Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
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@davegerhardt
Transcript of Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
@davegerhardt
@davegerhardt
April 5, 2016
@davegerhardt
50,000+ businesses using Drift
@davegerhardt
50,000+ businesses using Drift
@davegerhardt
@davegerhardt
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My apartment.
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“We should kill our lead forms and stop gating our content.”
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“Excuse me?”…my job is to generate leads.
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“Modern marketing has lost
it’s way.”
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“Marketing today is all about gaming the system and get rich quick schemes.”
SEO
SEM
Re-TargetingNurturing
CRO
Pop-UpsAlgorithms
Facebook AdsAutomation
Pop-Ups
Pop-Ups
Gated Content
@davegerhardt
This is what best in class B2B marketing looks like:
@davegerhardt
(I am guilty of it too)
You and I are more skeptical than ever.
We don’t buy this way.
So will our customers?
@davegerhardt
https://www.coelevate.com/essays/growth-is-never-done
Oh BTW: It’s Harder Than Ever To Get Attention
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And We Have To Fight The Law Of Shitty Clickthroughs
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This Is What Our Landscape Looks Like At Drift
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“The only way we’ll stand out is if we create a real connection with people.”
So we had to do things differently.
We claim to want to be more than a flash in the pan, but at no juncture do we stop and consider how to increase longevity and shelf life. Instead, we use whatever is hot, cool, trendy, and selling well as our benchmarks. As a result, we have to produce more, market harder, sell out worse. It’s a treadmill and it’s getting faster by the day.
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Ryan Holiday, “Perennial Seller”
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1. BrandWe focused on building a brand.
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2. ConversationsWe optimized for conversations, not form submissions.
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1. BrandWe focused on building a brand.
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#3 is where SaaS is today.
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A brand is a company’s most important asset. A company can’t “own” it’s facts. If the company’s facts (speed, price, quality) are superior to the competition, any good competitor will duplicate them or improve on them.
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Salesforce CEO Marc Benioff
So our philosophy as a brand is give, give, give, ask.
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And that’s why we don’t gate our content.
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54,000 views 700 shares
1k shares 120 backlinks
154,000 views 500 shares
It’s all about spreading our brand as wide as possible.
@davegerhardt
Anyone can use Drift.We give our product away for free too…
You and I are more skeptical than ever.
We don’t buy this way.
So will our customers?
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The result? Virality drives 30% of our leads.
+ countless “Saw you on someone’s website.”
And our marketing is all about treating people like people — not leads.
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80% Open Rate 28% Click Rate
71% Open Rate 21% Click Rate
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Blog Post
Facebook Video Ad
Product Video
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The best marketing channels for us today all have one thing in common: trust.
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You don’t have to pick between generating leads and building a brand anymore.
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This is the playbook your team should be studying.
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2. ConversationsHow we capture leads without using forms.
@davegerhardt
We optimize for conversations with the people interested in Drift.
Website
Blog
We surveyed 433 B2B SaaS companies to see how long it took sales teams to respond to new leads…
@davegerhardt See the full results: blog.drift.com/lead-response-survey
7% of companies responded within 5 minutes.
55% of companies took 5+ days to respond.
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But most businesses haven’t changed to match the way people want to buy today.
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That’s why we’re focused on conversations here.
Website
Blog
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And it’s not more work for our sales team.
All Kevin has to do is connect his calendar
(and then sell).
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We’ve generated 20% more leads via conversations.
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And they are our #1 source of demos booked.
43% of our demos come from conversations.
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They are also our #1 source of opportunities.
HALF of our pipeline comes from conversations.
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And they convert twice as fast.
It takes 3 days from an initial conversation to demo.
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Bigger companies prefer to talk to us first.
The bigger the company, the less likely they are to fill out forms
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In the month of October, we booked 1,000 meetings for our sales team without
using gated content or lead forms.
We have created a fast lane for our best leads and made it easy for our customers to buy.
@davegerhardt
“Today's marketing tools leave you perfectly suited for a world that no longer exists.” - @dcancel
Don’t settle for the traditional way of doing marketing.
Thanks.
Drift is the world’s first and only conversational marketing and sales platform.
