Seeking Wisdom: How We Went Viral With LinkedIn Video Without Spending a Dollar

Seeking wisdom

I do a ton of outreach here at Drift (we call it hand-to-hand combat) and I’ve started to see a pattern:

A lot of marketing people know us as “the company that did that cool LinkedIn takeover thing”.

It was a one-off product launch strategy that really seemed to stick with people.

So DG thought it was time to dedicate a Seeking Wisdom episode to what we did.

Learn how we leveraged LinkedIn video to earn over 300,000 video views and our largest day of traffic. Plus the principles and lessons behind the execution.

– Matt

Time Stamped Show Notes:

6:10 – Why video is the realest form of marketing. You can’t fake it.

8:35 – How DG tested LinkedIn video to make sure the huge engagement metrics were real.

11:00 – Drift employees are ridiculously engaged.

12:40 – How we executed our “LinkedIn takeover” across 120 employees to earn our highest traffic day to date.

17:30 – The best marketing today is about being real and authentic and human.

18:37 – The biggest mistake most marketers make is not explaining why marketing is important internally.

22:00 – How our LinkedIn video takeover was immediately followed by imitations.

23:25 – Wisdom that DG learned from a dinner with from Facebook’s CMO – “The best marketing teams are able to learn faster than the competition”.

24:20 – As a marketing team you need to be thinking about, turning right when everyone is turning left.

3 Key Points:

  1. Use video to be real. The reason why video is so effective is because it’s real, and people crave authenticity. Most other media is easy to fake. Articles can be ghostwritten and social media can be automated, but you can’t hide in front of a video camera. This is why algorithms like Google and LinkedIn have been giving video content more weight.
  2. When everyone goes left, you need to go right. Most marketers imitate the strategies and tactics of their competitors, and achieve limited growth as a result. World class marketers are always testing new ideas (like we did with our LinkedIn takeover) because they know that uncharted territory is where the real gold is.
  3. Learning faster than the competition is your job as a marketer. Getting a big marketing win is great, but as soon as your competitors see it they are going to do the exact same thing. Learning faster than your competition (reading, testing, etc.) is what will enable you to create industry-leading marketing.

Connect With Us

Follow David and Dave on Twitter.

Come follow the podcast at seekingwisdom.

Learn more about Drift at Drift.com.

Episode Transcript

Hey, what’s up everybody? It’s DG, AKA Dave. I’m here because I’m super excited to tell you about something brand new that we’re doing right here in your ears on Seeking Wisdom. We’ve gotten so much feedback. People want us to go deeper on different topics, on marketing, sales, growth, customer success, and so we’re going to do that and we’re going to bring that stuff to you every single week right here on Seeking Wisdom.

You’re still going to get the greatness that is the original Seeking Wisdom, which is usually most of the time it’s DC lecturing me about something in life, but you’ll get our book reviews, DC rants, lessons. You’ll get all that stuff. That’ll be in the core of Seeking Wisdom, and you’ll know that by hearing the typical Seeking Wisdom theme song, which I’ll have come in right now.

You know that? Okay, so that’s what you’ll hear, right? When we switch up, the first track that we’re going to launch, this is the easiest to launch because I think I’m going to host them or talk about them, is marketing. When you hear marketing, if you’re not into marketing, you can turn it off, but when you do hear a marketing episode, you’re going to hear this, this hot new theme song. Ready? Here we go.

This is the marketing song, okay? When you hear that, you’re going to know that this is not traditional Seeking Wisdom and look, this is a test. We’re going to see how this goes, but I think there’s been a big appetite for more content beyond what we talk about regularly.

I’m super excited. DC has been bugging me on this for a while. “DC, when are you going to launch the tracks? When are you going to launch the channels?” That’s what they are. I don’t know if they’re called tracks or channels yet. We’ll figure it out, but look, we’re big believers in hearing, “Don’t wait for the perfect plan. Just go out and do it.” That’s what we’re going to do. We’re going to bring you right now the first episode of the Seeking Wisdom Marketing Channel. Yes, we’ll see what we call it, marketing channel.

This is behind our viral LinkedIn campaign. About a month ago, we just took over LinkedIn with this viral video campaign. It was completely unintentional and it just blew up. We generated 300000 views and it was our number one, our single biggest traffic day in Drift.com history, and so I’m going to tell you all about that on this, the very first episode of a marketing-focused edition of Seeking Wisdom. I hope you enjoy. If you do, hit us up. Leave a review, right? Six stars only. Let us know that you like the tracks and let us know who you want to hear from. All right, let’s get to it.

