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Landing pages & User Acquisition - Gilles de Clerck

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Landing pages & User Acquisition - Gilles de Clerck

  1. 1. BUILDING LANDING PAGES ACQUIRING FIRST USERS&BUILDING LANDING PAGES ACQUIRING FIRST USERS&
  2. 2. USER ACQUISITION Finding potential customers somewhere, somehow and triggering them to visit your landing page with a resonating message.
  3. 3. USER ACQUISITION Finding potential customers somewhere, somehow and triggering them to visit your landing page with a resonating message. LANDING PAGES Enticing potential customers with your value proposition in a way that triggers them to express interest (e.g. leaving their email address).
  4. 4. LANDING PAGES No matter your product and audience, you’ll all follow the same structure and principles to build great landing pages. USER ACQUISITION Depending on your product and audience, you’ll all use different channels and strategies to acquire customers.
  5. 5. LANDING PAGES A step-by-step process that helps you define structure, copy, imagery and design for your landing page. USER ACQUISITION A collection of channels and strategies with fast feedback loops + a framework for helping you decide which ones (not) to try.
  6. 6. 1. Do the right things (thinking) 2. Do the right things well (doing)
  7. 7. THIS DECK IS BUILT AS A RESOURCE FOR YOU TO USE • I’ll focus the keynote on how to think and make good decisions on what to do because that applies to all of you. • For the doing part, I’ll limit myself to high-level context because not all slides will be as relevant to all of you (mostly the case for acquisition). • The idea is that, once you know what you want to do, you can check back for examples and instructions on how to do it well.
  8. 8. Find this and all other amazing EIA slide decks over at: https://www.slideshare.net/InnovationAcademy/presentations
  9. 9. What should you work on first? … landing pages or user acquisition
  10. 10. WHAT DO YOU WORK ON FIRST? You only get one shot at a first impression … the better that impression, the more visitors will leave their email address
  11. 11. WHAT DO YOU WORK ON FIRST? 1. Build an irresistible landing page 2. Get your target audience to visit it
  12. 12. THE GOOD NEWS I’ve ruined enough first impressions to help you make a stellar one
  13. 13. Not wasting your first impression → follow the proven template
  14. 14. How to structure What to write What imagery to use How to think about design Asking for feedback Resources & inspiration LANDINGPAGES
  15. 15. Landing page conversion is an equation Conversion = Desire — Labor — Confusion
  16. 16. + Increase Desire Entice with value. Create intrigue. Go out of your way to make it as easy as possible for visitors to imagine their improved lives with your value prop in it. — Decrease Labor Minimize the work visitors have to do to get your value props. The more words and imagery to process, the harder it becomes. Aim for every word, visual and element to add meaning. — Decrease Confusion Make it crystal clear how your product improves visitor’s lives. Be specific and consistent at every step and turn.
  17. 17. Messaging > design 1. Hone your message. Identify the selling points that are most enticing about your value proposition. 2. Put together copy and imagery to convey those selling points as clearly and concisely as possible. 3. Design your page to enhance the clarity and impact of your messaging.
  18. 18. Get your story straight FIRST THINGS FIRST
  19. 19. SIMPLE. It’s easy to understand by prospective customers. COMPELLING. It describes something that is interesting or desirable to them. SPECIFIC. It captures what your product does, not an overly abstract statement of it. DIFFERENTIATED. It highlights what makes your product unique.
  20. 20. GETTING YOUR STORY STRAIGHT Value proposition generation A product quality matched to a customer benefit “Here’s what our product can do.” “Here’s what you can do with our product.” vs.
  21. 21. A product quality matched to a customer benefit Imagine your product is fast Benefit: Quicker output → Value prop: Get work done faster. Benefit: Greater output → Value prop: Get more work done. Benefit: Greater efficiency → Value prop: Save yourself time VALUE PROPOSITION GENERATION
  22. 22. Imagine your product is secure Benefit: Protection → Value prop: If you lose or misplace your card, freeze it from the app. Benefit: Control → Value prop: Turn off contactless, online payments and ATM withdrawals from the app. VALUE PROPOSITION GENERATION A product quality matched to a customer benefit
  23. 23. Imagine your product is secure Benefit: Privacy → Value prop: Only friends can see your messages. Benefit: Protection → Value prop: If your phone is stolen, your data stays safe. VALUE PROPOSITION GENERATION A product quality matched to a customer benefit
  24. 24. How to write effective value propositions Column 1 List all bad (non-desirable) alternative solutions people resort to when they don't have your product. Point out what makes each one bad. Column 2 For each bad alternative, write one value prop that highlights that badness and point out how your product makes life better in comparison. Column 3 List top personas and identify the two things they most care about. Ignore lower priority audiences. Match column 2 with column 3 Reduce your list of value props in column 2 to those that most appealing to top personas. VALUE PROPOSITION GENERATION
  25. 25. BAD ALTERNATIVES VALUE PROPS TOP PERSONAS Low quality sales calls Wasted sales resources Visitors bounce Lost sales opportunities Long, boring FAQ’s No one reads them Support emails Most don't bother Process more leads using fewer senior sales reps by asynchronously handling customer objections via templated live chat. Hear visitors' objections proactively so you can address and close more deals before they bounce. Head of marketing Conversion rates Traffic volume Chief revenue officer Reduce churn Increase ARPU/LTV Head of sales Increase qualified leads Qualify leads accurately Example: Livechat software VALUE PROPOSITION GENERATION
  26. 26. BAD ALTERNATIVES VALUE PROPS TOP PERSONAS Transaction fees Moving money costs money Transaction delays Wastes productivity. Hinders opportunity. Limited control Difficult to budget. You lose money. Cumbersome to open an account Takes a lot of time. Not available for everyone. Spend, withdraw and send money anywhere in the world. No additional fees. Send and get money in real-time, to and from anywhere in the world. We’ll send real-time spending notifications and show you exactly where your money is going every month so you have full control over your personal finances. Open an account in seconds without street address or credit checks. Traditional account holders Travel & move money without extra fees Better overall service Increased budget control International freelancers Maximum control and flexibility Get paid instantly from anywhere in the world Expats No street address needed No credit checks Easy, quick account setup Example: Digital banking product VALUE PROPOSITION GENERATION
  27. 27. INFORMATION DENSITY Use copy and visuals to maximize information density: the art of saying a lot with a little. A high ratio of ideas to elements (words + visuals). DECREASING LABOR & CONFUSION VALUE PROPOSITIONS Use copy and visuals to tell a compelling story of a world with your product, setting it off against a world without your product. INCREASING DESIRE
  28. 28. GET TO THE BEST COPY VARIATION Don’t settle for the first phrasing that comes to mind. Write variations until you find the most enticing and concise version. Ask others for feedback. REMOVE UNNECESSARY WORDS Every word on your page must be necessary. If you can remove a word without reducing how enticing, clear or critically informational a sentence is, do it. DON’T PITCH EVERY VALUE PROP IN FULL Stick with the ones that entice your ideal customers most. Take a 80/20 approach. The more visitors must read, the less they’ll read in total. AVOID MEANINGLESS SALES FLUFF Steer clear of empty cliché words like ‘revolutionary’, ‘incredibly’, ‘powerful’, ‘best- ever’ and alike. They don’t tell visitors anything and you’ll seem a copycat. Instead, specifically describe exactly how you're unique. MINIMIZE SCROLLING Provide the main value props at the first impression. Visitors shouldn’t have to scroll to understand fundamental value propositions. Nailing information density
  29. 29. The winning formula 1. NAVBAR — Top of the page: company logo and site links. 2. HERO — Big section with header text, subheader text and most enticing imagery. 3. SOCIAL PROOF — Logos and/or testimonials of best-known clients. 4. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it. 5. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you. 6. CALL-TO-ACTION REPEAT — Repetition cooks an idea into people’s heads. 7. FOOTER — Miscellaneous links.
