Murphy from Privy wanted to pay for it and to start using Drift - solely because of the content of the book: This way, Drift started building their community one person at a time. It’s a free book but so valuable Daniel J. There wasn’t any direct selling, but every Tweet kept mentioning the book came from Drift. So they grew (and still growing) by doing the things that don’t scale – or things that don’t directly impact sales but build relationships and brand.Īnd by the way, the book David mentioned… several people took to Twitter sharing how awesome the book was. You can go on our website and we’ll send you a physical book it’s called This won’t scale. And it’s like 52 tactical marketing plays that we ran ourselves.” “We call it ‘do the things that don’t scale.’ “So we’re building community we’re building relationships,” David answered. TechCrunch’s Eric Eldon asked David Cancel - Drift’s founder - how they’re approaching growth at Drift, especially since they have virtually all the resources they need at their disposal. “Doing things that don’t scale” for effective SaaS marketing Now the next section of this article may sound a bit counterproductive, but Drift’s entire SaaS marketing is centred on “doing things that don’t scale” - or things you can’t measure. Slowly but surely, the term started picking up steam and Drift is enjoying all the fame and revenue that’s following it. It’s like a taking-the-bull-by-the-horns strategy.Īs an outside observer, it looks like Drift is taking their industry by the hand and leading it where they want by driving conversations around a central concept. On review sites like TrustRadius or G2, you’ll find customers calling Drift “a conversational marketing chatbot.”Īnd on Twitter, #conversationalmarketing was a trend for a period of time: It’s a reasonable difference from the norm. Instead, they’re calling it a conversational marketing product. The Reasonable difference approach has been working for Drift.Įveryone knows they’re essentially selling a chatbot product, but they’re not calling it that - since that’s what everyone else is calling it. It’s a thought-provoking difference that positions a brand in a class of its own. Or one that causes customers to pause and think because it looks different and it makes sense. The meaning is obvious: a difference that is reasonable. I’m not sure I’ve heard the term “ reasonable differences” anywhere else before.īut since it drives home my point, I might as well use it. Customers pay attention to ‘reasonable differences’ It’s a different narrative that Drift is pushing, and they’re winning at it - because customers pay attention to reasonable differences. But there are many customers who do and that’s the market Drift is targeting. They’re arguing that consumers prefer conversations to things like filling out forms or waiting for queues on phone calls - and that is why they’re using chatbots more.ĭoes this mean every single customer prefer chatbots to forms? Nope. Instead, they’re stirring discussions around a different and more important topic. You might know them more for conversational marketing, but you get the idea: they’re not blending in with the same narrative their competitors have been pushing. You’ll always own your own space - with new customers choosing your business for one main reason: street cred (your credibility in the market). In essence, a solid brand is one with a unique identity.Īnd when you have a brand like that, you’ll be hard to compete with, because you’re operating on a different plane than others. “A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.” If you’ve ever taken a branding class, the answer to what is a brand goes something like this: It’s the brand you can quickly point out in a line-up of other similar businesses. In conclusion: Focus on the customer, building your brand one person at a timeīy definition, a solid brand is one with a unique identity.The challenge with building growth like Drift.Doing things that don’t scale helps you scale, eventually.“Doing things that don’t scale” for effective SaaS marketing.Customers pay attention to ‘reasonable differences’.
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