Last month, we had a big product launch here at Drift. Every month, we launch something new, and we’re always looking for … I know, it’s crazy, so you’re probably thinking, “Wait, you launch something new every single month. How do you do that?” That could be a whole other episode.

We launch a new product every single month. This is typically what you see from other companies, what they might label as their spring 2018 release. We do this every single month. Internally, we call it to the Marketable Moment. For a while, we were doing this. We were launching our founders, David and Elias, they’re just maniacal about speed and speed of shipping software because it’s the only way to learn and you’re shortening the cycle of learning, but you’re also getting value into customers’ hands every single month and making the product better. They’re just very anti the traditional way of building products.

This is something that they’ve done for years now where they ship daily, and so we turned shipping daily, they still ship daily, our engineers here, but we turned it into, “What if we launch something big in our product every single month?” That’s what we started to do. We’ve done it almost for two years now. It’s been about six, eight months since we labeled it something internally. Right now, everybody’s basically working towards the next launch. We do them once a month. I’ll do a whole separate episode. That’s a side story.

For this one, we typically have a playbook where for each launch, we post it on [inaudible 00:04:20]. There’s a blog post. There’s a video, just really the basic stuff that you’d expect to do with any product, but we’re always trying to push the limit behind the scenes. Not the limit in a bad way, but we’re trying to push what we can do from a marketing perspective. I think if you’re listening to this podcast or if you know anything about Drift, you know that we’re always trying to just do things differently.

In that same vein, one thing I noticed was, actually this came from DC, like most of my ideas do come from him. I hope he’s not listening, but I’ll tell him that. Maybe he’ll listen one day and he’ll hear that. We were noticing that we were putting all this stuff on LinkedIn, and we were using video, and so we saw a LinkedIn video starting to blow up. Every time I looked at my feed, a LinkedIn video was high up.

This was probably, when was this? Maybe in the fall, October, October, November. I saw a LinkedIn video, and I was like, “Oh, I had no idea they had video,” and I started to see a couple more. I started to test out LinkedIn video for myself, and so one morning, I’ll put a link to this in this post, but I wish right now, if this was a video, I could show you.

One morning, I’m walking home from the gym and I got myself a coffee and my wife a coffee. I remember because I had both coffees in my hand. I’m trying to make a video. I made a video and I said, “Okay, it seems like LinkedIn video is blowing up,” and just literally me walking down the street in Boston on a morning with two coffees in my hand and trying to shoot a video, if you can picture that. You can hear the iced coffee slushing around in the background.

I said in the video, I said, “Look, LinkedIn video seems to be blowing up. It’s really cool. It’s really smart.” Video had blown up on every other platform. It’s why Instagram is huge. It’s why Snapchat initially blew up, and then why Instagram stories took over. Video, I’m obsessed with video because it’s the realest form of marketing. You can’t fake it. I think podcasts is right up there, but you can be scripted, but to me, grabbing my iPhone and shooting a 30 second video or two minute video or 10 minute video of just me talking or filming something is the realest form of marketing.

I’m obsessed with it because we live in this world today where everybody’s so skeptical of every marketing channel, and so if I have the opportunity to show you my face and show you it’s me and tell you a story, that’s such a powerful thing. It’s honestly the best next thing to an actual sales demo where you’re really talking to me. I’m not bullshitting you. You’re talking to me. This is a video, “Hey, it’s Dave, blah blah blah.”

Obsessed with video. We’ve talked about it for a while. Something David has said here is that there’s two mega trends right now. It’s messaging and video, and messaging is obviously what our product does at Drift, but video is the other thing that we’ve been experimenting a lot with from a marketing perspective.

I see LinkedIn has video. This is how it happened. The posts on LinkedIn, the text posts, I don’t know if you saw this, but a couple months ago, you probably still see it now, but I see it more in video. A couple months ago, people were doing this thing on LinkedIn where they’d write a little text snippet, a couple lines, or I’d write a teaser to a blog post.

