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Episode 123  |  31:53 min

#marketing How We Went Viral On LinkedIn and Generated 300k Views Without Spending $

Episode 123  |  31:53 min  |  04.06.2018

#marketing How We Went Viral On LinkedIn and Generated 300k Views Without Spending $

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This is a podcast episode titled, #marketing How We Went Viral On LinkedIn and Generated 300k Views Without Spending $. The summary for this episode is: On the first episode of Seeking Wisdom Marketing, DG breaks down the whole story behind Drift's LinkedIn takeover and the video campaign that went viral, generating 300,000 views in 24 hours and led to the most traffic to Drift.com in a single day, ever. And it all happened without spending a dollar on promotion.
On the first episode of Seeking Wisdom Marketing, DG breaks down the whole story behind Drift's LinkedIn takeover and the video campaign that went viral, generating 300,000 views in 24 hours and led to the most traffic to Drift.com in a single day, ever. And it all happened without spending a dollar on promotion.

DG: Hey, what's up everybody. It's DG, AKA Dave. And I'm here because I'm super excited to tell you about something brand new that we're doing right here in your ears on Seeking Wisdom. We've gotten so much feedback, people want us to go deeper on different topics on marketing, sales, growth, customer success. And so we're going to do that. And we're going to bring that stuff to you every single week, right here on Seeking Wisdom. You're still going to get the greatness. That is the original Seeking Wisdom, which is usually most of the time it's DC lecturing me about something in life, but no, you'll get our book reviews, DC rants, lessons. You'll get all that stuff. That'll be in the core of Seeking Wisdom. And you'll know that by hearing the typical Seeking Wisdom theme song, which I'll have come in right now. You know that? Okay. So that's what you'll hear, right? But when we switch up the first track that we're going to launch, this is easiest to launch because I think I'm going to host them or talk about them, is marketing. So when you hear marketing, if you're not into marketing, you can turn it off. But when you do hear marketing episode, you're going to hear this, this hot, new theme song. Ready? Here we go. This is the marketing song. Okay? So when you hear that, you're going to know that this is not the traditional Seeking Wisdom. And look, this is a test. We're going to see how this goes, but I think there's been a lot of a big appetite for more content beyond what we talk about regularly. So I'm super excited. DC has been bugging me on this for awhile, DC, when are you going to launch the tracks? When are you going to launch the channels? When are you going to launch... So that's what they are. I don't know if they're called tracks or channels yet. We'll figure it out. But look, we're big believers in here and don't wait for the perfect plan, just go out and do it. And so that's what we're going to do. We're going to bring you right now the first episode of the Seeking Wisdom marketing channel. Yeah, we'll see what we call it, marketing channel. But this is behind our viral LinkedIn campaign. So about a month ago, we just took over LinkedIn with this viral video campaign, it was completely unintentional and it just blew up. We generated 300, 000 views and it was our number one, our single biggest traffic day in drift. com history. And so I'm going to tell you all about that on this, the very first episode of a marketing focused edition of Seeking Wisdom, I hope you enjoy. And if you do, hit us up, leave a review, right? Six stars only. Let us know that you like the tracks and let us know who you want to hear from. All right. Let's get to it. Last month we had a big product launch here at Drift and every month we launch something new and we're always looking for... I know it's crazy. So you're probably thinking, wait, you've launched something new every single month. How do you do that? That's could be a whole other episode, but so we launch a new product every single month. This is typically what you see from other companies, what they might label as like, hey, their Spring 2018 release. We do this every single month internally, we call it the marketable moment. And for awhile, we were doing this. Our founders, David and Elias, they're just maniacal about speed and speed of shipping software because it's the only way to learn. And you're shortening the cycle of learning, but you're also getting value into customer's hands every single month and making the product better. And they're just very anti the traditional way of building products is something that they've done for years now, where they ship daily. And so we turned shipping daily, they still ship daily, our engineers here, but we turned it into what if we launch something big in our product every single month. And so that's what we started to do. We've done it almost for two years now. It's been about six, eight months since we'd labeled it something internally. And so right now