New: Parts of this case study are discussed with Tim Ozmina from Boomi in our “How I Met Your Buyer” Podcast, out now! You can also check out the full video at the bottom of this article.
Executive Summary
- Background: Boomi struggled to engage website visitors effectively due to significant traffic being funneled through rigid chatbot decision trees.
- Challenge: Boomi's traditional chat setup using Drift (a Salesloft company) was not flexible enough to cater to the hundreds or thousands of diverse needs of their web visitors, leading to missed engagement and conversion opportunities.
- Solution: Boomi adopted Lift AI to predict visitor buyer intent in real-time, enabling Boomi to personalize engagement strategies based on the website visitor’s behavior and used a combination of Live Sales Agents and Drift Bionic Chatbots to significantly improve conversion rates, pipeline, and sales team efficiency.
- Key Results: Implementation of Lift AI:
- 58% of that pipeline came from 77% of web visitors that were anonymous
- SDR sales efficiency more than doubled from 3.6% to 8.7% of conversations converting to pipeline
- Delivered highest ever quarterly pipeline total from channel by 21.74%
- Enhancing Integrations: Boomi then decided that if Lift AI worked that well with anonymous visitors, it must work even better with known visitors, and then integrated Lift AI scores into Salesloft, Marketo, Mutiny, and more.
Boomi has 20,000+ customers—the global leader in cloud integrations
Boomi, the intelligent integration and automation leader, helps organizations around the world automate and streamline critical processes to achieve business outcomes faster. The company’s innovative approach helps businesses streamline operations by making data and system integration accessible and efficient. Despite its success, Boomi faced a challenge that many companies encounter: effectively capturing and converting the high volume of visitors on their website, while balancing sales and marketing resources.
The challenge? Targeting and engaging over 100k monthly visitors
Boomi's website attracts over 100,000 visitors each month, but its existing engagement strategies were not maximizing the company’s website’s potential.
With that many visitors, a sophisticated website can’t rely on visitors moving through the user experience and converting at a high rate on their own without the help of sales resources and an advanced tech stack.
Boomi, however, knew this. One of its primary tools for engaging visitors was Drift, with a mix of SDRs and chatbots configured with decision tree playbooks to target visitors based on what page they’re on, and several other criteria.
However, with such a high volume of visitors and even greater volume of potential pathways they can take to convert, the page-based and decision-tree approach was proving too rigid to handle the complex and varied nature of visitor behavior.
Tim Ozmina, Head of Demand Generation and Digital Marketing COE, highlighted the limitations of decision trees, noting their inability to adapt to the unpredictable nature of visitor inquiries. The result was a suboptimal visitor experience and a significant number of missed engagement opportunities.
The challenge compounded: 77% of website visitors are completely anonymous
The other big challenge is, as with all websites, that the majority of Boomi’s website visitors are completely anonymous.
ID reveal tools can help in knowing who a visitor is, but for Boomi, known visitors only accounted for 23% of traffic.
Plus, knowing who a visitor is doesn’t tell you how likely they are to buy — so it isn’t necessarily the most powerful signal for focusing your engagement and sales resources.
The strategic shift: Targeting visitors by their Lift AI intent score
Recognizing the need for a more adaptive and effective tool, Boomi turned to Lift AI. This transition marked a strategic shift from a rigid, playbook-based approach to a dynamic, intent-driven engagement model.
Here’s how it works:
Behavior is the only signal you need for game-changing impact
Lift AI was built on the premise that behavior never lies. It’s not who is on your website, but what they’re doing, that determines if they’re going to buy or not.
Using a proprietary machine learning model and pre-trained on billions of data points and hundreds of millions of purchases, Lift AI is able to decipher which website visitors are likely to buy and which are not, no matter how many visitors your website has or if they’re completely anonymous.
We call this “website buyer intent”, but it’s really real-time behavior that’s processed as a score between 0-100, where 100 is very likely to buy. At a high level, Lift AI:
- Scores visitors based on their real-time website behavior with over 85% accuracy
- Segments visitors based on their intent (high, medium, low) dynamically
- Shares scores to your toolset, allowing you to tailor engagements according to the identified intent for each visitor
The implementation - seconds to install, generating results within days
Implementing Lift AI on its own is simple. In a few seconds, Drift Engage, Powered by Lift AI was embedded on Boomi’s website, where it began scoring visitors right away.
During that month, Boomi got to work folding in Lift AI’s real-time website buyer intent scores with Drift.
For example, high intent visitors were set up as a playbook in Drift which routes those likely buyers to SDRs during business hours who have the best chance of converting those visitors right then and there.
Because Boomi was able to target visitors based on intent, the team could shift its strategies to focus on intent.
“We moved away from a page-specific approach and moved to a Lift AI behavioral approach. For example, when people visit our pricing page they're not always going to be high intent. They could still be on their first visit... They just want to see if it's even part of their price range, or if it can be included in their evaluation…so we should treat them differently to the high intent visitor on that same page who should be directed to sales as quickly as possible."
- Tim Ozmina, Head of Demand Generation and Digital Marketing COE @ Boomi
Tim’s findings and thinking when it comes to intent vs page strategies is right on the money. In fact, our studies have shown that up to 88% of buyers don’t go to the pricing page at all, which results in a lot of missed pipeline and revenue opportunities.