LinkedIn was getting this crazy amount of engagement on text posts, and people were just basically using LinkedIn, even different than writing an article on LinkedIn, this is actually a status update where I’m writing 500 words, 1000 words, or even just 200 as a little teaser. I saw David do this and a bunch of other people, and the engagement on those posts was ridiculous. That was the early indicator. The engagement on text posts was ridiculous. Then, we see video. We see, “Okay, LinkedIn launches video. This is interesting.” More people are starting to use video.

In this morning, sorry for hopping all over the place, but this is how my mind works, and I think you’re still with me, so this one morning, I’m walking. This is when I have the coffees. I’m walking back from the gym. I pull out my phone. I’m like, “Okay, I want to test this LinkedIn video thing.”

I posted a video about a week earlier and I got, I don’t know, like 10000 views on it. I was like, “There’s no way this is real.” I was like, “LinkedIn is probably just giving me those numbers to make me want to use video more.” There’s been stories of companies juicing the stats on their own platform and everything, so I just didn’t believe it, or I thought maybe those were just auto-plays in somebody else’s feed or it got exposed somewhere else. I didn’t know what to think.

I wanted to test it. I’m recording this video and in the video, I said something like, “Hey, I’ve been having a lot of fun with LinkedIn video. The engagement has been insane. I notice all these views, but I’m not sure how real they are. If you’re watching this video right now, email me. If you’re still here watching this video, email me, DG@drift.com.”

I literally just told them my email address towards the end of the video. I was like, “Let’s see what happens,” and I’m telling you, before I got home, within 20 minutes, I had five emails from complete strangers, who I didn’t know how I was connected to them, saying, “Hey DG, I just watched your video on LinkedIn.”

I was like, “Whoa, this is interesting.” Literally, it was direct response marketing on LinkedIn video. I said, “Email me,” so then they emailed me, and all these people started emailing me and they’re like, “I’m really curious about this, too. Let me know what you find. Let me know what you find.”

I’m not kidding, within two days, I had over 100 emails. Think about it. That’s just not the universe of people who watched the video. That’s people who cared enough to email me. 100 people emailed me at least, minimum, who wanted to know the same thing. I reached back to all of them. I said, “Hey, this is real. I’m getting all this crazy engagement.”

Fast forward a couple months later, posting regular videos all the time on LinkedIn. The comments are ridiculous. I’m starting to embarrass my wife. We both work at tech companies and we’re both in this SAS startup world, and we went to her company holiday party and I got introduced to somebody that she works with. This guy’s like, “Oh, you’re the guy from the LinkedIn videos,” and I’m like, “What?”

All these people in and around Boston, I swear to you guys, they would say, “You’re in the LinkedIn videos,” and so then, I got this other indicator that, wait, here’s what’s happening. They’re showing these videos to people I’m not connected with. They’re getting exposed to my second and third degree connections based on who is liking and commenting on the video, and so the more likes and comments you get, the bigger the video grows. I started to get all these comments, and then it all culminated with this. We were trying to find something new to do for our latest product launch. This was, when was this? March. This was March 6th. We launched Drift Marketing Email, our marketing email product here at Drift. Excuse me, I just almost knocked over the microphone.

We had been really fascinated with LinkedIn. We’re like, “How can we do something on LinkedIn?” Then, we just had the idea. We said, “Wait a second.” The team here at Drift is amazing. I don’t just mean that, because obviously every company you work for, people are like, “The team here is amazing, blah blah blah.” That’s true, but at Drift, it’s a different level. I’ve never seen this many engaged people at a company, meaning whatever the company is doing, everybody wants to get behind it and promote it, whether that’s our conference they want to promote or our podcast they want to promote or our blog, our videos, sharing pictures from the office on Instagram. People just always want to spread the word.

We had this idea, “Wait a second. What if we asked 100 plus people at Drift?” On the night before launch day, we had a meeting. We said, “Hey, here’s what we’re going to do.” Actually, no, it was on show and tell on a Friday, so that’s what happened, so I’m going to tell you in a second.

We had this idea of, “Hey, what if we asked 100 plus people at Drift to record videos and they all dropped on LinkedIn that morning of the launch?” That was the idea. We were like, “I don’t know. Is it going to work? It seems like a great idea, but is it going to work? Are people actually going to do it?”

