• Tactician
  • Posts
  • Get Prospects to Show Up to Your Demo, Enter a Niche and Expand with the Wedge Marketing Strategy - Tactician: #0079

Get Prospects to Show Up to Your Demo, Enter a Niche and Expand with the Wedge Marketing Strategy - Tactician: #0079

March 18, 2024

"Want to make sure people show up to your demo? Promise them there will be puppies. Everybody loves puppies. They might be a bit disappointed when it's just software, but hey, by then, they're already captivated by your presentation, right?"

18/03/24

Get Prospects to Show up to Your Demo

Why Read:

  • Gain actionable strategies for increasing demo attendance rates and improving pre-demo engagement, essential for converting prospects into customers.

Author:

  • Florin Tatulea, Director of Sales at Barley

Link: 

Key Concepts and Tactics:

  • Book Demos Closer to the Initial Contact:

    • "Demos booked out 2+ weeks probably won’t show. Anchor the time-frame to 1-2 days out... Even if you had the most amazing email or phone call, your prospect will instantly start things about other things... It's not always possible but you should anchor your prospects to a meeting within 1-2 days (5 days max)."

  • Limit Availability in Scheduling Tools:

    • "Don’t let your meeting links (i.e. Calendly) be available more than two weeks out... Again, it’s all about anchoring to a time frame that’s as soon as possible."

  • Maintain Engagement with Pre-Demo Communication:

    • "If I have a demo booked 5 days out, here is typically what my process looks like... Immediately after booking demo (Send Email): Hi [NAME], It was great to connect today in regards to [PROBLEM]... Immediately after AE sends an email introducing themselves... A couple of days before the demo AE sends another email: This is a value-add email a few days out from the demo... Hi [NAME], Prepping for our demo on [DATE]. Was looking through the notes from [SDR] and saw that a big priority for you is [PROBLEM]... Evening or morning of demo AE sends an agenda: Hi [NAME], Looking forward to our call today. In terms of an agenda, I was thinking the following..."

  • Multi-Thread Engagement with Stakeholders:

    • "If there are multiple stakeholders joining your first demo, I suggest reaching out to each of them personally before the demo... The bullet point list is slightly feature heavy here, but it provides them with an idea of what [your product] focuses on ahead of the call so we can have a more focused conversation."

  • Leverage LinkedIn for Pre-Demo Connections:

    • "Before a demo, make sure you reach out to all stakeholders on LinkedIn with a connect request. I like to keep it pretty simple."

Enter a Niche and Expand with the Wedge Marketing Strategy

Why Read:

  • Learn effective strategies for niche targeting, expanding audiences, and personalized marketing, crucial for scaling a business in 2024.

Author:

  • Emily Kramer and Kathleen Estreich, Founders at MKT1 and MKT1 Capital

Link: 

Key Concepts and Tactics:

  • Importance of Specificity in Modern Marketing: 

    • "Broad and horizontal approaches to marketing no longer work... With modern martech, your audience now expects personalized, high-value marketing that feels custom built for them."

  • Finding the Initial Wedge: 

    • Find a wedge: Find audience segments and/or use cases where your product delivers a 10x better experience. Focus most of your marketing efforts on this."

  • Executing the Wedge Marketing Strategy: 

    • "Become a subject matter expert...to create 'fuel' (aka content) that’s specific to this audience and use case...Reach your focus audience in targeted ways."

  • Expansion from the Initial Wedge: 

    • After establishing a foothold in the initial niche, the strategy involves broadening the target market either by capturing more use cases for the same audience or targeting new audience segments. 

    • "Expand from your initial wedge—and don’t wait too long: As you're targeting your initial audience segment and use cases, be careful not to get stuck."

  • Managing Multiple Audiences: 

    • As the company grows and targets more segments, it's crucial to maintain focus and not dilute the marketing message. 

    • "Here are the traps marketers typically fall into when expanding: Marketers try the same tactics for each audience; Marketers don’t prioritize audiences—and are spread too thin by trying to do everything for every audience."

  • Creating a Structured Marketing Strategy for Each Segment: 

    • Developing tiered audience segments and tailored marketing strategies ensures focused efforts and effective resource allocation. 

    • "Create audience segment 'tiers'...For each audience segment, you need to build or iterate on your marketing foundation...That means doing product marketing research, determining the best fuel & engine for that audience, and more."

Sign up for Tactician

Curated newsletter of MUST-READ articles for startup founders and operators

No spam. Unsubscribe anytime.