Results: More than doubled SDR conversion rates and added 21.74% in additional monthly pipeline, with the majority from anonymous visitors previously missed
By the end of February, just two months after Boomi implemented Lift AI, Boomi:
- More than doubled conversion rates to Sales Opportunity: By focusing its SDRs on high-intent visitors scored by Lift AI, Boomi more than doubled its conversion to opportunity rate from 3.66% to 8.72%
- 21.74% increase in monthly average pipeline: During this period, Boomi added an average of 21.74% more to its monthly pipeline.
- 58% of the overall pipeline came from 77% of anonymous visitors.
- Efficient use of sales resources: High-intent anonymous visitors were engaged more effectively by SDRs, while lower intent visitors were handled by Drift Bionic Chatbots, maximizing the productivity of Boomi’s sales team.
- 15x ROI from Lift AI and Drift
Average of Performance Before & After Lift AI
A control group comparison test was also completed with great results:
A test against traffic from paid media showed conversion rates of 16.70% for high-intent visitors scored by Lift AI compared to 5% for control groups without Lift AI.
Enhancing every other tool in its techstack: Boomi’s current and future Lift AI intent score integrations
Boomi didn’t stop with implementing Lift AI alongside Drift playbooks. Once team members saw the power of switching to an intent-first strategy for targeting and engagement, they integrated the buyer intent scores with other tools and features to maximize efficiency — with more integrations on the horizon.
Prioritized Sales Engagement With Salesloft
Prioritizing sales outreach and follow-up in Salesloft and Rhythm: Boomi is currently using Bombora data in Salesloft for prioritized sales leads based on the keywords those accounts are searching in-market. By combining Lift AI real-time intent data on top of any known accounts within Salesloft, Boomi can better focus their sales team on the red-hot, high intent website visitors that are also a strong ICP fit and demonstrating some wider in-market intent.
Because Lift AI's behavioral website buyer intent scores are captured in real-time and parsed into Salesloft via the out-of-the-box integration, Boomi will be able to prioritize high intent buyers within minutes of those visitors leaving the website - during the "golden window" of opportunity.
"There's a limited amount of time to reach out to these people... so how can we take the [Lift AI] data that we have, get it over to the SDRs, let them see it very quickly, and make those snap decisions to increase overall efficiency...if [the visitor] has a Lift AI score of 98 out of 100...this is a no brainer... I need to get in contact with this person right away, and so getting all that data into Salesloft is going to be a massive game changer in how our SDRs help prioritize their days in general" - Tim Ozmina on Lift AI & Salesloft
Drift Automated Bionic Chatbots
Automated low and medium intent conversations. With hundreds of thousands of monthly visitors, even the high intent visitors are too many for SDRs and traditional engagement strategies to handle. So, Boomi turned to Drift’s Bionic Chatbots to automate medium and low intent conversations, deflecting non-essential interactions from the sales team while supporting and nurturing those visitors. This alone helped reduce the average sales cycle by 41 days.
Marketo Marketing Automation
Creating automated workflows to nurture known accounts: Lift AI scores are being combined with known account data within Marketo to set up custom workflows for different intent levels, allowing tailored nurturing sequences for each intent group such as email marketing.
Retargeting
Optimizing retargeting spend on high intent visitors: After seeing the results of engaging high intent visitors in real-time, Boomi realized there was an opportunity to help convert visitors that have left the website by refining its retargeting advertising campaigns to only show for high intent visitors on their website. This ensures the company isn’t wasting marketing budget on low intent demand generation.
Content Personalization via Mutiny
Content personalization for different intent levels in Mutiny: Lift AI scores are being parsed through Marketo into Mutiny in order to set up website content personalization for different intent levels. High intent website visitors see conversion and CTA content while lower intent segments are served top-of-funnel nurturing content instead.
Future tool integrations:
- Prioritize customer success for product trials: Boomi gets a lot of trial sign ups, but not all of them are genuine or lead to purchase. By adding Lift AI score data to application analytics, Boomi can prioritize trial users by their intent score, adding more customer success resources to those with high intent and converting them into ongoing customers
- Enrich website buyer intent with in-market buyer intent via Bombora and G2: Historically, buyer intent has been gathered at an “in-market” level, which highlights actions taken by ICP accounts in the broader digital landscape. For example, G2 can tell Boomi if a user has looked at similar or competing tools, while Bombora can tell them if a known account has searched for keywords that relate to Boomi’s offerings. Combining Lift AI’s focused website buyer intent data with these tools and their in-market data can provide a deeper insight into the status of Boomi’s known accounts for further prioritization.
"We're starting to get more aggressive on website visitors based on intent...So you start with high, medium, and low intent. Then we jump into the fact that this visitor is low intent but from a certain vertical, so let's swap out the logos they're seeing. Or are they a commercial customer or enterprise? it's about getting them to the most value the fastest way possible…”
- Tim Ozmina, Head of Demand Generation and Digital Marketing COE @ Boomi
Results like Boomi are Just a Free Trial Away
Boomi’s adoption of Lift AI has set a new standard in digital engagement, demonstrating the transformative impact of real-time website buyer intent. This case study serves as a blueprint for other companies looking to enhance their digital marketing and sales initiatives across conversational marketing, SEP, ABM, CRM, MAP, content personalization, and more.
For businesses aiming to replicate Boomi’s success, Lift AI offers an opportunity to revolutionize the way website visitors are engaged and converted. Start with a free Proof of Concept to see how Lift AI can transform your website into a dynamic, efficient, and highly effective sales tool, or take your own self-guided demo today.
