No One Cares – 4 Go-to-Market Strategies from GoPro, Slack, Shopify & Trader Joe’s
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4 lessons from GoPro, Slack, Shopify & Trader Joe’s on how to distinguish yourself from competitors in a world where no one cares about new products
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No One Cares – 4 Go-to-Market Strategies from GoPro, Slack, Shopify & Trader Joe’s
- 1. No one cares 4 go-to-market strategies from GoPro, Slack, Shopify & Trader Joe’s
- 2. My friend runs this entrepreneurial organization. A multi-school collaboration between Northeastern, BU, BC, Emerson & MIT.
- 3. He asked me to come talk about go-to-market strategies. I was like...
- 5. Here’s the question I was asked to answer: How do you go-to-market with your product in 2017?
- 6. First of all, there’s a set of tools and activities that almost all companies practice when they go-to-market...
- 7. Content Marketing Inbound Marketing Email Marketing Social Media Strategy Blogging Ebooks & Whitepapers HubSpot MailChimp Wordpress Squarespace Landing Page Optimization SEO Salesforce CRM Marketing Automation Adwords
- 8. But everyone does that stuff.
- 9. So how do you stand out in the crowd?
- 10. Cause honestly… doing these things doesn’t mean you’ll be successful. New products launch every day and... no one cares.
- 12. Forget value propositions, feature comparisons, better engineering and price point.
- 13. People don’t buy with their brains. They buy with their
- 14. Think about the last time you ordered on . What was the best part?
- 15. The anticipation. After you click “order” it’s like...
- 17. And we get addicted to our products. We fall in love with them. Like our ‘s...
- 19. So how do companies create this type of relationship between the buyer and their product?
- 20. To answer that question, let’s talk about the recent rise of four companies, each worth billions that have established amazing buyer and brand relationships...
- 22. wants to make you a hero. Their slogan = “Be A Hero” Their most popular product = “Hero” They put you at the forefront of all their marketing.
- 23. Just take a look at their channel...
- 25. And look at the subliminal messaging...
- 27. They’re one of the biggest brands on with thousands of videos showing customer footage.
- 29. What did do that their competitors failed to do?
- 30. They built a brand.
- 32. is where work happens.
- 34. In the early days, the team surveyed their users to see what tools they were using before .
- 35. 70-80% said they were not using anything for internal communication. Which of course is false. They had to be using something to communicate...
- 36. It’s just… no one thought about what they used before as an “internal communication tool.” ( , , )
- 37. What did do that their competitors failed to do?
- 38. They created a category.
- 40. helps people that have never built online stores, build an online store...
- 41. All their messaging reflects that they’re focused on SMBs new to eCommerce.
- 43. What did do that their competitors failed to do?
- 44. They found their niche.
- 46. has transformed the grocery shopping experience for their customers.
- 47. They do little things to ensure customers have a great experience every time they visit their store.
- 48. Like instead of an annoying intercom, the ’s team uses a bell to call employees up to the registers for help.
- 50. Or that when asked a question about where something is, employees walk the customer to where it is rather than simply say “aisle five.”
- 51. pays their employees a much higher salary than competitors. Their managers can make six-figures.
- 52. If you visit their stores, you’ll notice their employees bag groceries like true professionals. So you’re not like...
- 54. What does do that their competitors failed to do?
- 55. They deliver a great customer experience.
- 56. Let’s review...
- 57. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience
- 58. It’s not easy to do any one of these, let alone all four.
- 59. But it just so happens, the startup I recently joined is executing on all four...
- 61. ’s CEO and Director of Marketing started a podcast that talks about a wide range of things – career advice, venture capital, leadership – but never about ‘s product.
- 63. And thinks beyond just publishing blog posts to attract marketers. Instead, it’s a hub of thought leadership for forward thinking CEOs, sales leaders, and venture capitalists.
- 65. What does do that their competitors failed to do?
- 66. They built a brand.
- 67. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x
- 68. Live chat has been around for more than a decade. didn’t invent live chat.
- 69. But isn’t live chat for your website.
- 71. Conversation-driven marketing and sales automation. Not live chat.
- 72. What does do that their competitors failed to do?
- 73. They created a category.
- 74. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x
- 75. knows where they have traction so they target that segment in their messaging.
- 77. What does do that their competitors failed to do?
- 78. They found their niche market.
- 79. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x x
- 80. The team goes to great lengths to put customers first. Like hosting meetups with their customers.
- 82. But just hosting a customer meetup doesn’t make a good example of delivering a great customer experience.
- 83. But this does...
- 85. What does do that their competitors failed to do?
- 86. They deliver a great customer experience.
- 87. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x x x
- 88. While these examples can help you...
- 89. There’s no silver bullets. There’s no single formula for success.
- 90. But you can find your edge (sometimes four edges).
- 91. And that’s what these companies did...