everybody's basically working towards the next launch. We do them once a month and I'll do a whole separate episode on that. That's a side story. So for this one, we typically have a playbook where for each launch we post it on Product Hunt, there's a blog post, there's a video, just really the basic stuff that you'd expect to do with any product. But we're always trying to push the limit behind the scenes. Not the limit in a bad way, but we're trying to push what we can do from a marketing perspective. And I think if you're listening to this podcast, or if you know anything about Drift, you know that we're always trying to just do things differently. And so in that same vein, one thing I noticed was, actually this came from DC. Most of my ideas do come from him. I hope he's not listening, but I'll tell him that. Maybe he'll listen one day and he'll hear that. But so we were noticing that we were putting all this stuff on LinkedIn and we were using video. And so we saw LinkedIn video starting to blow up. Every time I looked at my feed, a LinkedIn video was high up. And so this was probably... When was this? Maybe in the fall, October. October, November. So I saw LinkedIn video and I was like, oh, I had no idea they had video. And I started to see a couple more. So I started to test out LinkedIn video for myself. And so one morning, I might put a link to this in this post, but I wish right now, if this was a video, I could show you. But one morning I'm walking home from the gym and I got myself a coffee and my wife a coffee. I remember because I had both coffees in my hand, I'm trying to make a video. And I made a video and I said, okay, it seems like LinkedIn video is blowing up. And just literally me walking down the street in Boston on a morning with two coffees in my hand and trying to shoot a video, if you can picture that. So you can hear the iced coffee sloshing around in the background. And I said in the video, I said, look, LinkedIn video seems to be blowing up. It's really cool. It's really smart. Right? Video had blown up on every other platform. It's why Instagram is huge, it's why Snapchat initially blew up and then why Instagram stories took over like video, I'm obsessed with video because it's the realest form of marketing. You can't fake it. I think podcast is right up there, but you can be scripted, but to me, grabbing my iPhone and shooting a 30 second video or two minute video or 10 minute video of just me talking or filming something is the realest form of marketing. And I'm obsessed with it because we live in this world today where everybody is so skeptical of every marketing channel. And so if I have the opportunity to show you my face and show you it's me and tell you a story, that's such a powerful thing. It's honestly the best next thing to an actual sales demo where you're really talking to me. I'm not bullshitting you, you're talking to me, this is a video. Hey, it's Dave, blah, blah, blah. So obsessed with video. And we've talked about, for awhile, something David has said here is that there's two mega trends right now, it's messaging and video and messaging is obviously what our product does at Drift, but video is the other thing that we've been experimenting a lot with, from a marketing perspective. So I see LinkedIn has video. This is how it happened. The posts on LinkedIn, the text posts. I don't know if you saw this, but a couple months ago you probably still see it now but I see more video. A couple of months ago, people were doing this thing on LinkedIn where they'd write a little text snippet, a couple lines, or I'd write a teaser to a blog post. And LinkedIn was getting this crazy amount of engagement on text posts. And people were just basically using LinkedIn, even different than writing an article on LinkedIn, this is actually a status update where I'm writing 500 words, a thousand words, or even just 200 as a little teaser. And I saw David do this and a bunch of other people. And the engagement on those posts was ridiculous. So that was the early indicator. The engagement on text posts was ridiculous. Then we see video and then we see, okay, LinkedIn launches video. This is interesting. More people are starting to use video. So then this morning, sorry for hopping over the place. But this is how my mind works. I think you're still with me. So then this one morning, I'm walking, it's when I have the coffees, I'm walking back from the gym and I pull up my phone. I'm like, okay, I'm going to test this LinkedIn video thing. I posted a video about a week earlier. And I got, I don't know, 10,000 views on it. And I was like, there's no way this is real. I was like LinkedIn is probably just giving me those numbers to make me want to use video more and there's been stories of companies kind of juicing the stats on their own platform and everything. So I just didn't believe it. Or I thought maybe those are just auto plays in somebody else's feed or it got exposed somewhere else. I didn't know what to think. So I wanted to test it and I said, so I'm recording this video. And in the video, I said something like, hey, I've been having