The 8 Mile Play & Why We Did The Webinar No One Was Doing In B2B Marketing

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This is a podcast episode titled, The 8 Mile Play & Why We Did The Webinar No One Was Doing In B2B Marketing. The summary for this episode is: If there's one thing we can all agree on – it's this. There's so much noise in marketing today. No one wants to be sold to. So in this episode of the Marketing Swipe File, DG talks about how to break through the noise and earn trust by being real, authentic, and human. DG shares a real example of how he addressed buyer objections up-front in a live webinar. Uncomfortable? Scary? Sure. But it worked. Listen to the full episode to get more ideas for bringing authenticity back into your marketing.

Speaker 1: Hey, it's DG. And I want to send you a ton of free marketing stuff right to your door or your inbox, whatever you want. I'm serious because look, we know how it is. One of my favorite things about doing marketing at Drift is that we are all marketers, just like you. So we're marketers doing marketing, to marketers. It's crazy. And one thing we know that in the B2B world, there's so much content out there. It can be hard to figure out what to read and who to trust, ff you're looking to grow your business. And so we put together something that I call the ultimate conversational marketing starter kit. We asked our top customers, literally turned to them and said," What resources would you give to somebody new to Drift and conversational marketing?" And we're packaging all of that up to send right to your door for the first time for free. So that means I will send you a copy of the book I wrote with my boss, our CEO, David Cancel on conversational marketing. This book was an instant number- one new release on Amazon in three categories. And it's already sold 10,000+ copies to date. I'll literally send you the actual 262- page hardcover book, right to your door. Also, we'll send you This Won't Scale, a digital copy of our very popular book, This Won't Scale. Which is a book we wrote as a marketing team about how we do marketing at Drift. It's 110 pages. It's only been available as a hard copy, but we're making it available digitally for the first time as part of this offer. We'll also send you the Modern Marketers Playbook. You'll get a digital copy of our Modern Marketers Playbook, which is a guide we wrote with strategic insights from 35 of today's most influential marketing leaders from companies like Slack, LinkedIn, Octa, Vimeo, and more. We'll also give you the Conversational Marketing Blueprint, which is the best next step after you read the Conversational Marketing book. And it gives you a step- by- step guide for implementing and optimizing conversational marketing for your business. And it's not over, the Conversational Sales Handbook. This is a guide you're going to need to give to your sales team to build your conversational sales strategy, AKA what you do after you take everything you've learned in the book and the blueprint. All you have to do is visit drift. com/ starter and grab all this stuff right now that starter S- T- A- R- T- E- R. I tried to have no Boston accent on that, drift. com/ starter. We'll send everything right to your door, or we'll literally just send an email if you'd prefer that, okay. drift. com/ starter. And I will see you hopefully there. Hey, what's up everybody. It's DG back with another episode of The Swipe File. And on this episode, I want to give you an inside look; a secret at one of my favorite marketing plays of all time that I called The Eight Mile Play. If you've been listening to podcasts for a while, you know one thing that I talk about a lot is how much noise there is in the market, right? If you're in marketing today, it is harder than ever to get people's attention. There is so much information, right? Everybody has a blog. Everybody has a podcast. We have like seven podcasts of our own here at Drift, right? Everybody has social media, everybody's creating content. There is so much information out there for your potential customers. And so, as a result, people know that they can get the answers without ever having to talk to anybody at your company. And as a result of that, you and I are just kind of more skeptical than ever, not as marketers, but as people, right? I do marketing for a living and I don't want to be marketed to, and I don't want to be sold to. I know Dan behind the camera here, do you like when people sell to you? Hell no. You don't want to be sold to, right. So we're all more skeptical than ever of being sold to. And that presents a big challenge for you as a marketer, right? Like what the hell do you do if you live in this world where nobody wants to be marketed to and nobody wants to be sold to. And so this is why we talk so much about the power of being real and being authentic and being human. But I want to take you through an actual marketing campaign that we ran and we created here at Drift to show you how that actually plays out. And it all starts with one of my favorite movies of all time, maybe not of all time, but you know, somewhere in that area. And it is the movie Eight Mile. If you've seen Eight Mile, raise your hand right now. I can't see you, but just raise your hand. Okay, awesome. So if you've seen Eight Mile, you know the last scene of the movie is when Eminem's character, this is a rap video song, so if you have to be in tuned with that. Okay? The last scene is a rap battle between Eminem and this character, Papa Doc. Now Eminem goes into that rap battle expecting everybody's expecting him to lose. His character, they expect them to lose because he's not from where all these other people are from, blah, blah, blah, blah, blah. Anyway, long story short, what Eminem does is he preempts everything that Papa Doc was going to say to him, right? He says that, yes, he is white. He went to a private school. He did do this thing. He did do this thing. He did do this thing. He did do this thing. So that by the time it's Papa Doc's turned to actually come back on the mic and rap back at him. He has nothing left to say. And I love that because that lesson right there has been one of the secrets for some of the greatest marketers of all time. And I bet you never thought that we could talk about a thread between Eight Mile and great marketing, but that seriously is one of my favorite sales and marketing lessons. And it's actually something that I've seen over and over again. If you go back and you unpack some of those copywriting books that we talked about, some of the greatest campaigns of all time have that thread to them. One of my favorite campaigns that I talk about a lot is Avis verse Hertz. Hertz is the leading car rental company in America, avis was number two. And so Avis came up with a whole genius campaign that they actually led with the headline of we're number