Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
DrifttHQ
638,836 views
43 slides
Nov 02, 2017
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About This Presentation
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.
Slide Content
@davegerhardt
@davegerhardt
April 5, 2016
@davegerhardt
@davegerhardt
50,000+ businesses using Drift
@davegerhardt
@davegerhardt
50,000+ businesses using Drift
@davegerhardt
@davegerhardt
@davegerhardt
@davegerhardt
@davegerhardt
My apartment.
@davegerhardt
@davegerhardt
@davegerhardt
@davegerhardt
@davegerhardt
“We should kill our
lead forms and stop
gating our content.”
@davegerhardt
lead forms and stop
gating our content.”
@davegerhardt
“Excuse me?”
…my job is to generate leads.
@davegerhardt
…my job is to generate leads.
@davegerhardt
“Modern
marketing has lost
it’s way.”
@davegerhardt
marketing has lost
it’s way.”
@davegerhardt
“Marketing today is all about gaming the
system and get rich quick schemes.”
system and get rich quick schemes.”
SEO
SEM
Re-Targeting
Nurturing
CRO
Pop-UpsAlgorithms
Facebook Ads
Automation
Pop-Ups
Pop-Ups
Gated Content
SEM
Re-Targeting
Nurturing
CRO
Pop-UpsAlgorithms
Facebook Ads
Automation
Pop-Ups
Pop-Ups
Gated Content
@davegerhardt
This is what best in class B2B marketing looks like:
This is what best in class B2B marketing looks like:
@davegerhardt
(I am guilty of it too)
(I am guilty of it too)
You and I are more skeptical than ever.
We don’t buy this way.
So will our customers?
@davegerhardt
We don’t buy this way.
So will our customers?
@davegerhardt
https://www.coelevate.com/essays/growth-is-never-done
Oh BTW: It’s Harder Than Ever To Get Attention
@davegerhardt
Oh BTW: It’s Harder Than Ever To Get Attention
@davegerhardt
And We Have To Fight The Law Of Shitty Clickthroughs
@davegerhardt
@davegerhardt
This Is What Our Landscape Looks Like At Drift
@davegerhardt
@davegerhardt
@davegerhardt
“The only way we’ll stand out is if we create a real
connection with people.”
So we had to do things differently.
“The only way we’ll stand out is if we create a real
connection with people.”
So we had to do things differently.
We claim to want to be more than a flash in the pan, but at no
juncture do we stop and consider how to increase longevity and
shelf life. Instead, we use whatever is hot, cool, trendy, and selling
well as our benchmarks. As a result, we have to produce more,
market harder, sell out worse. It’s a treadmill and it’s getting faster
by the day.
“
@davegerhardt
Ryan Holiday, “Perennial Seller”
juncture do we stop and consider how to increase longevity and
shelf life. Instead, we use whatever is hot, cool, trendy, and selling
well as our benchmarks. As a result, we have to produce more,
market harder, sell out worse. It’s a treadmill and it’s getting faster
by the day.
“
@davegerhardt
Ryan Holiday, “Perennial Seller”
@davegerhardt
@davegerhardt
@davegerhardt
1. Brand
We focused on building a brand.
1. Brand
We focused on building a brand.
@davegerhardt
2. Conversations
We optimized for conversations, not form submissions.
2. Conversations
We optimized for conversations, not form submissions.
@davegerhardt
1. Brand
We focused on building a brand.
1. Brand
We focused on building a brand.
@davegerhardt
@davegerhardt
#3 is where SaaS is today.
#3 is where SaaS is today.
@davegerhardt
A brand is a company’s most important asset. A company
can’t “own” it’s facts. If the company’s facts (speed, price,
quality) are superior to the competition, any good
competitor will duplicate them or improve on them.
“
@davegerhardt
Salesforce CEO Marc Benioff
can’t “own” it’s facts. If the company’s facts (speed, price,
quality) are superior to the competition, any good
competitor will duplicate them or improve on them.
“
@davegerhardt
Salesforce CEO Marc Benioff
So our philosophy as a brand is give, give, give, ask.
@davegerhardt
@davegerhardt
And that’s why we don’t gate our content.
