M I N D Y O U R B U S I N E S S 2 0 1 4

Go-to-market Strategy&

Customer Acquisition

HELLO!

Marie Laenen – Co-Founder

@MarieLaenen -- @Sendabee

Agenda

1. WHO are you clients? 2. HOW do you reach them? 3. Will they CONVERT?

WHO are your clients? 1

Everyone?

Everyone?

If you try to make love to everyone, no one will ever want to make love to you.

CHOOSE YOUR TARGET.

How?

Market StudyStatistics & blabla

Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital.

Aaron Levenstein

”“

The market is not about the figures.

It is about people.

GET OUT AND MEET THEM.

LISTEN to your prospects:

Ask open questions

Value their feedback

Write down their objections

Adapt to their requirements

Get to KNOW your customers:

What are their dreams? What do they long for?

What are the biggest challenges they are facing?

How can you help them better?

Build buyers PERSONAS

HOW do you reach them? 2

GET IN YOUR CUSTOMERS’ SHOES

Let’s say I make super uber snail vacuum cleaners

Where are my customers going to look for a vacuum cleaner?

Now, where am I going to sell my snail vacuum cleaner?

Obviously.

Not enough though.

How do I get people to know aboutmy revolutionary vacuum cleaner?

Old & interruptive techniques:

TV, radio & print ads

Pop-ups

Cold calling

Door to door sales

New inbound marketing techniques:

SEO (Search Engine Optimization) Community building Word of mouth Viral marketing Blogging & high-quality content creation Supporting events Public speaking Opt-in emailing campaigns Analytics

Nice.

Not enough though.

BE DIFFERENT.

Will they CONVERT?3

Conversion=

a marketing tactic that encourages a customer to take a specific

action.

The Buyer’s Journey

Marketing Funnel

Awareness Stage

Your customer is barely conscious of his/her needs.

Create awareness.

Advice: Publish content focusing on the main pain points.

Consideration Stage

Your customer is looking for information and turns to Google.

Provide valuable information.

Advice: Publish educational material.

Decision Stage

Your customer decides to trust you or not.

Finally, you can talk about your solution.

Advice: Provide customers’ testimonials.

Evangelism Stage

Your customer becomes a marketing resource.

A satisfied customer spread positive word-of-mouth .

Advice: Publish content on some of your solution’s advanced features.

The purpose of a business is to create a customer

who creates customers.

Shiv Singh

”“

Keep in mind that the buyer’s journey is no straight line.

Ready to market?

GO!

THANK YOU!