Crafting a Killer Go-To-MarketStrategy with Limited Time ... · PDF fileMARIA DYKSTRA @TREDIGITAL Crafting a Killer Go-To-MarketStrategy with Limited Time and Resources

MARIA DYKSTRA @TREDIGITAL

Crafting a Killer Go-To-Market Strategywith Limited Time and Resources

Image Credit:Lighting Design Alliance

MOVING FROM A FORTUNE 100 TO AN EMERGING COMPANY…

I C dit k ti t l t

TYPICAL FORTUNE 100 GO-TO-MARKET PLAN LOOKS LIKE THIS...

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 $$

@TREDIGITAL

SIMPLIFIED GO-TO-MARKET FRAMEWORK: 4 CORE COMPONENTS

1- YOUR MARKET STRATEGY

@TREDIGITAL

2- YOUR CUSTOMER AND STORY

3- YOUR DISTRIBUTION CHANNELS

4- YOUR MARKETING FUNNEL

MARKET ENTRY STRATEGY

LET’S TALK ABOUT….

@TREDIGITAL

THE NUMBER ONE REASON STARTUPS FAIL IS NO MARKET NEED. THE NUMBER ONE REASON THEY SUCCEED IS TIMING.

~ CB Insights and Bill Gross

@TREDIGITAL

RED OCEAN OR BLUE OCEAN?

Image source: acceleratedgrowth.com @TREDIGITAL

PLAN YOUR TIMING

Founders and Investors

Majority of Customers

@TREDIGITAL

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

@TREDIGITAL

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.

@TREDIGITAL

CONSIDER BUYING POWER

@TREDIGITAL

CUSTOMER AND STORY

MOVING ON TO…

@TREDIGITAL

EVERY FAILED STARTUP HAS A PRODUCT. WHAT FAILED STARTUPS DON’T HAVE ARE ENOUGH CUSTOMERS.

~ Traction: A Startup Guide to Getting Customers

@TREDIGITAL

“PROBLEM- CUSTOMER FIT”

@TREDIGITALImage credit: Synergy Says

CONNECT YOUR STORY TO CUSTOMER’S BFFs

BeliefsFearsFrustrations

@TREDIGITALImage credit The Ultimate Answer

FOCUS ON OUTCOMES VS. FEATURES

stuff

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

@TREDIGITAL

PROFITABLECHANNELS

TIME TO DISCUSS….

@TREDIGITAL

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

@TREDIGITAL

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

@TREDIGITAL

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

YOUR MARKETING FUNNEL

FINALLY….

@TREDIGITAL

ONLY 3% OF PEOPLE ARE IN THE “READY TO BUY NOW” MODE

~Chet Holmes

@TREDIGITAL

GIVE VALUEGIVE VALUEGIVE VALUE

then ask for business

@garyvee

CREATE TRUSTED EXPERIENCES FOR YOUR CUSTOMERS

@TREDIGITAL

Your Website

Image Credit: Ash Maurya

MAKE ALL OF YOUR CHANNELS WORK TOGETHER

@TREDIGITAL

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

@TREDIGITAL

STAY IN TOUCH!

@TREDIGITAL IN/MARIADYKSTRA [email protected]

PUT THEORY INTO PRACTICE