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Customer-Driven
Sales & Marketing
ELIAS TORRES
Co-founder & CTO, Drift
Elias Torres
Co-founder & CTO, Drift
@DRIFT
● VP of Engineering, HubSpot
NYSE: HUBS
● Co-Founder & CTO, Performable
Acquired by HubSpot
● VP of Engineering, Lookery
Acquired by Adknowledge
● Advanced Internet Technology Group, IBM
#CUSTOMERDRIVEN
The Marketing Software Landscape (2008)
@DRIFT #CUSTOMERDRIVEN
+
● How do I get a website going?
● How do I rank higher in search?
● How do I generate business online?
Those are the types of questions
marketers were asking back then.
@DRIFT #CUSTOMERDRIVEN
Around this time,
David Cancel and I
started Performable.
@DRIFT #CUSTOMERDRIVEN
First we built the CMS.
We took everything we learned from Sean Ellis around
growth hacking, A/B testing, calls-to-action, getting your
stuff above the fold, etc. and began to productize it.
1. CMS
@DRIFT #CUSTOMERDRIVEN
Next we built reporting & analytics.
2. Analytics1. CMS
@DRIFT #CUSTOMERDRIVEN
Then we added email & automation.
3. Email1. CMS 2. Analytics
@DRIFT #CUSTOMERDRIVEN
AT THE TIME, THE BEST GROWTH HACKERS IN SF WERE SAYING:
“When someone signs up for your product,
you should send them a reminder email 3
days later if they haven’t activated.”
@DRIFT #CUSTOMERDRIVEN
So we were like, “OK, let’s
build a drip campaign service.”
@DRIFT #CUSTOMERDRIVEN
Back then, you couldn’t do this stuff
without the help of a developer.
@DRIFT #CUSTOMERDRIVEN
And with these 3 products…
3. Email1. CMS 2. Analytics
@DRIFT #CUSTOMERDRIVEN
We got Hubspot’s attention
@DRIFT #CUSTOMERDRIVEN
+
Hubspot said,
“Come and build all this for us.”
@DRIFT #CUSTOMERDRIVEN
And they said, “By the way,
this is inbound marketing.”
@DRIFT #CUSTOMERDRIVEN
“This is our philosophy”
And we were like,
“Cool. Let’s automate it.”
@DRIFT #CUSTOMERDRIVEN
So we built...
● Call-to-Action (CTA) buttons
● Landing pages
● Lead capture forms
● Thank you pages
● Conversion rate reporting
● A/B testing…
@DRIFT #CUSTOMERDRIVEN
Voilà! That was HubSpot.
@DRIFT #CUSTOMERDRIVEN
And in 2014…
@DRIFT #CUSTOMERDRIVEN
NYSE: HUBS
However, we made a big mistake.
We became so focused on automating
everything we saw in the marketplace…
@DRIFT #CUSTOMERDRIVEN
…that we stopped thinking
about the customer.
@DRIFT #CUSTOMERDRIVEN
We were so focused on being a personal
developer for marketers, that we forgot
about the end user.
@DRIFT #CUSTOMERDRIVEN
As a result, this is the flow we’ve
been forcing buyers to go through
@DRIFT #CUSTOMERDRIVEN
It’s like we’re spending all this time and
energy getting people into our stores—
only to hand them forms to fill out before
we’ll talk to them or sell them anything.
@DRIFT #CUSTOMERDRIVEN
And after we make people fill out
forms, we follow up with them when
it’s convenient for us.
@DRIFT #CUSTOMERDRIVEN
✉ ☎
But this isn’t even how people want
to talk to businesses anymore.
@DRIFT #CUSTOMERDRIVEN
The 3 Waves of 1:1 Messaging Software
User Growth
9 out of 10 consumers
want to be able to talk to
businesses via messaging.
@DRIFT #CUSTOMERDRIVEN Source: Twilio
So why aren’t we using
messaging to engage with
leads while they’re live on
our websites?