a lot of fun with LinkedIn video, the engagement has been insane. I noticed all these views, but I'm not sure how real they are. So if you're watching this video right now, email me. If you're still here watching this video, email me DG @ drift. com. And I literally just told them my email address towards the end of the video. And I was like, let's see what happens. And I'm telling you before I got home, within 20 minutes, I had five emails from complete strangers who I didn't know how I was connected to them saying," Hey DG, I just watched your video on LinkedIn. And I was like, whoa, this is interesting. Literally it was direct response marketing on LinkedIn video. I said, email me, send an email to me. And all these people started emailing me and they're like, I'm really curious about this too. Let me know what you find. Let me know what you find. And I'm not kidding. Within two days I had over a hundred emails and think about it, that's just not the universe of people who watched the video, that's people who cared enough to email me. A hundred people emailed me at least, minimum, who wanted to know the same thing. And so I reached back to all of them. I said," Hey, this is real. I'm getting all this crazy engagement." So fast forward a couple months later, posting regular videos all the time on LinkedIn, the comments are ridiculous. I'm starting to embarrass my wife. We both work at tech companies and we're both in this kind of SAS startup world. And we went to her company holiday party, and I got introduced to somebody she works with. And she's like, oh and this guy's like, oh, you're the guy from the LinkedIn videos! And I'm like, what? And so all these people in and around Boston, I swear to God, they would say, you're in the LinkedIn videos. And so then I got this other indicator that wait, here's what's happening. They're showing these videos to people I'm not connected with. They're getting exposed to my second and third degree connections based on who is liking and commenting on the video. And so the more likes and comments you get, the bigger the video grows. So I started getting all these comments and then it all culminated with this. We were trying to find something new to do for our latest product launch. When was this? March. This was March 6th, we launched Drift marketing email, our marketing email product here at Drift. Excuse me. I just almost knocked over the microphone. And we had been really fascinated with LinkedIn. And we're like, how can we do something on LinkedIn? And so then we just had the idea. We said, wait a second, the team here at drift is amazing. And I don't just mean that because obviously every company you work for people are like, the team here is amazing, blah, blah. That's true. But at drift, it's a different level. I've never seen this many engaged people at a company, meaning whatever the company is doing, everybody wants to get behind it and promote it. Whether that's our conference they want to promote, our podcasts they want to promote, our blog, our videos, sharing pictures from the office on Instagram. People just always want to spread the word. And so we had this idea was, wait a second. What if we asked a hundred plus people at Drift? So on the night before launch day, we had a meeting and we said, hey, here's what we're going to do. Actually, no, it was on show and tell on a Friday. So that's what happened. So I'm going to tell you in a second. So we had this idea of hey, what if we asked a hundred plus people at Drift to record videos and they all dropped on LinkedIn that morning of the launch? That was the idea. And we're like, I don't know, is it going to work? It seems like a great idea, but is it going to work? Are people actually going to do it? And so what we did is so the Friday before launch, this launch was on a Tuesday, we do something here at Drift every Friday called show and tell where the whole company shuts down at four o'clock and we all go into this conference room and every team presents. So sales, marketing, growth, product, customer success, even finance, everyone presents. They have five minutes and one person from each team basically does a recap of something new that they're working on or what happened that week. And it's the best. I think it's everybody's favorite time of the week at Drift because people are having a beer or they're hanging out. You're just learning about what else is happening around the company. And so during our marketing time, which we usually say, hey, here's what we got done this week. Here's what we're doing next week. Here's this campaign that we're working on. We said, all right, here's the deal team. We've been getting crazy amounts of engagement on our LinkedIn videos personally and we want to see if we can take over LinkedIn on Tuesday for this product launch. So we teased that at show and tell at the company meeting. And we got everybody ready to come in Monday morning, not Monday morning, Tuesday morning, we got them ready to come in Tuesday morning and shoot videos. And so Friday was show and tell where we told everybody about it. Monday, Sarah, who runs