Getting to your first 100 customers & beyond Ursula Ayrout measureco.com measureco.com
30 seconds about me measureco.com
3 Steps to getting to your 100 customers and beyond 1 2 3 Nail Your Messaging Rethink Demand Gen Hire the Right Team measureco.com
STEP #1 Nail your messaging Who is your target audience and personas? Who is your ideal customer profile? Create your messaging manifesto measureco.com
STEP #1 Target audience & personas Audience Developer Marketing IT Ops Value driver Build Launch Run Stop wasting Best Practices web Take control of your Key message by engineering resources development platform websites and launch persona on website for building websites faster infrastructure measureco.com
STEP #1 Ideal customer profile Companies with more than 20 sales reps that have How would you describe your ideal customer? implemented CRM in the last year What attributes make for an ideal account? Retail companies with 500+ employees, over $50M in (firmagraphic info such as employee size, annual revenue, revenue, located in US vertical etc..) What are their key objectives? “global customer base,” or “have data privacy needs” What is the infrastructure or operating environment of your Amazon Web Services, SAP ERP, remote locations ideal customers? What are the key buying triggers that drive these accounts New round of funding, international expansion, new product to take action? development What are the main reasons accounts don’t buy from us? “Status Quo” or “No Pain” What constitutes an account we absolutely can’t sell to? “If they bought XX technology in the last 12 months, they Why? will not buy from us” measureco.com
STEP #1 Messaging manifesto Elevator Pitch 15 words about what you do Key differentiators Value Proposition Focus on 3 value drivers Less than 100 words Short Synopsis Boiler plate What’s changed in the market to make your existence important? Why now? What is your viewpoint that makes you an Why do you exist? expert? Other players that validate your message? (non competitors) measureco.com
STEP #2 Rethink demand generation Define your marketing funnels Set your marketing investment Build a targeted campaign measureco.com
STEP #2 Define your marketing funnels Developer Funnel Enterprise Funnel Top of the funnel Top of the funnel SEO, paid marketing, product launches, website, PR, Freemium, Free customer support, invitation to pair social media, content marketing, downloads, free trials, email, SDK, FAQ, Guides, meet-ups, Github page, request a demo community content, evangelism, Product Hunt, Reddit, Quora Middle of the funnel Middle of the funnel Pairing email, in-product marketing, deeper dive Sales development, email tracks, customer stories, guides, role-focused content, user experience, retargeting, sales enablement, product demos, pricing page, features industry validation Bottom of the funnel Bottom of the funnel SDR involvement, demo with a team, Sales processes, field marketing, customer customer stories, use cases, pricing page references, deeper industry validation measureco.com
STEP #2 Set your marketing investment Let’s create your marketing-to-sales model. measureco.com
STEP #2 Build a targeted campaign Tactics on how to do that: Identify key messages Identify key theme Identify key channels Prioritize & test your tactics Execute the right mix of tactics Measure success measureco.com
Pantheon campaign Website SEO Content Events PR/ Analyst Paid Marketing measureco.com
STEP #3 Hire the Right Team 1. Builds 2. Grows 3. Scales measureco.com
Final Thoughts measureco.com measureco.com
Thank You Customer Growth, Delivered ursula@measureco.com measureco.com measureco.com
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