Drift using RollWorks data.

Use Case Plays

Description

Personalize the welcome chat message sent to customers by adding their Company Name directly in the message.

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instead of My instincts tell me that you are from an awesome company, and we are here to help!

Personalize chat messages sent to customers by mentioning the name of their Company Industry directly in the message.

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instead of Hey there, we help companies in your space get more leads.

 

Use Case 2. Show relevant content based on RollWorks data

The case plays below are only a few examples, you can use this example as inspiration to create your own chatbot conversation experience in Drift using RollWorks data.

Use Case Plays

Description

Customize the messages sent to your visitors during a conversation based on Account List membership, for example, Account Lists that track accounts showing high intent with your competitors.

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  • Create a Contact Segment using a RollWorks Account List that tracks companies showing intent with your competitor.
  • Add the Contact Segment to a Drift Playbook.
  • Click here for instructions.

Share specific whitepapers, case studies, or links useful resources during chat conversations based on the visitor’s RollWorks firmographic data like company industry.

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Share specific online demos or on-demand webinars for specific product lines based on the visitor’s firmographic data like company size.

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Use Case 3. Route conversations based on RollWorks data

The case plays below are only a few examples, you can use this example as inspiration to create your own chatbot conversation experience in Drift using RollWorks data to route conversations.

 

Use Case Plays

Description

Route conversation based on firmographic data like Company Size or Company Revenue

For larger accounts route the conversation to a live sales rep or offer to book a meeting. 

Route conversation based on Account List and/or Group membership

For accounts that are on an Account List made up of high priority/tier 1 accounts, route their site visitors to reps who can provide a white glove experience.

Route conversation based on Journey Stage

For accounts with a Journey Stage = Engaged route to reps who can perform sales demos to move the account along the buying journey.

 

Drift personalization tokens

  • Login to Drift and go to 'Playbooks' > 'Chat Playbooks' 
  • Select the Playbook that you want to edit, for example, the default 'Online Welcome Message'.
  • Click the 'Bot message' tab
  • Click the box containing the first message

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  • Click the 'Personalization' tag icon

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  • Under user attributes, type rw to search for the RollWorks attributes available.
  • Scroll down and click the specific RollWorks attribute you want to add to this chat message to personalize it for your visitor. We suggest using rwCompanyName or rwCompanyIndustry for this use case. Click here to see a list of all RollWorks attributes

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  • Enter a ‘Default Value’ to be displayed when there is no data for this visitor and click ‘Save’

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  • Click ‘Save’ to save the changes to this message within your Online Welcome Playbook.
  • The welcome message displayed to customers is now personalized based on their company name.

 

Use Account Lists & Account Groups in Drift

  • Login to Drift and go to Visitors > Contact Segments > New Segment
  • Select 'Filter by' Attribute

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  • Search rw to see the RollWorks attributes available and select rwAccountLists

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  • Select rwAccountLists -> contains -> [Your Account List Name]
  • Click ‘Apply filter’

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Optionally, you can add additional logic to this Drift contact segment to target a specific Account Group within your Account List. In this example we are targeting only accounts with a fit grade of A and B, our highest fit accounts:

  • Click ‘Add filter’
  • Select ‘and’

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  • Search rw to see the RollWorks attributes available and select rwAccountGroups

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  • Select rwAccountGroups -> contains -> [Your Account Group Name]
  • Click ‘Apply filter'

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In the example, A&B  is the name of Account Group exactly as spelled in RollWorks. This field is case-sensitive. You can find the name of your existing Account Lists and Groups here.

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  • Click ‘Save as Segment’

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  • Enter a Contact Segment Name that is easy to recognize. We suggest using the Account List name/Account Group name exactly as it is in RollWorks.
  • Select Dynamic so the contacts that match this criteria are updated automatically
  • Click ‘Create Segment’

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Your contact segment defined by visitors that match your RollWorks Account Lists and Account Group is ready to be used in Drift Playbooks.

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Use Account Lists EIDs in Drift

If you change the name of an Account List in RollWorks and you are using that Account List in Drift to define a Contact Segment, the new name will not sync automatically to Drift, and new visitors will no longer be added to your Drift Contact Segment.

If you change the name of your Account Lists often in RollWorks, we suggest using the Account List EID attribute (rwAccountListEID) instead of the Account List Name attribute (rwAccountList) when creating your Contact Segments in Drift. The Account List EID is a unique alphanumeric identifier for your Account Lists that will always remain the same.

 

To find the EID of a specific Account List:

  • Login to RollWorks and go to ‘Audiences’ > ‘Account Lists’
  • Click on the Account List you want
  • The browser URL will include the Account List EID. This is the alphanumeric identifier between /accounts/ and ? 20.png
  • In the example the Account List EID is 6LP5XIH3CZETPEODTO8TAL.

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Use Journey Stages in Drift

  • Login to Drift and go to Visitors > Contact Segments > New Segment
  • Select 'Filter by' Attribute

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  • Search rw to see the RollWorks attributes available and select rwJourneyStage

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  • Select rwJourneyStage -> contains -> [Add here the name of the Journey Stage]
  • Click ‘Apply filter’

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  • In the example, Unaware is the name of the Journey Stage. This field is case-sensitive


Because you can customize and add new Journey Stages in RollWorks, we suggest that you verify the name and the definition of
your existing Journey Stages by clicking here.

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  • Enter a Contact Segment Name that is easy to recognize.
  • Select Dynamic so the contacts that match this criteria are updated automatically
  • Click ‘Create Segment’

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Your contact segment defined by visitors that match your Journey Stage is ready to be used in Drift Playbooks.

 

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Use RollWorks account attributes in Drift

  • Login to Drift and go to Visitors > Contact Segments > New Segment
  • Select ‘Filter by’ Attribute

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  • Search rw to see the RollWorks attributes available
  • Select one of the 5 firmographic attributes available (rwCompanySize, rwCompanyIndustry, rwCompanyName, rwCompanyRevenue, rwCompanyDomain)

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  • In this example  rwCompanyIndustry -> equals -> [Type the Industry value]
      • See all available values in this Data Dictionary.
      • The value is case-sensitive
  • Click 'Apply filter'

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  • Optionally, if you want to add multiple values to this contact segment you can add additional logic. In this example, we are targeting ‘Hospital & Health Care’ or ‘Pharmaceuticals’ Industries.
  • Select ‘or’
  • Click ‘Add filter’

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  • Repeat the same process for each additional Industry value you want to include in this Customer Segment.
  • Click ‘Save as Segment’
  • Name your customer segment with a naming convention that is easily recognizable.
  • Your contact segment including RollWorks firmographic data can now be added to your Drift playbook targeting

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Customize chat routing in Drift

Routing rules in Drift can directly use all the available RollWorks attributes. Learn more about how to set up routing rules in Drift in their help center article.

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