  30. 30. Navbar LOGO —————————-——————————————-——————————— LINKS —— CTA • Logo • Links to key sections on your page • CTA - button (e.g. Buy now, Notify me, Request access,…) The fewer links, the better. Maximize focus on the CTA.
  31. 31. Hero —————————-—————————————— (IMAGERY) ————————————-——————————— HEADER SUBHEADER —————————-—————————————— (IMAGERY) ————————————-——————————— If the visitor reads nothing else on your page, they should still get your product and why they should use it.
  32. 32. Hero — Imagery The purpose of the hero imagery is to visualize the value propositions conveyed by the header and subheader. It should complement and reinforce the copy. Not distract from it. Most often, this comes down to just showing off your product. Software → screenshot Physical products → picture Services → illustration
  33. 33. “In advertising, the greatest thing to be achieved is believability. Nothing is more believable than the product itself.”
  34. 34. Make them want to scroll. But don’t require them to scroll. Descriptive, while concise. Hook them. Or lose them forever. Be specific. Don’t be vague. “Improve your workflow!” If a visitor reads only this on the page, would they know exactly what you sell?  Hero — Header
  35. 35. How to write great headers 01 Identify a compelling feature that captures your product’s purpose 02 If needed, point out the purpose explicitly Hero — Header
  36. 36. What makes a compelling feature? Something that makes a target persona say to themselves: “I want that!” “Finally, a reason to sign up for one of these products!” Hero — Header
  37. 37. 1. Compelling features — Example: Video Chat App Chat with anyone quickly. Chat on your phone, tablet, or desktop. Auto-translate real-time conversations regardless of language. Get transcripts for every conversation — emailed to you. Have auto-translated chats with foreigners. Find someone to video chat with in less than 30 seconds. Hero — Header
  38. 38. Hero — Header Chat with anyone quickly. Chat on your phone, tablet, or desktop. Auto-translate real-time conversations regardless of language. Get transcripts for every conversation — emailed to you. Have auto-translated chats with foreigners. Find someone to video chat with in less than 30 seconds. 1. Compelling features — Example: Video Chat App
  39. 39. Does the visitor get why the value proposition matters? If not, point it out explicitly. Riley texts your real estate leads for you — to automatically qualify them. Have auto-translated chats with foreigners — to have fun learning any language. 2. High-level purpose Hero — Header
  40. 40. Visually design and develop sites from scratch. No coding. Groceries delivered in 1 hour. Skip traffic, parking, and long lines. Invest in crypto even if you’ve never invested in crypto. Create engaging animations for any app or website. Rent real people's homes. So you can experience a city like a true local. Hero — Header Good examples
  41. 41. BAD Forest: Stay focused, be present. BETTER An app that prevents phone addiction. So you can focus on what’s more important. BAD Extend your software development team. BETTER Add experienced remote devs to your team. Higher quality for lesser cost. BAD Keep your money safe. BETTER We create secure virtual cards for you so you can pay without revealing your real card details. BAD The smarter way to send business payments internationally. BETTER Send money to anywhere in minutes at the real-time exchange rate. No hidden fees. Hero — Header Bad examples, rewritten
  42. 42. Hero — Header “When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product.” DAVID OGILVY
  43. 43. Hero — Subheader When you depict an amazing life, here’s what visitors typically think: “Ok great. But how?” “That sounds too good to be true.” “There’s probably a catch.” Now that people understand what your product does, use your subheader to describe how it is able to do that.
  44. 44. Riley texts your real estate leads for you — to automatically qualify them. A network of vetted concierges monitor your lead chats to respond whenever you're busy. Have auto-translated chats with foreigners — to have fun learning any language. In real time, we transcribe and translate your words into 100 languages. Hero — Subheader Examples
  45. 45. Hero — Subheader Examples CRYPTO PAYMENT SOLUTION Our app accepts cryptocurrency payments, converts it into your currency at a locked-in exchange rate, then transfers it to your account. INTERACTIVE VIDEO SOLUTION Mindstamp helps you engage and educate your viewers by adding notes, pop-up questions, and CTAs to any video in seconds.
  46. 46. Social proof As soon as visitors look/scroll down from the amazing value props in the hero, they should be seeing other people/companies that are not you vouching for those value props. LOGO —————————-— LOGO —————————-— LOGO —————————-— LOGO TESTIMONIAL ——————TESTIMONIAL ————-— TESTIMONIONIAL ————-— TESTIMONIAL
  47. 47. Aim to make the visitor feel as if everyone (people/companies they identify with) is already using your product. Except for them. Create irresistible FOMO. What if nobody is using your product because, well, you’re an early-stage startup? Give people your product (or mockup) for free, then ask them for a testimonial. Let’s say the idea of “fake it till you make it” applies here. Social proof
  48. 48. Call-to-action —————————-——————————-— HEADER —————————-——————————-— —————————-——————————-— (FORM) —————————-——————————-— —————————-——————————-— BUTTON —————————-——————————-—
  49. 49. The visitor is excited now. The goal of your header is to get them to act on that excitement. Call-to-action — Header Aim to make the CTA header specific about how close they are to your amazing value prop. Make it tangible how the awesomeness is only 1 step away. “You just have to do this and you can get all of this!” “Get a new logo in 24 hours.” “Just set your price and go.” “Open an account right from your laptop.”
  50. 50. Have the button specifically describe what happens after clicking, what specific action the visitor is taking. Notify me, Request early access, Join the waiting list Call-to-action — Button + Form To collect email addresses, you’ll need a form. Consider including the form directly in the CTA section. (Cut out as many steps you don’t necessarily need.) • Name • Email address • “How did you hear about us?” (+ dropdown)
  51. 51. Features & Objections FEATURE #1 —————————-——————————————————————-——————————— —————————-——————————————————————-——————————— FEATURE #2 FEATURE #3 —————————-——————————————————————-——————————— This is where you put all of your chips on the table for visitors that don’t convert from the hero + social proof (spoiler: many won’t). In other words: time for the full sales pitch.
  52. 52. Features & Objections This is where you go all out with value props. While you’re at it, seize the opportunity to proactively address possible objections visitors may have concerning them. • Header that states the value proposition (~ framework Hero section) • Paragraph to elaborate on the value prop and address potential objections • Image/illustration to visualize / reinforce the value prop Elements per feature
  53. 53. Features & Objections — Header 3-7 WORDS DESCRIBING FEATURE OR VALUE Avoid vague language → “The bank of the future” Be descriptive so visitors can decide whether it’s relevant to them as they scan the page. If they don’t care, they can skip → You reduce labor and increase focus.
