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TRACTION CHANNEL CHEAT SHEET
"Many entrepreneurs who build great products simply don't have a good distribution strategy.” -- Mark Andreessen, venture capitalist –
1. AFFILIATE PROGRAMS
Definition: An agreement where you pay people or companies for directing customers to your business. Successful companies: Amazon, Mint Vendor suggestion: CJ Affiliate (formerly Commission Junction) Top resource: Why You Should Partner Up?
4. COLD EMAIL MARKETING
Definition: Sending emails directly to a person, communicating them an offer. Like cold calling, but by email. Successful companies: RingLead Vendor suggestion: Salesfolk Top resource: How to Email Busy People (Without Being Annoying)
2. BOOK
Definition: Writing a book as the ultimate proof of subject knowledge. From a downloadable eBook that's 30 pages long, to a fully published hardback. Successful companies: Predictable Revenue, DuckDuckGo Vendor suggestion: Lioncrest Top resource: So You Want to Write a Business Book
5. COMMUNITY BUILDING
Definition: Engaging audience in an active conversation around a shared interest, fostering those relationships and bringing more people to the circle. Successful companies: HubSpot, Marketo, Eloqua, Stack Exchange Vendor suggestion: Lithium Top resource: The Power of Community in Marketing
3. BUSINESS DEVELOPMENT
Definition: Like sales, but focusing on exchanging value through b2b partnerships to benefit both parties. Successful companies: Bluebird, Pedowitz, LeadMD Top resource: Understanding Business Development
6. CONTENT MARKETING
Definition: Using blog as the main source of customer acquisition, with interesting useful content and frequent updates. Successful companies: LeadMD, HubSpot, Ion Interactive, Unbounce Top resource: Why Content Marketing Fails
8. DIALING FOR DOLLARS
Definition: Cold calling, plain and simple. Calling people on the phone so you can speak to the client directly. Successful companies: DiscoverOrg Vendor suggestion: Insidesales Top resource: Predictable Revenue by Aaron Ross
12. EXISTING PLATFORMS
Definition: Websites, apps or networks with huge numbers of users that you can leverage to get traction. Successful companies: Bizible, Zynga Vendor suggestion: Apple App Store, Chrome extensions, Pinterest, Tumblr Top resource: A Strategic Guide to Cross-Platform Marketing
9. DIRECT MAIL
Definition: Sending something physical via the mail. Anything from a leaflet to a frisbee or an iPad. Successful companies: Stripe, Elixiter Vendor suggestion: KleerMail, 3D Mail Top resource: How Direct Mail Can Enhance Your Marketing Strategy
13. IN-PERSON SALES
Definition: Knocking on doors the old fashioned way. Face to face meetings with your clients to discuss your services directly, in person. Bring donuts. Vendor suggestion: Cydcor Top resource: Same Side Selling by Jack Quarles and Ian Altman, The New Face of Face-to-Face Meetings
10. ACCOUNT-BASED SELLING
Definition: Taking a holistic approach instead of focusing your sales efforts on one person, and trying to win over a whole company or team, instead of just one decision maker. Top resource: Account-based Selling - A Foundation, Selling to SMBs
14. LEAD NURTURING BY EMAIL
Definition: A personalized traction channel in which your messages are tailored to prospects profiles and interactions. Successful companies: RingLead, LeadMD, Customer.io, Recommind Vendor suggestion: Beachhead, Marketo Top resource: B2B Email Lookbook
7. COURSEWARE
Definition: Teaching a course about a problem that you help solve to raise the awareness of your potential buyers. Successful companies: Drip, Wistia, Kalzumeus (Patio11) Vendor suggestion: E-Learning Heroes Top resource: Building Compelling Interactions
11. ENGINEERS AS MARKETERS
Definition: Using the team’s engineering skills to build useful tools, micro-sites and resources to help potential customers. Successful companies: HubSpot, Moz, Simply Measured Top resource: How Startups Transform Marketing
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24. SPEAKING ENGAGEMENTS
27. UNCONVENTIONAL PR
25. TARGETING BLOGS
28. USER GROUPS
29. VIRAL MARKETING
23. SOCIAL & DISPLAY ADS
26. TRADE SHOWS
Definition: Giving talks or speeches to small groups of potential customers or partners to spread your story or message. Successful companies: Clarity, Moz Vanella Top resource: Top 5 Ways to Get More Speaking Gigs Definition: Something that is engineered to get media coverage, or scalable actions that increase goodwill and word of mouth. Like a viral campaign, but in the real world. Successful companies: Salesforce, Hipmunk, SugarCRM Definition: Spread your message by targeting well known blogs or niche blogs that your customers read. Successful companies: RingLead, LeadMD Vendor suggestion: Inbound.org, Lifehacker Top resource: Guide to Influencer Targeting Definition: Leveraging online and offline customer experience sharing, empowering referrals and gaining industry influence. Successful companies: Marketo, HubSpot, Totango Definition: Getting future and existing users to refer others to your product, through social media sharing. Successful companies: Dropbox, Skype Channel suggestion: Pinterest, Youtube Top resource: B2B Viral Campaigns that Delivered: 6 Examples Definition: Banner ads on websites, and social ads on your Facebook timeline or Twitter feed. Successful companies: Mint Vendor suggestion: Google Display Network, The Deck, LinkedIn Top resource: Why Small Business Owners are Ignoring Your Social Media Ads Definition: An event for companies to show off their products in person, often inclusive to industry insiders. Successful companies: Smart Bear, Uberflip, Pedowitz Vendor suggestion: Marketo, Gainsight, Salesforce
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