@DRIFT #CUSTOMERDRIVEN
That’s how Drift got
its start.
We’re reinventing modern marketing
and sales software using messaging
so we can capture and qualify leads
in real-time.
@DRIFT #CUSTOMERDRIVEN
We’re focused on making the buying
process as simple as possible.
Old Way New Way
BEFORE DRIFT ❌
Spammy, Complex, Low conversion rate
WITH DRIFT ✅
Personal, Simple, 2-3x conversion rate
With the old approach, all of
your leads have to hurry up and
wait (even the best ones).
@DRIFT #CUSTOMERDRIVEN
At Drift, we think the best leads
should be taking the fast lane
to your sales team.
@DRIFT #CUSTOMERDRIVEN
@DRIFT #CUSTOMERDRIVEN
The best part: Bots do
most of the work for you.
1. Bots can qualify leads 24/7, even
while your sales team is sleeping.
2. You can target only the people that
you want.
This means you can control the
volume and quality of leads
you’re getting on your website.
@DRIFT #CUSTOMERDRIVEN
@DRIFT #CUSTOMERDRIVEN
Instead of forms and
follow-ups, you can use
bots to capture and qualify
leads while they’re live on
your website.
@DRIFT #CUSTOMERDRIVEN
And you can use bots for
scheduling demos and
meetings.
We’re removing complexity
from the buying process.
@DRIFT #CUSTOMERDRIVEN
We’re putting the customer
back at the center of sales
and marketing.
@DRIFT #CUSTOMERDRIVEN
And it’s working!
Drift Automation gave us a 50% sales pipeline increase in just 50
days, without having to hire new people or build out new
playbooks.”
ROB STEVENSON, MARKETING AT ZENEFITS, FORMERLY MARKETING AT KEAP
“
@DRIFT #CUSTOMERDRIVEN
THANK YOU!
@DRIFT #CUSTOMERDRIVEN

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Customer-Driven Sales & Marketing

  • 1. Customer-Driven Sales & Marketing ELIAS TORRES Co-founder & CTO, Drift
  • 2. Elias Torres Co-founder & CTO, Drift @DRIFT ● VP of Engineering, HubSpot NYSE: HUBS ● Co-Founder & CTO, Performable Acquired by HubSpot ● VP of Engineering, Lookery Acquired by Adknowledge ● Advanced Internet Technology Group, IBM #CUSTOMERDRIVEN
  • 3. The Marketing Software Landscape (2008) @DRIFT #CUSTOMERDRIVEN +
  • 4. ● How do I get a website going? ● How do I rank higher in search? ● How do I generate business online? Those are the types of questions marketers were asking back then. @DRIFT #CUSTOMERDRIVEN
  • 5. Around this time, David Cancel and I started Performable. @DRIFT #CUSTOMERDRIVEN
  • 6. First we built the CMS. We took everything we learned from Sean Ellis around growth hacking, A/B testing, calls-to-action, getting your stuff above the fold, etc. and began to productize it. 1. CMS @DRIFT #CUSTOMERDRIVEN
  • 7. Next we built reporting & analytics. 2. Analytics1. CMS @DRIFT #CUSTOMERDRIVEN
  • 8. Then we added email & automation. 3. Email1. CMS 2. Analytics @DRIFT #CUSTOMERDRIVEN
  • 9. AT THE TIME, THE BEST GROWTH HACKERS IN SF WERE SAYING: “When someone signs up for your product, you should send them a reminder email 3 days later if they haven’t activated.” @DRIFT #CUSTOMERDRIVEN
  • 10. So we were like, “OK, let’s build a drip campaign service.” @DRIFT #CUSTOMERDRIVEN
  • 11. Back then, you couldn’t do this stuff without the help of a developer. @DRIFT #CUSTOMERDRIVEN
  • 12. And with these 3 products… 3. Email1. CMS 2. Analytics @DRIFT #CUSTOMERDRIVEN
  • 13. We got Hubspot’s attention @DRIFT #CUSTOMERDRIVEN +