  54. 54. Features & Objections — Paragraph Blunt brevity Concisely describe the feature. ~ Value proposition generation + Address possible objections. Point out how the status-quo is no good and describe how you make it better. Keep it short and simple. Specific. No sales fluff. Bullet points.
  55. 55. Features & Objections — Examples Header A simpler workflow for docs & tasks Paragraph Tired of linking Google Docs and Trello? Notion seamlessly blends the two. Full-powered project trackers with docs inside. Save your team from context switching. Header Invest for free Paragraph We’ve cut the fat that makes other brokerages costly, like manual account management and hundreds of storefront locations, so we can offer zero commission trading. Header Truly Private Messaging Paragraph Status uses the peer-to-peer protocol Whisper and end-to-end encryption to protect your communication from third party interference. Only you can view your messages. Header With LOOP, parents are more connected with each other. Bullet points • Create a chat room to organize school carpools. • Find a trusted babysitter on the fly. • Arrange playdates and (kid-free) social gatherings.
  56. 56. The more expensive, innovative, unintuitive your product is, the more objections you should address. If you’re having a hard time deciding which objections to highlight, study your competitors’ messaging to learn how to differentiate yourself from what people expect you to say. Features & Objections
  57. 57. The Ladder Of Product Awareness They’re motivated to solve the problem and are convinced your product is the best solution They’re motivated to solve the problem, but aren’t sure which solution is best They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem. They’re experiencing the problem, but are unaware solutions exist. They’re not experiencing the problem. To what extent is your target audience (not) aware of your solution and the problem it solves?
  58. 58. They’re motivated to solve the problem and are convinced your product is the best solution They’re motivated to solve the problem, but aren’t sure which solution is best They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem. They’re experiencing the problem, but are unaware solutions exist. They’re not experiencing the problem. The lower on the ladder, the more you’ll need to go out of your way to educate them. The Ladder Of Product Awareness
  59. 59. They’re motivated to solve the problem and are convinced your product is the best solution They’re motivated to solve the problem, but aren’t sure which solution is best They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem. They’re experiencing the problem, but are unaware solutions exist. They’re not experiencing the problem. This applies to landing pages, ads, content,… anything that qualifies as marketing material. The Ladder Of Product Awareness
  60. 60. Features & Objections — Imagery Product screenshot (or mockup). Image that demonstrates the feature in action. Illustration that captures the purpose. Pretty much the same essence as for the hero. Make sure it adds value to your story. Avoid meaningless eye candy. Thumbs up for animated GIFs.
  61. 61. Features & Objections — Examples
  62. 62. Features & Objections — Examples
  63. 63. Features & Objections — Examples
  64. 64. Features & Objections — Examples
  65. 65. Features & Objections — Examples
  66. 66. Features & Objections — Examples
  67. 67. Features & Objections — Examples
  68. 68. Features & Objections — Examples
  69. 69. Features & Objections — Examples
  70. 70. Features & Objections — Examples
  71. 71. A final CTA, then some links 1. NAVBAR — Top of the page: company logo and site links. 2. HERO — Big section with header text, subheader text and most enticing imagery. 3. SOCIAL PROOF — Logos and/or testimonials of best-known clients. 4. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it. 5. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you. 6. CALL-TO-ACTION REPEAT — Repetition cooks an idea into people’s heads. 7. FOOTER — Miscellaneous links.
  72. 72. 1. HERO — Big section with header text, subheader text and most enticing imagery. 2. SOCIAL PROOF — Logos and/or testimonials of best-known clients. 3. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it. 4. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you. Mix up as you see fit The essentials
  73. 73. The design part A visually appealing design does help conversion. By showing you’re not an amateur. Don’t overdo it, but make sure: 1. It's enjoyable to visually skim. 2. It looks thoughtfully put together. 3. Each section is clearly structured. 4. It reflects what you stand for (brand).
  74. 74. Landing page builders landerapp.com instapage.com leadpages.net unbounce.com wix.com webflow.com These tools typically include: • Drag-drop building blocks for various elements (including forms) • A built-in mechanism for collecting your leads • Easy integration with services like Google Analytics, Mailchimp, Hotjar, Facebook Pixel etc.
  75. 75. Getting feedback on your page People outside of your target audience Learn how enticing and comprehensible your copy is people who aren't familiar with your market or product. A mistake many make is to over- assume the baseline knowledge of an audience. People from your target audience Learn if your messaging is sufficiently unique and descriptive to convince people from your target audience to choose you over competitive solutions.
  76. 76. • Are you willing to hand over your credit card and sign up right now? If not, what would it take? • Rate how the page sustained your interest on a scale of 1-10. • What do you suggest be rewritten or redesigned to help it better sustain your interest?  • What unanswered questions are you left with? • Something awesome you wanted even more details on? • If you had to delete half the page's imagery and copy, which would it be? • What triggered your “bulls*t” reflex? Getting feedback on your page
  77. 77. Inspiration https://persistiq.com https://streak.com https://copper.com https://frontapp.com/ https://airtable.com https://figma.com/ https://tryshift.com/ https://cindergrill.com/ https://notion.so https://webflow.com/ https://grammarly.com/ https://duolingo.com/ https://cover.com/ https://frame.io/ https://withjoy.com/ https://slite.com/ https://flat.io/ https://shape.space/ https://paste.bywetransfer.com/ https://wake.com/ https://usepastel.com https://goodweb.design https://pageflows.com/pages
  78. 78. Catching customers in your web
  79. 79. Marketing at a startup starts from the inside out. As you build the product, you start talking about it to as many potential customers as possible. This will help build an understanding of (1) who buys your product, (2) why they buy it and (3) how they talk about it.
  80. 80. STARTUP MARKETING 101 Get as many potential users as possible to learn and talk about your startup
  81. 81. DES TRAYNOR, CO-FOUNDER INTERCOM The most important tasks for any early stage startup are to write code and talk to users. About 50% of my time was spent communicating with potential users, whether that was asking them to try Intercom over email, meeting them at conferences, write blog posts, responding to users in blog comments or talking to them on Hacker News. Livechat software, founded in 2011, valued today at ± 1.85bn
  82. 82. Does that mean you have to start writing blog posts the moment you leave this hall?
  83. 83. You can’t reach users in ways they’re not reachable. As much as you can’t phone people who don’t have a phone, you can ‘content market’ to people who don’t read. (Or at least don’t read the stuff you’d write about.)
  84. 84. • If you’re selling a cool new piece of technology to developers, like Twilio, community-focused activities such as meetups are going to work better than paid ads. • If you’re selling clinic management software to dentists, then speaking at/sponsoring a dentistry conference will probably outperform social media. • If you’re selling dating apps to millennials, then clever PR or on-campus, offline campaigns will likely beat event sponsorship. • If you’re building an iPhone game for teenagers, Snapchat Ads are more likely to work than opinionated articles on the educational duties of the gaming industry.
  85. 85. 01 Start by understanding the behaviors and mindset of the people you’re trying to reach. 02 Choose a particular marketing tactic based on those exhibited behaviors.
