Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
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Contenu fourni par Peep Laja. Tout le contenu du podcast, y compris les épisodes, les graphiques et les descriptions de podcast, est téléchargé et fourni directement par Peep Laja ou son partenaire de plateforme de podcast. Si vous pensez que quelqu'un utilise votre œuvre protégée sans votre autorisation, vous pouvez suivre le processus décrit ici https://fr.player.fm/legal.
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Player FM - Application Podcast
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Getting inside your ideal customer's limited consideration set with Peep Laja
Manage episode 348385576 series 2948343
Contenu fourni par Peep Laja. Tout le contenu du podcast, y compris les épisodes, les graphiques et les descriptions de podcast, est téléchargé et fourni directement par Peep Laja ou son partenaire de plateforme de podcast. Si vous pensez que quelqu'un utilise votre œuvre protégée sans votre autorisation, vous pouvez suivre le processus décrit ici https://fr.player.fm/legal.
Summary:
This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Layers™ framework. You'll also hear input from Drift's David Cancel, Andreessen Horowitz's Andrew Chen, and author of Obviously Awesome, April Dunford.
Key Points:
- What does the brand landscape look like today? (00:42)
- Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
- People buy based on mental availability, not personal experience (05:17)
- Three ways to get inside people's limited consideration set:
- Innovation (08:15)
- Excess share of voice (10:28)
- Winning on things beyond the product (12:38)
- 'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
- The importance of pattern interruption (17:20)
- How to go after the category kings (19:05)
- How to create a category with a quote from Drift's David Cancel (21:06)
- What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
- How do you win on positioning? (24:15)
- Staying top of mind with mental availability (26:31)
- Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
- I lay out my B2B Message Layers™ framework (30:55)
- Wrap-up (33:26)
Mentioned:
Category creation and product-led differentiation with Drift's David Cancel
My Links:
88 episodes
Partager
Manage episode 348385576 series 2948343
Contenu fourni par Peep Laja. Tout le contenu du podcast, y compris les épisodes, les graphiques et les descriptions de podcast, est téléchargé et fourni directement par Peep Laja ou son partenaire de plateforme de podcast. Si vous pensez que quelqu'un utilise votre œuvre protégée sans votre autorisation, vous pouvez suivre le processus décrit ici https://fr.player.fm/legal.
Summary:
This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Layers™ framework. You'll also hear input from Drift's David Cancel, Andreessen Horowitz's Andrew Chen, and author of Obviously Awesome, April Dunford.
Key Points:
- What does the brand landscape look like today? (00:42)
- Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
- People buy based on mental availability, not personal experience (05:17)
- Three ways to get inside people's limited consideration set:
- Innovation (08:15)
- Excess share of voice (10:28)
- Winning on things beyond the product (12:38)
- 'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
- The importance of pattern interruption (17:20)
- How to go after the category kings (19:05)
- How to create a category with a quote from Drift's David Cancel (21:06)
- What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
- How do you win on positioning? (24:15)
- Staying top of mind with mental availability (26:31)
- Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
- I lay out my B2B Message Layers™ framework (30:55)
- Wrap-up (33:26)
Mentioned:
Category creation and product-led differentiation with Drift's David Cancel
My Links:
88 episodes
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Similaire à How to Win podcast with Peep Laja
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
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continue reading
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Hear the stories, learn the proven methods, and accelerate your growth and future through entrepreneurship. Welcome to The Foundr Podcast with Nathan Chan. About the show: For over a decade, The Foundr Podcast with Nathan Chan has been a leading entrepreneurship podcast for open-book conversations with, by, and for founders. Whether you're starting, building, or dreaming about your business, The Foundr Podcast is where you can access experienced founders who've been in your shoes to learn th ...
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Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
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continue reading
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Introducing The Unshakeables, a new podcast from Chase for Business and iHeartMedia's Ruby Studio. Small businesses are the heart and soul of this country, but it takes a brave individual to start and run a company of their own. From mom-and-pop coffee shops to auto-detailing garages -- no matter the type of industry you’re in, every small business owner knows that the journey is full of the unexpected. A single moment may even change the course of your business forever. Those who stand firm ...
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1
The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
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continue reading
Player FM - Application Podcast
Mettez-vous hors ligne avec l'application Player FM !
Mettez-vous hors ligne avec l'application Player FM !
