BoSEU23 | Lucy Heskins | Building an effective Go-to-Market Strategy
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This document outlines key components of an effective go-to-market strategy, including identifying best-fit customers, reaching them through appropriate channels, and establishing foundations for repeat usage. It emphasizes understanding customer needs and problems, matching marketing to how prospects learn about products, and using the product to connect customers to their desired outcomes. The strategy should consider how identification of customers, channels, and repeat usage complement each other to form a holistic approach, rather than just a launch plan.
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BoSEU23 | Lucy Heskins | Building an effective Go-to-Market Strategy
- 1. BUILDING AN EFFECTIVE GO TO MARKET STRATEGY LUCY HESKINS, DIRECTOR OH BLIMEY
- 2. WHAT WE'RE COVERING TODAY IDENTIFYING YOUR BEST-FIT CUSTOMERS THE PLAN TO REACH THEM THE FOUNDATIONS FOR REPEAT USAGE
- 5. GO-TO-MARKET MOTIONS* SALES-LED PRODUCT-LED APPROACH TOP-DOWN BOTTOM-UP PRODUCT MORE COMPLEX LESS COMPLEX VEHICLE PERSON PRODUCT MARKET ESTABLISHED NEWER *OTHERS EXIST - E.G. MARKETING-LED, COMMUNITY-LED
- 6. FIVE FITS FRAMEWORK DEMAND CURVE / REFORGE MARKET BRAND PRODUCT CHANNELS MODEL
- 9. PAY THE MOST TO GET THE JOB DONE THE BEST GOOD MARKET POTENTIAL JOY TO SERVE HIGH URGENCY, LOW ABILITY BEST FIT / IDEAL CUSTOMERS:
- 10. ABILITY TO SERVE YOUR SHARE OF THE MARKET LOW HIGH HARD EASY IT RETAIL CUSTOMER OPS FMCG SALES PROPERTY STUDENT PROPERTY STIJN HENDRIKSE MARKET SELECTION TOOLS TAM SAM SOM
- 11. Lucy is 30 years old. She lives in Cardiff with her partner. She enjoys beer. Has a liberal voting record. Has two dogs, named Otto and Huck. Watches RuPaul's Drag Race. NOPE.
- 12. It's not what your product does, it's what it helps your customer to become.
- 13. Moz Salesforce Intercom Shopify Headspace Sells: CRM Why we buy: "I want to be promoted to Marketing Director" Sells: eCommerce software. Why we buy: "I want to achieve £40,000 revenue but I can't afford a dev" Sells: SEO/marketing tools Why we buy: "I want to prove SEO can bring in the £££" Sells: meditation resources. Why we buy: "I'm super stressed and need to look after myself" Sells: conversation tools. Why we buy: "I need to reduce churn within my customer base"
- 14. 2. THE PLAN TO REACH THEM
- 15. We're the Uber of dog walking We're the Spotify of fishing We're the Hubspot of knitting Think Prime... but for accountants
- 16. (THAT'S MEANT TO BE OUR STARTUP)
- 17. "To be successful you must match the way you market your product with the way your prospects learn about and shop for your product". Brian Halligan
- 18. UNAWARE PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE TYPE OF MARKETING WHAT THEY SAY "No idea" (They don't realise they have a problem) "I have a problem with X" "I'm researching options" "Which, out of these two or three options, should I choose? " "This is what I am prepared to compromise on" INDIRECT DIRECT MESSAGE STORIES BENEFITS HIGHLIGHT ANXIETIES EVIDENCE CASE STUDIES PRODUCT + HOW IT FULFILS THE JTBD OFFER YOUR USP BUYER AWARENESS LEVELS
- 19. DECIDING ON CHANNELS Performance Marketing Virality Marketing Content Marketing Rachitsky and Hockenmaier Facebook, Google Ads Referrals, WOM SEO, YouTube CHOOSE A GROWTH LANE Sales Email, Events.
- 20. Canva Viral + Content Partnerships Dropbox Referral + WOM Booking.com Paid Ads Amazon SEO and Google Ads Salesforce Sales + Events Airbnb Communities, Viral Marketing + Paid Ads Expedia Content Marketing Hubspot Engineering as Marketing, Content Marketing + SEO TikTok Performance Marketing Moz SEO + Content Marketing BRANDS AND THE EARLY-STAGE ACQUISITION CHANNELS THEY STARTED WITH.
- 22. CUSTOMER EXPERIENCE MAP STRUGGLE EVALUATION GROWTH PROBLEM INTEREST FIRST VALUE VALUE REALISATION CONTINUED VALUE GROWTH INDIRECT ACTION DIRECT ACTION INDIRECT ACTION DIRECT ACTION INDIRECT ACTION DIRECT ACTION INDIRECT ACTION DIRECT ACTION INDIRECT ACTION DIRECT ACTION INDIRECT ACTION DIRECT ACTION CHANNEL MARKETING ONBOARDING CUSTOMER ACQUISITION TOOL FORGET THE FUNNEL CUSTOMER ACTION
- 24. USE YOUR PRODUCT TO CONNECT YOUR CUSTOMER TO THEIR JTBD WHAT CUSTOMERS BUY WHAT YOU SELL Cool new CRM Manager
- 25. SUMMARY CONSIDER HOW EACH PART OPERATES AND COMPLEMENTS THE OTHER UNLOCK THE WHY BEHIND A CUSTOMERS' CHOICE TO SWITCH SELECT CHANNELS ALIGNED TO THE WAY CUSTOMERS RESEARCH AND BUY EMBED REPEAT USAGE ...BECAUSE IT'S MUCH, MUCH MORE THAN A LAUNCH PLAN.
- 26. Thanks, you lovely person. Check out www.ohblimey.com Search "Oh Blimey Comic" Read more at www.ohblimey.com Twitter @lucy_heskins Also available: The Early-Stage Startup Marketing Playbook