Raskin: Drift broke out from chatbot competitors via 'conversational marketing' narrative
Andy Raskin · The power of strategic narrative | Andy Raskin · May 28, 2023 · at 39:15
Strategic narrative consultant Andy Raskin analyzes how Drift co-founders David Cancel and Dave Gerhardt created a category narrative around immediate buyer engagement.
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“Well, one that really comes to mind is, I mean, it's been out there for a while, but Drift, you know, Drift comes out with a, with essentially like a chat bot for your website, which might be like the 30th chat bot for your website. And they don't say, Hey, here's why our chat bot is the best one. They come, they start from a completely different place, which is Hey, used to be people would sort of wait around for you to get back to them. You know, it was a world of sort of later of, they called it the world of forms. You know, you put up a web form and you expect someone's going to fill it out and maybe wait a few days while you take your sweet time deciding if they're going to, you're going to get back to them. And there's, and David Cancel and David Gerhardt start from right at the beginning saying, Now we're in a world of now where they, where buyers are, they, I think they showed this woman. I remember this woman sleeping with her phone. Like that's your prospect. Like there there's always on and they're going to expect you to be engaging with them right away. And they called this conversational marketing and, you know, they really went with that and created, I think a whole movement. And they broke away from all of the other, you know, chatbots.”
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