Drift co-founder and CEO David Cancel's presentation from HYPERGROWTH 2017. Learn about the 3 biggest discoveries of David's 20+ year career building companies and developing tools for marketing and sales teams.

1. HYPER
GROWTHSeptember 25 | Boston
#HYPERGROWTH17@dcancel
My 3 Biggest
Discoveries
of the
Past 20 Years
David Cancel
Co-founder & CEO, Drift

2. HYPER
GROWTHSeptember 25 | Boston
#HYPERGROWTH17@dcancel

3. #HYPERGROWTH17
1400 people registered.
@dcancel

4. #HYPERGROWTH17
1400 people registered.
@dcancel
500+ companies represented.

5. #HYPERGROWTH17
1400 people registered.
@dcancel
500+ companies represented.
16 countries in attendance.

6. #HYPERGROWTH17
1400 people registered.
@dcancel
500+ companies represented.
300 customers here today.
16 countries in attendance.

7. #HYPERGROWTH17@dcancel
Drift users around the world…

8. #HYPERGROWTH17
“Folks, this ain’t
normal.”
@dcancel

9. #HYPERGROWTH17@dcancel
You are the pioneers.

10. #HYPERGROWTH17@dcancel
You are the pioneers.
Our sponsors

11. #HYPERGROWTH17
Before we get started, I want
to share something with you.
@dcancel

12. #HYPERGROWTH17
3 key things that I’ve discovered.
@dcancel

13. #HYPERGROWTH17
Discovery #1:
I don’t know.
@dcancel

14. #HYPERGROWTH17
Nobody has ALL of the answers.
@dcancel

15. #HYPERGROWTH17
“I don’t know.”
@dcancel
Say it with me:

16. #HYPERGROWTH17@dcancel
Congratulations. You
just unlocked the first
level to Hypergrowth.

17. #HYPERGROWTH17
Discovery #2
@dcancel

18. #HYPERGROWTH17
You have to surround yourself
with the right people.
@dcancel

19. #HYPERGROWTH17
You need to meet
new people.
@dcancel

20. #HYPERGROWTH17@dcancel
• peer groups
• role models
• mentors
You need to find…

21. #HYPERGROWTH17@dcancel
Discovery #2:
Talking to people is the
best way to learn.
Discovery #1:
Nobody has all the answers.

22. #HYPERGROWTH17
Discovery #3
@dcancel

23. #HYPERGROWTH17@dcancel
No turning back now.
Are you sure you want
to hear this discovery?

24. #HYPERGROWTH17
Discovery #3:
The way we’ve been taught to
work is perfectly suited for a
world that no longer exists.
@dcancel

25. #HYPERGROWTH17
The way you’ve been taught
to market
@dcancel

26. #HYPERGROWTH17
The way you’ve been taught
to sell
@dcancel

27. #HYPERGROWTH17
The way you’ve been taught
to build products
@dcancel

28. #HYPERGROWTH17
All perfectly suited for a world
that has vanished.
@dcancel

29. #HYPERGROWTH17
But it’s not your fault.
@dcancel
We’ve all been following thought leaders
and playbooks and best practices…

30. #HYPERGROWTH17@dcancel
But it’s not your fault.
And just doing whatever the Matrix
wanted us to do.

31. #HYPERGROWTH17
Imagine.
@dcancel

32. #HYPERGROWTH17@dcancel
Meet Lya
and Annie
This is Lya.
She’s a new mom.
She works in HR at
a SaaS company.

33. #HYPERGROWTH17@dcancel
She’s on Slack all day
talking to coworkers.

34. #HYPERGROWTH17@dcancel
And she’s on iMessage, or
she’s FaceTiming DG.
(Her husband, Drift’s dir. of marketing)

35. #HYPERGROWTH17@dcancel
And she’s
sharing photos
on apps like
Instagram and
Snapchat.

36. #HYPERGROWTH17
But here’s the problem.
@dcancel

37. #HYPERGROWTH17
The way we’ve been taught
to market and sell to Lya
doesn’t match.
@dcancel

38. #HYPERGROWTH17@dcancel
Calls. Forms. Emails.

39. #HYPERGROWTH17
Lya doesn’t
have time
for that.
@dcancel

40. #HYPERGROWTH17@dcancel
The tools the marketing and
sales teams rely on today
were built for THIS WORLD.
(a world that doesn’t exist anymore)

41. #HYPERGROWTH17@dcancel
So we realized this in the
early days of Drift and
started building for it.

