INTRODUCTION

Outline

#1) Target Audience

#2) Value Propositions
#3) Messaging
#4) Go To Market Team
#5) Demand Generation
#6) Marketing Mix
#7) Price
 PART 1

TARGET AUDIENCE
WHO YOU TARGET
Overview

● Business goal
● Supply & demand
● B2B / B2C segmentation
● Market size
● Product-market fit
Set a clear numeric goal
WHO YOU TARGET
Example

Perfect
Perfect
Customer
Market Size
Goals
● Generate $15M in one year
● Sell 100,000 units in 6 months
● Break even on development costs in 2 years
● Achieve 50% market share
● Grow brand awareness among segment B by 90%
● Grow purchase intent by 3% among segment A
● Grow Net Promoter Score by 30% among current customers in
segment B
● Generate $1M in pipeline monthly recurring revenue (MRR)
● Generate 200 qualified sales leads per month
Webinar Example
Benefits Of Goal Setting
● You won’t waste time on inconsequential tactics
● You won’t choose a target segment that is too small or too large
● You will make smarter decisions on how to allocate your marketing
budget
● You’ll be able to hone in on the partners who will matter most
● You’ll know what marketing budget to request

● The GTM Strategy wasn’t good!

How will I know this product
was a success or not?
WHO YOU TARGET
Pick Your Target Customer
● “Our PR agent wasn’t very good!”
● “We didn’t have the same features as our competitor”
● “Google Ads was a wasted investment”
● “On-boarding was too slow and error-prone”
● “Another product released at the same time!”

These are symptoms of a failed strategy rather than a failed launch.

Estimate supply & demand
WHO YOU TARGET
Scenario 1
NO DEMAND
Scenario 2
NO DEMAND...YET
 Scenario 3
A LOT OF DEMAND...BUT A LOT MORE SUPPLY
Amazon Example
Publishing Example

PRODUCT SIMILAR PRODUCT

WILL SELL _____? SOLD XX UNITS
Identify your target market
WHO YOU TARGET
Target Market: 5Cs
1. Customers
2. Company
3. Collaborators
4. Context
5. Competitors
Competitors
WHO YOU TARGET
 The 5Cs
WHO YOU TARGET
Segmentation
1. Firmographically
2. Behaviorally
3. Motivationally
4. Demographically
Cluster Analysis
● Raw data...surveys
● Group 1…Group 2...Group 3…
● Continuous variables: time & money
● Binary variable: gender
Cluster analysis

Reference: Phil Ender

How To Do Cluster Analysis
● Hard data from your accounting system or Salesforce or wherever
that tells you how much revenue these customers generate for the
company
● Product usage data via Pendo or a similar tool
● Purchase history for each individual customer
● Marketing data, like participation in various campaigns or referrals
you’ve received from them
Persona

MOSTLY
MALE
Look At Your Most Profitable
Customers
Segmentation Without
Historical Data
● Talk to prospects
● Identify where in the market there is evidence of underserved
customers
● Try to answer these important questions and take action from there:
○ Where’s your existing domain expertise?
○ Can you use that to accelerate sales in a specific domain?
○ Is it valuable to tap a local network first?
Personas

MECHANICAL MIKE

👨
Male
White
50 years old
Proud of his work
Persona Warnings

● Personas take an extremely long time to craft well

● The only thing worse than no persona is an inaccurate one
● Desire vs reality
Market sizing
WHO YOU TARGET
Total Addressable Market (TAM)

● Personas take an extremely long time to craft well

● The only thing worse than no persona is an inaccurate one
● Desire vs reality
 PART 2

VALUE PROPOSITIONS
UNDERSTANDING YOUR VALUE
Overview

● Key components
● Calculate dollar value
● Non-monetary value
Definition

An innovation, service, or feature intended to

make a company or product attractive to
customers.
3 Essential Components

● Competitive Advantage
● Positioning
● USP
Types Of Competitive Advantage

ENFORCED
ECONOMIES CUSTOMER TECHNOLOGY
COMPETITIVE
OF SCALE CAPTIVITY ADVANTAGE
ADVANTAGES
Economies Of Scale

● More product at a lower cost

● Difficult to compete
● Mass suits vs bespoke
Enforced Competitive Advantages

● Government licenses
● Barrier to entry
● Competitive advantage
Technology Advantages

● Patent protection
● Expensive to replicate
● Difficult to replicate
 It’s easy to fall back
on technology advantage
WHO YOU TARGET
Unique Selling Proposition (USP)

Your USP is the single reason that sets you

apart from both the competition in your
category and from the next-best alternative.

● Critical feature seat

● Benefit to the customer
● Relative to the solution
The need for a defensible USP
WHO YOU TARGET
Customer service USP
WHO YOU TARGET
G2 Ranking

Image credit: G2 Crowd

Defensible USP

“No, we don’t do/have that”

● The Mast Brothers - Make every chocolate

bar themselves, from the cacao bean all the
way to packaging.
● TOMS Shoes - Give a new pair of shoes to a
child in need for every pair you purchase.
Positioning

● Focus aspect
● Adding the most value
This is who we are and how we
help. If you don’t want this, then
our product is not for you.
WHO YOU TARGET
Positioning

● Critical
● Often feels like it should be obvious, but
rarely is
● As much about saying what you’re not as
what you are
● Every product is positioned
Value is the dollar amount that
customers get back when they
buy a product.
WHO YOU TARGET
Example

PRODUCT SAVES YOUR YOUR

COSTS CUSTOMER VALUE IS
$100 $500 $400
Calculating Product Value

IDENTIFY THE COST COST OF

COST OF DOING + YOU OWN
NOTHING BENEFIT PRODUCT/RETURN
Example

● Energy efficient light bulb for factories

● Saves customer $10,000 in expenses per year
● Competitor savings are $8,000
● Your value is $2,000 over and above next best
alternative
Example

COST SAVINGS YOU COMPETITION DIFFERENCE

ELECTRICITY $10,000 $8,000 $2,000

LABOR $5,000 $6,000 -$1,000

OIL $1,000 $1,000 $0

TOTAL $16,000 $15,000 $1,000

 Your goal:
$XXX better value than
competition
WHO YOU TARGET
Example

SAVINGS FROM REDUCED INVENTORY $375,000

SAVINGS FROM AUTOMATION $59,904

SAVINGS FROM FEWER RETURNS $1,350,000

PRODUCT PRICE $22,360

Most significant saving was
through returns
WHO YOU TARGET
Cost savings is not the only value
WHO YOU TARGET
Definition

An incremental profit is the value that a

customer gains when a product adds to their
revenue.
Why Bother Calculating Value?

