Marketing tactics layered on a flawed foundation will fail. This presentation outlines what the foundational elements of a growth strategy are and how to leverage them in your startup marketing and sales efforts.
19. Understand the Buying Process
Knowing
the cost of
not solving
the
problem
Knowing
the Value
of solving
the
problem
Knowing
the value of
your
solution
Why
purchase
now?
Using and
enjoy the
offering
Knowing I
can’t do
without the
offering
No Need Need Eval Buy Enjoy Re-new
Current
solution
good
enough
Value not
compelling
Risks too
high
Not
knowing
how to
evaluate
Great but
not for me
I might
change my
mind
Too much
$
Bad
service,
Bad user
experience
Not using
Decided
there was
no need
Move to
other
solution
Accelerators
Friction points
20. Mapping Tactics to a Buying Process
Buying Stage
No Need, Need Eval, Buy Enjoy, Refer, Renew
What Problem-Focused
Content/Programs
Solution-Focused
Content/Programs
Activation/
Engagement-Focused
Content, Programs
Examples Articles/blog posts,
Industry data, trend
reports, curated content
Articles/blog posts,
webinars, events, case
studies, ROI calculators,
advertising
Support content, How to
guides, Best practices
guides Forums, User
Conferences
Where Where prospects are Partly where they are,
partly your turf
Mainly your turf
Purpose Educate, Entertain,
Engage
Differentiate, move to
eval or sell
Experience value,
create raving fans
Action Permission to
“market”: likes, follows,
newsletter/blog signups
Permission to “sell”: give
contact info, trial sign-up,
purchase
Renewals, Referrals
21. Story: How I learned to love
the Proof Of Concept