42. #HYPERGROWTH17
The question we asked:
How do we prefer to buy?
How do we want to be treated?
@dcancel

43. #HYPERGROWTH17@dcancel
And we set out to
rewrite the playbook.

44. #HYPERGROWTH17@dcancel
We don’t fill these
out…why would
our customers?

45. #HYPERGROWTH17@dcancel
So we made the
decision to get rid of
forms over a year ago.

46. #HYPERGROWTH17@dcancel
That sparked
a movement.

47. #HYPERGROWTH17@dcancel
#NoForms

48. #HYPERGROWTH17@dcancel
#NoForms

49. #HYPERGROWTH17@dcancel
#NoForms

50. #HYPERGROWTH17
Conversations
@dcancel
And what we realized was
that all people really want
to do is have…

51. #HYPERGROWTH17@dcancel
With the traditional
playbook, you IGNORE
the people that come
into your store…

52. #HYPERGROWTH17@dcancel
But Drift makes it easy
to give everyone who
visits your store that
amazing, personalized
experience they
expect today.

53. #HYPERGROWTH17
But conversations don’t just
start and stop on your website.
@dcancel

54. #HYPERGROWTH17
Lya doesn’t
have time for
that either.
@dcancel

55. #HYPERGROWTH17@dcancel
Reply to Nancy…
We’re by Drift
10:30AM
Hello??? Anyone home?
Online Now
Bill Higgins
Hey there! About to run out but
had a quick question first
And the point is this: as
a business, you can’t
just expect Lya to be
sitting on your
website all day.

56. #HYPERGROWTH17
So how can you
continue the conversation?
@dcancel

57. #HYPERGROWTH17
What’s the best tool when things
aren’t happening in real-time?
@dcancel

58. #HYPERGROWTH17@dcancel
Email.

59. #HYPERGROWTH17
Marketing and sales people
have always loved email.
@dcancel
Marketing
Email
Sales
Email

60. #HYPERGROWTH17
But everyone else has
grown to hate email.
@dcancel

61. #HYPERGROWTH17
And here’s why we’ve grown
to hate email as consumers…
@dcancel

62. #HYPERGROWTH17
Reason #1
Email Isn’t Real-Time
@dcancel

63. #HYPERGROWTH17@dcancel

64. #HYPERGROWTH17@dcancel
Reason #2
Email Gets Abused

65. #HYPERGROWTH17
People don’t answer cold calls.
So salespeople have started
sending more emails.
@dcancel

66. #HYPERGROWTH17@dcancel

67. #HYPERGROWTH17@dcancel
Reason #3
Email Is Not Smart

68. #HYPERGROWTH17@dcancel
Marketing
Sales
Product

69. #HYPERGROWTH17@dcancel
Bad experience for Lya.
Bad results for the business.

70. #HYPERGROWTH17
Imagine.
@dcancel

71. #HYPERGROWTH17
#1
Imagine email that’s real-time.
@dcancel

72. #HYPERGROWTH17@dcancel
Imagine email that’s real-time.
Bot
Online Now
We’re by Drift
Reply to Bot…
Hey there! You can grab a time
on Danielle Tocci’s calendar
here!
Bot
Monday January 3, 2017
Tuesday January 4, 2017
Wednesday January 5, 2017
Thursday January 6, 2017
SELECT A DAY
Danielle Tocci
30 MinutesSchedule a Meeting

73. #HYPERGROWTH17@dcancel
#2
Imagine email that
didn’t get abused.

74. #HYPERGROWTH17@dcancel
Imagine email that didn’t get abused.
We’re by Drift
Type your message…
Nice to see you again! ! Any questions that I can
answer for you?
Danielle Tocci

75. #HYPERGROWTH17@dcancel
#3
Imagine email that’s smart.

76. #HYPERGROWTH17@dcancel
Imagine email that’s smart.

77. #HYPERGROWTH17
Fewer emails, but better results.
@dcancel
6/19 6/196/20 6/206/21 6/216/18 6/186/17 6/176/16 6/166/15
3k
2k
1k
This Week Last Week
22%
1.3k
Clicks
22%
2.6k
Sends
22%
2.3k
Opens
22%
345
Engagements
22%
200
Conversations

78. #HYPERGROWTH17
Starting today, you no
longer have to imagine…
@dcancel

79. #HYPERGROWTH17
Drift is reinventing email.
@dcancel

80. #HYPERGROWTH17
And you’ll be the first to get access.
@dcancel

81. #HYPERGROWTH17
Click here to learn
more about Drift Email
@dcancel