Hey everybody. On this episode of Seeking Wisdom, we're going to talk about why we made the decision to get rid of all of our lead forms and gated content at Drift.

Not get rid of. We killed them. No, we killed. We killed them. They're dead. All right, my friend.

So last week, you drive in somewhere and you called me out of the blue.

And you said, I want to talk about something related to marketing.

And I was like, oh, shit, okay.

And you said, I think we should get rid of

we should kill all of our lead forms and kill all of our gated content and you were silent

I was silent because we've been this is like it's working it's working for us we've been doing

it for a couple months we haven't done a lot of gated content but like we've done a lot of content

upgrades we've had a really good success growing our email list by gating a lot of stuff.

And then you just kind of like woke up and said, let's not do it anymore.

Where the hell did that come from?

I think it's something that's just been fermenting is probably the right word in my head for a long time.

Just thinking about what we're doing at Drift,

how things are changing,

and thinking about how the expectations of new generations

and people are changing over time,

and then looking back at the playbooks that we're following

and traditional lead forums and thinking,

why are we doing

this? Right? It's one of those things that you have to kind of like sleep on and kind of like

bubbles up. And then one morning I woke up and I was like, F this. We're killing them all.

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