● A reliance on messaging to drive value

● A focus on what customers want to hear
● Ignoring the product value focus
● Math helps quantify value
Example

Product - Automated lights

HOW DOES
HOW DOES IT PROFIT =
THE PRODUCT
AFFECT THE (PRICE - COST)
ACTUALLY HELP
PROFIT EQUATION X QUANTITY
THE BUSINESS?
Example

Value possibilities
● Might not be a need for staff to turn lights
on/off - could cut costs
● Creates a special mood - more pleasant
customer experience - revenue boost
● More off than on - reduced energy costs
Calculate value from each benefit
and run the most valuable
WHO YOU TARGET
Example Summary

Lower cost is the most valuable benefit

● Marginal savings from individual buildings
● Costs scaled to 10+ buildings
● Creates more substantial savings
Intangible or non-monetary value
is common within B2C
WHO YOU TARGET
Example

Marketing Coca-Cola
● Customer value = calories + enjoyment at a
low price
● Company marketing value = cool
Unable To Calculate?

● Intangible value proposition

● Focus on compelling use-cases
● Most important value
● The benefits
Example

COOL SPECIFIC
IMAGE AUDIENCE
Your value proposition does not
need to be unique
WHO YOU TARGET
Example

● Selling a non-strategic purchase

● Operating in a new innovative market
Chapter Summary Questions

● Does your product create enough value for

the customer to be worth buying?
● Have you identified your competitive
advantage, positioning, and USP?
● Have you calculated the value added to your
customer and linked this to a specific
benefit/feature?
Chapter Summary Questions

● Have you tied your value calculation to your

USP, positioning and competitive advantage
to build a complete/robust value proposition?
● Can your value be measured in dollars or is it
nebulous?
● Have you identified what part of your
product brings the most value?
 PART 3

MESSAGING
WHAT TO SAY & HOW TO SAY IT
How you tell the world about your
product
WHO YOU TARGET
Why should I buy this?
WHO YOU TARGET
Bridging The Gap

DEMAND
POSITIONING
GENERATION
Great Messaging Benefits

● Tells your target audience what you do and

why they should buy into you
● Adopting the same language as your target
audience
● Surfaces a problem and demonstrates a
solution
● Communicates your value
Messaging Framework

Image credit: Column Five Media

 Without a framework, your
messaging will drift off course
WHO YOU TARGET
Messaging Framework Book

Image credit: Amazon

In This Chapter

● The 6 steps
● Copywriting
Building Your Marketing
Framework
● Features your audience cares about
● Features advantage
● Link advantages to value
● Grouping the benefits by theme
● Mapping values to personas
● Build the framework
List all features and highlight what
your audience cares about most
WHO YOU TARGET
Example

Features found in a TV:

● A black stand
● A power cord
● Plug and play software
● A remote
● 4K resolution
4K is the key feature
WHO YOU TARGET
Identifying Your Best Features

● Ask customers
● Review call logs
● Ask product owners
Define feature advantages
WHO YOU TARGET
Example

4K resolution advantages
● More detail
● Better image depth
● Better colour handling
● Cinematic experience
 People don’t buy features or
advantages, they buy the value
WHO YOU TARGET
Communicating value is difficult
WHO YOU TARGET
Messaging Value Requirements

● Deep customer knowledge

● Empathy
●
Most Companies

FEATURES ADVANTAGES MARKET

Why does your audience care
about this?
WHO YOU TARGET
Example

● Feature - 4K
● Advantage - More detail
● Value - You’ll feel transported to whatever
you’re seeing on the screen
Sometimes heavily commoditized
products don’t need their value
explained
WHO YOU TARGET
Why Ignoring Value Is Dangerous

● Harder to differentiate your products

● Vulnerable to copy cats
● Open to audience interpretation
Talk To Your Audience

● Complaints
● Likes
● Dislikes
● Struggles
● Wishes
Where do those wants overlap
with your solution?
WHO YOU TARGET
Example

FEATURE ADVANTAGES VALUES

What does the product What’s the advantage So what? Why does
do? to your audience? your audience care?
Themes will begin to emerge
WHO YOU TARGET
Emerging Themes

SIMILAR
ADVANTAGES FEATURES
BENEFITS
Theming

THEME THEME THEME

VALUE VALUE VALUE

VALUE VALUE VALUE

VALUE VALUE VALUE

VALUE VALUE VALUE

Map Values To Personas

��
THEME

VALUE

VALUE

VALUE
Male
White
VALUE 50 years old
Use Cases

VALUE =
TRANSPORTS YOU TO
WHATEVER YOU’RE
SEEING ON THE
�� USE CASE =
TRANSPORT
YOURSELF TO THE
SCREEN Male BIG GAME

White
50 years old
Sports Fan
Build the framework
WHO YOU TARGET
Example
The audience
Who are you targeting? Who loves your product?

1-sentence summary
The value of the product in 1 sentence.

2-sentence summary
The value of the product in 2-3 sentences.

5-sentence summary
A short paragraph explaining the product and how it helps your target audience
solve their specific problems.