  86. 86. How to think about acquisition 1. Nail your messaging 2. Understand your customer 3. Ideate on ways to reach your customer 4. Score and rank each idea 5. Test your best ideas
  87. 87. 1. Nail your messaging Clearly define how your product makes the lives of your target customers better than it is right now. By now, you know to do this from building your landing page. See slides 15-25
  88. 88. 1. Nail your messaging Example Our AI-powered shovel helps onion farmers dig holes faster, so they can plant more and sell more with less back pain than traditional shovels. What is the product? An artificially intelligent shovel. Who is the customer? Onion farmers. What value is generated for them? Time saved through faster planting. How is it better than the old way? Less back pain than traditional shovels.
  89. 89. 2. Understand your customer The better you’re able to grasp the mindset and behavior of your target customers, the better you’ll be at reaching them with the right message, in the right place, at the right time.
  90. 90. The more specific you are about your customer, the easier it is to understand how to reach them and what message should be used to do so. For the AI shovel example, onion farmers are a smaller audience with different behaviors than do-it-yourself homeowners. That means their needs and habits are more specific, which in turn makes it easier to understand them. 2. Understand your customer
  91. 91. • How do your target customers buy products like yours today? • Where do your customers hang out online? • What kind of content do your customers seek and consume? • Which apps do your customers use? • What questions are my customers asking? • Where do your target customers connect with people like them? • Where do your target customers get their information personally? • Where do your target customers get their information professionally? • Who do your target customers look up to? • Who do your target customers trust? 2. Understand your customer
  92. 92. 3. Ideate on ways to reach your customer Dream up all the ways you could reach your audience and write each idea on a giant list. Don’t worry about thinking big and crazy at this point.
  93. 93. • Buy sponsor slots on the annual OnionCon conference. • Get a speaker slot on the annual OnionCon conference. • Get an interview on the OnionPod podcast. • Start a YouTube channel for onion farmers. • Facebook advertising based on interest in onions and shovels. • Google Ads targeteted to keywords like ‘shovel’ and ‘onion farming’. • Content creation on onion farming & shoveling. • Sending sample shovels to all the speakers at OnionCon. • Referral program to incentivize word-of-mouth among onion farmers. • Make distribution deal with retailers where onion farmers shop for gear. 3. Ideate on ways to reach your customer
  94. 94. More resources for ideating on acquisition tactics • 19 traction channels • Bullseye brainstorming exercise for the 19 traction channels • Cheap traction tests you can run to validate channels 3. Ideate on ways to reach your customer
  95. 95. CAN IT SCALE? SCALABILITY EASE & COST AVAILABILITY PRODUCT/CHANNEL FIT RELEVANCE GUT FEELING BLINK 1-5 1-5 1-5 1-5 65 pt 4. Score and rank each idea
  96. 96. 4. Score and rank each idea SCALABILITYAVAILABILITYRELEVANCEBLINK What do you think about the idea before you even realize you’re thinking? Based on Malcolm Gladwell’s stellar book. Don’t try to sell hearing aids on Snapchat. Or find B2B customers on Pinterest. How easy is it to set up? How long will it take? How much will it cost? YouTube videos may work very well, but are expensive to make. How easy is this channel to scale up? Answering Quora questions may be effective, but you have to write them one by one.
  97. 97. AVAILABILITYRELEVANCEBLINK What do you think about the idea before you even realize you’re thinking? Based on Malcolm Gladwell’s stellar book. Don’t try to sell hearing aids on Snapchat. Or find B2B customers on Pinterest. How easy is it to set up? How long will it take? How much will it cost? YouTube videos may work very well, but are expensive to make. SCALABILITY Don’t worry about scalability at this point. It’s more important that you get a sense of your customer’s behaviour and validate your messaging. 4. Score and rank each idea
  98. 98. CAN IT SCALE? SCALABILITY EASE & COST AVAILABILITY PRODUCT/CHANNEL FIT RELEVANCE GUT FEELING BLINK 1-5 1-5 1-5 1-5 = BRAS Score X X 4. Score and rank each idea
  99. 99. 5. Test your best ideas • Take your best 2-4 ideas and start executing. • Adopt an experimental mindset while doing so. • If something works, put more of your chips on it. • At all times, aim to understand why ideas (don’t) work. • Then use those insights to generate new, better ideas.
  100. 100. B2C vs. B2B You’ll use acquisition tactics is to get relevant people to express interest in your product. So you’ll be able to tell investors at the pitch this many people are ready to buy my product. This is customer validation: it tells the investors something about how likely it is that your product will do well on the market if they decide to invest in it.
  101. 101. B2C vs. B2B If you have a B2C product, you’ll do this through signups: you reach your target audience somewhere online, convince them to go your landing page and get them to indicate their interest by leaving their email address. (1) You reach them somewhere on the internet (2) with some kind of message that gets their attention and convinces them to click to (3) your landing page where they learn more about your product in a way that gets them to (4) act on your CTA and (5) express interest by leaving you their email address.
  102. 102. B2C vs. B2B If you have a B2B product, the goal is to get a business customer to express formal intent that they want to buy once your product comes on the market. They won’t give you this from just your landing page. You’ll need to get into a conversation with them - via email, direct messaging and over the phone. You can do this by following with up people that leave their email address on your landing page or by reaching out yourself.
  103. 103. B2C vs. B2B We’ll first cover strategies for how to find your target audience online and get them to come to your landing page. This is mostly relevant for B2C, but can also work for B2B. Business people are still people so they can also be reached in different channels and convinced to come to your landing page. There, they would then leave their email address so you can follow up with them. Near the end, we’ll get into how to find prospects for B2B and get you in a conversation with them so you can convince them to express intent.
  104. 104. B2C vs. B2B Getting intent is not really easy. Business people have priorities and not a lot of time. They aren't exactly sitting around waiting around for your call. You’ll have some convincing to do. In some cases, getting B2C signups can help make your B2B case stronger. B2B decision makers are mainly interested in how much more money they’ll make or save with your product - and this is often related to the interest of B2C customers.
  105. 105. B2C vs. B2B For example, if you’re making an app that helps festival goers find their friends in crowds, getting a lot of signups from people that go to festivals will help you convince festivals that their attendees want this. So, ask yourself whether you should mainly go for getting B2C signups, for getting in touch with B2B decision makers - or for a strategy that combines the two. This will determine what channels and strategies are for you, and even how you should position your landing page: to businesses or consumers. Ask your marketing mentor for help with this.
  106. 106. Zero-budget user acquisition tactics with fast feedback loops This list is non-exhaustive (that would take an entire AIA program of keynotes) Focus on the concepts. It’s always about what your target customers are asking, searching for, what content they consume, what influencers they follow, what other apps they use etc.
  107. 107. WHAT ARE YOUR CUSTOMERS ASKING? Quora Quora means to give the world the best possible answer to any question humans could possibly have. Users can ask questions, write answers and upvote/downvote answers. Answers with the most upvotes (and least downvotes) end up on top. People from your target audience have likely posted questions you can answer. You just have to show up and gently point them to the solution: your product.
