So you’ve got a cool new product and you just want people to find out about it.
In this post we will explore what every modern go-to-market strategy should include.
If you are reading this post you are likely not an IBM or Oracle employee with deep pockets dedicated for market strategy. Perhaps you are the lone co-founder at a tech company who doesn’t have the budget to hire a dedicated marketing guru. Fear not. You’ve arrived at the right destination.
Few key points to keep in mind.
a) Start small.
b) Keep moving forward everyday.
c) Traction is everything.
If you are developing a product where your target audience can be any business or consumer then you are at the right place. Your goal should be to get your first few customers. To do this you have to understand their buying behavior.
- Understand the buying process: Identify the decision makers, approvers, recommenders, influencers and disruptors.
- Understand the business issues for decision makers and develop a value proposition that resonates with them.
- Establish a differentiated position from substitutes and alternatives.
- Identify partners for creating awareness, interest, consideration, purchases, implementations and supporting customers.
Somehow get them to agree to meet you where you can present all this information. Lock them down as a client even if you have to pay them to be your customer.
Your go-to-market strategy should be aligned with your internal product management process as well.
- Prepare a product roadmap and be ready to present it to potential customers.
- Deliver on key milestones and keep your potential clients updated on your progress.
Assuming you have overcome the hump of signing your first few key clients, you should start thinking about scaling your marketing team. These techniques will help.
- Document the distribution strategy and corresponding sales process.
- Create an integrated demand creation plan to create qualified opportunity.
- Invest in a sales pipeline management software, like SalesForce.
- Develop a comprehensive and methodical demand management plan to follow-up on qualified opportunities.
- Prepare an implementation plan to ensure the offering is set-up to perform properly.
A marketing team is only as good as the support team. So invest a little time in your support efforts.
- Train the support organization to handle implementation and end user inquiries.
- Encourage your IT team to spend time on improving site performance.
Have a solid social media presence.
- At a bare minimum have a presence on the following social media networks(Pinterest, Facebook, Twitter, Google+)
- Develop key metrics for each platform and improve them over time.
Key points to keep in mind when developing your social media plan.
- Your social media listeners are like your employees (with no pay).
- You should feed them fresh content as often as possible.
- You should reward them for their support.