Welcome to Signals. If you're getting this email you are part of a small community of curious souls, humble about all the things not yet tested, and driven by the ambition to do better every day. So, what are we talking about today?
Psst. Opening with Outlook? Click here for the web version.
The buyer journey has changed.
We can no longer sell like we used to.
Touch points and sales cycles have always been long for complex B2B buyer journeys. Today, there are 190+ touch points and an average sales cycle of 6 months (says Dreamdata). And the journey has become ever more invisible, reducing our control and making it nearly impossible to consistently measure the effect of commercial activities.
TLDR: We can no longer sell like we used to.
Trust, relationships and quality.
Are the key to a successful GTM strategy.
We need to educate the market and build trust - crafting offerings for those who gain the most value from our product. That means getting in front of our audience and offering content, events and expert knowledge to show relevance and high quality value.
Once we now which offering our ICPs want to engage with - we want to do that in a scalable way. But how? 👀
Enter the Value Ladder
Our favourite framework.
All companies have a value ladder. It's like strategy - even if you didn't officially formulate one, you have one ;)
It's exactly what the name implies: a ladder of value, with price and commitment on one side and value on the other. A visualisation of the steps customers take to ultimately end up buying your high-value product.
Because people don't just enter your shop and buy your most expensive product, right?
With complex or new products, the buyer journey has a natural progression with multiple steps to build trust and understanding the value of a product or service.
Moving from sales to marketing-led.
There's always something to automate.
If you DON'T have a value ladder with these steps. You are most likely a sales-led company. And your sales people are heroes 🦸🏼🦹🏽♂️
Many companies have domain experts and specialists educating and selling - taking new prospects by the hand from awareness to customer and account management.
Here's where it gets interesting.
You can build relationships and serve as trusted advisor to your customer - in a more scalable, standardised proces, making your organisation more effective.
That’s why we love the concept of a Value Ladder. It creates the 1 to many recipe for the things that hard working sales heroes are doing on a 1:1 basis today.
Getting started.
Get sneak peek at our favourite resources 🤫
With 15+ strategic frameworks, 25+ guides and playbooks and 50+ experiment templates, the Bobbie & Beastie Resource Library is packed with everything you need to know to get started on your GTM journey. Enjoy!
The Value Ladder framework was created by Russell Brunson, a successful entrepreneur and thought leader who made the idea of sales funnels popular. Read our intro.
Intro to Nurture Activities Nuture activites. What are they? And how do you decide which is the right one for your product and your target customer? Jump in as we explain the basics.
GTM Talent Radar.
Looking for your next hire or role? We got you.
Cool GTM profiles on our radar from across the B&B community.
PROJECT MANAGER. 15+ years in customer success, operations management, and growth management. Looking to make an impact!
PRODUCT. Ex entrepreneur, product manager profile ready to help drive product-led growth with the right team.
PROJECT MANAGER. Rockstar profile bringing order from complexity. Looking to make an impact and work on solving real-world challenges.
Cool GTM opportunities on our radar.
GROWTH MARKETER. Market intelligence company seeks profile looking for autonomy to craft and execute killer GTM strategies and campaigns.
Ping us if you want an intro.
We Love Events.
Keep your eyes peeled for upcoming invites!
Time always seems to move twice as fast at this time of year, doesn't it? We're running fast and looking forward to (hopefully) seeing some of you before the holidays.
Advanced AI Intro Webinar - Reckon AI could make your company more efficient but not sure where to start? Flowtale explains it all in this lunch webinar. (03/12)
Vibes After 5 - Last one of the year! Join us for a festive edition to wrap up an eventful 2024 before the holidays roll. (04/12)
CPH Townhall - Next edition is happening in January. Keep your eyes peeled to join friends from across the community for a glass of something good. (Jan '25)
If that sounds like something for you, drop us a line. See you out there!
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