Part 2: How to take a holistic view of inbound automation.
A few weeks back, we gave Drift’s VP of Growth, Guillaume Cabane (a.k.a. “G”), a marker and a whiteboard and asked him to drop some knowledge on us.
Specifically, we wanted to know: What should growth marketers be focused on in 2018? And what secrets can you share for giving teams an edge?
Ultimately, G’s advice was focused around this concept of “inbound automation,” which is something he’s been working at for the past five years now. It’s all about taking those visitors who are already coming to your website and expressing intent to buy, and figuring out how to get more of them to convert into customers.
Spoiler alert: It doesn’t involve using lead capture forms.
Instead, through using a combination of IP address matching, lead scoring, real-time messaging, and email, G has uncovered the science behind inbound automation. (He is a mad scientist, after all, a title he earned back when he was the VP of Growth at Segment