100 Unicorns: Exploring Different Go-To-Market Strategies for High and Low Intent Customers

100 Unicorns: Exploring Different Go-To-Market Strategies for High and Low Intent Customers

Introduction

In today's competitive market, startups and businesses need to have a well-defined go-to-market (GTM) strategy to effectively reach their target customers. The success of a GTM strategy lies in understanding the customers' intent and tailoring the approach accordingly. This article will delve into 12 different GTM motions for both high-intent and low-intent customers, highlighting their effectiveness and providing actionable advice for implementation.

1. Produce Discoverable Content

Ideal for: High-intent customers actively searching for a solution but frustrated by the lack of viable options.

When customers are actively seeking a solution, it is crucial to produce content that is easily discoverable. By optimizing your website, blog, and social media platforms with relevant keywords and SEO techniques, you can increase your chances of appearing in search results. Additionally, creating valuable and informative content such as blog posts, videos, and podcasts can position your brand as an industry authority and attract high-intent customers.

2. Create a Super-fan by Over-Servicing One Customer at a Time

Ideal for: High-intent customers not actively searching for a solution but require a complex nuanced solution for their specific use-case.

Sometimes, customers may not be actively looking for a solution, but they have unique needs that can only be fulfilled by a tailored product or service. By going above and beyond to provide exceptional customer service and personalized solutions, you can turn these customers into super-fans who will advocate for your brand and generate positive word-of-mouth. This approach is particularly effective for customers with complex use-cases.

3. Hack a Distribution Channel

Ideal for: High-intent customers not actively searching for a solution and when the offering is straightforward.

In some cases, the traditional distribution channels may not be the most effective way to reach your target customers. By identifying alternative distribution channels and leveraging partnerships or collaborations, you can tap into new markets and reach customers who may not have been actively searching for your product or service. This approach is especially useful when your offering is straightforward and can be easily integrated into existing platforms or networks.

4. Cold Outreach with a Hook

Ideal for: Low-intent customers with many alternative solutions where adapting to a new solution is challenging.

When customers have numerous alternative solutions and are resistant to change, cold outreach with a hook can grab their attention and differentiate your offering. By crafting personalized and compelling messages that highlight the unique benefits of your product or service, you can pique the interest of low-intent customers and overcome their reluctance to switch to a new solution. Incorporating a hook or an irresistible offer can be the catalyst to initiate a conversation.

5. Launch Somewhere and Get PR (Optional)

Ideal for: Low-intent customers not actively searching for alternatives, with the market dominated by legacy players, and a self-serve offering.

If you're entering a market where customers are not actively seeking alternatives and the market is dominated by established players, launching somewhere and generating PR can create buzz and attract attention. By strategically choosing a specific location or demographic to launch your product or service, you can gain media coverage and create a sense of exclusivity. This approach is particularly effective for self-serve offerings that can easily be adopted by customers.

6. Embed Yourself in the Community Authentically

Ideal for: Low-intent customers not actively searching for alternatives, with a niche appeal and where the market is not dominated by legacy players.

When targeting low-intent customers with niche interests, it is crucial to authentically embed yourself in the community. By actively participating in relevant forums, social media groups, and events, you can build relationships and establish yourself as a trusted and respected member of the community. This approach allows you to tap into a loyal customer base that values authenticity and niche expertise.

7. Building in Public

Ideal for: Low-intent customers not actively searching for alternatives, with a wide appeal and where the market is not dominated by legacy players.

Building in public is a strategy that involves sharing the development process and progress of your product or service with the public. By providing behind-the-scenes insights, engaging with your audience, and incorporating their feedback, you can create a sense of transparency and trust. This approach works well for low-intent customers with a wide appeal, as it allows them to feel involved and invested in the product or service.

8. Influencers

Ideal for: Low-intent customers not actively searching for alternatives, with a wide appeal and where the market is not dominated by legacy players.

Influencer marketing can be a powerful tool to reach low-intent customers who may not be actively seeking alternatives. By collaborating with influencers in your industry or niche, you can leverage their audience and credibility to promote your product or service. This approach works particularly well when the influencers align with your brand values and have a genuine interest in your offering.

9. Full Blown PR

Ideal for: Low-intent customers for products with a strong social mission.

For products or services with a strong social mission, implementing a full-blown PR strategy can create significant impact. By aligning your brand with relevant social causes and generating media coverage that highlights the positive impact of your offering, you can attract low-intent customers who resonate with your mission. This approach requires a comprehensive PR campaign that emphasizes the social value of your product or service.

Actionable Advice:

1. Understand your target customers' intent and tailor your GTM strategy accordingly. High-intent customers require solutions that are easily discoverable, while low-intent customers may need strategies that create curiosity or build trust.

2. Leverage unique distribution channels and partnerships to reach customers who may not be actively searching for your offering. Think outside the box and explore unconventional avenues to expand your reach.

3. Incorporate influencer marketing and PR strategies to amplify your brand's visibility and credibility. Collaborating with influencers and generating media coverage can significantly impact customer perception and generate interest.

Conclusion

In the ever-evolving business landscape, having a well-defined GTM strategy is crucial for success. By understanding the different GTM motions for high-intent and low-intent customers, businesses can effectively target their audience and achieve their growth objectives. By implementing the actionable advice provided, businesses can optimize their GTM strategy and maximize their chances of capturing their target market. Remember, it's not just about having a great product or service, but also about how you position and reach your customers in a compelling and effective manner.