What we did is the Friday before launch, this launch was on a Tuesday, we do something here at Drift every Friday called show and tell, where the whole company shuts down at 4:00 and we all go into this conference room, and every team presents, so sales, marketing, growth, product, customer success, even finance. Everyone presents. They have five minutes, and one person from each team basically does a recap of something new that they’re working on or what happened that week. I think it’s everybody’s favorite time of the week at Drift because people are having a beer, they’re hanging out. You’re just learning about what else is happening around the company.

During our marketing time, which we usually say, “Hey, here’s what we got done this week. Here’s what we’re doing next week. Here’s this campaign that we’re working on,” we said, “All right, here’s the deal, team. We’ve been getting crazy amounts of engagement on our LinkedIn videos personally, and we want to see if we can take over LinkedIn on Tuesday for this product launch.”

We teased that at the show and tell, at show and tell at the company meeting, and we got everybody ready to come in Monday morning. Not Monday morning, Tuesday morning. We got them ready to come in Tuesday morning and shoot videos. Friday was show and tell where we told everybody about it. Monday, Sarah, who runs social media on our team, what’s up Sarah, she’s amazing, she made a Google sheet of every single person at Drift. She went to HR and she said, “Can I get a list of everybody who works here?” Got a list of everybody’s names, put it in a Google sheet, and she literally went desk by desk and saying, “Hey, can you do a video tomorrow?” They said yes, yes, yes, yes.

She went on down the line. She got over 120 people who said yes, but of course, who knew how many people were actually going to do it? Sure enough, Tuesday morning, it’s launch day. One person makes a video, and it was pretty standard, like somebody walking to work, which is still I love that because it’s real, it’s authentic. I think it was Pete, one of our engineers. What’s up, Pete? He makes this video. He’s walking to work. “Hey, today we launch Drift Email. It’s a new way to send marketing email, blah blah blah.”

Then, another person does it. They’re walking to work. Then, another person does it, and I’m like, “Oh shit, this is really cool.” It’s the realest form of marketing we’ve done. It’s five or six people walking into work. Basically, it was somebody’s in the car. We’re getting glimpses into all these people’s commute to work and they’re all talking about Drift marketing email and they start posting them on LinkedIn.

Then, a couple people on our team started to take it to the next level. Alexa, who’s one of our product managers, she was actually on vacation and she was skiing. Where the hell was she? I don’t know, Alta, something like that. She was skiing somewhere out west, and all of a sudden, she posts this LinkedIn video and we all see it. She’s literally skiing or snowboarding, whatever she was doing. She’s literally skiing and she’s recording a video of her, she said the tagline for Drift Marketing Email. My brain is a puddle at this point. I forget what the tagline even was.

She was talking about how modern email is broken. We built an email marketing platform that actually matches how people want to buy and blah blah blah, and she’s literally skiing down the mountain. That was when just all hell broke loose, because at that point, then once people saw that, it turned into a competition here internally where everyone started to one up each other.

Our sales team, this was probably lunchtime on the east coast, so by now, our San Francisco team was out. Mark Castillo, one of our sales reps who was out in San Francisco, he literally films himself walking into a coffee shop and he asked the barista about why email was broken. They have a conversation, he records it, posts it on on LinkedIn, and the whole thing took off.

A bunch of the sales reps are just in the kitchen just tossing fruit around, making jokes. It was unbelievable. I think by 3:00 that day, my inbox was filled with messages. People were tweeting, “What’s happening with LinkedIn and Drift right now?” We probably got 20 messages on LinkedIn, and then people wrote LinkedIn posts about what was happening on LinkedIn. They didn’t just see the videos. People were helping us spread the word by saying, “Oh my god, everybody at Drift posted videos. This launch is crazy. They got the whole team.”

It just snowballed into this thing that just kept getting bigger and bigger and bigger and bigger. By the end of the day, we had over 300000 views of our videos collectively. I think we had 100 videos. Each of them was reaching 3000. Is that the right math? Yes, 100. No, hold on one second. I’m not a math guy, okay? Everybody’s laughing right now. 100 times 3000. Yes, that’s right. That’s good math. Okay, check your instincts, DG. That’s what’s up. Okay.

300000 views of our LinkedIn videos, and we had the single highest traffic day to Drift.com, which is crazy because there was no link to click. People were literally seeing our videos and then going over organically to Drift.com. It was absolutely ridiculous.

