"100 Unicorns: 12 different GTM Motions - How To Study With A Highlighter: The Three Pitfalls That You Should Avoid"

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Jul 25, 2023
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"100 Unicorns: 12 different GTM Motions - How To Study With A Highlighter: The Three Pitfalls That You Should Avoid"
Introduction:
In the world of business and academia, there are various strategies and techniques that can be employed to achieve success. One common thread in both realms is the need to effectively communicate and engage with customers or readers. In this article, we will explore 12 different go-to-market (GTM) motions for businesses to reach high-intent and low-intent customers. Additionally, we will discuss the pitfalls to avoid when using a highlighter as a study tool. By combining these two seemingly unrelated topics, we can uncover valuable insights and actionable advice for both business professionals and students alike.
GTM Motions for High-Intent Customers:
When targeting high-intent customers who actively search for solutions, businesses must adapt their GTM approach accordingly. Here are three effective strategies to consider:
- 1. Produce discoverable content: High-intent customers often feel frustrated by the lack of viable solutions for their needs. By creating content that is easily discoverable through search engines, businesses can position themselves as the go-to source for these customers. This requires understanding the keywords and phrases these customers are likely to use in their searches.
- 2. Create a super-fan by over-servicing one customer at a time: For high-intent customers who require complex and nuanced solutions, businesses can focus on over-servicing one customer at a time. By providing exceptional personalized experiences and tailored solutions, businesses can create super-fans who will become advocates for their brand.
- 3. Hack a distribution channel: In some cases, the offering is straightforward and does not require extensive marketing efforts. By identifying and hacking into existing distribution channels, businesses can reach high-intent customers who are not actively searching for a solution. This could involve partnerships, collaborations, or leveraging existing networks.
GTM Motions for Low-Intent Customers:
When targeting low-intent customers who may not be actively searching for alternatives, businesses must employ different GTM strategies. Here are three effective approaches:
- 1. Cold outreach with a hook: Low-intent customers often have many alternative solutions and may find adopting a new solution to be a hassle. By utilizing cold outreach techniques with a hook, businesses can capture the attention of these customers and demonstrate the unique value their offering brings. This requires careful crafting of personalized messages that resonate with the target audience.
- 2. Launch somewhere and get PR: In markets dominated by legacy players, it can be challenging for new businesses to gain traction. However, by launching somewhere and generating PR, businesses can create buzz and attract low-intent customers who may not be actively searching for alternatives. This strategy is particularly effective for self-serve offerings.
- 3. Embed yourself in the community authentically: When the market is not dominated by legacy players and the offering has a niche appeal, businesses can benefit from embedding themselves authentically in the community. By actively engaging with the target audience, participating in relevant discussions, and providing value, businesses can build trust and attract low-intent customers.
The Pitfalls of Highlighting and Study Tips:
Now, let's shift our focus to the pitfalls to avoid when using a highlighter as a study tool. While highlighting can be a useful technique, it is essential to approach it with caution. Here are three common pitfalls to avoid:
- 1. Highlighting before reading: One significant mistake is unleashing the highlighter on the first pass of a text or document. Without reading the entire chapter or article, it is impossible to know what the important points are. Instead, it is advisable to read the text once, take a break to reflect on the key takeaways, and then go back with the highlighter for a second pass.
- 2. Neglecting note-taking: Writing your own notes is crucial for processing and understanding information. By putting concepts into your own words, you actively digest and make sense of the material while committing it to memory. Highlighting should complement note-taking, not replace it. Both techniques work hand in hand to enhance comprehension and retention.
- 3. Using a single color for different purposes: If you're highlighting quotes or important points for different reasons, using the same color pen can quickly become confusing. To avoid this, consider using different colors to differentiate between main ideas, supporting evidence, and personal insights. This approach allows for better organization and clarity when reviewing highlighted material.
Actionable Advice:
- 1. For businesses targeting high-intent customers, prioritize producing discoverable content by conducting thorough keyword research and search engine optimization.
- 2. When engaging with low-intent customers, focus on embedding yourself in the community authentically to build trust and credibility.
- 3. As a student, remember to read the entire text before highlighting, take effective notes, and use different colors for different purposes to enhance comprehension and organization.
Conclusion:
By combining insights from different areas, such as GTM motions and study techniques, we can uncover valuable lessons and actionable advice. Whether you're a business professional looking to reach your target audience or a student striving for academic success, understanding the best strategies and avoiding common pitfalls is essential. By implementing the three actionable advice provided and tailoring them to your specific context, you can enhance your chances of success and achieve your goals effectively.
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