"100 Unicorns: 12 Different GTM Motions - Insights from Pinterest's Unlikely Journey to Success"

"100 Unicorns: 12 Different GTM Motions - Insights from Pinterest's Unlikely Journey to Success"

Introduction:
In the world of startups, finding the right go-to-market (GTM) strategy is crucial for success. With a multitude of customer types and varying levels of intent, it's essential to tailor your approach accordingly. This article explores 12 different GTM motions and draws insights from Pinterest's unlikely journey to the top of the startup mountain.

1. Produce Discoverable Content:
   For high-intent customers actively searching for a solution, the lack of viable options can be frustrating. By producing discoverable content that addresses their pain points, you can position yourself as the go-to solution. Pinterest's founders understood this and obsessively focused on the product, community, and writing to attract and retain their early users.

2. Create a Super-fan by Over-servicing One Customer at a Time:
   When dealing with high-intent customers who require complex solutions, it's essential to go above and beyond to address their specific use-cases. By over-servicing one customer at a time, you can create super-fans who will not only become loyal customers but also advocates for your brand. This personalized approach was crucial to Pinterest's early success, as they painstakingly wrote to their first 5,000-7,000 users, fostering a strong sense of community.

3. Hack a Distribution Channel:
   Sometimes, the best way to reach high-intent customers is by hacking a distribution channel. This involves identifying existing channels that align with your offering and leveraging them to reach your target audience. Pinterest initially struggled to gain traction in California but saw consistent growth by tapping into various distribution channels. Identifying the right channels for your product can significantly impact your GTM strategy.

4. Cold Outreach with a Hook:
   For low-intent customers who have numerous alternative solutions, adapting to a new offering can be a pain. Cold outreach with a hook can help grab their attention and differentiate your product. By personalizing your outreach and highlighting a unique value proposition, you can pique their interest and open the door for further engagement.

5. Launch Somewhere & Get PR:
   In markets dominated by legacy players, it can be challenging to capture the attention of low-intent customers who are not actively searching for alternatives. One strategy is to launch somewhere, creating buzz and generating PR. This approach worked for Pinterest, as they focused on building a self-serve offering and leveraging PR to gain traction in the market.

6. Embed Yourself in the Community Authentically:
   When the market is not dominated by legacy players and your offering has a niche appeal, embedding yourself authentically in the community can be a powerful GTM strategy. By actively participating in relevant communities and adding value to the discussions, you can establish yourself as a trusted resource. This approach is particularly effective when targeting low-intent customers who are not actively seeking alternatives.

7. Building in Public:
   Similar to embedding yourself in the community, building in public can be a powerful strategy for low-intent customers in emerging categories. By showcasing your progress, sharing insights, and actively engaging with your audience, you can generate interest and excitement around your offering. This approach worked for Pinterest as they tapped into the power of influencers and early adopters to build momentum.

8. Influencers:
   Influencers play a significant role in shaping consumer preferences, especially for low-intent customers in markets not dominated by legacy players. By partnering with influencers who align with your brand values and target audience, you can leverage their reach and credibility to drive awareness and adoption. Pinterest's founders understood this and aggressively reached out to graphic design influencers to gain influencer power behind their design-in-a-box solution.

9. Full Blown PR:
   For low-intent customers seeking products with a strong social mission, a full-blown PR strategy can be highly effective. By aligning your offering with a compelling cause and leveraging PR to amplify your message, you can attract customers who resonate with your mission. Spotify's founders, for example, asked music bloggers to beta test their MVP, focusing on the impressive speed of their product as a noteworthy angle.

Actionable Advice:

1. Prioritize personalized outreach and over-servicing to create super-fans who will advocate for your brand.
2. Identify and hack into distribution channels that align with your offering to reach your target audience effectively.
3. Leverage the power of influencers and build in public to generate buzz and establish credibility.

Conclusion:
Finding the right GTM strategy is a dynamic process that requires a deep understanding of your target customers and market dynamics. By incorporating the insights from Pinterest's journey to success and exploring the 12 different GTM motions, you can develop a comprehensive strategy that aligns with your unique offering and customer base. Remember, success rarely happens overnight, but with persistence, focus, and the right GTM approach, you can turn your startup into a unicorn.