First 1000 - 100 Unicorns: 12 different GTM Motions
I will share more on my long hiatus next issue! Today I’ll be walking through the maze of GTM motions! A GTM motion is the answer to two questions:
And the answers are correlated. In the two flowcharts below, I use reasons consumers adopt a new solution to arrive at the most commonly utilized channel, based on my research of 120+ 🦄 and public companies. For High-intent CustomersIf you are building something people already know they need #1 Produce discoverable ContentIdeal for: If the customer is high intent, actively searching the internet for a solution & is frustrated by the lack of a viable solution for their needs Examples:
#2 Create a Super-fan by over-servicing one customer at a time.Ideal for: If the customer is high intent, not actively searching for a solution & requires a complex nuanced solution for their particular use-case. Examples:
#3 Hack a distribution channelIdeal for: If the customer is high intent, not actively searching for a solution & the offering is straightforward Examples:
#4 Fish on ForumsIdeal for: If there are many alternative solutions and there is little to no lock-in to adapt a new offering. Examples:
For Low-Intent CustomersIf you are building something people don’t know they need yet! #5 Cold Outreach [w/ a hook]Ideal for: If the customer is low-intent, there are many alternative solutions and adapting a new solution is a pain. Examples
#6 Launch somewhere [& get PR — Optional]Ideal for: If the customer is low-intent (not actively searching for alternatives), the market is dominated by legacy players, and your offering is self-serve. Examples
#7 Warm Outreach [Sell relationship or credibility]Ideal for: If the customer is low-intent (not actively searching for alternatives), the market is dominated by legacy players, and your offering requires integration or infrastructure work. Examples
— Also ideal for: If the customer is low-intent (not actively searching for alternatives) and the market is not yet established. Examples:
#8 Embed yourself in the community [authentically]Ideal for: If the customer is low-intent (not actively searching for alternatives), the market is not dominated by legacy players 🦕 and the offering has a niche appeal Examples
#9 Grab attention [on the streets]Ideal for: If the customer is low-intent (not actively searching for alternatives), the market is not dominated by legacy players 🦕 and the offering is geographically constrained. Examples
When you see something rather decent in the City then learn it's a PR stunt. No-one has cheated anyone and love endures @honeypot_dating #10 Building in PublicIdeal for: If the customer is low-intent (not actively searching for alternatives), the market is not dominated by legacy players 🦕 and the offering has a wide appeal. Examples:
#11 InfluencersIdeal for: If the customer is low-intent (not actively searching for alternatives), market is not dominated by legacy players 🦕 and the offering has a wide appeal. Examples:
— Also Ideal for: If the customer is low-intent and the offering is a consumer product in a new emerging category. Examples
#12 Full Blown PRIdeal for: Low Intent customers for products with a strong social mission 🌳🌞. Examples
I am open sourcing my full research here with 100+ more examples Until we meet next Tuesday, |
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