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Marketing
Manifesto
How We Think About Marketing At Drift
Let’s face it: We’ve all been
running the same marketing
playbook for years.
We create content.
We set up landing pages for
capturing leads.

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Then we “nurture” those
leads with automated emails.
Until people buy, unsubscribe
— or just do nothing, forever.
But take a second and think
about the way that you buy
and behave as a consumer.
You probably hate filling out
forms.

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And you probably ignore
every cold email that you get.
And for the most part,
marketing treats you like a
lead — not like a person.
We got tired of doing things
that way.
Hi, I’m Dave.
I lead marketing
here at Drift.

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(Just wanted to show my face
so you knew who was narrating)
After realizing the way we
were doing marketing was
broken, we wanted to update
our approach.
PS. Here’s a link to read the
post where this all started.
We wanted to come up with a
marketing philosophy that
treats people like people
— not leads.

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So we put together this
manifesto of sorts.
Basically our guiding
principles for how we think
about marketing at Drift.
This is an internal document
at Drift that is always
changing.
But since we believe that
everything is marketing, we
thought we’d share it publicly,
too.

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Here it is.
1. Be Remarkable
In order for us to succeed,
our ideas and product need
to spread.
This won’t happen unless our
marketing is remarkable.

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There’s too much noise out
there today.
The only way to compete is
by always asking ourselves
this one question.
“How can we make this 10x
better than anything that’s
out there right now?”
2. Words Come First
Hello

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We love design. We respect
design. We believe great
design is a competitive
advantage …
But until all of the words on a
page are awesome, don’t
even think about design.
Don’t add menus. Don’t think
about images. Just don’t do it.
It’s better to have a plain-text
page with amazing words than
to have a page with amazing
design but mediocre words.

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If we have mediocre words
and mediocre design, we will
go out of business.
4. Write Like You Talk
We are writing and building
for people.
Do not, however, address your readers
as though they were gathered together
in a stadium. When people read your
copy, they are alone. Pretend you are
writing each of them a letter on behalf
of your client. One human being to
another, second person singular.
-David Ogilvy
“

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So if you wouldn’t say
something out loud to a friend,
don’t say it in your copy.
Write to be understood, not
to be an amazing writer.
In modern society, copywriting is a more
critical skill to master than ever before—
both online and offline. Why?
Consumers today are better educated
and more skeptical.
-Robert Bly
“
5. No Jargon

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To reiterate, we’re writing for
people. So write with simple
words.
Unless 99% of our customers
would know the word, don’t
use it.
When copywriters argue with me about
some esoteric word they want to use, I say
to them, “Get on a bus. Go to Iowa. Stay on
a farm for a week and talk to the farmer.
Come back to New York by train and talk to
your fellow passengers in the day-coach. If
you still want to use the word, go ahead.”
Copy should be written in the language
people use in everyday conversation.
-David Ogilvy
“
The very best writing goes unnoticed.
That’s right. You don’t want someone to
read one of your ads and say, “Gosh, that
advertisement was sure well written!"
-Gary Halbert
“

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6. Be Human
People have learned to tune
out marketing that feels like
marketing.
So all of our marketing should
feel like it's coming from a
friend.
People know to tune out
robotic messages, like the
ones that start with “Hello
[First Name].”

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And highly designed,
promotional emails.
Today, the best form of
personalization today is to be
human.
7. Be Specific
We love people. But people
need instructions.

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So in your marketing, you
need to be specific.
Tell people exactly where you
want them to go and what
you want them to do.
8. Customer-Driven
(Not Company-Driven)
We value customer-focused
collaboration over silos and
hierarchy.

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Andy Raskin has led strategic story training at Uber, Intel, Yelp, General Assembly and Stanford and called this the greatest sales pitch he's seen all year. Have a look.

marketingsalesinternet marketing
State of Conversational Marketing 2017
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The way people research and buy products has fundamentally shifted. These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content). And 66% prefer real-time messaging for talking to businesses over any other communication channel. To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.

account based marketingmarketingmarketing strategy
When making decisions, we
always optimize for the
customer.
In other words: Customer >
Company.
9. Trust Is Everything
We can never break the trust
of our customers and
community.

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The document discusses how businesses need to shift to conversation-driven sales approaches to meet buyers' expectations of real-time, on-their-terms experiences. It outlines steps to implement conversation-driven inbound and outbound sales, including replacing lead forms with conversations, targeting high-intent pages, and scheduling demos 24/7 for inbound sales and setting up personalized messages, connecting email to messaging, and getting alerts for outbound and account-based sales. The goal is to qualify, capture, and connect with leads through conversations to generate opportunities and close deals faster.

salessales strategysales tools
What Is Conversational Marketing?
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After talking to thousands of customers, what we’ve heard loud and clear (and maybe you’ve felt this, too) is that something is broken with the way we market and sell. Over the past several years, we’ve become obsessed with tracking and measuring every metric imaginable: hits, clicks, emails, dials, and so on. We’ve become so focused on things like A/B testing, retargeting, email blasts, robocalls, form fills, marketing-qualified leads (MQLs), and sales-qualified leads (SQLs), that we’ve lost track of what really matters. At some point, being data-driven started being more important than being customer-driven. As a result, the buying experience most companies provide has become cold and impersonal. For many marketing and sales teams, their leads have become faceless entities that exist only inside of spreadsheets -- they aren’t treated like actual people. Not only is it a terrible experience for potential customers, it’s also bad for business. There’s a reason why only 43% of people answer cold calls, and the average email open rate is about 20%, and the average landing page conversion rate is just 2.35% … The way we’ve been doing marketing and sales is broken. The good news? You already know how to fix it, because the solution has always been there: We need make business personal again. So that’s exactly what we’re doing, and thousands of businesses are doing it with us. And the way we’re doing it is by putting one-to-one communication and dialogue back at the center of everything. We’re replacing traditional marketing with conversational marketing. Keep reading to learn more about what conversational marketing is, what kind of results it’s been driving for businesses, and how you can implement conversational marketing at your business.

marketingmessagingsales
That means we don't buy
email lists, and we never
spam people that didn't give
us the permission to email
them. Never.
10.
First Principles > Customer-Driven > Data-Driven > Opinion-Driven
We rely on validated learning
over opinions & conventions.
And we value customer
feedback over data.
Data is critical, but it’s a look
from the rearview mirror. We
can’t lead with just data.

