AI-powered chatbot implementation for fast growing SaaS business
Company: Workday, a leading provider of enterprise cloud applications
My role: Digital Marketing Manager working in a global team of 6, in charge of implementation & timely delivery in EMEA
Project summary
Context
- Reduced conversions / sales in EMEA
- Low customer satisfaction with response time
- Lack of personalized experience
Objective
- Implement Drift chatbot on the global website to enable real-time communication for faster conversion of MQLs to pipeline
Challenges
- 9 regions, 5 languages localization needed
- >10 different use cases
- Delivery time - 2 months
Roadmap
- Defined conversation flow logic and regional requirements
- Implemented & launched on time
- Validated hypotheses via piloting new scenarios
Outcomes & key metrics
Personalized chatbot flows launched
Influenced sales pipeline
Events registration rate
Impact:
- >90 Drift chat flows for 9 regions launched on time in 2 months
- $4M influenced sales pipeline as the result of closed deals
- 17% increase in event registration
- Established process for new playbooks creation
3 things I’ve learnt:
- Efficient delegation, empowering junior team members with proper training, is crucial for project success
- Tailoring communication to regional audiences, considering their cultural nuances, is crucial for engagement
- Collaboration with the Sales team was pivotal, as their readiness to engage with the new platform significantly influenced its success
Building playbooks in Drift for each use case
Piloting chatbot for event registration process
“Ksenia has impressed EMEA stakeholders with her technical expertise, strong work ethic and her ability to uphold our company values. She championed large initiatives such as Drift chatbot implementation.”
- Director, Global Digital Marketing, Workday
Developing general strategy for all type of conversational scripts
How I achieved results step-by-step
Research and analysis
- User analysis: defined conversational flow logic across 9 regions
- Regional requirements: documented regional needs, ensuring cultural relevance
- Technical feasibility: collaborated with the Development and Marketing Technology teams to ensure platform support for required features
Implementation
- Translation & localization: managed translation process with agencies to ensure cultural appropriateness
- Timely delivery: Ensured timely delivery, testing and launch of 90+ customized playbooks, addressing challenges promptly
- Documentation: established playbook creation process to streamline future implementations
- Training: conducted training sessions and delegated tasks to junior team members to ensure scalability
- Pilot testing: successfully piloted chatbot in UK digital event promotion, overseeing design and implementation
Management and collaboration
- Stakeholder alignment: collaborated with Regional Marketing, Localization, Sales, Account Management, and Marketing Technology teams
- Project management: managed timelines, progress tracking, and problem-solving from inception to completion
- Ongoing optimization: continuously monitored performance and feedback, and implemented optimizations to improve chatbot effectiveness
