The NoMQL Movement: How To Build An Audience Without Gated Content
Speaker: Dave Gerhardt | Director of Marketing, Drift
In May 2016 we made the decision to buck the trend of traditional B2B marketing and do away with gated content and lead forms—going from a business that relied on forms and follow-ups to one that focused on real-time conversations.
Today, conversations add 15% more leads to the top of our funnel and are a major source of pipeline (driving 50% of our business). Our conversation leads also close more quickly than traditional leads (3 days from conversation to demo). And, automation and AI dramatically improve signal-to-noise, handling nearly 50% of all conversations on their own.
Join us for this session, where we'll share our case study: why we made this decision in the first place, the impact it's had on our business, and what it can mean for yours.
At the end of this session you will be able to:
- Understand how to generate leads without needing to rely on lead forms or gated content
- Make the shift from SaaS 1.0 to 2.0
- Understand why messaging is becoming the highest converting sales channel today