social media on our team. What's up, Sarah? She's amazing. She made a Google sheet of every single person at Drift. She went to HR and she said, can I get a list of everybody who works here? Got a list of everybody's names, put it in a Google sheet. And she literally went desk by desk and say, hey, can you do a video tomorrow? They said, yes, yes, yes, yes, yes. So she went on down the line, she got over 120 people who said yes, but of course who knew how many people were actually going to do it? So sure enough, Tuesday morning it's launch day. One person makes a video and it was pretty standard, somebody walking to work, which I love that because it's real, it's authentic. I think it was Pete, one of our engineers. What's up, Pete? He makes this video, he's walking to work. Hey, today we launched Drift email. It's a new way to send marketing email, blah, blah, blah. Then another person does it. They're walking to work. Then another person does it. And I'm like, oh shit, this is really cool. It's the realest form of marketing we've done. It's five or six people walking into work. Basically, somebody's in the car. We're getting glimpses into all these people's commute to work. And they're all talking about Drift marketing email and they start posting them on LinkedIn. But then a couple people on our team start to take it to the next level. So Alexa, who's one of our product managers. She was actually on vacation and she was skiing. Where the hell was she? Big sky? I don't know. Alta, something like that. She was skiing somewhere out west. And all of a sudden she posts this LinkedIn video and we all see it. She's literally skiing or snowboarding or whatever she's doing. She's literally skiing and she's recording a video of her, she said the tagline for Drift marketing email. My brain is a puddle at this point, I forget what the tagline even was, but she's talking about how modern email is broken, we built an email marketing platform that actually matches how people want to buy and blah, blah, blah. And she's literally skiing down the mountain. And that was when just all hell broke loose because at that point, then once people saw that it turned into a competition here internally, where everyone started to one up each other. And so our sales team, it was probably lunchtime on the east coast. So by now our San Francisco team was out. And Mike Castillo, one of our sales reps who was out in San Francisco, he literally films himself walking into a coffee shop and he asks the barista about why email was broken, they have a conversation, he records it, posts on LinkedIn. And the whole thing took off. A bunch of the sales reps are just in the kitchen, just tossing fruit around, making jokes. It was unbelievable and I think by three o'clock that day, my inbox was filled with messages. People were tweeting, what's happening with LinkedIn and Drift right now? We probably got 20 messages on LinkedIn and then people wrote LinkedIn posts about what was happening on LinkedIn. They didn't just see the videos. People were helping us spread the word by saying oh my God, everybody at Drift posted videos, this launch is crazy. They got the whole team on the same... And it just snowballed into this thing that just kept any bigger and bigger and bigger. And by the end of the day, we had over 300, 000 views of our videos collectively. And so I think we had a hundred, let's say we had a hundred videos. Each of them was reaching 3000. Is that the right math? Yeah, a hundred. No, hold on one second. I'm not a math guy. Okay. Everybody at home. Everybody's laughing right now. 100 times 3000. Yeah, that's right. That's good math. Okay. Check your instincts, DG. That's what's up. Okay. 300,000 views of our LinkedIn videos. And we had the single highest traffic day to Drift. com, which is crazy because there was no link to click. People were literally seeing our videos and then going over organically to Drift. com. So it was absolutely ridiculous and so then I recorded this video," Hey, message me, if you want to know the secret." And the secret is to me, it comes down to this, and this is part of a bigger talk that I'm going to do this year. I'm working on it now actually. The first one I'm giving is next month. And you'll be the first to get access to it. I want to get your feedback. So I was thinking of doing a private webinar where I do this just in case you're not traveling anywhere. And the theme is really this, the best marketing today is about being real and authentic and human. And I believe that to the core and I hate this argument, people say, yeah, but Dave, we sell to the enterprise and I'm like, you're right. But those are still people, right? Those are still people that have emotions and are real people the same way you and I are. Doesn't matter, B2B, B2C, we're really focused on what we call B2H, business to human. Right? And I don't even like that because it sounds corporate- y. We just market to people. And the reason this campaign worked so well, was two things. The combination of two things. Number one is we have an amazing group of people that work at Drift that want