  108. 108. WHAT ARE YOUR CUSTOMERS ASKING? Quora — What you can get out of it Highly-qualified traffic Because of the 1-1 relationship between what the user is looking for and your value, on-site conversion for Quora traffic is typically higher than for many other channels (10% -15%). Thought leadership As you help out your target audience in what they care about by answering questions relevant to them, you’ll become an influential voice and they’ll start valuing your opinions.
  109. 109. WHAT ARE YOUR CUSTOMERS ASKING? Quora — Researching questions • Study what people are asking and what language they use to do so. • Study the most upvoted answers for relevant questions and try to understand why people like those answers more than others. • Study the numbers of followers, answers and views of questions to get a sense of how many people seem to care about it. • Questions with significant traction also hold more potential for you to acquire users by writing good answers to it. • Don’t be discouraged by low metrics for questions. Your target audience may just not on Quora as much or voice the questions they have altogether. Metrics say something, but don’t tell the whole story.
  110. 110. If you mean to target users from non-English speaking countries, check out Quora in other languages. WHAT ARE YOUR CUSTOMERS ASKING? Quora — Researching questions
  111. 111. High-value questions typically have more followers than answers. The higher this ratio, the better. This means a lot of people are interested while not a lot of people have provided answers. WHAT ARE YOUR CUSTOMERS ASKING? Quora — What makes a question worth answering?
  112. 112. WHAT ARE YOUR CUSTOMERS ASKING? Use the search module — Quora has a search functionality that lets you find questions, answers, topics, users and spaces from search keywords. Quora — Finding questions to answer
  113. 113. WHAT ARE YOUR CUSTOMERS ASKING? Related questions — On every question page, Quora will show related questions on the right-hand side of the page. Quora — Finding questions to answer
  114. 114. WHAT ARE YOUR CUSTOMERS ASKING? Topics & influencers — Quora also organises similar questions around topics. For each topic, you can identify influential writers by checking out Most Viewed Writers. These influencers will most probably also have answered other relevant questions. Quora — Finding questions to answer
  115. 115. WHAT ARE YOUR CUSTOMERS ASKING? Don’t be spammy and mindlessly pitch. Instead, focus on providing real help. From the start, align your answer to the question and gradually build a convincing narrative towards your value proposition. Then try giving them a good reason to check it out (call-to-action). To ensure relevance, combine the best ideas from already present answers and bring them together in your own way. Be mindful of who you’re writing to and make the value obvious and relevant. It’s not that different from building great landing pages (; Quora — How to write good answers
  116. 116. WHAT ARE YOUR CUSTOMERS ASKING? Quora — How to write good answers
  117. 117. WHAT ARE YOUR CUSTOMERS ASKING? • Ask team mates to upvote your answers. • And downvote the other answers on the same question. • Pro level: create a group chat with all teams that are active on Quora so you can support each other. • Quora may penalize upvotes - and downvotes for coming from the same IP address (since we’re all on the same network here). Try to up - downvote from your mobile phone instead. • Pro level: use a VPN to change your IP + location (Hola VPN is a free browser extension) • I recommend to use one Quora account per team to write answers from. Quora — How to get your answers to the top Facebook Group to get upvotes
  118. 118. The Ladder Of Product Awareness They’re motivated to solve the problem and are convinced your product is the best solution They’re motivated to solve the problem, but aren’t sure which solution is best They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem. They’re experiencing the problem, but are unaware solutions exist. They’re not experiencing the problem. Whether your audience is asking questions on Quora gives you a sense of where they are on the LOPA WHAT ARE YOUR CUSTOMERS ASKING?
  119. 119. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Product Hunt Product Hunt is Product Geek Heaven. It’s where early adopters come together to connect over their passion for new products and technologies. Match made in heaven for AIA projects.
  120. 120. The Daily Hunt Every day again, new products for users to check out. Products compete to be on top by the end of the day. Upvotes You rise in the ranking by getting upvotes from community members. But that’s not the only thing that counts (there’s a secret algorithm). Hunters & Makers Only community members with Hunter permissions can post new products. Members that created the product are called Makers. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Product Hunt
  121. 121. Product Hunt — What you’ll get out of it You’ll get on the radar of early adopters These are the type of people who’ll try your product when it’s still a baby. They’re okay with it still having growing pains. You’ll get invaluable product feedback While the traction is awesome, early stage this is still mostly about getting as many people as possible to talk about your product. You’ll get traffic and signups People come flocking to your landing page to check out your product and get early access. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  122. 122. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Product Hunt — How to launch Since only Hunters can post products, you’ll first need to get ahold of one. This may take a couple of hours or even days, so start early. If you want to launch, talk to me and I’ll get you a Hunter. (WhatsApp +32478638070) Since you can’t really give users access to the product just yet, position your submission and landing page as a Pre-launch with a call-to-action along the lines of Request early access, Notify me or Join the waiting list. You can put as much effort in a Product Hunt launch as you like. You can prepare it meticulously and aim for the top spot or you can just have it posted with some minimal prep and see what happens.
  123. 123. I wrote one of the most used guides to launch on Product Hunt following a launch I did with a startup. The Ultimate Playbook to blowing your Product Hunt Launch out of the water If you want an additional perspective, I also recommend this resource: 10 Steps to Launching a #1 Product on Product Hunt WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Product Hunt — How to launch
  124. 124. In case multiple teams would want to go for this, you can leverage the power of AIA in a similar way as previously recommend for Quora upvotes. Create an upvote group chat (WhatsApp, Messenger, Telegram) to coordinate. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Product Hunt — How to launch
  125. 125. WHO DO YOUR TARGET CUSTOMERS TRUST? 92% of consumers trust recommendations from friends and family over advertising
  126. 126. WHO DO YOUR TARGET CUSTOMERS TRUST? Leverage the networks of early enthusiasts by incentivizing them to share with their friends and family Rhyme your marketing campaign with a waiting list system that lets leads move up the leaderboard by sharing your campaign with their friends and family.
  127. 127. WHO DO YOUR TARGET CUSTOMERS TRUST? Referral Programs — The Startup Prelaunch
  128. 128. WHO DO YOUR TARGET CUSTOMERS TRUST? Referral Programs — The Startup Prelaunch
  129. 129. WHO DO YOUR TARGET CUSTOMERS TRUST? Referral Programs — The Startup Prelaunch
  130. 130. You can implement this quickly and without coding with Viral Loops. Register for a free 14-day trial at https:// viral-loops.com and get started with the Startup Prelaunch template. If you need help, talk to the guys from Viral Loops via the live chat on their site. Tell them you’re running an EIA project and that I referred you (I gave them a heads up). WHO DO YOUR TARGET CUSTOMERS TRUST? Referral Programs — The Startup Prelaunch
  131. 131. WHO DO YOUR TARGET CUSTOMERS TRUST? Referral Programs — Other formats Other relevant Viral Loop formats to run for making the most out of a launch would mostly be: • Milestone referral • Leaderboard giveaway However, for these (and others), the format kind of demands you to have rewards to give users that share most. While for the Startup Prelaunch it’s fine if you just promise them early product access.
  132. 132. Facebook Groups This is about aligning your story to the audience you’re targeting it too. That becomes easier as an audience is more homogeneous (i.e. the people that make up the audience increasingly similar to one another) This is what makes Facebook Groups so powerful. You can group a bunch of people that correspond to your ideal customer, that share that one pivotal interest. Then you connect with them, learn from them, and market to them. Except it won’t feel like marketing. It will feel like you’re helping them. And that’s about the best marketing can get. WHO DO YOUR TARGET CUSTOMERS TRUST?
