Edition 12: Marketing Twitter

January 15, 2020

This weekend in Marketing Technology

This is edition 12 of Overdraft. Sign up here to get this in your inbox early.

Hey there,

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If you have been on Twitter this weekend, you might have noticed some interesting conversations happening.

I think they were two distinct events but both centered around Drift – the live chat tool that recently raised 60 million from notable folks. It was subject of some questions by folks like Pete from Databox and Dharmesh from Hubspot.

It’s interesting to note that Hubspot was the previous employer of the Drift co-founders and Pete (CEO of Databox).

What exactly happened? Here are the tweets:

Mike Volpe

✔@mvolpe

When two competitors chat on Twitter about how their market is not a zero sum game and they should focus on the customer and just solve problems.

(PS - then they go back to making their competitive battle cards to sell against each other.)

Embedded video

27

4:43 PM - Jul 15, 2018

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See Mike Volpe's other Tweets

What Mike (ex CMO of Hubspot) is referring to is a brief spar between Dharmesh and Elias (CTO at Drift) – someone from Drift tweeted about ‘haters gonna hate’ or something along the lines to which Elias brought up a ‘winners take all methodology’.

Dharmesh Shah

✔@dharmesh

Politely disagree. Most markets are not zero-sum games, they're positive-sum games. Lots of potential customer value to be created. Customers don't want "winner takes all". They want many people working to help solve their problems. #CustomerFirst

☮️

https://twitter.com/eliast/status/1018207984089030657 …

Elias Torres@eliast

Replying to @jeffreybramhall and 2 others

There's only one race. Only one Numero Uno. Winner takes it all. We are not going to fake friendships. Transparency. Focus on the customer. Death to #CustomerFriction

91

11:06 PM - Jul 14, 2018

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21 people are talking about this

I am with Hubspot on this one. There’s a LOT of marketing automation tools out there. Each serves a customer and solves a problem, business has never been a winner take all market because there are niches and edge cases you can’t solve for. Otherwise, you risk your product becoming bloated monsters of features that don’t make any sense. Hubspot was the previous employer for a lot of Drift folks and Hubspot has recently been rolling out a ‘conversations’ tool aka live chat for your site. So the whole product competition angle made this all the more interesting.

What else.

If you’ve been following Drift they’ve been pretty loud and proud about how live chat converts better then forms.

Pete CEO @Databox has been running some content programs where they do a survey of practitioners and publish their findings. One of their more recent ones is around ‘Do forms actually underperform compared to live chat’ – to be clear there’s a lot of live chat platform out there, from Olark to Zendesk and of course Intercom (which does more than just chat though).

Peter Caputa IV@pc4media

Forms vs live chat -- which gets you better/more leads? https://www.surveymonkey.com/r/Forms_vs_WebsiteChat …

Responses are pouring in & so far, forms are crushing live chat.

Where are all the live chat 'conversational marketing' converts to tell us what's up?

cc: @handythinks @WebInbound @davegerhardt

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2:08 PM - Jul 13, 2018

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15 people are talking about this

Pete tweeted that the early results of the survey indicated forms actually perform better – not entirely surprising, different use cases perhaps (a longer essay for another time) which kicked off an interesting twitter thread:

Lots of comments. Some questioning the survey methodology, others wondering when does chat actually perform better?My take: if your ‘bot’ is going to have 5 options for me to pick from, just use a form. Chat isn’t about bots (which aren’t actually bots) it should be about conversations. While we’re on the subject – lets not call marketing tech run on decision trees and if/else statements – AI.

Because it leads to situations like this:

Rob Sobers@rsobers

Wow, that chatbot gave up quickly!

😐

#reallygoodchatbots

View image on Twitter

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8:47 AM - Jun 26, 2018

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See Rob Sobers's other Tweets

All for today. I am trying to be more regular on this newsletter. If you (other then my dad who replies to every single one) enjoyed this let me know.

Cheers,

Kamil

@kamilrextin

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