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Dynamic Chat Personalization

Adding a Chat widget to your site is a great way of interacting with potential customers, answering questions, and closing deals. We've been experimenting with using Drift on Clearbit's main site to do just that and the results have been great, but with one catch.

We were finding the volume of chat messages was too much for our team, and there was a lot of noise for little signal. Essentially we were getting bogged down dealing with a lot of unqualified customers.

Drift

So we decided to use Reveal, our IP address to company data product, to ensure the chat widget is only shown to traffic we consider qualified, i.e. "visitors from bigger companies".

The full code is in the linked Gist, but essentially we're looking up the company by IP address, and we have a fairly simple formula for what we consider a qualified company: more than 30 employees, excluding universities. Then we pass these options to Drift's JS API, showing and hiding the widget appropriately.

This is already an interesting use-case, but we've also experimented with different messaging depending on:

  • Whether the anonymous visitor is from a B2B or B2C business
  • Whether the anonymous visitor's company uses a technology we integrate with like Salesforce, Marketo or Segment
  • The anonymous visitor's industry

Segment took Reveal a step further and actually dynamically insert the visiting company's name in the chat prompt. Here's what I see when I visit Segment from my office IP address.

Segment

Being able to de-anonymize and qualify web traffic with Reveal is super useful, and we're only at the tip of the iceberg of interesting use-cases for this data.

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