Values theme 1 Values theme 2 Values theme 3

Use case Use case Use case

Benefit Benefit Benefit

Persona 1
Advantages Advantages Advantages

Relevant features Relevant features Relevant features

Use case Use case Use case

Benefit Benefit Benefit

Persona 2
Advantages Advantages Advantages

Relevant features Relevant features Relevant features

Use case Use case Use case

Benefit Benefit Benefit

Persona 3
Advantages Advantages Advantages

Relevant features Relevant features Relevant features

Your framework should operate in
the opposite direction
WHO YOU TARGET
 Copywriting is how your
messaging makes its way out into
the world
WHO YOU TARGET
Definition

Copywriting is about communicating the value

of your product, to your audience, as clearly as
possible in a way that compels action
Copywriting

CREATIVE SIMPLE
5 rules of thumb
WHO YOU TARGET
Speak Directly To The Buyer

YOU YOUR
4 guidelines
WHO YOU TARGET
Conversational Tone

● Avoid professional speech

● Using “like” instead of “such as”
● Informal tone is best
Writing In Second Person

● “Automate your accounting” is better than

“Automation for accounting”
● More personal
● More compelling
Writing In Present Tense

● Making it more tangible

● “Get a girlfriend” is better than “You will get
a girlfriend”
● Imperative mood
Writing In Active Tense

● Subject performs the verb action in a

sentence
● More impactful
● “Get 10% off” is better than “10% off will be
had by you”
Avoid the words “be” and “by”
WHO YOU TARGET
Witty, brief headlines usually
aren’t effective
WHO YOU TARGET
Meaningless Headlines

● Don’t drive you towards a desired action

● Give you a chuckle and make you feel
warm/fuzzy
Focus On The Outcomes

DOUBLE YOUR SAVE $10,000

INCOME IN IN ENERGY
ONE YEAR COSTS
Advice

● Write in sentence case

● Capitalizing only the first word
● Allows for longer, clearer headlines
● Avoids short, witty and confusing ones
Cheesy, salesy writing works
WHO YOU TARGET
Producing Copywriting

READS WELL AND EXPENSE OF

INFORMAL SALESMANSHIP
Salesy Copywriting

Image credit: Amazon

Effective Writing

● “But wait, there’s more!”

● Ellipsis use
● Short and punchy
● Enthusiasm
● The promise of quick results
● “Announcing”, “introducing”, “new”, and
“free”
● Specific promises
Phrases are dependant on the
product you sell
WHO YOU TARGET
Definition

Staying on brand means using language

consistent with the brand.
Most important consideration in
effective copywriting
WHO YOU TARGET
Brand Guide

● Outline the brand personality

● Detail about specific types of copywriting
Example

Image credit: u/cawatoons on Reddit

Inconsistency dilutes brand
positioning
WHO YOU TARGET
Be persuasive
WHO YOU TARGET
Compelling Action

● Persuading to buy a product

● Persuading to use a feature
● Persuading to click a button
● Persuading to believe in your company
Key Drivers Of Persuasion

● Scarcity
● Consensus
● Authority
● Reciprocity
● Consistency
● People are persuaded by things they like
Scarcity

● “Three days left!”

● Creates a sense of urgency
● Prioritise time sensitive things
● The fear of missing out (FOMO)
Consensus

● “90% of people prefer”

● Social proof
● Lack of information
Authority

● “Dr. Joe Stephens”

● “The expert in this field”
Reciprocity

● Compulsion to reciprocate
● Freebies
● Motivate to take action
Consistency

● “Since you enjoyed…”

● Creates prompts
● Consistent with past actions
Things They Like

● Cheesy phrases
● “You are awesome!”
● Flattery
Example
Udemy

● Emphasising a sense of urgency

● No use of consensus or authority
● Hints of liking
● Personalisation
● Direct
● Grammatical conventions
● Conversational
● Clear language
Chapter Summary Questions

● Have you defined your feature set, linked

features to advantages, connected them to
value and grouped?
● Have you built a messaging framework?
● Have you zeroed in on copywriting to make
sure the right story is told correctly?
 PART 4

GO TO MARKET TEAM
WHO NEEDS TO GET INVOLVED
Going to market is a team sport
WHO YOU TARGET
Market Teams

● Made up of everyone who interacts with the

customer
● Sales
● Marketing
● Customer support
 The HOW
WHO YOU TARGET
Overview

● Marketing, product marketing, and demand

gen
● Sales in high and low ACV settings
● Customer success
Marketing

● Market strategy leaders

CUSTOMER
PRODUCT SALES
SUCCESS
Marketing

MARKETING

PRODUCT DEMAND
MARKETING GENERATION
Product Marketing

● Define the audience

● Define the value proposition
● Create the messaging
● Outline the channel mix
Involved in internal and customer
facing content
WHO YOU TARGET
Product Marketing

● Research papers, blog posts and webinars

● Battlecards, sales wikis, and persona
documents
● Case studies
Demand Generation

● Further define the channel mix

● Execute the actual marketing campaigns
● Iterate and test to drive down cost
Areas Of Expertise

● Field marketing
● Brand marketing
● Content marketing
● Digital marketing
Demand Generation

PRODUCT MARKETING DEMAND GENERATION

CONTENT DIGITAL

BRAND FIELD
Sales is responsible for one thing:
closing business
WHO YOU TARGET
Sales

SALES
ACV
APPROACH
Sales means headcount
WHO YOU TARGET
Sales

VALUABLE SALES WORTHWHILE

PRODUCT PERSON COMMISSION
Example

PRODUCT PRICE SALES TEAM

PHONE CASE $3.99 NO

CONSTRUCTION
$10 MILLION YES
EQUIPMENT
High ACV Sales B2B
Marketing Development Reps

● Respond to inbound leads

● Report to marketing over sales
Business Development Reps

● Outbound prospecting
● Booking meetings
Account Executives

● Handling meetings
● Closing deals
● Field reps on the road
A positive ROI requires careful
consideration
WHO YOU TARGET
Sales Operations

● Find opportunity for growth

● Understand your strategy and adapt it
Track data at every step to optmize
conversion rate
WHO YOU TARGET
Sales Teams

GATHER MAKE
DATA DECISIONS
Sales Operations

● Clear sales process

● Track performance
● Achieve overall goal
Hire a freelancer
WHO YOU TARGET
Low ACV Sales B2C

● Smaller role in B2C

● Low ACV
● Sale executed though channel partner e.g.
Amazon
Customer Success

SIGN CONTINUING
IMPLEMENTATION
CONTRACT SUCCESS
Customer success is critical
WHO YOU TARGET
Responsibilities

● Renewals
● Upsells
● Cross-sells
Upsells & Cross-Sells

● Ingrains your company into your customers

● Decreases customer churn
● Increases customer value
Higher value extraction = better
investment return
WHO YOU TARGET
Customer success can drive
profitability
WHO YOU TARGET
Word Of Mouth

