Roland DG's Digital Engagement Strategy: Influencing $1.8 Million in Pipeline with Drift

Roland DG is a global manufacturing leader headquartered in Hamamatsu, Japan. The company operates in various industries including sign, graphic arts, commercial print, packaging, labeling, promotional gift, textile, engraving, milling, and 3D modeling. With over 1000 employees worldwide, Roland DG is a publicly traded company. In 2021, the company sought to improve its customer engagement strategy by implementing an automated conversational solution in EMEA.

In 2021, Roland DG, a global manufacturing leader, identified two key challenges that led them to consider an automated conversational solution in EMEA. Firstly, they observed that customers wanted to interact with them on their own terms, not just when their team was available. Secondly, they noticed that while many companies across various industries were using chatbots to directly engage their website visitors, manufacturing companies were yet to catch up with this trend. Recognizing these challenges, Roland DG began exploring various chat providers to guide their digital engagement strategy.

Roland DG chose Drift as their digital engagement solution. Despite initial concerns about the implementation process due to the company's global presence and diverse product range, the onboarding process turned out to be smooth and efficient, completed in just five weeks. Today, Roland DG has over 20 live playbooks, ranging from generic greetings to live conversations with specialists on high-value product pages. Chats are redirected to sales team members based on territory or sent to their service department for support. Through Drift, Roland DG collects prospect information and uses the Drift x Pardot integration to nurture leads until they're ready to engage with the sales teams. Once a lead is of sufficient quality, it's automatically passed through Salesforce to Roland DG’s sales departments for further engagement.

• The implementation of Drift has significantly improved Roland DG's response speed and availability, moving the company towards instant response for their customers. This has allowed the company to interact with customers immediately, in addition to more traditional channels. The instantaneous response has brought new levels of transparency for Roland DG’s buyers, making the company more available and open to all requests. This transparency has enabled Roland DG to provide the right solutions to visitors’ needs more effectively.

• Influenced a $1.8 million pipeline

• Sourced over 100 opportunities via Drift