"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.