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Customer-Driven Sales & Marketing



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Drift co-founder and CTO Elias Torres shares the slides from a recent presentation he gave in San Francisco. After a decade of trying to automate and productize every area of marketing, Elias is on a mission to bring the customer back to the center of the marketing process. The secret? Making the buyer's journey as simple as possible by answering their questions in real-time.

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Customer-Driven Sales & Marketing

  1. 1. Customer-Driven Sales & Marketing Elias Torres Co-founder & CTO, Drift
  2. 2. Elias Torres Drift Co-Founder & CTO • 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
  3. 3. The Marketing Software Landscape (2008) +
  4. 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.
  5. 5. Around this time, David Cancel and I started Performable.
  6. 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
  7. 7. Next we built reporting & analytics. 1. CMS 2. Analytics
  8. 8. Then we added email & automation 1. CMS 2. Analytics 3. Email
  9. 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.” So we were like, “OK, let’s build a drip campaign service.” 3. Email
  10. 10. Back then, you couldn’t do this stuff without the help of a developer.
  11. 11. 1. CMS 2. Analytics 3. Email And with these 3 products…
  12. 12. We got HubSpot’s attention. +
  13. 13. 1. CMS 2. Analytics 3. Email HubSpot said, “Come and build all this for us.”
  14. 14. And they said, “By the way, this is inbound marketing.” “This is our philosophy.”
  15. 15. And we were like, “Cool. Let’s automate it.” Gif source: Uberflip
  16. 16. So we built… • Call-to-Action (CTA) buttons • Landing pages • Lead capture forms • Thank you pages • Conversion rate reporting • A/B testing…
  17. 17. Voilà! That was HubSpot.
  18. 18. And in 2014… NYSE: HUBS
  19. 19. However, we made a big mistake. We became so focused on automating everything we saw in the marketplace…
  20. 20. …that we stopped thinking about the customer.
  21. 21. We were so focused on being a personal developer for marketers, that we forgot about the end user.
  22. 22. As a result, this is the flow we’ve been forcing buyers to go through: land on website SUBMIT fill out form get nurturing email get 2nd nurturing email another nurturing email?! talk to someone (maybe) schedule call are you qualifed?become lead in CRM
  23. 23. 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.
  24. 24. And after we make people fill out forms, we follow up with them when it’s convenient for us.
  25. 25. << But this isn’t even how people want to talk to businesses anymore.
  26. 26. The Rise of 1:1 Messaging The 3 Waves of 1:1 Messaging Software User Growth
  27. 27. (Source: Mary Meeker’s 2016 Internet Trends Report) Today, 6/10 of the world’s most used apps are messaging apps.
  28. 28. So why are so many companies still selling like messaging doesn’t exist? 9 out of 10 consumers want to be able to talk to businesses via messaging (source: Twilio) 9 out of 10 consumers want to be able to talk to businesses via messaging. Source: Twilio
  29. 29. So why aren’t we using messaging to engage with leads while they’re live on our websites?
  30. 30. We’re reinventing modern marketing and sales software using messaging so we can capture and qualify leads in real-time. That’s how Drift got its start.
  31. 31. QUALIFYCAPTURE CONNECT ? Visitor Lead Opportunity Customer • Live chat replaces forms • Bots capture leads even when you’re offline • Chat targeting let’s you filter out the noise • Conversational AI replaces marketing automation • Bots ask leads qualifying questions via targeted campaigns • Sales rep profile pages replace business cards • Bots replace manual meeting scheduling • Intelligent routing connects leads to the right reps based on sales territory We have our own methodology: Real-Time Selling™
  32. 32. 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
  33. 33. With the old approach, all of your leads have to hurry up and wait (even the best ones).
  34. 34. At Drift, we think the best leads should be taking the fast lane to your sales team.
  35. 35. 1. Bots can qualify leads 24/7, even while your sales team is sleeping. 2. You can target only the people that you want. The best part: Bots do most of the work for you.
  36. 36. This means you can control the volume and quality of leads you’re getting on your website. Quality (fewer leads) Quantity (more leads) all leads account-based targeted behaviorally targeted bot-qualified firmographic targeted $ $$ $$$ $$$$
  37. 37. Guillaume Cabane VP Growth, Segment Meet Guillaume. Quality (fewer leads) Quantity (more leads) all leads account-based targeted behaviorally targeted bot-qualified firmographic targeted $ $$ $$$ $$$$
  38. 38. Only 10% get the “fast lane.”
  39. 39. If you’re not in the top 10%, you see… nothing.
  40. 40. “Year-to-date, Drift has been the strongest contributor to Segment’s growth in 2017.” Guillaume doubled the number of qualified leads with Drift. (All the sales reps now love Guillaume.)
  41. 41. Instead of forms and follow-ups, you can use bots to capture and qualify leads while they’re live on your website.
  42. 42. And you can use bots for scheduling demos and meetings.
  43. 43. We’re removing complexity from the buying process.
  44. 44. We’re putting the customer back at the center of sales and marketing.
  45. 45. And it’s working! “It’s the most productive thing I’m doing in marketing.” -Drift customer Tom Wentworth, RapidMinder CMO
  46. 46. Thank you! Elias Torres Drift Co-Founder & CTO • Drift Profile: • Twitter: @eliast  • Email:
  47. 47. Learn how Drift is reinventing modern marketing and sales software using messaging.