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In this stage, you want to get more strangers outside of your network and social circles to try your product.
This means an expanded focus on cold calling, email, and outreach. It also means you can start paid digital ads on Facebook and Google. This will help you learn more about what messaging brings in potential customers. For instance, you can find out things like which of your product’s features customers like more by putting different features in different ads and seeing which ad gets higher click-through rates.
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For Incubation…
In this stage, you’ll be doing a lot of manual outreach to get your first paying customers, and improving the product based on feedback. The channels above most often used in this stage are leveraging your network, cold calling, cold email/LinkedIn outreach,...
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Paid digital, paid physical and content/SEO are the three channels that offer the greatest scale for B2B companies. If you build a strong sales team, cold email and cold calling can both scale, but this involves building out a serious sales organization.
Th...
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Generally, if you’re targeting companies with 10 or fewer employees, use ad messaging that directly promotes your product.
For any kind of ad you build, use the SUCCESS framework.
If you’re targeting companies with 10-10,000+ employees, use marketing messaging that promotes resources...
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Success is rooted in growing lifetime value through retention and margin, maximizing funnel conversion to efficiently convert leads to customers, and finding repeatable tactics
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Incubation: build your minimum viable product (MVP) in close partnership with potential customers to ensure you are solving a real problem with a credible solution.
Iteration: have customers using your MVP and are rapidly improving the product. Success at this stage is roo...
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Leverage your network. This is particularly valuable for founders who are building a product based on their own past experience.
Cold calling (or showing up in person). Knock on doors, make phone calls. You have to get used to hearing “no”, but you’d be su...
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Paid physical. It’s more expensive to get in front of each person, but you can choose exactly who gets your mail so you only show up in front of people who qualify for and want your product.
Events. For almost any industry, there are events and trade shows ...
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Remarketing is the secret sauce in online marketing, since repeat customers give more value.
A good way to do that is to follow your long-tail-keyword queries in every remarketing platform. Do this by creating a list of retargeting users per ad group subject by using t...
An ad hoc form of expenditure wherein an unhappy worker feels compelled to spend a proportion of their wages on things that allow them to continue to function and work: sugary food, caffeine, alcohol & ‘retail therapy’.
If you don’t like the job you work or the life you...
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