Work for Drift
Drift is a B2B SaaS company best known for creating and leading the conversational marketing/sales category.
I collaborated with their marketing team on many key web pages and product launches that contributed to their rapid growth. This included writing copy for product pages, auditing critical assets like their home page, and more.
Several examples of copy I created for them are included below.
Dave Gerhardt, Former Chief Brand Officer at Drift
“At Drift, we’ve never been shy about our obsession over copy and the impact it has on our ability to connect with people. That obsession is what originally led us to Will (if you’ve read his blog, you know he’s just as obsessed as we are).
“Initially, we hired him to audit our homepage. His perspective was so valuable that we hired him again and again to come alongside our marketing team and write copy for the “Marketable Moment” product launches that have been a key part of our growth. If you want someone who’s going to get results, hit every deadline, and be extremely easy to work with, you should call him now.”
- Dave Gerhardt, Former Chief Brand Officer at Drift
Drift Email for Marketing
Drift Email for Marketing represented a major product launch for Drift, allowing them to further entrench the product with multiple customer types (both marketing and sales teams).
Drift had already changed the way marketing and sales teams communicated with customers on their website. This product brought that same power to email. They needed to tie that narrative into their larger brand story of conversational marketing. That’s exactly what this page accomplished.
Storytelling has long been a key strength of Drift’s approach to B2B SaaS marketing, and you can see that at work in this example and the others below. While many companies may have shied away from multiple paragraphs in the middle of a page, Drift embraced it as a way to position themselves as a category-defining product that forward-thinking companies embraced.
Drift Intel
One of Drift’s goals was to make the B2B buying experience as frictionless as possible. The launch of Drift Intel was another step in that direction. The goal of this page was not only to showcase the product’s benefits, but also how it fit into the larger story Drift was telling — they were fundamentally changing B2B sales for the better.
Drift Signatures
Drift Signatures was a bit of a departure from the other products I helped Drift launch. It was a free tool designed primarily as a lead-gen engine rather than a core part of the product. Still, there were real benefits and pain points it solved for customers, and the copy was able to bring those out in fun, engaging ways throughout this page.