to rally together and promote our stuff. And so as a marketer, something that I can't stress enough, I think a huge underrated portion of your job is to merchandise what you're doing. And so if you're a marketer, you can't just show up to work, write some content and then go home. Right? You have to explain to people why this is important because for the majority of the people at your company, sales, product, design, engineering, customer success, whatever, they're not going to think about marketing and get the value of marketing the way that you're doing it. Right? And so I think the biggest mistake most marketers make is they show up and they have this attitude of I'm in marketing. You know what I'm doing, right? No, my job is to explain to you why we're doing everything and be the megaphone for the company. And so we've built this brand internally where people have a lot of respect for the marketing team, I think. They're willing to help out in any way. And we try to use, as a marketing team, an opportunity to always show people how we can be, how we help amplify the message. And so we do a lot of internal education. We try to always say yes, when other teams want help or have other questions, because we know that we can always work with them in the future. They can always be on our side to help promote our message. And so I think number one, it starts with having that... My mentality here in marketing is that every single person at Drift is a marketer. And the reason I'm excited that we're growing so fast is because the more people we hire that's the more mouthpieces, the more people that can amplify Drift, right? For every new hire that comes in, that's another Twitter page, that's another LinkedIn profile, that's another Instagram account. Those are all people that can be spreading what we're doing. And there is no secret to getting people on board. You just have to be genuine and you have to have something that they all care about. If they didn't all passionately believe that we are changing the way that people do marketing and sales, I don't think they would it. Right? I don't think that they would share our stuff, but they all believe in the problem and they're all rallied as part of it. So that was number one. I don't even know what number two was. So number one is, get everybody on the same page. Number two was, I lost my train of thought. This is really hard. This is first time I did a podcast by myself, by the way. I can talk to somebody else all day. So we got everybody do it. Number two though, is I think that the best brands are human and real and authentic. And so as buyers, you and I, we are more skeptical of marketing material, right? We're more skeptical of flyers, of PDFs, of webinars, of ads and all that stuff. And so to me, the marketing vehicle that's worked the best for us is just being real. Everything, I started off is like," Hey, I'm Dave." It's all real, it's all authentic. That's why I'm obsessed with audio and video and those channels because they're hard to fake. You have to be real. You have to be authentic. And so we didn't make some flyer that we passed out about Drift marketing email. We had our best people, the people that work at Drift, just tell each other and they didn't use marketing crap or jargon. They just explained what the product did in terms that anybody can understand publicly to all their people on LinkedIn. So I think it's the combination of we got the whole team at Drift to tap into things. And a lot of people say, well, how did you get them all to say the same thing to be on brand, to be on message? Well, so we gave everybody a little one- liner, but it goes back to my point from earlier, people just passionately believe in what we're doing and we try to be transparent and communicate about it. So I think when we put them on stage in front of a mic, it didn't feel scripted because they're just walking to work or they're skiing, or they're at a coffee shop. And they're able to just say what they genuinely think that Drift does and how we're solving that problem. So that's two. I only said two, but I'll give you a third one. The third one is, okay, yeah. Here is the ultimate secret, right? But I'll caveat this by saying, this is the ultimate secret, but I don't think you can just achieve it just because that's a thing. So the ultimate reason I think, was we were able to take advantage of LinkedIn, right? At a time where I can say confidently that LinkedIn was heavily weighting video in their algorithm. For whatever reason, I don't know if it's still happening or not, but every single video was getting thousands of views. And so for whatever reason, they were pushing LinkedIn video, we hopped on it, we took advantage of it. Now I see companies every day, they were all out in their shorts while it was snowing doing a product launch. And I thought that was nice. It was flattering that they did it, but it felt too gimmicky. Right? Our whole thing at Drift was not a gimmick. It was not to be like, look, I'm in six feet of snow in my gym shorts. It was real and that's why I think it worked so well. But we're able to