I recorded this video, “Hey, message me if you want to know the secret.” The secret is, to me, it comes down to this. This is part of a bigger talk that I’m going to do this year. I’m working on it now, actually. The first one I’m giving is next month, and you’ll be the first to get access to it. I want to get your feedback, so I was thinking of doing a private webinar where I do this just in case you’re not traveling anywhere.

The theme is really this. The best marketing today is about being real and authentic and human. I believe that to the core. I hate this argument. People say, “Yes, but Dave, we sell to the enterprise.” I’m like, “You’re right, but those are still people, right? Those are still people that have emotions and are real people the same way you and I are. Doesn’t matter B2B, B2C.”

We’re really focused on what we call B2H, business to human, right? I don’t even like that, because it sounds corporatey. We just market to people. The reason this campaign worked so well was two things, the combination of two things. Number one is we have an amazing group of people that work at Drift that want to rally together and promote our stuff.

As a marketer, something that I can’t stress enough, I think a huge, underrated portion of your job is to merchandise what you’re doing. If you’re a marketer, you can’t just show up to work, write some content, and then go home. You have to explain to people why this is important because for the majority of people at your company, sales, product design, engineering, customer success, whatever, they’re not going to think about marketing, get the value of marketing the way that you’re doing it. I think the biggest mistake most marketers make is they show up and they have this attitude of, “I’m in marketing. You know what I’m doing,” right? No. My job is to explain to you why we’re doing everything and be the megaphone for the company.

We’ve built this brand internally where people have a lot of respect for the marketing team, I think. They’re willing to help out in any way, and we try to use as a marketing team an opportunity to always show people how we help amplify the message. We do a lot of internal education. We try to always say yes when other teams want help or have other questions because we know that we can always work with them in the future. They can always be on our side to help promote our message.

I think number one, my mentality here in marketing is that every single person at Drift is a marketer. The reason I’m excited that we’re growing so fast is because the more people we hire, that’s the more mouthpieces, the more people that can amplify Drift. For every new hire that comes in, that’s another Twitter page. That’s another LinkedIn profile. That’s another Instagram account. Those are all people that can be spreading what we’re doing.

There is no secret to getting people onboard. You just have to be genuine and you have to have something that they all care about. If they didn’t all passionately believe that we are changing the way that people do marketing and sales, I don’t think they would do it. I don’t think that they would share our stuff, but they all believe in the problem and they’re all rallied as part of it.

That was number one. I don’t even know what number two was. Number one is get everybody on the same page. I lost my train of thought. This is really hard. This is the first time I’ve done on a podcast by myself, by the way. I can talk to somebody else all day.

We got everybody to do it. Number two, though, is I think that the best brands are human and real and authentic, and so as buyers, you and I, we are more skeptical of marketing material, right? We’re more skeptical of fliers, of PDFs, of webinars, of ads and all that stuff. To me, the marketing vehicle that’s worked the best for us is just being real. Everything I start off is like, “Hey, I’m Dave.” It’s all real. It’s authentic.

That’s why I’m obsessed with audio and video and those channels because they’re hard to fake. You have to be real. You have to be authentic. We didn’t make some flier that we passed out about Drift Marketing Email. We had our best people, the people that work at Drift, just tell each other, and they didn’t use marketing crap or jargon. They just explained what the product did in terms that anybody can understand publicly to all their people on LinkedIn. I think it’s the combination of we got the whole team at Drift to tap into things.

A lot of people say, “How did you get them all to say the same thing, to be on brand, to be on message?” We gave everybody a little one liner, but it goes back to my point from earlier. People just passionately believe in what we’re doing and we try to be transparent and communicate about it, so I think when we put them onstage in front of a mic, it didn’t feel scripted because they’re just walking to work or they’re skiing or they’re at a coffee shop and they’re able to just say what they genuinely think that Drift does and how we’re solving that problem. That’s two.

I only said two, but I’ll give you a third one. The third one is, okay, yes, here is the ultimate secret, right? I’ll caveat this by saying this is the ultimate secret, but I don’t think you can just achieve it just because that’s a thing. The ultimate reason I think was we were able to take advantage of LinkedIn at a time where I can say confidently that LinkedIn was heavily weighting video in their algorithm for whatever reason. I don’t know if it’s still happening or not, but every single video was getting thousands of views, and so for whatever reason, they were pushing LinkedIn video. We hopped on it. We took advantage of it.

