How Drift Won the Brand War
How Drift Won the Brand War
The drift thing so these guys is far as i could tell they made the biggest
effort to create a big brand at a very very early stage start up this is like
2015 to 18 there is like 10 million in 2015 and then by 2018 they raise like
100 I mean they were really going for it.
It was just like really cool and this guy david cancel is really cool this guy
dave gearhart who he hired is he was kind of a young buck of the time now he's
like one of the best known like influencers in marketing you know dave group in
new york city dave cancel is like.
Kind of like like hip hop and he's just very multi dimensionally from hub spot
before really awesome guy and he just had this view that like they were going
into a product category that literally had 100 competitors.
Like this so different than when they when he joined hub spot that was not what
sass was you know it was like very early on what was important was different it
was like business model innovation like they built a crm that was free to
compete with.
Sales forces in 2015 or 16 there were 100 chatbots apps so it's like what do
you do and he's basically like you build affinity.
Which is brand and then you sell things into that audience that you've created
a finity you know for gearhart definitely was like on this LinkedIn thing
pretty early cancel already had a twitter presence but he was not really using
it is the primary driver of demand generation like their content engine was not
To feel like they had a podcast together it was not an influencer lead motion
that's it that's it that's a way to say it design was beautiful they were
writing books they were doing they were doing a bunch of stuff that is like
incredible content machine a blog like all the stuff and it did it like really
made you feel like I asked Diana what you liked about it because she was
obsessed with it she even had us by drift for this failed startup we had no
traffic on the website and she bought drift and i'm like diana like.
It's not going to book 30% more meetings for you if you don't have web traffic
like it might work if you do but that was what the power they had you know and
she was like they really just made you feel like.
If you didn't have it you were like missing something like really did a great
job of creating fomo creating this like thing that you really felt you had to
be a part of.
I think by observing the engagement in these posts and the comments that i get
i think that we are building son tosh and i if he gets involved a similar type
of affinity.
Through this endeavor of actually just making our social profiles the magnet i
think we're building something very similar for retention calm i wanted to
create.
Massive awareness quickly as possible and tommy told me people are social to
connect with people they're not there to connect with.
Companies they're not there to connect with logos i think now you know those
guys are really bootstrappers but like i think now there is this way to do what
we're doing which achieves the same end as like all of that massive brand
building operation that they had and it just does it way more efficiently and
probably fast.
Through this like complete dedication to like the best thought leadership and
in content related to a social profile that exists which was the Russell
Russell Brunson method who actually kind of did it around the same time.
He did a totally different way then drift it Russell Brunson was click funnels
it wasn't like drift equal david cancel like drift equal death to forms that
was what they did that was the the quit that was the math equation that they
put so like what i'm trying to do.
Is like my face equals person level identity because i think that's faster in
more efficient in positioning.
You want to own a word in the mind of the market i want to ask to be person
level website visit identity which is a run it's it's long but like person
level right like that's the key in the i want people to think of literally adam
robinson not.
Are be to be because i think the world set up to do that.
[BLANK_AUDIO]