Crafting a Killer Go-To-MarketStrategy with Limited Time ... · PDF fileMARIA DYKSTRA @TREDIGITAL Crafting a Killer Go-To-MarketStrategy with Limited Time and Resources
Post on 13-Mar-2018
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YOU DO NOT HAVE THE RESOURCES OR THE BUDGET OF A FORTUNE 100 COMPANY….
BUT YOU CAN STILL BUILD A 7-8 FIGURE-REVENUE COMPANYON A LIMITED MARKETING $$
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SIMPLIFIED GO-TO-MARKET FRAMEWORK: 4 CORE COMPONENTS
1- YOUR MARKET STRATEGY
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2- YOUR CUSTOMER AND STORY
3- YOUR DISTRIBUTION CHANNELS
4- YOUR MARKETING FUNNEL
THE NUMBER ONE REASON STARTUPS FAIL IS NO MARKET NEED. THE NUMBER ONE REASON THEY SUCCEED IS TIMING.
~ CB Insights and Bill Gross
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UNDERSTAND YOUR MARKET SIZE
Target Market
PenetratedMarket
Served Available Market
Total Available Market
Penetrated Market = Your existing user base
Target Market = Most likely buyers
Served Available Market = How many you can reach with your sales channels
Total Available Market = How big the entire market is
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IDENTIFY YOUR LAUNCH SEGMENT
Bowling Pin Strategy (Geoffrey Moore)
Your customer at launch may be different than your ideal customer.
Start slow and build from there.
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EVERY FAILED STARTUP HAS A PRODUCT. WHAT FAILED STARTUPS DON’T HAVE ARE ENOUGH CUSTOMERS.
~ Traction: A Startup Guide to Getting Customers
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“PROBLEM- CUSTOMER FIT”
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CONNECT YOUR STORY TO CUSTOMER’S BFFs
BeliefsFearsFrustrations
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TAKE YOUR STORY BEYOND YOUR WEBSITE
YOUR WEBSITE= THE HUB OF YOUR STORY
Social Media
Blog + Guest Blogging Email + NewsletterWhitepapers + ebooks
Public Relations Offline Materials
Podcast
Video Series + Webinars
SEO + Referring Links Video Series + Webinars
Document Sharing Sites
Forums
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IF YOU GET A SINGLE DISTRIBUTION CHANNEL RIGHT, YOU HAVE A GREAT BUSINESS.IF YOU GO FOR SEVERAL BUT DO NOT NAIL ONE, YOU ARE FINISHED.
~ Peter Thiel
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24 MARKETING CHANNELS
B2BB2C
❏ VIRAL MARKETING❏ INFLUENCER MARKETING❏ LIFESTREAMING❏ WORD OF MOUTH❏ PUBLICITY STUNTS ❏ DISPLAY ADS
❏ EMAIL MARKETING❏ SOCIAL MEDIA (ORGANIC)❏ CONTENT MARKETING❏ SEO❏ SOCIAL ADS ❏ EARNED MEDIA/GUEST
BLOGGING❏ REMARKETING❏ SEM/PPC❏ AFFILIATE PROGRAMS❏ EVENTS/TRADE SHOWS❏ MOBILE MARKETING❏ COMMUNITY BUILDING
❏ WEBINARS❏ PUBLIC RELATIONS❏ BUSINESS DEVELOPMENT❏ DIRECT SALES❏ INFLUENCE BUILDING❏ SPEAKING ENGAGEMENTS
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CHANNEL PRIORITIZATION FRAMEWORK1. PICK A CHANNEL
2. DESIGN FUNNEL
3. RUN AN EXPERIMENT
4. MEASURE RESULTS
5. OPTIMIZE
6. RE-RUN THE EXPERIMENT
7. DETERMINE ROI @TREDIGITALImage Credit: Sean Ellis
RESOURCES/TOOLS CUSTOMER
How to Find & Interview Customers at CustomerDevLab.com
STORY
Value Prop and Other Critical Story Components via Lean Canvas from Leanstack.com
CHANNELS
Overview of the Traction Channels from Traction (the book)
NeilPatel.com - Tools + Tips on Maximizing channels
FUNNEL
Tools to create sequence: ConvertKit (email) & ClickFunnels.com (funnel templates)
Growthhackers.com - Online Community of GrowthHackers
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