Now I see companies every day. They’re all out in their shorts while it was snowing doing a product launch, and I thought that was nice. It was flattering that they did it, but it felt too gimmicky, right? Our whole thing at Drift was not a gimmick. It was not to be like, “Look, I’m in six feet of snow in my gym shorts.” It was real and that’s why I think it worked so well.

We were able to capitalize on a new channel, which was LinkedIn video, and I don’t think that that gets enough credit, so yes, we got a boost because LinkedIn was weighting video. We had the decision, and we have a marketing team that’s agile enough to just be able to just say, “You know what? Screw it. We’re not going to do what we were going to do initially. We’re going to call an audible and we’re going to do this campaign on LinkedIn.” It didn’t cost a dime. It just cost people’s time, right? We have a marketing team where we always need to be learning faster than our competitors or anybody else in the market.

I was lucky enough to spend some time with the CMO of Facebook a couple weeks ago. That’s crazy. I still can’t think of it. I still can’t get my head around it. He said that the best marketing teams are able to learn faster than the competition, and that was everything to me because everyone does email, everyone blogs, everyone has a podcast, everyone has video, everyone has webinars, and so how are you going to stand out as a marketing team?

For us, it’s always being able to learn faster, and that just means trying new channels, right? You don’t have to make a case for X thousand dollars of budget or why we should do something, like, “Hey, I’m going to try this thing. I want to try a nine minute webinar tomorrow.” Okay, great, go do it. You have to have that type of mentality today when there are so many marketing channels out there that everyone is going to be noise. You have to find your channel.

For us at Drift early on it was a podcast. Not many companies were doing podcasts at that time. We took this really real and authentic approach and we built Seeking Wisdom, where we could’ve just said, “Let’s triple down on hiring bloggers and build a blog,” where we would’ve been swimming in a sea of bloggers.

I think as a marketing team, you have to always be thinking about if everybody else is going to go left, I’m going to go right, and what are the things that I’m going to do over here? Just because one of my competitors is spending all of their money on Ad Words, it doesn’t mean we have to go do that, too. Let’s go find something else. Maybe they’re not doing events at all, so we can go run events, right? Maybe they don’t have a podcast. Could we launch a podcast? I would always be looking for the gaps, the gaps in somebody else’s marketing strategy.

Plus, if you go and analyze how somebody else is doing marketing, you’re going to also be able to learn the lessons that they learned the hard way so you don’t have to. What if you go see that, hey, that competitor over there, they used to spend a ton of money on Ad Words but now they don’t anymore. You know why? Go find out why. Probably because it wasn’t good. They weren’t seeing good value, right? They were spending too much, acquiring customers who didn’t stick around or acquiring leads that didn’t turn into customers, blah blah blah. They just learned so you don’t have to, so don’t go and roll out your playbook.

There’s a podcast that we did on Seeking Wisdom about this actually, where David talks about entering a crowded market. The whole magic in entering a crowded market is that’s where the buyers are, but from a marketing strategy, you can’t just go into a crowded market and go and do the same marketing that they’ve all done before. You have to adapt and you have to adjust and you have to know, “Hey, okay, we are a B2B.”

I will never position Drift this way externally, but for the sake of this podcast right now, black and white, we’re a B2B company that sells marketing and sales software. Do you know how many companies are in this space? There’s literally over 7000, and so for us, we’re not going to be able to compete by coming in and doing the same thing everybody else, so it had to be in our DNA.

Something David and Elias put in our DNA from the beginning here is we’ve got to always be trying to do things differently, and ultimately I think that’s why we’re able to find this LinkedIn thing and make it work, not so much because LinkedIn was weighting video content but because we were agile enough and had the ability to say, “You know what? Let’s try something completely different that we’ve never done before. There’s no precedent for it. Let’s just try it.” To me, that’s the number one thing. Especially if you’re in a super competitive industry, you’ve got to be willing to go out and do things the way that nobody else is doing them. Wow, that was awesome, 23 minute rant about our LinkedIn. I hope this is helpful. There is no secret to doing it, but we got the whole team involved. We found a new channel to jump on, but now it’s over, right? We’re launching another thing, so by the time I post this episode, so today’s Monday, tomorrow we’re launching our next thing, and guess what we’re not doing? We’re not doing another LinkedIn video takeover because I don’t just want it to be noise. I think we’ve already found that channel, it’s over to get 100 people to do it, so we found it was a one time thing, but now we’ve got to move on. We have to learn again. We have to learn as a marketing team what’s the next channel we can go find. That’s my rant.