two, right? Why go with Avis? Go with Avis because we're number two, so we have to try harder. We have to try harder to win your business, right? I think most marketers would be afraid to say that. Whoa, you can't say that you're not the best, because if we're not the best and people know we're not the best. Instead, Avis decided to flip that and say, hold on, no, you should come with us because we're number two. So we have to work harder for your business. We'll never leave anything in the ashtrays of your car. You'll always have a full tank of gas. The car will smell amazing. You'll have great service. And that campaign was amazing. So we had this idea at Drift was like, how can we actually take that and put it into play? So a couple of weeks ago we did this webinar and we said, look, what if we got the five reasons, what have we talked to our sales team? And we got the five objections. We get the five reasons that people don't buy Drift because they're the ones on the phone every day, actually trying to help people buy. So they know why people don't buy Drift. We said, what if we get their reasons, we boil them down to the top five. And we literally do a webinar that is about the top five reasons people don't buy Drift. And we did it. And I think that that's a campaign that would make a lot of people nervous. Hold on. You're going to expose the reasons about why people don't buy your product? Yes, because today everybody's bullshit meter is so high for marketing. And so if you can be real and be authentic, you're going to earn their trust. I also think about the experience at a restaurant. Dan, do you ever go to a restaurant and you know, you asked the waiter. You're like, ah, first time here, what's good here? And the waiter says to you, everything's good. You're like, that's a bunch of crap, right? I like that experience when they say, all right, look, I think a lot of things are good here. I don't really like the pasta, but you got to try this. That's what I want. And I feel like that guy is literally, he knows he's in the back of the kitchen. Right? He knows if the chef is picking his nose and then making your linguine. Right. And so, so he knows what's actually happening there. So you're more likely to believe that and trust that. So we wanted to take that and apply it to marketing. So I want to read you the LinkedIn post that I wrote for this. So I said, don't believe the Drift hype. I get it. There's so much noise out there. And we promote our stuff a lot. Me included, right? So we had an idea. Let's do a webinar and share the top five reasons people don't use Drift. And that's what we're going to do this week. Mark and I got the top five real objections. We hear directly from our sales team and we're going to talk through them together live. This session would be great for anyone curious or on the fence about buying Drift for their business. And I promise we'll keep it real with you. Register here and we'll send you the video, blah, blah, blah, blah, blah. And the comments on this post were amazing! Everybody's like Rocco said, I'm stealing this idea. Somebody said, I'm copying this idea for my company. This is a genius marketing campaign. This is such a good idea. You're a genius. What a killer proactive topic for webinars. But to me, that's nothing groundbreaking. That is just us being real and authentic and being honest about what it's like to buy from us and work with Drift. So I want to leave you with that lesson today, which is, think about how you can bring that realness into your marketing? How can you take that Eight Mile play? And what's the equivalent of that for your market, right? Let's say you sell video software, you sell video equipment, right? I would go back and I would think about, okay, what are all the things that people are at home wondering about? Isn't it too expensive? Do I really need all this gear? Right? Who's going to set all this stuff up for me? Instead of being afraid to address those things, get them out and in the open, right? It's almost like, if you've ever been in a relationship, it's sometimes easier to just get ahead of something and tell the truth before you're going to get bit by a lie or some stupid thing you've done in the past, right? The same is true in marketing. Get upfront, get ahead of stuff. And you can actually see two examples of, so I want to give you two landing pages that we did where you can actually go and check this out. So one of them is drift. com/ drift- vs. The page that we did for G2 crowd, we were the number one conversational marketing company in G2 crowd. And if you scroll all the way to the bottom of that page, we have a long section that says," Still not a believer? Here's what holds most people back from using Drift." And we list out the five reasons people don't buy Drift. Another example of that page is, if you go to drift. com/ driftvsintercom. And on this page, we actually list out all the reasons people typically buy Drift over Intercom. And we address some of the common objections and false beliefs that they have upfront. So that's my lesson for today. I hope it's helpful. Go back and think about how you can bring some realness and authenticity into your marketing. It's going to be a little scary. It's going to be uncomfortable, but I promise you that in a world where nobody wants to be marketed to and nobody wants to be sold to. The best thing you can do is build trust and authenticity into your marketing by being real and saying, what's actually going on, see you. Hey, thanks for listening to another episode of The Swipe File. I'm having a lot of fun doing this podcast. And so, because it's fun for me, I hope it's fun for you. And it would mean the world, if you could leave a review. Reviews really help. And so go leave a review, go to apple podcast, leave a review. Let me know what you'd liked in the show, didn't like, want to hear more of. And also if you're not already subscribed, make sure you go subscribe on Apple Podcasts, Spotify, this show is everywhere that you get your podcasts, probably where you're listening right now. But if you want more content like this, if you want to go a layer deeper, join me on Drift Insider it's drift. com/ insider we're teaching courses. We're sharing videos and we have exclusive content for people just like you and marketing that we do not share publicly. So go and check it out. drift. com/ insider


If there's one thing we can all agree on – it's this. There's so much noise in marketing today. No one wants to be sold to. So in this episode of the Marketing Swipe File, DG talks about how to break through the noise and earn trust by being real, authentic, and human. DG shares a real example of how he addressed buyer objections up-front in a live webinar. Uncomfortable? Scary? Sure. But it worked. Listen to the full episode to get more ideas for bringing authenticity back into your marketing.