● Only happens if you have happy customers

● Most cost-effective marketing channel
● Important for small brands
Customer Acquisition

● Costs are too high to not retain

● Try before you buy - critical retention
● Keep your churn rate low
● Cheaper to keep a customer than acquire a
new one
Upsell / Cross-Sells

● Rely on happy customers

● Need to drive high-margins
● Investing in support
Churn is a core metric for
customer success
WHO YOU TARGET
Definition

Revenue churn is the percent of your revenue

you’ve kept over a specific time period.
Example

● $100,000 of monthly recurring revenue (MRR)

in January and $80,000 of MRR in February,
your churn rate would be:

($100,000 - $80,000)
Churn = = 20%
$100,000
20% of MRR from one month
doesn’t recur in the next
WHO YOU TARGET
Definition

Customer churn is the same calculation, but

instead of taking the revenue value, you count
the number of customers.
Example

● $100,000 in revenue might be 100 customers,

and 10 customers left. Your customer churn
would be:

(100-90)
Long churn = = 10%
100
Every dollar you churn you need to
go and find
WHO YOU TARGET
Segmentation

SEGMENT A B

CHURN RATE* 3% 6%

*Subscribers per month

Segmentation

● Segment B has a higher churn rate

● B could not be ideal target group or tweaks
need to be made
● Data needs to be interpreted in context
● Group B is more likely to unsubscribe than A
Definition

Customer lifetime value (LTV) measures how

valuable a customer is to your company.
Example

YEAR 1 2 3 4

PROFIT $1 $2 $2 $0
Example

● Showing profit from a particular customer

per year.
● No longer a customer in Y4
● Customer lifetime = 3 years
● Lifetime value is all the profit added
Customer lifetime value is thus $5
WHO YOU TARGET
Elaborate Formula

● Churn rates
● Cost of customer acquisition
● Discount rate
Elaborate Formula

● Years 2 & 3 profit was $2

● Money today is worth more than money
tomorrow
● $2 in year 2 is worth more than $2 in year 3
● Investment
● Risk of uncertainty
LTV

● CRM = easier to calculate

● No CRM = estimate through sampling
Do not discount customers that
lose you money.
WHO YOU TARGET
LTV Metrics

● ARPU - average revenue per user

● ARPPU - average revenue per paying user
ARPU

● Averages can be deceiving

● Revenue bulk comes from a small group
ARPPU

● In some markets the bulk of people pay

nothing
● E.g. free to play gaming
● ARPPU may be more meaningful
Important for customer success
WHO YOU TARGET
Customer Success

● Can reduce/eliminate churn

● Grows accounts
● Increases ARPU, ARPPU & LTV
Watch Like A Hawk
Assembling Your Team

CUSTOMER
MARKETING SALES
SUCCESS
Marketing

● Identify the market opportunity

● Where are we going to market and with
what?
● Inform and convince to buy
● Talk to sales
Sales

● Turn leads into closed business

● Putting the product/service into the hands of
customers
Customer Success

● Delight customers so they stay

● Upsell
● Cross-sell
The Flywheel

MARKETING SALES CUSTOMER

ACQUIRES CLOSES SUCCESS
CUSTOMERS THEM DELIGHTS

ACQUISITION SALES DELIGHT

Chapter Summary Questions

● Have you assembled go to market team?

● Are clear roles, expectations, and SLAs
defined?
● Have you calculated LTV and churn and
linked back to business goal to benchmark
values?
 PART 5

DEMAND GENERATION
HOW TO BUILD DEMAND FOR YOUR PRODUCT
The WHERE of go to market
WHO YOU TARGET
Demand Generation

● Critical in B2B
● Every deal is worth more
● High cost to acquire customers
● Buying is a long collaborative process
Overview

● Cover the demand generation process, theory

and stages
● Example demand generation campaign
● Identify most common tactics
● Demonstrate a full demand gen channel mix
The Demand-Generation
Process

Image credit: SEMrush

Awareness

● Customers don’t know who you are or what

you do
● Need educating
● Be helpful
● Tactics - blogging, SEO and brand awareness
Consideration

● Looking at different vendors and considering

options
● They know you and their problem
● Goal depends on sale process
● Talk to sales team or promote content
● Webinars, white papers and recorded demos
Evaluation

● Looking at your solution and evaluating in

more detail
● Best positioned to talk about yourself
● Transaction businesses - purchase point
● Key assets - product, pricing pages, free
trials and ecommerce purchasing
● More complex products are handed off
Alternative Model

Image credit: McKinsey & Co

Everybody talks about how they
need more leads...
WHO YOU TARGET
Leads Process

Image credit: Saasmql.com

Awareness

● MCL = marketing captured lead

● Cold leads acquired from a purchased list of
compiled by your team
● MEL = marketing engaged lead.
● Soft engaged leads
● Filling out a form to acquire a white paper,
webinar, or visiting a booth at a trade show
Consideration

● MQL = marketing qualified lead

● Leads that have responded to a high bar offer
● Demo, consultation, or price quote
● Sometimes they have just scored enough lead
points and are handed to sales
● May not have requested an offer
Evaluation

● SAL = sales accepted lead

● Leads that have been handed to sales,
accepted and followed up
● SQL = sales qualified lead
● Leads that engage with sales
● SQO = sales qualified opportunity
● Candidate leads for buying within a
reasonable time frame and potential revenue
 The non-linear demand process
rarely reflects how a person
discovers a product and decides to
buy from them
WHO YOU TARGET
Intent Channels

LEADS AWARENESS LEADS

LEADS CONSIDERATION LEADS

LEADS CONVERSION LEADS

Your funnel doesn’t represent the
journey every lead takes to
become a customer
WHO YOU TARGET
Step 1: Buy A List Of Prospects

● Buy a list of 10-20 thousand who fit your

target
● Specialised list for your market
● Consider testing sample lists
● The earlier the better
Filtering

● B2C products start with demographics

● B2B companies start with firmographics
then job title
B2C Segment

● Location
● Previous purchases
● Interests
● Habits
● Brands they follow
● Social platform activity
B2B Segment