Now, if you’re still with me, that means you care about this, which is cool, and hopefully I’ve gotten you interested in enough. I’m actually doing something crazy. This is something that has been on my to do list for a while, but haven’t gotten around to it, and now I’m finally ready to do it. DC pushed me to do it, which is I’m launching my own version of the Inner Circle. I’m launching my, some people might call it a mastermind group. I’ve got to find the word for it.

I’m going to take 10 people, 10 hopefully marketers. You’ve got to be a marketer to do this. I’m going to take 10 people on and basically do personal coaching, one on one meetings. We’ll meet up in Boston four times a year. We’ll have dinners. We’ll text. We’ll do everything. It’s literally one to one personal coaching. I’ll take everything that we’ve learned here at Drift over the last three years, two and a half years, three years, and help you apply them to your business and help you grow your business.

Launching my little marketing mastermind group. It’s a complete test, but it’s something that we’re going to launch hopefully starting in May, so what’s it right now? April, yes. I want to launch this May 1st and me putting out this podcast is the best forcing function to do this.

Here’s the deal. If you’re listening to this and you want to apply, this might even be before I have the landing page up, so treat this like an exclusive, exclusive brand new offer. I haven’t even posted a landing page about this. If you’re hearing this and you’re interested in applying to be in my marketing mastermind group, email me, DG@drift.com, just with the subject line Mastermind, all right? DG@drift.com, the subject line Mastermind, and I’ll tell you more about it.

The only challenge here is that I’m only going to be able to take 10 people. I think that’s the magic number for right now. I just want to make sure we can do it right and I can manage the workload and actually be helpful to all of the people in the group. I know that I can deliver so much value because the stuff that I’ve learned here in two and a half years, I’m going to give you all of that.

If you’re interested in how David Cancel thinks about marketing and the secrets … There’s so much stuff that we do here at Drift that we do not share publicly. I’m going to share all of it as part of this group, and so there’s going to be 10 people. I’m going to take 10 people tops. I think that’s what it’s going to be. I was thinking about eight or 12. I think it’s got to be 10 to start and we’ll see how that goes. Applications, the process will basically be like you email me, we’ll hop on a quick Skype call, ask you a bunch of questions, because I’ve got to make sure that you’re committed. I don’t want to just do this with anybody. I want to make sure that you’ll get a ton of value out of this, as well.

That’s all I can tell you right now. That’s the first teaser for this. I’m super excited. I haven’t been excited about something like this in a while. We’re going to give you everything, all the books we’re reading, all the checklists and playbooks that we use, the exact strategies that we use every single day to run marketing at Drift. Literally, every time DC texts me about, “Hey, go read this thing,” I’m going to send it to you. Even if you just want to do this basically to get on his private one to one text chain, that alone would be worth the money.

This is going to be serious. This is something that I’m going to charge for, so if you don’t think you’re going to be able to pay for this, don’t email me. Well, you can email me, anyway. I’ll always reply, but this is going to be a big investment, so I want to make sure it’s right for you, so we’ll hop on a call, we’ll talk about it and talk about what you think the opportunity might be, what you’re hoping to get out of it, and we’ll go from there.

10 people, mastermind. I’ve got to come up with a better name. Mastermind is okay. We’ll see what happens. That’s the deal. You’ll get everything like this personally, one to one, daily via text. We’ll meet up for dinners. We’ll do private coaching sessions, hands on workshops and training sessions here at Drift, in addition to you can always FaceTime me, “Hey DG, can you read my email really quick before I send it out?” That’s the type of access that you’re going to get inside of this group. I hope that I learn a lot from it, too. That’s why I’m doing it. I’m super excited about it, so that’s the deal. Email me, DG@drift.com, subject line Mastermind, all right?

This is also the first of many new podcasts that we’re doing here on the Seeking Wisdom channel that are focused on marketing. We’re going to focus some on marketing, on growth, on customer success and sales. We’re going to build out all of those tracks here on the podcast, so I’m excited to share more stuff with you. Remember, email me, DG@drift.com, subject line Mastermind. 30 minutes, I’m out of here. Okay.

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