  133. 133. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Facebook Groups Facebook Group for writers created by an entrepreneur who’s looking to create software to help writers write better, faster. The takeaway: don’t spam, help and care.
  134. 134. Facebook Groups — Join existing groups Resist the temptation of blatantly posting your landing page asking for signups. There’s few things people hate more than spam. Instead, try to start a conversation. Create the narrative of you trying to solve a specific problem for them and wanting to work with them to get it done. WHO DO YOUR TARGET CUSTOMERS TRUST?
  135. 135. Can’t find Facebook Groups on your topic? This tells you something about the (un)awareness of your target audience. Find Facebook Groups on your topic but no good ones? Great. That’s a sign of an underserved niche. And you can fill that need by creating a killer community of which you’ll be the king. This can be extremely powerful. But takes careful recruiting, lots of content creation and community building. And thus time. Facebook Groups — Create your own WHO DO YOUR TARGET CUSTOMERS TRUST?
  136. 136. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Other communities designernews.com For designers. stackoverflow.com For programmers. getcrafty.com For DIY artists (by Etsy). sephora.com For makeup affecionados. LinkedIn Groups Like Facebook Groups. slofile.com Directory with Slack Groups for developers, marketers, entrepreneurs, designers, scientists, crypto, sports, music, travel, health,… shethinx For girl power.
  137. 137. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE? Other communities Every Instagram, Twitter, Pinterest, LinkedIn, YouTube, Twitch, Tik Tok, Snapchat… account with substantial following is essentially a community. All of those people share at least one interest, and that interest brings them together - in a Facebook Group, on a Reddit forum, subscribed to a YouTube creator, following an Instagram influencer, a Twitch gamer etc. The question is always the same Where is your audience hanging out? That’s how you should think to consistently find them, reach and learn about them.
  138. 138. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Acquisition on Instagram You can reach target audiences on Instagram via other other accounts that post content related/similar to your value proposition. For example, if want to reach people that love bread — target the users that follow and engage with accounts about wine, cheese, gastronomy etc. Follow them, like and comment on their posts. This will make your account pop up in their notifications. If they are triggered by your profile picture + name, they’ll click through to land on your profile page. Then it’s up to you to convert them with relevant content an appealing CTA in your bio.
  139. 139. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? 1. Make a list of accounts your target audience follows and engages with. 2. Make sure to have a nicely filled feed with relevant, quality content. For inspiration on what to post, study target accounts: identify the posts with the most likes/comments and have that inspire the content you create + post. Or steal it. Up to you. 3. Engagement like following, liking and commenting to get on the radar of your target audience. 4. Include a convincing offer / call-to-action on your account page so you can send users that land on your profile page to your landing page. 5. (You can automate this process - but Instagram doesn’t like this so much and it’s become increasingly risky.) Acquisition on Instagram
  140. 140. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Instagram, Twitter, Quora, Facebook, TikTok, LinkedIn, Pinterest… You can apply the same kind of thinking across different social media platforms. On all of them, audiences can be found and reached through content, topics and influencers that interests them. All you have to do is find out what they are following, liking, commenting on and then use the platform’s mechanisms to get on their radar. Other platforms
  141. 141. Reddit — Where viral stories are born Reddit is the world’s 17th website for traffic (5th in the US). Because users are anonymous, you should probably not consider this a sustainable customer acquisition channel. Because of its huge user base, high levels of engagement and wide variety of subreddits however — it’s also a great place to create buzz and momentum around your startup. Reddit is where stories go viral before they reach social media and mainstream media. But it’s usually hit or miss. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  142. 142. Reddit — What you need to know first Reddit likes laws and law enforcement. There’s lots of posting rules you’ll need to comply with, often specific ones per subreddit. Moderators are ruthless and will take every opportunity to take your post down. For every subreddit you try to post in, read the rules, study the posts that stay up and get traction, plus make sure you post with a high-karma account. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  143. 143. Reddit — What you need to know first Reddit doesn’t like outsiders. As a Reddit user you can accumulate karma through the amount of upvotes and comments your posts get. A user’s karma indicates the seniority of a Reddit user and determines how severely moderators judge their actions. In short: don’t create a new Reddit account and immediately post a story about yourself. Instead, accumulate karma first in easy subreddits or get your hands on an account that already has a good amount of karma (let me know if you want to use my account). WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  144. 144. Reddit — Maximizing your chances of big time buzz To go viral on Reddit, content needs tell a story that makes an audiences feel something. This can be happiness, motivation, inspiration, sadness etc. in a way that makes them want to share it with other people. Rather than the startup itself, focus on the story, even if that story doesn’t directly involve your product. To get people to read the story in the first place, you’ll need to write a hook (subject) that stands out in the list of posts in the subreddit. Think of the type of headlines that you would click. At the same time, avoid clickbait where the story doesn’t deliver on the promise of the hook. Users will feel cheated and vote your post down. Mind that it doesn’t need to have a text post: images and (especially) videos can work too, if done well. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  145. 145. Reddit — Example I once made a startup from Rwanda that makes shoes out of tyres and banana leaves go viral on Reddit. It was afterwards posted to BBC World and other sites. I think it’s a good example of how to approach writing the subject line for a post you mean to get traction. + Another great example. How to get your startup on the front page of Reddit Reddit hates blatant marketing: here’s how you can still get thousands of visitors List of subreddits WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  146. 146. Reddit — The quick win In the specific subreddit for startups they actually want you to spam your startup. In my experience, this is unlikely to get you significant traction. But it takes about 2 minutes. https://www.reddit.com/r/startups/ WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  147. 147. Betalist — A hybrid of Product Hunt and r/startups https://betalist.com WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  148. 148. Betalist also wants you to spam your startup. To help enthusiasts discover new startups and provide startups with early user feedback. Similar to r/startups, this is a quick win that is unlikely to get you real traction. But why not? You never know. Betalist — A hybrid of Product Hunt and r/startups WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
  149. 149. “This video was made possible by Brilliant. Learn everything you want, including how I make videos like these. The first 200 to sign up via the link in the description will get 20% of a yearly plan.” WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Make friends with your customers’ favourite creators
  150. 150. 1. Figure out which YouTube videos your customers watches, which podcasts they listen to, what blogs they read. Anyone who already has the interest of your audience is worth trying to get ahold of. 2. Build a relationship with the creator and provide a special deal for their audience. 3. Creators with a big audience will ask for a fee, but smaller ones may be happy to try out your product and be able to give their audience something special. 4. A variation of this would be to ship products to relevant creators and ask them to review it. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Make friends with your customers’ favourite creators
  151. 151. You can also turn this around by creating content (blog, video) around influencers/creators relevant to your audience. For example, I and 21 others were sent 4 questions about LinkedIn marketing — super quick to fill out. The content creator then aggregated all of the answers into one giant blog post that got lots of traction. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Make friends with your customers’ favourite creators
  152. 152. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME? Make friends with your customers’ favourite creators • For the influencers it’s a quick and easy. Minimum effort for significant exposure. • Getting such a request makes the influencer feel important, especially if the content project also includes other influencers. • All of those influencers will be happy to share the content piece with their respective audiences once it’s ready. • For the content creator, this is a quick and effective way of creating highly relevant content while gaining exposure with multiple relevant target audiences at once. Why this works
  153. 153. DES TRAYNOR, CO-FOUNDER INTERCOM “In the early days, I used to literally email people and ask them to use Intercom. If you look at the first 200 emails I sent from my Intercom email, almost all of them were along the lines of, “Would you like to try Intercom?” For a customer we really wanted, I’d mock up a screenshot showing how we’d nail a reasonable use case for their product. That helped people understand both what we could do for them and what it would look like in their product.” Livechat software, founded in 2011, valued today at ± 1.85bn BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS Use email and direct messages to start conversations and build relations
  154. 154. B2B SALES Can you get your ideal customer to talk to you? User acquisition at this point becomes about getting into conversations with potential customers — be it in-person, over the phone or via email and similar (direct messages).
