Disciplined Entrepreneurship Startup Tactics

TACTIC 5Marketing: Proving Persona Assumptions with Digital Advertising

With your insights from PMR and some visual assets to put in front of people, it's time to test things out in the real world! We will explore both marketing and sales, which will be the key components of your early go-to-market strategy. The goals for the early marketing and sales tactics are:

1. Testing and refining your proposed End User Profile, Quantified Value Proposition, and high-level product specification
2. Gathering data that helps with future decision-making as your business evolves
3. Building a list of the people who will be your first customers

While exploring the marketing and sales tactics, it is important for B2B companies to remember that you are building a list of people who will be your first customers, not businesses. Businesses do not buy things; people who happen to work for businesses buy things.

The marketing and sales tactics add prospects to the top of your funnel. You cannot have a bottom of the funnel without filling the top first. Through these two tactics, you should be able to build repeatable go-to-market motions.

In This Tactic, You Will:

• Build a mousetrap to rapidly test value propositions with your target end users out in the real-world.
• Identify the most appropriate advertising platform, set a budget, and plan a digital advertising campaign targeting end users with your ...