My 3 Biggest Discoveries of the Past 20 Years

HYPER
GROWTHSeptember 25 | Boston
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My 3 Biggest
Discoveries
of the
Past 20 Years
David Cancel
Co-founder & CEO, Drift

HYPER
GROWTHSeptember 25 | Boston

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1400 people registered.
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500+ companies represented.

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16 countries in attendance.

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300 customers here today.
16 countries in attendance.

Drift users around the world…

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“Folks, this ain’t
normal.”
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You are the pioneers.

You are the pioneers.
Our sponsors

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Before we get started, I want
to share something with you.
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3 key things that I’ve discovered.
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Discovery #1:
I don’t know.
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Nobody has ALL of the answers.
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“I don’t know.”
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Say it with me:

Congratulations. You
just unlocked the ﬁrst
level to Hypergrowth.

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Discovery #2
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You have to surround yourself
with the right people.
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You need to meet
new people.
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• peer groups
• role models
• mentors
You need to find…

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

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Discovery #3
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No turning back now.
Are you sure you want
to hear this discovery?

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Discovery #3:
The way we’ve been taught to
work is perfectly suited for a
world that no longer exists.
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The way you’ve been taught
to market
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to sell
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to build products
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All perfectly suited for a world
that has vanished.
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But it’s not your fault.
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We’ve all been following thought leaders
and playbooks and best practices…

But it’s not your fault.
And just doing whatever the Matrix
wanted us to do.

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Imagine.
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Meet Lya
and Annie
This is Lya.
She’s a new mom.
She works in HR at
a SaaS company.

She’s on Slack all day
talking to coworkers.

And she’s on iMessage, or
she’s FaceTiming DG.
(Her husband, Drift’s dir. of marketing)

And she’s
sharing photos
on apps like
Instagram and
Snapchat.

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But here’s the problem.
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The way we’ve been taught
to market and sell to Lya
doesn’t match.
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Calls. Forms. Emails.

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Lya doesn’t
have time
for that.
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The tools the marketing and
sales teams rely on today
were built for THIS WORLD.
(a world that doesn’t exist anymore)

So we realized this in the
early days of Drift and
started building for it.

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The question we asked:
How do we prefer to buy?
How do we want to be treated?
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And we set out to
rewrite the playbook.

We don’t fill these
out…why would
our customers?

So we made the
decision to get rid of
forms over a year ago.

That sparked
a movement.

#NoForms

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Conversations
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And what we realized was
that all people really want
to do is have…

With the traditional
playbook, you IGNORE
the people that come
into your store…

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

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But conversations don’t just
start and stop on your website.
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Lya doesn’t
have time for
that either.
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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.

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So how can you
continue the conversation?
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What’s the best tool when things
aren’t happening in real-time?
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Marketing and sales people
have always loved email.
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Marketing
Email
Sales
Email

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But everyone else has
grown to hate email.
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And here’s why we’ve grown
to hate email as consumers…
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Reason #1
Email Isn’t Real-Time
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Reason #2
Email Gets Abused

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People don’t answer cold calls.
So salespeople have started
sending more emails.
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Reason #3
Email Is Not Smart

Marketing
Sales
Product

Bad experience for Lya.
Bad results for the business.

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#1
Imagine email that’s real-time.
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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

#2
Imagine email that
didn’t get abused.

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

#3
Imagine email that’s smart.

Imagine email that’s smart.

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Fewer emails, but better results.
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6/19 6/196/20 6/206/21 6/216/18 6/186/17 6/176/16 6/166/15
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Starting today, you no
longer have to imagine…
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Drift is reinventing email.
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And you’ll be the first to get access.
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Click here to learn
more about Drift Email
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My 3 Biggest Discoveries of the Past 20 Years

My 3 Biggest Discoveries of the Past 20 Years

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