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Why do some companies, products, services, and ideas achieve Hypergrowth, while others only capture a small portion of a market? That’s the question I was trying to answer when I came up with the Hypergrowth Curve. The curve consists of three stages of growth that every breakthrough company, product, service, or idea transitions through. And in each stage, the strategy and focus totally shifts. In the first stage on the Hypergrowth Curve, you’re building a product and finding your tribe. You’re seeing if the idea is even possible. In the second stage, you’ve found product/market fit and are now focused on rolling out your invention to the masses. Finally, in the third stage, you’re focused on building a global brand and dominating an entire category (or micro-niche).

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For years now, the lead capture form has been a favorite tool in the marketer's tool belt. But do forms actually work? We wanted to use data to explore how today’s lead forms are performing, as well as how leads and customers like using traditional communication channels associated with forms (i.e. phone and email). Learn more here: https://blog.drift.com/truth-about-forms/

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The Next Wave in Sales & Marketing
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David Cancel discusses how sales and marketing teams need to adapt to the rise of messaging by implementing real-time engagement with website visitors. He argues that the traditional approach of using forms and follow-up emails is no longer effective, as research shows responses within 5 minutes dramatically increase conversion rates. Cancel presents Drift's solution called "Fastlane", which uses chatbots and live messaging to instantly capture, qualify, and connect leads, without forms. For companies not ready to fully adopt this new model, he suggests adding messaging as a secondary channel to complement existing tactics. Real-time engagement through intelligent messaging platforms is presented as the next wave in sales and marketing that companies must ride to succeed.

b2b marketingmessagingsaas
And even higher than
customer feedback are first
principles—known truths that
we can’t change.
Our opinions are interesting,
but we should not make
decisions solely on our
beliefs.
11. Lean Development
(Not Agile. Not Waterfall.)
Just like our product team,
we focus on adaptive and
iterative campaigns over big-
bang campaigns.

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Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue. Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips

bdrssales toolsmessaging
HYPERGROWTH by David Cancel
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The document summarizes the evolution of the author's approach to product development. It describes how the author originally followed traditional Agile and Waterfall methodologies but realized their shortcomings in not directly involving customers. Through his experiences at Performable, where engineers did direct customer support out of necessity, the author discovered that a customer-driven model led to faster response to customer needs and more autonomy and motivation for engineers. The customer-driven approach forms the basis for the Responsive Development framework described in the book.

businessmessagingproduct management
Why Half of You Will Go Out of Business
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Why Half of You Will Go Out of Business

This document summarizes the shift from SaaS 1.0 to SaaS 2.0, where the focus moves from companies putting themselves first to putting customers first. It discusses how early SaaS companies like Salesforce focused inward and treated users like leads through automated emails and processes. However, history shows that companies like GM and Lego that listened to customer feedback were more successful. The document advocates for SaaS companies to adopt practices of SaaS 2.0 by seeking direct customer feedback through messaging to better understand changing needs and build stronger relationships.

saassoftwarecustomer experience
We prefer running many small
experiments over relying on a
few big bets.
We rely on flexible vs. rigid
planning, which allows us to
react to opportunities that
might come up.
Don’t get so preoccupied with
executing a plan that you fail
to notice new opportunities.
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David Cancel has founded or co-founded 5 companies and has been the CEO of 2 companies. Throughout his career, he has realized that the common thread between all of his ventures is a focus on the connection between businesses and customers. At his company Performable, he shifted to putting communication with customers at the center of the product development process. This customer-driven approach proved successful and produced high employee satisfaction. Cancel now advocates that all companies should put the customer at the center of their work by getting early customer feedback, talking to customers daily, and getting rid of predefined roadmaps in favor of adapting to customer needs.

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Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance. The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts). It’s a different kind of show -- and people are really liking it. With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here. The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community. Follow Seeking Wisdom Here: Twitter: https://twitter.com/seekingwisdomio Medium: https://seekingwisdom.io/ Listen to Seeking Wisdom Here: SoundCloud: https://soundcloud.com/seekingwisdom iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2 OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.

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Good marketing is showing,
not telling.
Good marketing is delivering
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Bad marketing pushes.

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tam report
Bad marketing spends too
much time worrying about the
competition.
Bad marketing focuses on
features, not benefits.
Bad marketing focuses on
company problems, not customer
problems.
Remember this: people want
holes in the ground, not shovels.

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seomarketingsocial media
So we sell holes, not shovels.
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stranger joins our email list, or
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digital marketingmarketingsales
Marketing is the experience,
the way the product feels, the
way the design connects to
the customer.
Everything at Drift is marketing.
And everyone at Drift is
responsible for marketing.
Drift's Marketing Manifesto

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It’s part of how we act, and
the products that we build.
Want to learn more about
what we’re up to?
Come say hello at Drift.com.
Drift's Marketing Manifesto

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