● Company growth
● Department growth
● Number of locations
● Technology use
● Team size
● Company age
The finer your filters, the better off
you’re going to be
WHO YOU TARGET
Best to write a white paper that
aligns well with product solution
WHO YOU TARGET
Step 2: Write A White Paper

● Educational
● Addresses a pain or aspiration
● E.g. “10 Tips for Generation $5M Selling
Clothes Online”
● Create in Google Slides and export as PDF
● Also in Google Doc, Indesign or similar
Step 3: Advertise

● Advertise the white paper on Facebook and

Linkedin
● Prospects to enter email address to gain
access
● Goog top-of-funnel offer
● “Request a demo” or “get a consultation” are
bottom-of-funnel offers
You are advertising the white
paper, not your company or
product
WHO YOU TARGET
Step 4: Content Syndication

● Promote the white paper through content

syndication
● Could pay PureB2B for each white paper
download
● Promotes paper to target market
● Identifies the subset who are ready to buy
Step 5: Nurture

● Nurture those who download the white

paper
● Add them into an email sequence
Email #1

“I saw you downloaded the white paper ‘Title

Name’, so I thought you might like this video
on ‘topic name’.”
Email #2

“Here are a few tips to achieve x…”

Email #3

“Here’s a video of someone who achieved what

you want to achieve”
Email #4

“I can teach you how to achieve x. Are you

interested in learning more?”
Email #5

“I can show you the fastest, simplest way to

make this pain go away. Book a demo with me,
and I’ll show you how.”
Summary

BUY A LIST OF PROSPECTS

WRITE A WHITE PAPER

ADVERTISE

CONTENT SYNDICATION

NURTURE
The Key

Evaluate the total cost for the number and

value of opportunities created, then revenue
generated, then decide:
● Was the ROI positive? More money out than
in?
● Was this the best use of marketing dollars?
7 Common demand gen tactics
WHO YOU TARGET
1 - Acquire Leads Through Google

● Google/Bing ads acquire leads quickly

because they are intent-focused channels
● Bid on search keywords
● Pay-per-click aren’t cost effective in the long
run
● Payoff is linear
● Content marketing, PR, and branding
generate economies of scale over time
1 - Acquire Leads Through Google

Target specific keywords tied to your solution

● How do I integrate X with Y?
● Best software for X?
● Buy X
1 - Acquire Leads Through Google

DEDICATED
PPC
LANDING
PAGES

BOOK A DEMO
2 - Acquire Leads Through Facebook

TARGET PEOPLE WHO USUALLY BUY YOUR PRODUCT

TARGET PEOPLE WHO ARE LOOKING TO BUY YOUR PRODUCT RIGHT NOW
2 - Acquire Leads Through Facebook

LEAD NURTURING PROGRAM

SALES ENGAGEMENT

EMAIL AUTOMATION
Intent Vs Behaviour Example

● Google keywords
● Call to action - book demo
● Moved onto Facebook ads
● Conversion rates plummet
● No intent to purchase right now
● CTA to white paper
● Nurtured overtime
Tailor CTA to match the stage of
the buyer’s journey
WHO YOU TARGET
2 - Event Marketing

Going to events in order to meet your

prospects in person
● Getting your product in front of prospects
● Turning meetings into closed business
● Meeting with existing deals to accelerate
sales velocity
Event marketing continues to be a
leading channel for B2B demand
gen marketers
WHO YOU TARGET
2 - Event Marketing

BRAND
SAME PLACE
AWARENESS
SAME TIME
BENEFITS
Proceed with caution
WHO YOU TARGET
2 - Event Marketing

● Significant minimum bid

● Spending a lot of cash all in one place
Don’t let this deter you
WHO YOU TARGET
2 - Event Marketing

CHANNEL MIX

BUILD AWARENESS

TAKE MEETINGS

ACCELERATE DEALS TO CLOSE

How to get the most from events
WHO YOU TARGET
Step 1: Choose Your Events Carefully

● Audience breakdown
● % of attendees that fit your target audience
● Leads potential
● Calculate ROI
Example

% ATTENDEES
TOTAL # # POTENTIAL # MQLs # CLOSED DEALS
WHO FIT YOUR
ATTENDEES LEADS EXPECTED EXPECTED
ICP

5,000 15 750 150 75

*Assuming 20% MQL-SAL

conversion rate and 30%
close rate
Step 2: Define A Goal For Each
Event
● Brand awareness
● New opportunity creation
● Existing pipeline acceleration
Brand Awareness Vs Events ROI

● Events = large % of marketing spend

● Opps/deals not coming from events
● No ROI
● Huge impact on brand awareness
● Creating an illusion of size
● Brought into deals against competitors
 Content marketing is all about
creating content that your target
audience finds helpful/interesting
WHO YOU TARGET
4 - Content Marketing And SEO

CREATE A PROVIDE VALUE

SPACE TO AND BUILD BRAND
DISCUSS EQUITY
4 - Content Marketing And SEO

CREATES CONTENT THAT USES

CONTACT INFO TO GAIN ACCESS

MARKET TO AUDIENCE TO SEE IF THEY

NEED THE PRODUCT/SERVICE
4 - Content Marketing And SEO

CONTENT MARKETING BOOTS

WEBSITE POSITION ON GOOGLE

OPPORTUNITY TO CONVERT INTO

MARKETING CAPTURED LEADS
SEO is the understanding of what
people are searching for and
creating content in response
WHO YOU TARGET
Time Consuming

● Other channels can be turned on and off

● Content takes time to generate
● SEO takes time to work
Lower Acquisition Costs

● Leads from organic search convert at a

higher rate and cost less
● Spend more to get more
● Initial cost can pay for dividends
● Upfront costs reduces customer acquisition
cost over time
Content marketing and SEO is one
of the most cost effective
marketing channels
WHO YOU TARGET
Example
Keep your content customer
centric
WHO YOU TARGET
Customer-Centric

● How to grow their business

● How to speed up the process
● How to stop customers from leaving
Organising From The Top-Down

CUSTOMER PAIN POINTS AND

ASPIRATIONS

INTRODUCE PRODUCT FEATURES

Reduce Inventory Carrying Costs

With our proprietary forecasting algorithm,

you’ll cut waste production by 33%
Have specific sections for each
major customer group
WHO YOU TARGET
Content examples
WHO YOU TARGET
Webinars

