41 Plays From The Drift Marketing Team To Help Your Business Cut Through The Noise, Grow Faster Than The Competition & Thrill Your Customers
By the Drift Marketing Team with a foreword by Mike Volpe, CEO of Lola.com, former CMO of Cybereason & HubSpot
Yes, we'll actually send you a real, physical book! Can't wait for the hard copy? Scroll to read the digital version below.
According to Mike Volpe, former HubSpot CMO and Lola CEO, an experienced founding team, customer-driven culture and great product should all be table stakes by now. So what makes for a truly enduring company today?
Welcome to this Won't Scale. In the next 41 plays we'll lay out our unique approach to marketing at Drift.
Get the real reason Drift started marketing our product before we even really had one.
It's no longer enough to own the supply. You must own the demand. Why? Because the customer has all the power.
To say the marketing and sales space is crowded is an understatement. Exactly why we set out to find our unique wedge very early on.
Through an in depth search for pain, we found gold. And landed on a product vision and strategy that set us up for long term success.
The best way to get people to engage with you? Go hand to hand and add a personalized touch.
Because we found our wedge and fought hand-to-hand, we were able to build an audience early on. And they've stuck with us.
We bet on brand early. We weren't super concerned with metrics or ROI. We built a halo around our company and that's helped us scale.
To build a true moat around your brand, you must craft a consistent and compelling story.
We've learned to tune out marketing that feels like marketing. So how do you truly find a channel the competition can't copy?
Why did DC tell our marketing team to stop reading SaaS marketing blogs? He wanted us to focus on the timeless lessons instead of trying to copy what everyone else was doing.
It's harder to write fiction than non-fiction. It's much easier to be yourself than pretend to be someone else. Be you, be authentic.
Showing our faces is one of our brand values. And it goes back to being authentic and showing who we really are. That means ditching all our stock photography.
Master the fundamentals first so you can hire and build on that foundation. Outline the basics before you scale your team.
Marketing should be everyone's job. Why? Think of how much further your message will go. Plus it gets everyone on the same page, speaking the same language.
In order to grow, you must hire and train people to replace you. It's not just okay, but preferred to let go of your LEGOs.
Hiring a new team member should be about more than their education or prior work experience. You should focus on results once they join your team.
Do your team members know the concrete steps it takes to get promoted? If not, you should lay out a framework.
The ability to move fast is essential at Drift. So if we do something and it doesn't work, we also need to fail fast. But most importantly, learn from those mistakes so we don't make the same one twice.
We've committed to constantly learning new things. And we believe learning is a team activity. Find out what that looks like at Drift.
Rather than reinventing the wheel with every new launch and update, we believe in learning from the best. Which is why we keep a swipe file for inspiration.
We'll say it again...we believe in learning from others. So how do you go about finding a mentor or role model?
You can never read enough. Books are the best way to learn and find role models you might never be able to meet in person, precisely why we started the Drift Book Club.
We all have mentors and they're usually people we aspire to be like. But you can also learn from those you don't always agree with.
It's far better to be a leader than a laggard. Exactly why we created our own category: Conversational Marketing.
If you create a category, it can't just be about your company. It has to be a bigger movement. So what do you stand for?
When we planned the first HYPERGROWTH event, we didn't want it to be just another user group or customer event. We wanted to create a movement.
At Drift, we're big on naming everything. Because it's hard to get people behind something it they don't know what to call it. So give everything a name!
Competitors can make your own business more robust. Just think Uber and Lyft. Precisely why we welcome competitors into our category. And you should too.
Conversations drive the business. Which means you should take every opportunity you can get to talk with your customers.
We track conversations, not clicks. Which means every message we send is optimized to start a conversation. Why? Because that's what drives the business.
When was the last time you attended a webinar that was actually interactive? Exactly. You go, listen and sit there. But we believe in making live webinars interactive.
Conversations are always our top priority. And that means every time you Tweet to us or send us a note on LinkedIn or Facebook, you can expect a response.
It's about time we all killed our gated content. In fact, that's been a principle of Drift's since the early days.
We tell everyone on our marketing team to write like they talk. Because we always want to come off as personable and human.
If you don't have the right headline, you can't expect anyone to click and read your entire article. Which is why we spend lots of time getting our headlines just right.
How likely are you to open, let alone read brochures and flyers you get in the mail? Exactly why Drift opts for plain text emails. They're more personal and more human.
At Drift, we believe that everyone on the marketing team should be able to write for the brand. In this play, learn just how we do it.
Product launches are a huge deal at Drift. So much so that we market them externally and internally.
If you can get your entire company on message and not just your marketing team, you can turn your entire team into a marketing engine.
Getting in front of your team once isn’t enough. It takes much more than that to get them on board, on brand and on message. That’s why over-communication is vital to your success.
As much as you want to get your team on the same page and working in the same direction, it's key to build an army of outside support to help spread the word.
At Drift, we embrace the things that just won't scale. It's propelled our growth until now and will continue you to do so for years to come.
This Won't Scale will show you how in 41 unique marketing plays.
By entering your email below, you agree that we may send you emails about Drift's upcoming services and promotions. Is this okay with you? You may unsubscribe at any time.
No, not now Yes, I approve
How Drift uses personal information