All right, in this episode of Marketing Monday, that's right, it has a name now, Marketing

Monday.

Every Monday I'm going to drop some new marketing stuff, knowledge, rants, books, ideas, things

we're doing here at Drift, we'll drop it every Monday right here.

On this episode of Marketing Monday, I'm going to talk about the single biggest thing that changed my career in marketing, and it happened in two

years. All right. What's up everybody?

So on today, I want to talk about, I was thinking about what, you know, what's really

near and dear to me.

And I don't, I don't want to get into the tactics.

I'm going to get more tactical as we continue to go on this podcast.

This is only the second episode.

Although the first episode is pretty damn tactical, which is behind all of our LinkedIn secrets. So go check that out,

how we generated 300,000 views on LinkedIn in 24 hours without spending a dollar on promotion.

Pretty good. Okay, so, but what I want to talk about today is I want to talk about the single

biggest thing that has changed my career in marketing. And I haven't been doing this forever this is my when I graduate

school this is my ninth year out of college so I haven't been doing this forever right a lot of people

with a lot more experience um but I'd say for the first probably six six seven years of it of it, I was just obsessed with studying, like, and reading all about, so I always worked in SaaS. And so just I was obsessed with reading about like SaaS marketing and VC stuff and SaaS metrics and all the stuff that comes with like SaaS marketing today. And so everything I'd read would be about, you know, how to do this with Google Analytics, how to set up your funnel to do that, how to do, you know, this with a Google sheet and Zapier and X, Y, and Z. And I think that stuff was good, but I was too caught up in it. And, you know, everything I was trying to read would be like, you know, here's best practice for sending an email at this time or here's how to hack this other thing. And it would all be about the really nitty-gritty of marketing. But then when I got to Drift, David, our CEO, he pushed me since the beginning. He said, hey, throw out all that stuff about SaaS marketing. He said, we got to rewrite, we got to write our own playbook because we're going into this industry where there's already 7,000 plus companies in here, the Martec's 5,000, 7,000, whatever. There's literally 7,000 competitors in this space. So we have to do things our way. And so number one, he wanted me to throw out all that stuff because if you just

start, if you just read that stuff all day, then you just kind of like, you just, that's where you fall towards. And so I always say this, but like if I, if, you know, the best practice in marketing is if somebody said, hey, the best time to send in, if there was some big research report that said the best time to send an email is at 208 p.m. on a Tuesday. Everybody would read that report

and then go send their email at 208 p.m. on a Tuesday. But David's point was like, everyone's going to do that. We got to go the other way. We got to go the opposite direction. So number one, he wanted me to go the other way and start thinking about do fill in the gaps, right? Be in all the places where nobody else is. But number two,

he said, don't study, forget about the SaaS marketing lessons and all that stuff. He says,

go and study. He started giving me all these books. And I'll never forget it. The first book

that he had me read was Ogilvy on advertising. It's an awesome book. I love it because it just looks nice.

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