I spoke at a great event today – Québec International’s FastTrac program for tech startups. The program runs for 5 weeks, and today’s session was all about go-to-market: how you build a marketing strategy and how to develop your sales.
I focused on 3 things that I think are key when you’re building out customer acquisition (i.e., the whole marketing and sales process of what it takes to acquire customers):
- Pick a segment. When you’re entering a market, you can’t eat the whole pie at once. So pick a segment that you can target for success.
- Understand your buyer. To build effective marketing programs, you need a deep understanding of who your buyer is. I recommend you build a buyer persona or profile to capture and then validate this information.
- Understand how they buy. It isn’t about your sales process. It’s about their buying process. Understand the questions your buyer asks at each stage of the customer acquisition cycle. The job of your sales and marketing programs will be to answer those questions so you get your buyer to take the next action – and ultimately buy from you.
And a few of the resources I mentioned during the session:
Unbounce, Mailchimp, WordPress. If you’re doing any form of content or inbound marketing, you need a way to generate and capture leads from your website and then nurture them. This is the combination I used at my startup, when marketing automation software was still out of reach. You just need a combo of a newsletter provider, landing page generator, and CMS/front-end web platform. This just happens to be the mix I picked.
Platform Power. One of the startups in this FastTrac group is building a platform – a business that has to get both users and providers into their ecosystem. Platform Power is the best take I’ve seen on how to build a sustainable business model. The blog is good but get the book – it’s worth it.
Pipedrive. Someone asked me about CRMs today. Salesforce is the 10-ton gorilla in this space, and the solution will do a lot – automation, campaign management, etc. If you don’t need that complexity, try one of the newer players. I tested a few and went with Pipedrive for my current business. Pipedrive is like Trello for CRM – a card-based list of lists. It’s as easy to use as Trello.
Hey FastTrac team, did I leave anything off the list? Let me know in the comments!