Changing trends in conversational marketing from HYPERGROWTH London

8 minutes read
Alice - 18.06.2019
What has Six & Flow been up to, you ask? Well, just last week our entire team trooped down to London to attend HYPERGROWTH London and discover the latest and greatest trends in conversational marketing.
Just in case you've been living under a rock, let us introduce you to Drift. Founded in Boston by serial marketing technology entrepreneurs   David Cancel  and   Elias Torres, this leading conversational marketing platform is used by top enterprise businesses such as Marketo, Vidyard and Eventbrite.
We also use Drift's conversational marketing platform at Six & Flow, and several of our clients are big fans too. So, what better excuse to take a trip down south and pick up some new knowledge?

What we learnt at HYPERGROWTH

With speakers including the Chief Marketing & Customer Officer at Harrods, founder of Inkpact and CEO of HubSpot, HYPERGROWTH wasn't pulling any punches. We embraced the all-you-can-drink coffee and heard from industry leaders on the importance of storytelling, playing to your personal strengths and keeping up with constantly-changing consumer expectations. Not to mention the emerging conversational marketing trends!
We'll be honest though - hearing from Jimmy Chin, Academy Award-winning filmmaker and director of climbing documentary Free Solo, definitely made it into our top moments. Hearing about the years Jimmy spent living out the back of his car, following his passion and honing his skills made us feel inspired and slightly (very) in awe. 
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Drift introduces video to its box of tricks

But wait, it gets better! We also witnessed the official unveiling of Drift Video, a new platform that aims to simplify video marketing, blend it with conversational marketing and create better connections between buyers and sellers as a result.

With Drift Video, you can:

  • Easily record videos using a chrome extension or mobile app, and share by dropping into an email
  • Get real-time notifications when someone watches your video so you can reach out at the perfect time
  • Start conversations from videos and say hello while they're watching rather than waiting for an email
  • Keep your videos secure with privacy settings and integrations with leading single sign-on (SSO) apps

Cisco predicts that by 2020, one million minutes of video will cross the internet every second. Meanwhile, we've seen conversational marketing take off and become an expected part of brand-consumer communications. David Cancel, founder and CEO of Drift, saw these as "two mega-trends that would shape the future of B2B sales and marketing" and decided to bring them together in an innovative and exciting partnership.

Ryan Barry, CRO at Zappi, agreed that video can help companies to make the most of their most valuable and unique asset - their team. "People are busy, and communication channels are cluttered, lacking personality and tone," he stated. Luckily for Zappi and others, Drift Video works to tackle this problem.


Our thoughts on new trends in conversational marketing 

Six & Flow's own resident Drift expert, Duncan, had this to say: "Like chat, video is an incredibly powerful way to develop a one-on-one relationship with your prospects fast. Conversational marketing and video also complement each other very well - we've been using them together in our own sales process and for some of our clients for a while now - so it was only a matter of time before Drift introduced its own video tools."

"Nothing about the new Drift Video extension will be surprising or unfamiliar to anyone who's used Loom or Vidyard in the past. However, the ease with which it allows you to start a one-on-one conversation from a video view beats any other tool out there - and the fact it's free and ready to use for anyone who already has a Drift account is convenient, too."

Want to hear more about the latest in conversational marketing, and how it could help your business to evolve? Get in touch, we love a good chat.


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