Drift Growth Playbook

David Cancel and Elias Torres realized that B2B 'Lead Forms' were a 20-year-old relic that frustrated buyers and wasted marketer's money.

Category Design & The 'Kill-The-Form' Campaign: Drift tacticaly won by creating a new mental model called 'Conversational Marketing'. Their growth engine was 'The Radical Contrast'—telling companies to remove all their forms and replace them with a bot that books meetings instantly. By rebranding 'Chat' as 'Revenue Acceleration,' they appealed to the ego and the metrics of B2B CMOs. Their growth relies on 'The Event Flywheel'—hosting massive conferences (HYPERGROWTH) to evangelize the new 'Human-First' marketing playbook, effectively building a cult of personality around the brand's 'Revenue-Obsessed' culture.