How Drift Built a Product That Acquires Users

Hailed as the first conversational marketing platorm, Drift is also considered the new way businesses buy from businesses. In today’s show, Drift’s head of product lead, growth, and lifecycle shared how the platform built a product that acquires users. Matt Bilotti owns Drift’s entire self-service business unit and is responsible for retention and sales figures on a monthly, quarterly, and yearly basis. In this episode, Matt talked about the importance of market alignment, the metrics the product team focuses on, and his thoughts on product channel fit, among others. Show Notes [00:30] How things are in his end [01:24] What Drift is [02:16] Why market alignment is important [04:32] How product co-owns the website with marketing and how it works [07:32] How their team dynamics work [09:15] On the metrics the product team focuses on [13:18] How they’ve evolved into a more unified team [15:38] What their quarterly planning looks like [17:40] His thoughts on product channel fit [23:00] His take on building APIs that people can build on top of [24:39] The impact of having an end goal in their sign up process [27:14] The purpose of the last two tasks [28:46] Piece of advice he’d like to leave the listeners with [31:06] How people can get in touch with him About Matt Bilotti Matt Bilotti is employee number 9 at Drift and he helped make the product a reality. From product manager, he’s now the head of product lead, growth, and lifecycle of the company. Drift is the first conversational marketing platform that emphasized the value of human connection and interaction. The brand is trusted by over 50,000+ businesses to create pipeline and drive revenue. Some of Drift’s valued clients include Smartling, Keap, ConnectWise, Aventri, and Marketo.  Links DriftDropboxAirtableLinkedInSpotifyDuolingoEvernoteTikTokShopifySalesforceBrian Balfour WebsitePareto Principle (80/20 Rule)How I Built This Podcast with Guy Raz Profile Matt Bilotti WebsiteMatt Bilotti on LinkedInMatt Bilotti on TwitterMatt Bilotti's Drift ProfileGrowth with Matt Bilotti Podcast