@davegerhardt
@davegerhardt
@davegerhardt
54,000 views
700 shares
1k shares
120 backlinks
154,000 views
500 shares
It’s all about spreading our brand as
wide as possible.
54,000 views
700 shares
1k shares
120 backlinks
154,000 views
500 shares
It’s all about spreading our brand as
wide as possible.
@davegerhardt
Anyone can use Drift.
We give our product away for free too…
Anyone can use Drift.
We give our product away for free too…
You and I are more skeptical than ever.
We don’t buy this way.
So will our customers?
@davegerhardt
We don’t buy this way.
So will our customers?
@davegerhardt
@davegerhardt
The result? Virality drives 30% of our leads.
+ countless “Saw you on someone’s website.”
The result? Virality drives 30% of our leads.
+ countless “Saw you on someone’s website.”
And our marketing is all about treating people
like people — not leads.
like people — not leads.
@davegerhardt
80% Open Rate
28% Click Rate
71% Open Rate
21% Click Rate
80% Open Rate
28% Click Rate
71% Open Rate
21% Click Rate
@davegerhardt
Blog Post
Facebook Video Ad
Product Video
Blog Post
Facebook Video Ad
Product Video
@davegerhardt
@davegerhardt
@davegerhardt
The best marketing channels for us today all have one
thing in common: trust.
@davegerhardt
thing in common: trust.
@davegerhardt
@davegerhardt
You don’t have to pick between generating leads and
building a brand anymore.
You don’t have to pick between generating leads and
building a brand anymore.
@davegerhardt
This is the playbook your team
should be studying.
This is the playbook your team
should be studying.
@davegerhardt
2. Conversations
How we capture leads without using forms.
2. Conversations
How we capture leads without using forms.
@davegerhardt
We optimize for conversations with the people
interested in Drift.
Website
Blog
We optimize for conversations with the people
interested in Drift.
Website
Blog
We surveyed 433 B2B SaaS companies to see how
long it took sales teams to respond to new leads…
long it took sales teams to respond to new leads…
@davegerhardt
See the full results: blog.drift.com/lead-response-survey
7% of companies responded within 5 minutes.
55% of companies took 5+ days to respond.
See the full results: blog.drift.com/lead-response-survey
7% of companies responded within 5 minutes.
55% of companies took 5+ days to respond.
@davegerhardt
@davegerhardt
But most businesses haven’t changed to
match the way people want to buy today.
match the way people want to buy today.
@davegerhardt
That’s why we’re focused on conversations here.
Website
Blog
That’s why we’re focused on conversations here.
Website
Blog
@davegerhardt
And it’s not more work for our sales team.
And it’s not more work for our sales team.
All Kevin has to do is
connect his calendar
(and then sell).
connect his calendar
(and then sell).
@davegerhardt
@davegerhardt
We’ve generated 20% more leads via conversations.
We’ve generated 20% more leads via conversations.
@davegerhardt
And they are our #1 source of demos booked.
43% of our demos come from conversations.
And they are our #1 source of demos booked.
43% of our demos come from conversations.
@davegerhardt
They are also our #1 source of opportunities.
HALF of our pipeline comes from conversations.
They are also our #1 source of opportunities.
HALF of our pipeline comes from conversations.
@davegerhardt
And they convert twice as fast.
It takes 3 days from an initial conversation to demo.
And they convert twice as fast.
It takes 3 days from an initial conversation to demo.
@davegerhardt
Bigger companies prefer to talk to us first.
The bigger the company, the less likely they are to fill
out forms
Bigger companies prefer to talk to us first.
The bigger the company, the less likely they are to fill
out forms
@davegerhardt
In the month of October, we booked
1,000 meetings for our sales team without
using gated content or lead forms.
In the month of October, we booked
1,000 meetings for our sales team without
using gated content or lead forms.
We have created a fast lane for our best leads and
made it easy for our customers to buy.
made it easy for our customers to buy.
@davegerhardt
“Today's marketing tools leave you perfectly suited
for a world that no longer exists.” - @dcancel
“Today's marketing tools leave you perfectly suited
for a world that no longer exists.” - @dcancel
Don’t settle for the traditional way of doing marketing.
Thanks.
Drift is the world’s first and only conversational marketing and sales platform.
Drift is the world’s first and only conversational marketing and sales platform.
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