Go-to-Market strategy

1. ZEROING IN
A Venture Firm’s Formula For Go-To-Market Success
ON YOUR CUSTOMER#1

2. YOU HAVE A STRATEGY

3. you want to be
like the
BIG guys!

5. you’re pumped about
YOUR PRODUCT
roadmap

6. so WHO are
you selling to?

7. we sell to
EVERYONE.
“
”

8. um … that’s
NOT advisable.

9. YOU HAVE TO FOCUS

10. Company
Characteristics
• Industry
• Size
• Location
• User characteristics
• Products and Services used
• etc.
Buyer
Characteristics
• Role(s)
• Title(s)
• Demographics
• Psychographics
• Location
• Product Interests
• Lifestyle
• Potential pain points
• etc.
The KEY is to understand
read more about developing buyer personas.

11. ASK YO-SELF:
can you create
a contact list
of all your
TARGET BUYERS?

12. i didn’t
think so.

13. First, You need to ZERO IN

14. ZOOM IN ON YOUR TARGET BUYER

15. WHO IS SHE?
?

16. WHAT’S HER ROLE?
?

17. WHO DOES SHE REPORT TO?
?

18. WHAT MOTIVATES HER?
?

19. UNTIL YOU GET A CLEAR PICTURE
Curious about HOW to do buyer
research? … learn more here

21. THERE MAY BE MULTIPLE BUYERS

22. Each is on a unique JOURNEY

23. THEir BUYER’s JOURNEY
Unaware
Aware
Interest
Research
Purchase

24. Learn THEir STICKING POINTS
Unaware
Aware
Interest
Research
Purchase

25. Then get ‘em interested
Unaware
Aware
Interest
Research
Purchase
interest = the 4 Cs
Conversions
Context
Content
Contact

26. Offer conversion points
Unaware
Aware
Interest
Research
Purchase
Conversions
• Subscribed to newsletter
• Opted-in to marketing e-mails
• Joined social media group(s)
• Started a free trial
• Attended an event/webinar
• Subscribed to RSS feed
• Bookmarked page
• Requested a free quote
• Downloaded an ebook
• Became a sales opportunity
• Agreed to follow up

27. Understand the context
Unaware
Aware
Interest
Research
Purchase
Context
• What are their purchase priorities?
• What are their professional goals?
• Personal goals?
• Reasons for potential Interest?
• Reasons not to be Interested?
• Impression from prior conversations?
• Impressions of you/competitors?
• Personal interests?
• Personal issues?
• Professional interests?
• Professional issues?
• Who influences them?
• Where do they go for information?

28. Have relevant content
Unaware
Aware
Interest
Research
Purchase
Content
• Free download
• Free trial
• Event
• Content site article
• Podcast
• Online Assessment
• ROI Calculator
• Price lists
• Product Spec
• Blog post
• Webinar
• Presentation
• Customer case study
• Industry analyst report

29. Here’s the thing about
CONTENT!

30. it better
WOW
‘em.

31. make it
RESONATE!

32. Make
it
PERSONAL.

33. It’s all
about HER!!!
PS: it always is.

34. it needs to be
aligned with
YOUR VISION.

35. GET TARGET BUYER INTERESTED!!!
Unaware
Aware
Interest
Research
Purchase
how do you
get your
CONTENT
in front of
the buyer?

36. be LAZY
about it
zzzZZZZZZ!

37. Make ‘em work for you
Unaware
Aware
Interest
Research
Purchase
Contact
• Outbound
• Inbound
• Referrals

38. You reach them
Unaware
Aware
Interest
Research
Purchase
(outbound) Contact
• Email
• Direct mail
• Phone call
• One on one meeting
• Door hanger
• Sms messages
• DM via social

39. They reach you
Unaware
Aware
Interest
Research
Purchase
(inbound) Contact
• Website
• Seo
• Blogging
• Online forums
• Social media
• Events
• Retargeting

40. have others weigh in
Unaware
Aware
Interest
Research
Purchase
(referrals) Contact
• Word of mouth
• Your customers
• Users
• Friends
• Colleagues
• Networks
• Analysts
• Partners
• Indirect channel sales

41. i know … it’s TEMPTING
to go for it ALL at once

42. and maybe a little
OVERWHELMING
Too!

43. …FOCUS!
but remember …

44. select the
best target

45. don’t just go for
the whole bunch

46. then, rinse
and
repeat
the cycle!

47. Find potential STICKING POINTS
Unaware
Aware
Interest
Research
Purchase

48. APPLY TO ALL STICKING POINTS
Unaware
Aware
Interest
Research
Purchase
interest = the 4 Cs
Conversions
Context
Content
Contact

49. APPLY TO ALL BUYER ROLES
interest = the 4 Cs
Conversions
Context
Content
Contact

50. And ALL CUSTOMER SEGMENTS
interest = the 4 Cs
Conversions
Context
Content
Contact
1
2

51. so you get lots and
LOTS of customers

52. Thank you!

53. REBECCA CHURT
OpenView Venture Partners
www.openviewpartners.com
Growth Strategist
Boston, MA
@rchurt

54. appendix

55. Appendix material
Complete
buyer’s journey
Click to download
full-sized image.

56. Appendix material
Buyer research
Everything you need to know
about doing buyer research.
Click to download.

57. Appendix material
Want more?
Read more
on the openview blog.
I particularly recommend reading this article about
Finding the best content formats for each stage of
the buyer journey.