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The Bullseye Framework: How Great Companies Grow JUSTIN MARES, TRACTION CO-AUTHOR
@thuelmadsen @Kissmetrics @NEILPATEL #KissWebinar
THUE MADSEN JUSTIN MARES Marketing Operations Manager, Kissmetrics Co-author, Traction @ThueLMadsen @jwmares Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. Justin Mares is the co-author of Traction: A Startup Guide to Getting Customers, which in its first printing sold 35,000+ copies. He’s also the former director of revenue at Exceptional, a company Rackspace acquired in 2013.
The Bullseye Framework: How Great Companies Grow CO-AUTHOR, TRACTION BOOK
@jwmares @Kissmetrics @NEILPATEL #KissWebinar
T O D A Y W E ’ R E G O I N G T O TA L K A B O U T … THE BULLSEYE FRAMEWORK
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“Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” - TRACTION BOOK (yes I’m quoting my own book. Sorry)
MY FIRST ONE DID:
“The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.” - MARC ANDREESEN
Product is fun. Traction is hard
“If you can get even a single distribution to work, you have a great business. If you don’t nail one, you’re finished.” - PETER THIEL
HOW DO I FIND MY CHANNEL?
The Bullseye Framework
A 4-step process to finding your traction channel
STEP 1… BRAINSTORM
“If you can acquire customers in a channel your competitors are ignoring, that’s a huge competitive advantage.” - JASON COHEN, WP ENGINE
The Bullseye Framework 1. Brainstorm 2. Prioritize
Easy to test? Potential impact? Compound affects?
Also think about… Consumer? Funding? Crowded channel? Competitors? B2B? How long? Traction goal? Customer LTV? Unit economics?
The Bullseye Framework 1. Brainstorm 2. Prioritize 3. Test
Search for.. that signs a channel is working
*actual traffic graph
Some ideas of tests to run Content Marketing Hire a writer to create 3 killer posts and 1 infographic. Put 100% effort into promoting the 3 posts & infographic. Then evaluate.
The Bullseye Framework 1. Brainstorm 2. Prioritize 3. Test 4. Double Down
FIND do more of it what works AND
IN CONCLUSION… Find your channel
IN CONCLUSION… Use 1. Brainstorm Bullseye 2. Prioritize 3. Test 4. Double Down
IN CONCLUSION… AND ((most importantly) Crush It.
THANK YOU! FIRST 3 CHAPTERS OF TRACTION TRACTIONBOOK.COM KEEP UP WITH ME - JUSTINMARES.COM @jwmares
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Questions? THUE MADSEN JUSTIN MARES Marketing Operations Manager, Kissmetrics Co-author, Traction @ThueLMadsen @jwmares