capitalize on a new channel, which is LinkedIn video. And I don't think that that gets enough credit. So yes, we got a boost because LinkedIn was weighting video. But we had the decision and we have a marketing team that's agile enough to just be able to just say, you know what? Screw it. We're not going to do what we're going to do initially. We're going to call inaudible and we're going to do this campaign on LinkedIn. And it didn't cost a dime. It just cost people's time. Right? And so we have a marketing team where we always need to be learning faster than our competitors or anybody else in the market. And I was lucky enough to spend some time with the CMO of Facebook, a couple of weeks ago. That's crazy. I still can't think of it. I still can't get my head around it. And he said that the best marketing teams are able to learn faster than the competition. And that was everything to me because everyone does email, everyone blogs, everyone has a podcast, everyone has video, everyone has webinars. And so how are you going to stand out as a marketing team? And for us, it's always being able to learn faster. And that just means trying new channels, right? You don't have to make a case for X thousand dollars of budget or why we should do something like, hey, I'm going to try this thing. I want to try a nine minute webinar tomorrow. Okay, great. Go do it. And you have to have that type of mentality today when there are so many marketing channels out there that everyone is going to be noise. You have to find your channel. For us at Drift early on, it was a podcast. Not many companies were doing podcasts at that time. And we took this really real and authentic approach and we built Seeking Wisdom, where we could've just said let's triple down on hiring bloggers and build a blog where we would've been swimming in a sea of bloggers. So I think as a marketing team, you have to always be thinking about, if everybody else is going to go left, I'm going to go right. And what are the things I'm going to do over here? And just because one of my competitors is spending all of their money on ad words, it doesn't mean we have to go do that too. Right? Let's go find something else. Maybe they are not doing events at all. So we can go run events, right? Maybe they don't have a podcast. Could we launch a podcast? I would always be looking for the gaps, the gaps in somebody else's marketing strategy. Plus if you go and analyze how somebody else is doing marketing, you're going to also be able to learn the lessons that they learned the hard way so you don't have to. What if you go see that, hey, that competitor over there, they used to spend a ton of money on ad words, but now they don't anymore. You know why? Go find out why. Probably because it wasn't good. They weren't seeing good value. Right? They were spending too much acquiring customers who didn't stick around or acquiring leads that didn't turn into customers, blah, blah, blah. They just learn so you don't have to. So don't go and roll out your playbook. And so there's a podcast we did on Seeking Wisdom about this actually, where David talks about entering a crowded market and the whole magic in entering a crowded market is that's where the buyers are. But from a marketing strategy, you can't just go into a crowded market and go and do the same marketing that they've all done before. You have to adapt and you have to adjust and you have to know, hey, okay, we are a B2B. I will never position Drift this way externally. But for the sake of this podcast right now, black and white, we're a B2B company that sells marketing and sales software. Do you know how many companies are in this space? There's literally over 7, 000. And so for us, we're not going to be able to compete by coming in and doing the same thing everybody else does. So it had to be in our DNA, something David and Elias put in our DNA from the beginning here is we got to always be trying to do things differently. And ultimately, I think that's why we were able to find this LinkedIn thing and make it work. Not so much because LinkedIn was weighting video content, but because we were agile enough and had the ability to say, you know what, let's try something completely different that we've never done before. There's no precedent for it. Let's just try it. And to me, that's the number one thing, especially if you're in a super competitive industry, you got to be willing to go out and do things the way that nobody else is doing them. So wow, that was awesome. 