Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

No One Cares – 4 Go-to-Market Strategies from GoPro, Slack, Shopify & Trader Joe’s

1,232 views

Published on

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

Published in: Business
  • Be the first to like this

No One Cares – 4 Go-to-Market Strategies from GoPro, Slack, Shopify & Trader Joe’s

  1. 1. No one cares 4 go-to-market strategies from GoPro, Slack, Shopify & Trader Joe’s
  2. 2. My friend runs this entrepreneurial organization. A multi-school collaboration between Northeastern, BU, BC, Emerson & MIT.
  3. 3. He asked me to come talk about go-to-market strategies. I was like...
  4. 4. Here’s the question I was asked to answer: How do you go-to-market with your product in 2017?
  5. 5. First of all, there’s a set of tools and activities that almost all companies practice when they go-to-market...
  6. 6. 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
  7. 7. But everyone does that stuff.
  8. 8. So how do you stand out in the crowd?
  9. 9. Cause honestly… doing these things doesn’t mean you’ll be successful. New products launch every day and... no one cares.
  10. 10. Here’s my take...
  11. 11. Forget value propositions, feature comparisons, better engineering and price point.
  12. 12. People don’t buy with their brains. They buy with their
  13. 13. Think about the last time you ordered on . What was the best part?
  14. 14. The anticipation. After you click “order” it’s like...
  15. 15. And we get addicted to our products. We fall in love with them. Like our ‘s...
  16. 16. So how do companies create this type of relationship between the buyer and their product?
  17. 17. 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...
  18. 18. 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.
  19. 19. Just take a look at their channel...
  20. 20. And look at the subliminal messaging...
  21. 21. They’re one of the biggest brands on with thousands of videos showing customer footage.
  22. 22. What did do that their competitors failed to do?
  23. 23. They built a brand.
  24. 24. is where work happens.
  25. 25. In the early days, the team surveyed their users to see what tools they were using before .
  26. 26. 70-80% said they were not using anything for internal communication. Which of course is false. They had to be using something to communicate...
  27. 27. It’s just… no one thought about what they used before as an “internal communication tool.” ( , , )
  28. 28. What did do that their competitors failed to do?
  29. 29. They created a category.
  30. 30. helps people that have never built online stores, build an online store...
  31. 31. All their messaging reflects that they’re focused on SMBs new to eCommerce.
  32. 32. What did do that their competitors failed to do?
  33. 33. They found their niche.
  34. 34. has transformed the grocery shopping experience for their customers.
  35. 35. They do little things to ensure customers have a great experience every time they visit their store.
  36. 36. Like instead of an annoying intercom, the ’s team uses a bell to call employees up to the registers for help.
  37. 37. Or that when asked a question about where something is, employees walk the customer to where it is rather than simply say “aisle five.”
  38. 38. pays their employees a much higher salary than competitors. Their managers can make six-figures.
  39. 39. If you visit their stores, you’ll notice their employees bag groceries like true professionals. So you’re not like...
  40. 40. What does do that their competitors failed to do?
  41. 41. They deliver a great customer experience.
  42. 42. Let’s review...
  43. 43. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience
  44. 44. It’s not easy to do any one of these, let alone all four.
  45. 45. But it just so happens, the startup I recently joined is executing on all four...
  46. 46. ’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.
  47. 47. 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.
  48. 48. What does do that their competitors failed to do?
  49. 49. They built a brand.
  50. 50. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x
  51. 51. Live chat has been around for more than a decade. didn’t invent live chat.
  52. 52. But isn’t live chat for your website.
  53. 53. Conversation-driven marketing and sales automation. Not live chat.
  54. 54. What does do that their competitors failed to do?
  55. 55. They created a category.
  56. 56. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x
  57. 57. knows where they have traction so they target that segment in their messaging.
  58. 58. What does do that their competitors failed to do?
  59. 59. They found their niche market.
  60. 60. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x x
  61. 61. The team goes to great lengths to put customers first. Like hosting meetups with their customers.
  62. 62. But just hosting a customer meetup doesn’t make a good example of delivering a great customer experience.
  63. 63. But this does...
  64. 64. What does do that their competitors failed to do?
  65. 65. They deliver a great customer experience.
  66. 66. ❏ Build a brand ❏ Create a category ❏ Find your niche market ❏ Deliver a great customer experience x x x x
  67. 67. While these examples can help you...
  68. 68. There’s no silver bullets. There’s no single formula for success.
  69. 69. But you can find your edge (sometimes four edges).
  70. 70. And that’s what these companies did...
  71. 71. Questions? Comments? dmurphy@drift.com @_danieljmurphy

×