004 - You want to get to a place where there is minimal friction to as many people as possible consuming the information
1* You’re not trying to get someone to consume your content because your goal is predicated on whether or not they land on your website”
Smart, smart, smart.
1000s of our buyers and customers are going to social media every day to consumer content, some to spend hours a day. Is your goal as the marketeer to get them to consume your content, understand your brand value, what you stand for, your POV, or send them to your website?
“You want to get to a place where there is minimal friction to as many people as possible consuming the information”
Watch the video here. Sub 2 mins
2* 5 steps to kick start your ABM strategy
TK Kader talks about switching from a “defensive go-to-market machine go-to-market offensive machine”
TK shares his take on going on the front foot for your growth strategy, shifting from a lead generation focus to a more tailored account-based focus.
If you are just getting started in ABM, this is a simple process and structure to follow.
Who are your best customers, it sounds simple, but ask yourself? Who has the highest LTV, the quickest sales cycle, what vertical uses our product more, what’s their seniority, and who influences decision-makers?
Use this data to refine your ICP, build out a power user segment around the most likely cohort to buy your product.
Use this refined ICP to put together a dream 100 customer list. Build out the mechanics of targeting them, their job titles, where they work, their seniority
“Create a Manifesto”, which means purposely created content for this “dream 100 list”
“Create your “Broadway Show”. This is your go-to-market tactics, which includes your joined-up approach with sales. This can include outreach, sending out merch, cold calling, social media, and display advertising, events, strategically placed OOH, the list is endless!
3* If you aren't talking to your customer, buyer, or target audience before you create content, you're creating it for YOU and not THEM”
“Call some people up, ask some questions!
Do you still read eBooks?
Do you even use PDFs?
How do you like to consume work-related information?
What's the most memorable piece of business content you've seen lately?
We're thinking of publishing X about Y. Is that important to you?
What do you care about, in your business, right now?
Stop assuming you know and go KNOW.”
4* Digital pollution and what is it
I have been interested in looking at different brands and what they stand for. What space do they own, where do they hang their hat on a specific POV? What motivates their content creation and brands values.
It got me thinking, what’s my strong POV, my clients, the influencers I follow. On my quest to define that I came across BombBomb who coined the term Digital Pollution.
In this article, you’ll learn.
What digital pollution is.
The role brands and we as advertisers play in digital pollution.
Taxonomy of digital pollution
Consideration for reducing our own digital pollution and why that’s important
https://bombbomb.com/blog/digital-pollution/
5* The Low Viral Coefficient of SaaS, And Why That’s Just Fine
A quick digest on growing your SaaS business. Your 7-year journey to $100m and why slow growth is just fine
https://www.saastr.com/the-low-viral-coefficient-of-saas-and-why-it-thats-just-fine/
Bonus
Each week I will share a tool I have used, plan to use or I find just interesting.
This is an incredible bootstrapped business that has managed to carve its own path to building a $100m business in less than 5 years, in what’s a very cluttered and competitive industry. The tool is an impressive as the founder.
Your Go-To Cold Email Software & Outreach Automation Tool (lemlist.com)