  155. 155. For the investor pitch, try to get target B2B customers on a sales call to learn more about their specific needs and get them to say they’re interested in your value proposition as soon as you launch in on the market. This shows validation. BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS B2B Sales — Lead generation
  156. 156. BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS B2B Sales — Finding prospects 1. Your already existing network — Comb through your address book and social connections. Anyone in there worth talking to or who might be able to get you an intro somewhere? Make a post on Facebook/ LinkedIn or send an email to your address book so you don’t have to ask people one by one. 2. Warm intros — Ask your mentors, coworkers, friends, and family for intros to anyone who may be in the market for your product. 3. Conferences — A big gathering of your target customers you get to talk to in-person, which will always be more effective than any type of medium you have to use to do so. Try to get your hands on the guest list beforehand to determine whether the event is worthwhile. This also allows you to reach out to people you want to meet beforehand. You can even reach out to them without going to the event 4. The internet — Your target customer is somewhere among the 4 billion on the internet. We’ll cover how to quickly find them in a way that you can reach out to them in later slides.
  157. 157. B2B Sales — What to write in emails and DMs Know who you’re talking to Always align your pitch and tone to the specific persona you’re reaching out to. If you’re an online design testing platform, don’t pitch a designer the same value proposition as you’d pitch a marketer. BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  158. 158. Be contextual, give them a reason to care You’ll have to convince leads you’re worth paying attention to just about the first 1-2 lines of your messages. If you can’t trigger them right then and there, they’ll most probably ignore you. They’ll be busy and have loads of other people trying to get their attention. Why should they give you theirs? B2B Sales — What to write in emails and DMs BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  159. 159. The hook: Give them a reason to care, set the tone, be contextual. • Remind them where you know each other from (event, school, LinkedIn, intro) • Describe a relevant bad situation and show or offer help • Invite them as early users - make them feel ‘special’ • Invite them to an exclusive event you’re organising (or as speaker) • Invite them an online community like a Facebook Group Cold Email Playbook by Mailshake B2B Sales — What to write in emails and DMs BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  160. 160. Make your pitch (2-4 lines) • After the intro, get to the point. What do you have to offer and why should they care? • Think back to the idea of header + subhead on your landing page. • Your users hate video ads. We can solve it, without losing you money. • Keep it short and simple. You want prospects to read your message before they even realize they’re reading it. This is impossible with big, chunky paragraphs of text. • If you feel you can’t make the pitch in such few words, attach a 3-4 slide deck. That way you leave it up to the prospect to decide whether they need more or not. Cold Email Playbook by Mailshake B2B Sales — What to write in emails and DMs BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  161. 161. Make it easy for them to take action • End your message by asking a specific, easy-to-answer question or propose an action that is easy to take. • For example, don’t ask whether they’d be interested in hopping on a call next week. This means they’ll have to go check their calendar, find a good time, propose that time to you etc. • Instead, propose a specific day+time right then and there. • Even better: provide a calendar booking link so the prospect can pick a time that works for them in two clicks. Cold Email Playbook by Mailshake B2B Sales — What to write in emails and DMs BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  162. 162. Mixmax Calendly B2B Sales — What to write in emails and DMs BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  163. 163. B2B Sales — Outreach example BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  164. 164. Cold Email Playbook by Mailshake B2B Sales — Outreach example BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  165. 165. Hi {{prospect firstname}}, I noticed you guys at {{prospect company}} help brands to generate qualified leads by building tools their audience can use for free. It’s a great new space, but I know it’s hard for agencies to scale their offering because development takes up a lot of time. Because these apps tend to have the same building blocks, we’ve built {{your startup name}} software that gives you those building blocks so you can develop and deliver much faster. Agencies like {{similar company to prospect company}} tried our first version and were impressed. Here’s what their {{decision-maker}} said: {{testimonial}}. I’m confident {{prospect company}} would have similar results. Do you have time next week for a chat? You can book a slot with me here. {{your firstname}} , Co-Founder {{your startup name}} {{landing page URL}} B2B Sales — Outreach example BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  166. 166. No matter how great your email, it won’t get read if you don’t manage to make its subject line stand out in the prospect’s packed inbox. Remember you’re a stranger whose name they’ve never seen before. Aim to entice, create intrigue, spark curiosity. Try triggering a question in their heads so they’ll need to open the email to answer that question. At the same time, avoid looking spammy. For inspiration, check out the resource below. The 87 Best Email Subject Lines by Sumo B2B Sales — Outreach example BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  167. 167. After sending your first message, have two follow-ups scheduled.  Data proves your chances of success improve if you follow up at least two times. You don’t want to be a pest, but the bottom line is persistence wins. And the marginal cost of each email you send is low. B2B Sales — Follow up BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  168. 168. But you need to do it right. Few will respond to your first email. Each follow-up is an opportunity to build credibility to finally get to a "Fine, I'll respond.” So don’t waste follow-ups on a limp “bumping this” or “checking in." That’s a useless nudge. And therefore annoying. Instead, follow-ups should build atop your original message. For example, provide video demos visualizing what you originally pitched. Meanwhile, remember the objective: relate about their world. B2B Sales — Follow up BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  169. 169. To get to the best possible copy and, even more importantly, subject line, it’s a good idea track a couple of basic metrics of emails you’re sending out. • open rate — emails sent / emails opened • response rate — replies / emails opened • clickthrough rate — links clicked / emails opened You can use a tool like Streak to do this. (free to use) B2B Sales — Metrics BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  170. 170. You can find just about anyone’s professional email from: • First name • Last name • Company domain Just use one of these these tools (all have free options to use): B2B Sales — Finding email addresses BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  171. 171. LinkedIn is the world’s biggest B2B database. You can find prospects by: • Industry • Job role • Geographical location • Company size • Specific companies • Groups around specific topics • … and more All you have to do is use Search. The free version doesn’t have all filters, but enough for you to find relevant decision-makers. B2B Sales — Finding prospects on LinkedIn BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  172. 172. Next, you can get in touch in the following ways. 1. Connection request with personal message — Be relevant. Don’t pitch your product right away. Aim to start a conversation instead. Intro messages are limited to 300 characters so you’ll have no choice but to keep it short and sweet. 2. Find email addresses from first and last name — Plug their names and company domains in an email finder and reach out to them via a cold email. B2B Sales — Finding prospects on LinkedIn BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  173. 173. Phantombuster is an automation service that can extract (contact) data from various platforms and sites based on criteria you define. Free to use for 14 days. B2B Sales — Finding prospects the internet at large BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  174. 174. B2B Sales — Phantombuster: where are your customers BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  175. 