"100 Unicorns: 12 Different GTM Motions and the Psychology of Collecting"

"100 Unicorns: 12 Different GTM Motions and the Psychology of Collecting"

Introduction:

In the world of business, finding the right go-to-market (GTM) strategy is crucial for success. Depending on the type of customers and their intent, there are various GTM motions that can be employed. In this article, we will explore 12 different GTM motions and how they can be applied to both high-intent and low-intent customers. Additionally, we will delve into the psychology of collecting, exploring the reasons why people collect things and the emotions behind it.

1. Produce Discoverable Content:

When dealing with high-intent customers actively searching for a solution, it is important to provide them with valuable content. These customers are frustrated by the lack of viable solutions for their needs. By producing discoverable content, businesses can position themselves as the solution to their customers' problems. This can be achieved through informative blog posts, engaging videos, or helpful guides.

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

For high-intent customers who are not actively searching for a solution but require a complex nuanced solution for their particular use-case, the key is to over-service one customer at a time. By going above and beyond to meet their needs and providing exceptional customer service, businesses can create super-fans who will spread the word about their offerings. These super-fans become brand ambassadors and help attract more customers with similar needs.

3. Hack a Distribution Channel:

In some cases, high-intent customers may not be actively searching for a solution, and the offering is straightforward. In such scenarios, businesses can benefit from hacking a distribution channel. By identifying a channel that aligns with their target audience and leveraging it to reach potential customers, businesses can gain a competitive advantage. This could involve partnerships, collaborations, or strategic alliances to tap into an existing customer base.

4. Cold Outreach with a Hook:

When dealing with low-intent customers who have many alternative solutions and are resistant to adapting to a new solution, cold outreach with a hook can be effective. By crafting personalized and attention-grabbing messages, businesses can pique the interest of these customers and overcome their reluctance to try something new. The hook could be a unique value proposition, a limited-time offer, or a compelling case study.

5. Launch Somewhere and Get PR:

In markets dominated by legacy players, where low-intent customers are not actively searching for alternatives, launching somewhere and getting PR can create buzz and attract attention. By strategically choosing a launch location and generating media coverage, businesses can position themselves as disruptors in the industry. This approach works best for offerings that are self-serve and cater to a specific niche.

6. Embed Yourself in the Community Authentically:

For low-intent customers in markets not dominated by legacy players, embedding oneself authentically in the community can be a powerful GTM motion. By actively participating in relevant communities, engaging with potential customers, and providing value, businesses can build trust and establish themselves as experts in their field. This approach is particularly effective for offerings with niche appeal.

7. Building in Public:

Similar to embedding oneself in the community, building in public is a GTM motion that works well for low-intent customers in markets not dominated by legacy players. By sharing the journey of building a product or service, businesses can attract attention and build a loyal following. This approach is most effective when the offering has a wide appeal and can resonate with a broad audience.

8. Influencers:

Influencer marketing is a popular GTM motion that can be effective for low-intent customers in markets not dominated by legacy players. By partnering with influencers who have a wide reach and align with the target audience, businesses can leverage their influence to promote their offerings. This approach works best when the offering has a wide appeal and can benefit from the endorsement of trusted influencers.

9. Full Blown PR:

For low-intent customers who are attracted to products with a strong social mission, full-blown PR can be a powerful GTM motion. By aligning the offering with a compelling social cause and generating media coverage around it, businesses can create a sense of purpose and attract customers who resonate with the mission. This approach works best for consumer products in new emerging categories.

The Psychology of Collecting:

On a different note, let's explore the psychology of collecting. It is intriguing to discover that about a third of people in the UK collect something. One explanation for collecting is the endowment effect, which describes our tendency to value things more once we own them. Additionally, collecting can be motivated by existential anxieties. For some, the act of collecting and accumulating belongings is a way to seek comfort and control in an uncertain world. It becomes an extension of their identity and provides a sense of stability.

Conclusion:

In conclusion, finding the right GTM motion is essential for business success. By understanding the intent of customers and tailoring strategies accordingly, businesses can effectively reach their target audience and drive growth. Additionally, exploring the psychology of collecting sheds light on the emotional aspects behind this behavior. Whether it is driven by love, anxiety, or desire, collecting offers individuals a sense of purpose and identity. By incorporating these actionable advice and understanding the psychology of customers, businesses can navigate the ever-changing landscape and thrive in their industry.