23 minute rant about our LinkedIn. I hope this is helpful. There is no secret to doing it, but we got the whole team involved. We found a new channel to jump on, but now it's over. Right? We're launching another thing, so by the time I post this episode. Today's Monday, tomorrow we're launching our next thing. And guess what we're not doing? We're not doing another LinkedIn video takeover because I don't just want it to be noise. And I think we've already found that channel, it's over to get a hundred people to do it. So we found it as a one- time thing, but now we've got to move on. We have to learn again. We have to learn as a marketing team. What's the next channel we can go find? So that's my rant. Now, if you're still with me, that means you care about this, which is cool. And hopefully I've gotten you interested enough. I'm actually doing something crazy. This is something that has been on my to- do list for a while, but haven't gotten around to it. And now I'm finally ready to do it. DC pushed me to do it, which is I'm launching my own version of the inner circle. Some people might call it a mastermind group, I got to find the word for it, but I'm going to take 10 people, 10 hopefully marketers, you got to be a marketer to do this. I'm going to take 10 people on and basically do personal coaching, one- on- one meetings. We'll meet up in Boston four times a year. We'll have dinners. We'll text. It's literally one- to- one personal coaching. I'll take everything that we've learned here at Drift over the last three years, two and a half years, three years, and help you apply them to your business and help you grow your business. So launching my little marketing mastermind group, it's a complete test, but it's something that we're going to launch, hopefully starting in May. So what's right now? April, yeah. So I want to launch this May 1st and me putting out this podcast is the best forcing function to do this. So here's the deal, if you're listening to this and you want to apply, this might even be before I have the landing page up. So treat this like exclusive, exclusive brand new offer. Haven't even posted a landing page about this. If you're hearing this and you're interested in applying to be in my marketing mastermind group, email me dg @ drift. com and just with the subject line" mastermind." All right. Dg @ drift. com. The subject line" mastermind." And I'll tell you more about it. The only challenge here is that I'm only going to be able to take 10 people. I think that's the magic number for right now. I just want to make sure we can do it right and I can manage the workload and, and actually be helpful to all of the people in the group. I know that I can deliver so much value because I mean, the stuff that I've learned here in two and a half years, I'm going to give you all of that. So if you're interested in how David Cancel thinks about marketing and the secrets that we... There's so much stuff that we do here at Drift that we do not share publicly. I'm going to share all of it as part of this group. And so there's going to be 10 people. I'm going to take 10 people tops, I think that's what it's going to be. I was thinking about eight or 12. I think it's got to be 10 to start and we'll see how that goes. So applications, the process will basically be you email me, we'll hop on a quick Skype call, ask you a bunch of questions because I got to make sure that you're committed. I don't just want to do this with anybody. Want to make sure that you'll get a ton of value out of this as well. So that's all I can tell you right now. That's the first teaser for this. I'm super excited. I haven't been excited about something like this in a while, and we're going to give you everything, all the books we're reading, all the checklists and playbooks that we use, the exact strategies that we use every single day to run marketing at Drift. And literally every time DC texts me about, hey, go read this thing, I'm going to send it to you. And so even if you just want to do this, basically to get on his private one-to- one text chain, that alone would be worth would be worth the money. And this is going to be serious, this is something that I'm going to charge for. So if you don't think you're going to be able to pay for this, don't email me. Well, you can email me anyway. I'll always reply, but this is going to be a big investment. So I want to make sure it's right for you. So we'll hop on a call. We'll talk about it and talk about what what you think the opportunity might be, what you're hoping to get out of it and we'll go from there. So 10 people, mastermind, I got to come up with a better name. Mastermind is okay, we'll see what happens. So that's the deal. And you'll get everything like this, personally, one- to- one daily via texts. We'll meet up for dinners. We'll do private coaching sessions, hands- on workshops and training sessions here at Drift in addition to you can always FaceTime me. Hey DG, can you read my email really quick before I send it out? That's the type of access that you're going to get inside of this group. I hope that I learn a lot from it too. That's why I'm doing it. I'm super excited about it. So that's the deal. Email me dg @ drift. com, subject line" mastermind". All right? This is also the first of many new podcasts that we're doing here on the Seeking Wisdom channel that are focused on marketing. We're going to focus some on marketing, on growth, on customer success and sales. We're going to build out all of those tracks here on the podcast. So I'm excited to share more stuff with you. Remember email me dg @ drift. com, subject line" mastermind". 30 minutes. I'm out of here. Okay.

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