175. What to do with the data? Whatever you can do get them to talk to you. • If you get an email address, you can send them an… email • If you get Facebook profiles, you can send a friendship request and start a chat, or add them to a Facebook group. • If you get LinkedIn profiles, you can send connection requests + intro message or find their emails using a tool from name + company • If you get Product Hunt upvoters, you can contact them on Product Hunt or send them tweets (PH accounts are linked to Twitter accounts) • If you get Instagram accounts, you can follow them and send direct messages. B2B Sales — Finding prospects the internet at large BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  176. 176. … Or you can you analyse the data to get better ideas. Which influencers are they following on IG? Which Facebook Groups are they in? What events do they attend? What other products on Product Hunt do they upvote? What Medium articles do they read? Remember: 1. Understand their behaviour and mindset. 2. Use that understanding to ideate on tactics to reach them. B2B Sales — Finding prospects the internet at large BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  177. 177. Your way to getting B2B decision makers to express intent goes over two stages: 1. Try to get them to admit that they have the problem you solve and that they think solving the problem is worth paying for. 2. Ask them how they currently address the problem and if they they think it's a good solution. If they currently don't have any way of addressing the problem, find out why. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  178. 178. Especially for the first conversations, focus as much as you can on learning about how your audience thinks and feels about the problem and their priorities for a solution. This means asking a lot of questions and listening. Find openings for making suggestions on how you would solve the problem and subtly slide them in the conversation. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  179. 179. Keep an open mind and take notes. You’ll see patterns across multiple calls. Use these to put together a messaging strategy that helps you make your case more effectively. Keep track of what prospects mention as important and objections they make against wanting to solve the problem or your solution in particular. You’ll get better at aligning your solution to the needs of prospects with every call you make. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  180. 180. For each objection, try to formulate a resolution. Here are a few common objections and ways to address them: • "It's too expensive” or any money-related argument — To address this, demonstrate how the money saved or earned from using your product exceeds its cost. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  181. 181. For each objection, try to formulate a resolution. • “This isn’t a priority right now" — This is their way of saying they don't see enough value in your product. First, ensure they understand its value: Kindly ask how much they know about your X and Y features and how they'd help improve their product or company. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  182. 182. For each objection, try to formulate a resolution. • “We'll probably look at this soon, but the timing is not right" — Ask what steps they'd need to take to be convinced they should purchase. Then figure out how you can (realistically) make yourself useful in any of those steps. For example, can you source data or case studies that will help them make a decision? Or can you re-pitch the product in a way that better appeals to the other employees's roles in their company? B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  183. 183. For each objection, try to formulate a resolution. • “We already have this solution" — Provide examples and list points where your solution beats the other solution. Highlight the benefit of being a smaller, more nimble company that can more easily address their needs and grow the product with them. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  184. 184. For each objection, try to formulate a resolution. • All objections you don’t really have a good answer to — Write them down and tell them you'll get back to them ASAP. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  185. 185. Your goal is to get them to declare they have the problem and interest for a (better) solution. A letter of intent is not something you’ll get from the very first call. For every call, try to get something out of it that moves you closer to your goal. Ask them if you can call them again with an update, ask them to refer you to someone in the company that is more relevant, ask for intros at other companies, ask them if you can show them a pitch deck or demo etc. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  186. 186. Essentially, know who you're talking to before picking up the phone. • Visit LinkedIn — Review the LinkedIn profiles of everyone you're talking to. Understand their responsibilities at the company. Then confirm these responsibilities at the top of the call. Clarify which of your product's value props are most relevant to them. • Visit their site — Look at the entirety of their site to see how they position themselves. Then see how the marketplace talks about them: Google for  recent press. If you can find negative criticism, consider proactively pitching how your product can resolve that criticism. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  187. 187. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS Don't find customers for your product. Find products for your customers. SETH GODIN
  188. 188. Before you pick up the phone, psych yourself into sales mode. As a salesperson, you're an actor. Whether you want to be or not. It doesn't matter if you're having the worst day of your life — your job is to bring it.  On a call, your voice and choice of words are all other people have to assess you by. So smile when talking. People can hear it through your voice.  B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  189. 189. Now you have context to call. But what precisely do you say on the call? B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  190. 190. Hey, good afternoon! As a recap, [our product] is for [problem you solve]. How about you guys tell me how you currently solve [the problem] so I can avoid repeating things you already know. Can you tell me a bit about your process? [They respond.] Great, and where does solving this problem fit into your business priorities? Consider the template conversation below. Pay attention to the bolded sections as they indicate the key points you should hit: B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  191. 191. [If you’re selling a software product] Use software like Zoom (Skype works too) to demo your product via a screen share. I'm going to cover [the following benefits] via screenshare. That's what you guys would like to cover, is that right? (If not, revise your demo on the spot.) Here's the big picture of how being a user of our product makes your life a lot easier: [big picture walkthrough]. Let's narrow into a few of the most valuable benefits of the product: [screenshare the relevant benefits]. B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  192. 192. [If you’re selling a software product] Use software like Zoom (Skype works too) to demo your product via a screen share. What else would you guys like me to show you? And what concerns do you have about whether we'd be a good fit for you? B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  193. 193. After your demo, if they have neither objections nor feedback, it's usually not because you did a great job. Rather, they likely weren't invested in your presentation. Interested leads almost always ask questions.  To break the silence and engage them, ask which of the tasks your product helps with they're already addressing through other solutions. Then ask if they're currently suffering from inefficiencies, complexities, or obstacles with those other solutions. If yes, ask for an example then explain how your product better tackles the problem.  B2B Sales — Calling leads BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
  194. 194. Or just do what your competitors are doing
  195. 195. WHAT ARE SUCCESSFUL COMPETITORS DOING? Similarweb Similarweb is a free-to-use Chrome extension that reveals marketing analytics for websites you’re visiting.
  196. 196. WHAT ARE SUCCESSFUL COMPETITORS DOING? Similarweb
  197. 197. Doing > (over)thinking Don’t break your head over how to communicate in Facebook Groups before you’ve validated there’s actually relevant Facebook Groups to communicate in. Don’t break your head over whether you should start answering Quora questions before you’ve validated there’s Quora questions to answer. Don’t break your head over how to acquire users from Instagram accounts before you’ve validated that that is indeed the best place to start (Facebook Groups? YouTube channels? Snapchat? Is your audience B2B?)
  198. 198. Doing > (over)thinking You’ll get a lot better ideas by starting to browse around, writing some messages and talking to some potential customers than you’ll get from studying this deck start to end. Or hypothesising with your team for hours about what would and what wouldn’t work. The only way to know if something works, is to try and see. If it does, go all-in. If it doesn’t, understand why and turn the why into a new tactic.
  199. 199. https://www.slideshare.net/InnovationAcademy/presentations

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