How Drift Built a Product That Acquires Users with Matt Bilotti from Drift

Hailed as the first conversational marketing platform, Drift is also considered the new way businesses buy from businesses. In today’s show, Drift’s Product Lead for 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. 



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About The Product-Led Podcast Hosts

Wes Bush

Wes Bush is the author of the bestselling book on Product-Led Growth

He’s the founder of the Product-Led Institute and host of the popular Product-Led Summit.

Bush is best known for challenging the way SaaS leaders approach growth and has been featured in over 100 media outlets, including Forbes, MarketingLand, and Openview.
Ramli John

Ramli John is a product-led consultant and educator with Product-Led Institute. 

He's the founder and host of the Growth Marketing Today podcast, where he's interviewed marketing experts like Rand Fishkin, April Dunford, Hiten Shah, and more.

Ramli works with SaaS companies to optimize their user onboarding flow and retention rates.

Wes Bush
Wes Bush
Wes Bush is the bestselling author of Product-Led Growth. He’s a renowned Product-Led Growth pioneer and has challenged an entire industry to find a better way to approach SaaS growth.