● Effective to acquire customers

● Offer educational value to prospective
customers
● Medium for providing technical info
● Accelerate deals already in motion
Promote Your Webinars

● Using your email database of leads

● Send out multiple emails
● Send reminder emails
● Encourage email replies to get more info
Keeping Your Audience Engaged

● Polls or questions into content

● Build a rapport
● Surveys to gather market intelligence
● Keep it short - 30 is best
Case studies show that someone
similar to your prospective
customer has achieved success
using your product or service
WHO YOU TARGET
Case Studies

● Effective if you can quantify results

● Tell a compelling story
● Written like journalistic articles
Case Studies

● Interview video case study

● 90 seconds best bits
● 10-15 second social media ads
● Customer story pages for your website
● Downloadable pdf - more detail
● Webinars - what’s been successful?
A lot of marketers don’t take viral
planning seriously
WHO YOU TARGET
Viral Content

● Word-of-mouth is important
● Wharton take virality seriously
STEPPS Framework

SOCIAL CURRENCY TRIGGERS

EMOTION PUBLIC

PRACTICAL VALUE STORIES

Social Currency

● Share things that look good to others

● E.g. A company's video that makes you look
intelligent
Triggers

● Sharing things when triggered

● Triggers remind us to do something
● E.g. Irish products shared on St Patrick’s Day
Emotion

● Sharing emotionally arousing things

● Angry or uplifted content energises us to
share
Public

● Public spreads better than private

● E.g. An Apple laptop with a visible logo
Practical Value

● Practical/useful info is likely to be shared

● E.g. A tip sheet for new home buyers
Stories

● Narratives over facts

● Embed brand messages within a story
● Brand message over list of benefits
Email Marketing

● Cost effective
● Fast to deploy
● Strong support
Email Marketing

● Send out emails automatically over a long

period of time
● Keep your brand top of mind
● Educate on the problem you solve
● Convert to leads
Drip campaigns - try multiple and
compare results at the end
WHO YOU TARGET
Email Newsletter

NEWS
INDUSTRY
CONTENT ABOUT OFFER
RELEVANT
PIECES YOUR DISCOUNT
NEWS
BUSINESS
Audience Based

SEPERATE BY DEMOGRAPHIC

E.G. WOMEN’S CLOTHING TO WOMEN,

MEN’S CLOTHING TO MEN
 Content-based drip campaigns
focus on content from a different
product, value or theme.
WHO YOU TARGET
Example
Content-Based

● More complicated
● Who gets what changes over time
● Better engagement
● Requires tools like HubSpot, Pardot,
Marketo, or Eloqua
Intent-Based

● Each email is based on previous engagement

● E.g. Website visit, previous email openings,
downloading/reading or watching content
● Retarget users based on viewed but not
purchased
● Lead scoring
● Low = education
● High = quantifying value
Deciding what to mention in your
email is more important than
when you send it
WHO YOU TARGET
Obsessing over design often isn’t
worth the effort
WHO YOU TARGET
Spend the time making your value
proposition stronger and
tightening your audience
segmentation
WHO YOU TARGET
Display Ads

BANNER ADS PRICED PER CLICK

YOU-TUBE PRE-ROLL ADS PER 1,000 IMPRESSIONS

TEXT ADS CPM

Display Ads

● Only effective as a brand awareness tactic

● Click through rate is lower than social media
channels
● Inexpensive to run
● Retarget users
● Creates the impression that your brand is
everywhere
Direct Mail

● Postcards
● Handwritten notes
● Packages (chocolates or merch)
Direct Mail

GET A PROSPECT’S ATTENTION AND

SECURE THROUGH FOLLOW UP

CONFERENCE IN TEXAS - SEND DIRECT

MAIL TO CRM IN TEXAS
Example

● Pet insurance provider

● Direct mail - large part of marketing mix
● Able to identify specific postcodes in UK
that over-indexed for pet owners
● Made more cost effective
● Good ROI
All The Others

● Out of home
● Traditional media
● Organic social media
● Influencer marketing
 Brand marketing still has metrics
and targets, even if they are not as
easy to link spend to revenue
WHO YOU TARGET
Define

Brand marketing is primarily focused on

making as many positive impressions as
possible to increase brand equity
Brand awareness is a measure of
whether people know your brand
WHO YOU TARGET
Unaided Brand Awareness

● Name your brand without any prompts

● E.g. What luxury hybrid cars can you name?
● Answers - Lexus, Lincoln and Cadillac
Aided Awareness

● Providing a list of brands for prompts

● Which brands have you heard of?
● Not as reliable as unaided awareness
● Easier to measure
Brand Awareness Data

Image credit: Nielsen

Small Company

● Send surveys
● Highly relevant data
● Measure brand awareness over time to track
progress
Google Keyword Planner
Moutain Dew

BRAND YUPPIES DEAL-SEEKERS PRACTICAL BUYERS

A 30% 11% 5%

B 2% 11% 12%

C 3% 3% 8%

D 1% 19% 3%
Analysis

● Yuppies aware of brand A but oblivious to

the rest
● Brand B is a well known in two other
segments
● Brand A needs more advertising to deal
seekers
● Brand D needs boosting awareness
Brand awareness/marketing are
better suited to mature products
WHO YOU TARGET
 Do brands become more
important the more the product
looks like a commodity?
WHO YOU TARGET
Commodities

● Gravel doesn’t need branding

● Will be bought regardless
● Ketchup needs branding
● Branding is important for driving purchases
7 Marketing Tactics

● Product
● Brands
● Services
● Prices
● Communications
● Incentives
● Distribution
 Sometimes products are
indistinguishable and so the brand
needs to create the value
WHO YOU TARGET
3 Ways Brands Create Value

● Functional value - quality

● Psychological value - identity
● Monetary - price positioning
When Should I use This?

