100 Unicorns: 12 Different GTM Motions for High-Intent and Low-Intent Customers

100 Unicorns: 12 Different GTM Motions for High-Intent and Low-Intent Customers

Introduction:

In the world of marketing, finding the right go-to-market (GTM) strategy can be a game-changer for businesses. Whether targeting high-intent or low-intent customers, understanding their needs and preferences is crucial. In this article, we will explore 12 different GTM motions that can help businesses effectively reach their target audience and achieve success.

GTM Motions for High-Intent Customers:

1. Produce Discoverable Content:

When customers are actively searching for a solution and are frustrated by the lack of viable options, producing discoverable content can be a powerful strategy. By creating valuable and informative content, businesses can position themselves as industry experts and attract high-intent customers who are actively seeking a solution.

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

For high-intent customers who require a complex and nuanced solution for their specific use-case, over-servicing one customer at a time can be highly effective. By going above and beyond to meet their needs, businesses can create super-fans who will not only become loyal customers but also advocates for their brand.

3. Hack a Distribution Channel:

In cases where the customer is high-intent but not actively searching for a solution, and the offering is straightforward, hacking a distribution channel can yield great results. By finding alternative channels or unconventional methods to reach the target audience, businesses can gain a competitive advantage and capture the attention of potential customers.

GTM Motions for Low-Intent Customers:

4. Cold Outreach with a Hook:

When there are numerous alternative solutions in the market and adapting to a new solution is perceived as a hassle, cold outreach with a hook can be a game-changer. By crafting personalized and attention-grabbing messages, businesses can pique the interest of low-intent customers and persuade them to consider their offering.

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 generating PR can be an effective strategy. By creating buzz and positioning themselves as disruptors, businesses can attract the attention of low-intent customers and differentiate themselves from established competitors.

6. Embed Yourself in the Community Authentically:

When the market is not dominated by legacy players and the offering has a niche appeal, embedding yourself authentically in the community can be a powerful GTM motion. By actively engaging with the target audience, participating in relevant events, and building genuine relationships, businesses can gain trust and loyalty from low-intent customers.

7. Building in Public:

For products with a wide appeal in emerging categories, building in public can be a winning strategy. By sharing the journey, progress, and insights with the target audience, businesses can create a sense of transparency and authenticity, leading to increased interest and adoption among low-intent customers.

8. Influencers:

Influencers play a significant role in shaping consumer opinions and preferences. Leveraging influencers can be highly effective for low-intent customers, especially when the market is not dominated by legacy players. By partnering with relevant influencers who align with their brand values, businesses can reach a wider audience and build credibility.

9. Full Blown PR:

For low-intent customers who are attracted to products with a strong social mission, a full-blown PR strategy can be highly impactful. By highlighting the social impact and mission-driven aspects of the offering, businesses can attract attention from media outlets, influencers, and potential customers who resonate with the cause.

Actionable Advice:

1. Conduct thorough market research to identify the intent level of your target customers and tailor your GTM strategy accordingly.
2. Invest in content marketing to establish thought leadership and attract high-intent customers actively searching for a solution.
3. Build genuine relationships with influencers in your industry to leverage their reach and credibility among low-intent customers.

Conclusion:

In the ever-evolving landscape of marketing, businesses must adapt and experiment with various GTM motions to effectively reach their target audience. Whether targeting high-intent or low-intent customers, understanding their needs, preferences, and the market dynamics is crucial. By implementing the recommended strategies and taking actionable steps, businesses can increase their chances of success and achieve their goals.