Trail: Influencer Campaign

The Route:

Drift launched a free virtual event, The GTM Lab, that offered attendees the opportunity to learn about the latest go-to-market (GTM) tips, tricks and tactics some of the most well-respected B2B influencers in the industry through a series of 30-minute panel discussions. This event was free to attend and provided a wealth of knowledge and inspiration for those looking to enhance their GTM strategies.

Drift then transcribed all the sessions and turned them into an E-book, “Game Changing GTM,” which brings together some of the sharpest minds in B2B to share their most valuable insights, tips and tricks for success in the market. Inside, readers found 12 hard-won pieces of advice from experts from Drift, 6sense, Salesloft, Gong, Demandbase, Gainsight, Alyce and Banzai.

The Peak:

The company generated a total of 2,502 leads across the campaign — 1,695 from the event and 807 from the E-book. There was a total of 381 live attendees at the event, and 15 booked discoveries afterward. Drift also generated four qualified opportunities. In terms of revenue, the event generated 130,000 in pipeline revenue and a 983% ROI.