BUSINESS BUSINESS
TO TO
BUSINESS CONSUMER
 Brands matter more in contexts
where those 3 values can be made
WHO YOU TARGET
How to build a great ad creative
WHO YOU TARGET
3 Approaches

● Single benefit
● Multiple benefits
● Storytelling
Chapter Summary Questions

● Have you clarified the demand generation

process?
● Have you identified your target demand
tactics?
● Have you identified the key tactics for each
funnel stage?
● Is branding a key part of your marketing
strategy?
 PART 6

MARKETING MIX
HOW TO MEASURE CHANNEL EFFECTIVENESS
Marketing Is Changing

PREVIOUS SUPPLY DRIVEN WORLD

NOW DEMAND DRIVEN WORLD

Demand Chain

NEEDS ARE SPECIFIC

CUSTOMERS DO RESEARCH

REVIEWS ARE KEY

Greater need for multiple
marketing channels
WHO YOU TARGET
Overview

● How to calculate your marketing mix

● A guide to planning it in Excel
● An example of an integrated marketing
campaign
 You should not choose one
marketing tactic over another
WHO YOU TARGET
 Media mix modelling uses
statistical regressions to identify
the ideal mix of media
WHO YOU TARGET
Example

SALES TV PRINT PPC SEO

YEAR 1 20 5 2 1 0.5

YEAR 2 25 6 3 2 1

YEAR 3 15 2 1 0.5 0.2

What This Shows

● Record of sales
● Each medium spending
● Year 1 - 5 million on TV, 2 million on print, 1
million on PPC and half a million on SEO
Marketing Media Mix

● Data tab in Excel

● Data analysis (use add in if not there)
● Regression
● Ok
● Y range - sale column
● X range - columns for tv and print etc.
● Ok
Example
Analytics partners will help
develop more sophisticated
models
WHO YOU TARGET
Impact Of Media
Issues

● Not all data is quantitative

● Motivational/attitudinal data is more
important over demographic
● Consider dummy variables
● Comparing data with different scales e.g.
miles, pounds, dollars, inches
● Standardise the data
Example

ORIGINAL DATA STANDARDISED DATA

1KM 3.57

2KM 0.71

Average - 1.5
Standard deviation = 0.7
Standardise Data

● Subtract the mean for each data set

● Divide by standard deviation
● Able to compare to other types
Marketing mix is the specific
distribution of spend across
channels, assets and time
WHO YOU TARGET
Triggers Vs The Funnel

● Funnel is a linear path

● Triggers are key moments that instigate the
buying process
● E.g. Researching new software when your
company reaches a certain size
Triggers

● Accelerate when triggers surface for your

target customers
● Educate prospects about triggers
● Create content to solve the pain identified
● Develop processes that take prospects from
interested to ready to buy
Building A Marketing Calendar
Colour Coding

FINISHED

RELEASED

ISSUES
Formatting

● Tab 1 - product 1
● Tab 2 - product 2
● First half - region 1
● Second half - region 2
Integrated campaigns is the most
efficient way to acquire customers
WHO YOU TARGET
Integrated Vs Discrete Marketing

● Customers don’t usually decide from one

Google ad
● Certain channels can be more efficient
● Google ads are unlikely to generate
awareness, consideration and purchase alone
● Integrated campaigns and the correct
application maximises marketing spend and
impact without increasing budget
Agile Marketing

DATA ACQUIRED THROUGH TESTING

HOW THE MARKET REACTS

Go big or go home
WHO YOU TARGET
Entertainment Products

● Competition is enormous
● Competition is all the substitutes
● Put all resources into a concentrated attack
● Break through the clutter to capture interest
and onto your subscription service
Being safe does not work
WHO YOU TARGET
Other Marketers

● Going to market for long term

● Aiming for returns over time
● Lightning strike method for jumpstart
Example

BUY A LIST OF TARGET COMPANIES

NARROW DOWN CUSTOMER LIST

TEST LISTS TO FIND BEST QUALITY

Example

RUN AND TEST LEAD GEN ADS

SEND EDUCATIONAL EMAILS

RUN GENERAL BRAND AWARENESS BANNERS

HITTING THE SAME PEOPLE WITH MULTIPLE CHANNELS

Chapter Summary Questions

● Have you planned your marketing calendar?

● Have you secured executive buy in?
● Are you using lightning strike?
● Do you know your audience triggers? And
how to use different channels?
 PART 7

PRICE
HOW MUCH TO CHARGE
Pricing

LOW ENOUGH THAT

CHARGING ENOUGH
CUSTOMERS GET A
TO MEET REVENUE
POSITIVE RETURN
EXPECTATIONS
ON INVESTMENT
Pricing Model

Image credit: Simon Kucher & Partners

Pricing Model

● Product dimensions
● Usage dimensions
● Volume dimensions
● Client/contract dimensions
Very simple products will only
have one dimension
WHO YOU TARGET
Example
As you spend more you get more
services
WHO YOU TARGET
Increased Complexity

B2C / SMB FOCUSED B2B SOFTWARE

PRODUCT FEATURES

USAGE

CONTRACT LENGTH
Zapier

● Usage is primary lever

● Lowest tier is free
● 5 zaps and 100 tasks per month
● Quality stays the same but volume changes
Amazon Prime

● Priced on contract length

● Price reduces if annual
The ideal pricing structure has at
least one of all the dimensions
WHO YOU TARGET
Labelling Pricing Plans
Tiered Pricing Strategies

● Provide value equal to price

● Push upgrades
● Same product sold at different price points
● Reward longer contracts
Negotiations

DISCOUNTING

MULTI YEAR DEALS

FAVOURABLE PAYMENT TERMS

Price and goal need to align
WHO YOU TARGET
Aligning

● Align price with the value you create not the

cost of the value
● Price should not be functional
● A one day design that saves a company
millions is not worth one day of pay
Example
Google Nick Kolenda
WHO YOU TARGET
K.I.S.S

KEEP IT SIMPLE STUPID

Anchor Your Price Higher

CHARGE A PRICE SIMILAR TO OTHER

SAAS PRODUCTS THAT YOUR TARGET
PURCHASES

CHARGE HALF THE PRICE OF THE

EMPLOYEE’S WAGE
Don’t Underestimate

DEMAND INCREASES AS YOU LOWER

YOUR PRICES
Price Discriminate

PEOPLE SHOULD PAY FOR WHAT THEY

USE

PACKAGE SERVICES INTO BUNDLES

Look For Quick Wins

PRICING IS A LONG AND THOUGHTFUL

PROCESS INVOLVING LOTS OF
DIFFERENT STAKEHOLDERS

DON’T SET AND FORGET

Chapter Summary Questions

● What pricing model are you following?