  • 14. Hubspot said, “Come and build all this for us.” @DRIFT #CUSTOMERDRIVEN
  • 15. And they said, “By the way, this is inbound marketing.” @DRIFT #CUSTOMERDRIVEN “This is our philosophy”
  • 16. And we were like, “Cool. Let’s automate it.” @DRIFT #CUSTOMERDRIVEN
  • 17. So we built... ● Call-to-Action (CTA) buttons ● Landing pages ● Lead capture forms ● Thank you pages ● Conversion rate reporting ● A/B testing… @DRIFT #CUSTOMERDRIVEN
  • 18. Voilà! That was HubSpot. @DRIFT #CUSTOMERDRIVEN
  • 19. And in 2014… @DRIFT #CUSTOMERDRIVEN NYSE: HUBS
  • 20. However, we made a big mistake. We became so focused on automating everything we saw in the marketplace… @DRIFT #CUSTOMERDRIVEN
  • 21. …that we stopped thinking about the customer. @DRIFT #CUSTOMERDRIVEN
  • 22. We were so focused on being a personal developer for marketers, that we forgot about the end user. @DRIFT #CUSTOMERDRIVEN
  • 23. As a result, this is the flow we’ve been forcing buyers to go through @DRIFT #CUSTOMERDRIVEN
  • 24. It’s like we’re spending all this time and energy getting people into our stores— only to hand them forms to fill out before we’ll talk to them or sell them anything. @DRIFT #CUSTOMERDRIVEN
  • 25. And after we make people fill out forms, we follow up with them when it’s convenient for us. @DRIFT #CUSTOMERDRIVEN
  • 26. ✉ ☎ But this isn’t even how people want to talk to businesses anymore. @DRIFT #CUSTOMERDRIVEN
  • 27. The 3 Waves of 1:1 Messaging Software User Growth
  • 28. 9 out of 10 consumers want to be able to talk to businesses via messaging. @DRIFT #CUSTOMERDRIVEN Source: Twilio
  • 29. So why aren’t we using messaging to engage with leads while they’re live on our websites? @DRIFT #CUSTOMERDRIVEN
  • 30. That’s how Drift got its start. We’re reinventing modern marketing and sales software using messaging so we can capture and qualify leads in real-time. @DRIFT #CUSTOMERDRIVEN
  • 31. We’re focused on making the buying process as simple as possible. Old Way New Way BEFORE DRIFT ❌ Spammy, Complex, Low conversion rate WITH DRIFT ✅ Personal, Simple, 2-3x conversion rate
  • 32. With the old approach, all of your leads have to hurry up and wait (even the best ones). @DRIFT #CUSTOMERDRIVEN
  • 33. At Drift, we think the best leads should be taking the fast lane to your sales team. @DRIFT #CUSTOMERDRIVEN
  • 34. @DRIFT #CUSTOMERDRIVEN The best part: Bots do most of the work for you. 1. Bots can qualify leads 24/7, even while your sales team is sleeping. 2. You can target only the people that you want.
  • 35. This means you can control the volume and quality of leads you’re getting on your website. @DRIFT #CUSTOMERDRIVEN
  • 36. @DRIFT #CUSTOMERDRIVEN Instead of forms and follow-ups, you can use bots to capture and qualify leads while they’re live on your website.
  • 37. @DRIFT #CUSTOMERDRIVEN And you can use bots for scheduling demos and meetings.
  • 38. We’re removing complexity from the buying process. @DRIFT #CUSTOMERDRIVEN
  • 39. We’re putting the customer back at the center of sales and marketing. @DRIFT #CUSTOMERDRIVEN
  • 40. And it’s working! Drift Automation gave us a 50% sales pipeline increase in just 50 days, without having to hire new people or build out new playbooks.” ROB STEVENSON, MARKETING AT ZENEFITS, FORMERLY MARKETING AT KEAP “ @DRIFT #CUSTOMERDRIVEN