Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.

1. Go-to-market Strategy
&
Customer Acquisition
M I N D Y O U R B U S I N E S S
2 0 1 4

2. HELLO!
Marie Laenen – Co-Founder
@MarieLaenen -- @Sendabee

3. Agenda
1. WHO are you clients?
2. HOW do you reach them?
3. Will they CONVERT?

4. 1 WHO are your clients?

5. Everyone?

6. Everyone?

7. If you try to make love to everyone,
no one will ever want to make love
to you.

8. CHOOSE YOUR TARGET.

9. How?

10. Market Study
Statistics & blabla

11. Statistics are like bikinis.
What they reveal is suggestive,
but what they conceal is vital.
”
Aaron Levenstein
“

12. The market is not about the figures.
It is about people.

13. GET OUT AND MEET THEM.

14. LISTEN to your prospects:
 Ask open questions
 Value their feedback
 Write down their objections
 Adapt to their requirements

15. Get to KNOW your customers:
 What are their dreams? What do they long for?
 What are the biggest challenges they are facing?
 How can you help them better?

16. Build buyers PERSONAS

18. 2 HOW do you reach them?

19. GET IN YOUR CUSTOMERS’ SHOES

20. Let’s say I make super uber
snail vacuum cleaners

21. Where are my customers going
to look for a vacuum cleaner?

23. Now, where am I going to sell
my snail vacuum cleaner?

25. Obviously.

26. Not enough though.

27. How do I get people to know about
my revolutionary vacuum cleaner?

28. Old & interruptive techniques:
 TV, radio & print ads
 Pop-ups
 Cold calling
 Door to door sales

30. New inbound marketing techniques:
 SEO (Search Engine Optimization)
 Community building
 Word of mouth
 Viral marketing
 Blogging & high-quality content creation
 Supporting events
 Public speaking
 Opt-in emailing campaigns
 Analytics

33. Nice.

34. Not enough though.

35. BE DIFFERENT.

36. 3 Will they CONVERT?

37. Conversion
=
a marketing tactic that encourages a
customer to take a specific action.

38. The Buyer’s Journey

39. Marketing Funnel

41. Awareness Stage
 Your customer is barely conscious of his/her needs.
 Create awareness.
Advice: Publish content focusing on the main pain points.

42. Consideration Stage
 Your customer is looking for information and turns to Google.
 Provide valuable information.
Advice: Publish educational material.

43. Decision Stage
 Your customer decides to trust you or not.
 Finally, you can talk about your solution.
Advice: Provide customers’ testimonials.

44. Evangelism Stage
 Your customer becomes a marketing resource.
 A satisfied customer spread positive word-of-mouth .
Advice: Publish content on some of your solution’s advanced features.

45. The purpose of a business is
to create a customer
who creates customers.
Shiv Singh
”
“

46. Keep in mind that the buyer’s
journey is no straight line.

47. Ready to market?

48. GO!

49. THANK YOU!