● Are you charging based on value?
● Is your pricing comprehensible in less than 7
seconds?
● Have you linked your pricing to a higher
value product?
● Have you got a system to test pricing?
● Have you agreed pricing framework?
COMMON PROBLEMS
AND THEIR SOLUTIONS
Not Winning Over New
Prospects
● Lost to competitor
● Timing
● Price is too high
● Not decision maker
● Missing features
Example

REASON # OF LOST OPPORTUNITIES

LOST TO COMPETITOR 13

TIMING 3

PRICE IS TOO HIGH 10

NOT DECISION MAKER 2

MISSING FEATURES 3
Example

COMPETITOR # OF LOST OPPORTUNITIES

A CORP 9

B CORP 1

C CORP 3
A Sudden Drop In Web Performance

● Step 1: Re-run the A/B test

● Step 2: Isolate the problem on the website
● Step 3: Isolate the problem at a broader level
● Step 4: Talk to the internal team
● Step 5: Look at external data
 Conclusion
Larger customers can be price
sensitive
WHO YOU TARGET
Leads Up + Pipeline Down / Vise
Versa

ASSOCIATING PROBLEMS WITH

RECENCY WITH DEMAND
CAUSATION GENERATION

*MEASURE RESULTS ON APPROPRIATE TIME SCALE

Leads Without Sales

● Middle of the funnel is a challenge

● Nurture top leads
● Send out educational emails
● Optional Sales Development Representative
● Expect sales growing pains
Define

Sales enablement is the process of building,

delivering and maintaining the content,
processes, systems and tools needed to close
business.
Content is the best first effort to
improve conversion
WHO YOU TARGET
Battlecards

● Short document to help land sales

● Can be daunting due to number of
competitors
● Customers don’t define competitors the
same way you do
● Focus on bullseye target
Bullseye Target

IDENTIFY KEY COMPETITORS CONDENSE INTO A SINGLE SHEET

ANALYSE BASED ON VALUE USE BATTLECARD TO SPEAK

PROPOSITIONS BROADLY ABOUT POSITIONING
Sales Wiki

● Aggregated record about the market,

product, customer and content to send
● Educational PP slides - Internal
● Product feature handouts - External
Crib Notes

● Condense content to 1-2 sentences per point

● Bite sized but hyper relevant
● Easy way to deliver value
Often products go to market
serving small companies and
‘ladder up’
WHO YOU TARGET
Difficult To Sell To Big Companies

THEY DON’T VALUE YOUR HOLISTIC SOLUTION

THEY DON’T REALISE CUSTOMISATION IS AN OPTION

YOU’RE TOO EXPENSIVE

NOT ENABLED YOUR ACCOUNT EXECUTIVES

Event Marketing Not Producing
Qualified Leads

EVENT ATTENDEES NOT

EVENTS NOT TARGETED ENOUGH
ATTENDING WITH INTENT

MAJORITY OF ATTENDEES ARE ATTENDEES ARE NOT YOUR

NOT CUSTOMERS BUYERS

WRONG EXPECTATIONS SET

 PPC ad results are great when
your business is small but can be
difficult to grow cost effectively
WHO YOU TARGET
Why Is This?

● Google Ads worst best at bottom funnel

● PPC is a baseline marketing tactic
Going To Market Without A Fit

● Most common for early stage startup

● Not positioned in a market with a proven
track record of love for your product
● Usually rushed due to assumed fit
● Leads to inefficient spending
The Signs

EVERY DEAL REQUIRES CEO TO BE INVOLVED

LONG DEAL CYCLES FOR SMB/MID MARKET DEALS

HIGH CUSTOMER CHURN RATE

EXTREME DIVERSE CUSTOMER BASE

LOW NET PROMOTER SCORE

IDEAL CLIENT PROFILE IS LOOSELY DEFINED

Go back and reassess your market
options to fix
WHO YOU TARGET
No Response To Ads Or Emails

● Trying to promote product/brand/company

instead of the offer
● E.g. White paper, ebook, webinar, demo etc.
● Sell with bullet points detailing the benefits
No Response To Social Media Ads

TRYING TO SELL COMPANY

YOUR ASK IS TOO HIGH
INSTEAD OF OFFER

ASKING FOR TOO MUCH TOO MUCH FRICTION IN USER

INFORMATION EXPERIENCE
Losing Too Many To Competition

● Should win between 35% and 45% of

opportunities created
● Only a third of the loss should be to
competitors
● 100 opportunities = 35 win and 65 lost (20 to
competition)
● Aggregate competitor loss rate = 20%
 Are you losing deals from a
specific segment, company size or
industry?
WHO YOU TARGET
Strategic Response

● Identify other segments where you’re

over-indexing and shift focus
● Dig into specific needs and reposition
Are you losing the deals for a
specific reason?
WHO YOU TARGET
Strategic Response

● Invest in product development

● Pivot product to audience without a specific
requirement
Are you being priced out of the
market?
WHO YOU TARGET
Strategic Response

● Address messaging to better convey your

value
● Emphasis on value over competition
Are your competitors’ sales
processes much better?
WHO YOU TARGET
Strategic Response

● Streamline and simplify how you sell

● Make it easier for the buyer in any way
Is your customer experience
worse?
WHO YOU TARGET
Strategic Response

● Talk to your customers

● What makes them happy/unhappy
● Replicate success
● Tell the story during the sales cycle
CONCLUSION
Conclusion

● Taking a product to market isn’t easy

● Products are still launched everyday
● Making life easier for customers is at the
heart of the process
● Going to market is just the process of
convincing that your way is best
7 Steps To Market

IDENTIFY TARGET AUDIENCE

OUTLINE YOUR VALUE

FIGURE OUT HOW TO TELL THEM THE STORY

BUILD YOUR GO TO MARKET TEAM

DEFINE THE BEST DEMAND AND BRAND MARKETING

CHANNELS

CALCULATE MARKETING MIX

SETTLE ON PRODUCT PRICE

Once you make their life better,
you’ll know you’ve gotten your
product to market
WHO YOU TARGET