Featuring:
- Tim Ozmina, Head of Digital Marketing and Demand Generation at Boomi
- Don Simpson, CEO & Founder at Lift AI
- Matt Langie, MarketingGurus.net
Introduction
Welcome to Episode 2 of How I Met Your Buyer, the podcast brought to you by Lift AI. In this episode, we explore how innovative tools and strategies are helping businesses engage with buyers at the perfect moment.
Joining us today are two incredible guests: Don Simpson, CEO and Founder of Lift AI, and Tim Ozmina, Head of Digital Marketing and Demand Generation at Boomi. Together, they share insights into optimizing website engagement, driving pipeline, and improving sales efficiency using Lift AI.
Key Highlights from the Conversation
Understanding Boomi’s Website Challenges
Tim Ozmina, Head of Digital Marketing and Demand Generation at Boomi, shared the scale of their website traffic and the challenges they faced in optimizing engagement.
- The Problem:
Boomi's website serves as their digital storefront, but they needed a way to identify and prioritize high-intent buyers among a diverse pool of visitors. - Before Lift AI:
Boomi relied on static CTAs and decision-tree playbooks in Drift, offering limited personalization and relevance for website visitors.
Tim’s Key Insight:
“Not all visitors are equal. You have high, medium, and low-intent buyers, and we needed a way to roll out the red carpet for each in the right way.”
Why Buyer Behavior Beats Page Analytics
Don Simpson explained how Lift AI’s real-time analysis of website micro-behaviors allows businesses to focus on the most important signal: website buyer behavior.
- Key Differentiator:
Lift AI goes beyond basic page-level signals, analyzing nuanced behaviors across the entire website. - The Result:
Businesses can prioritize and engage high-intent visitors in real time, maximizing conversion opportunities.
Don’s Perspective:
“88% of high-intent buyers aren’t on your pricing page. And yet, many tools focus their engagement there, wasting valuable opportunities.”
From Decision Trees to Intent-Driven Conversations
With Lift AI, Boomi transformed its conversational marketing strategy in Drift:
- Before:
Generic decision trees forced visitors to choose from limited options, often missing their real needs. - After:
High-intent visitors were fast-tracked to live sales conversations, while low-intent visitors were nurtured with relevant content or resources.
Impact on SDR Efficiency:
- Conversion rates for high-intent visitors increased to over 10%.
- Overall SDR efficiency doubled, with qualified opportunities growing significantly.
Tim’s Takeaway:
“We deflect low-intent conversations to save SDR time and focus their efforts on high-intent buyers who are more likely to convert.”
Scaling Success with Integrations
Tim shared how Boomi is integrating Lift AI with tools like Salesloft to expand its impact across the entire sales process:
- High-intent scores from Lift AI will help prioritize MQLs in Salesloft, ensuring SDRs focus on the best opportunities first.
- Combining Lift AI with third-party intent tools and retargeting strategies provides an additional layer of precision for personalized follow-ups.
Key Metrics Achieved with Lift AI:
- Doubled SDR conversion rates increased from 3.6% to 8.7%.
- 22% increase in quarterly pipeline from conversational marketing.
- 60% of pipeline sourced from anonymous visitors.
- Doubled SDR conversion rates increased from 3.6% to 8.7%.
Why Real-Time Intent Matters
Don emphasized the importance of capturing buyers while they’re engaged on the website:
- Traditional tools rely on known accounts or delayed signals, missing the majority of opportunities.
- Lift AI identifies intent in real time, enabling businesses to engage buyers at their peak interest, regardless of whether they are known or anonymous.
Don’s Closing Insight:
“If Lift AI can deliver these results with anonymous visitors, imagine the potential when applied to known ones.”
Conclusion
The Boomi team’s success with Lift AI highlights the power of real-time behavioral buyer intent to transform website engagement, sales efficiency, and pipeline growth.
Catch the next episode of How I Met Your Buyer for more insights from top marketers and sales leaders.
