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The ONLY B2B Customer Acquisition Strategy I'd Use Today — Transcript

by TK Kader · 3,539 words · 706 segments · language en · Watch on YouTube

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0:00If you've got a great product
0:01and you've got happy customers,
0:02but you don't have that scalable,
0:03predictable growth yet,
0:05then the time is now to build out
0:06your scalable customer
0:07acquisition strategy.
0:08Now here's the thing.
0:09There are a million different pieces
0:11of advice and tactics on
0:13how to do a scalable
0:15go to market and sales
0:16and marketing strategy.
0:18But as I look at all the successful
0:21AI and SaaS companies out there today,
0:22specifically in your stage
0:24where they have happy customers
0:26and they're looking
0:27to unlock that scalable
0:28growth, there's one
0:29B2B customer acquisition strategy
0:31that's actually working.
0:32by the way, it's not cold emails.
0:34It's not direct mail.
0:35It's not running paid ads.
0:38It's something totally different.
0:39So in this episode, I'm
0:40going to walk you through exactly what
0:42that strategy is, how you can do it
0:43offline and online,
0:45and how you can avoid the strategies
0:47that aren't working.
0:48And when you implement
0:49this customer acquisition strategy,
0:52you will be able to accelerate
0:53your path to the next stage of growth.
0:54Intro
1:03What's everybody?
1:04Welcome to my channel.
1:05I'm TK, the managing Director
1:06here at TK capital.
1:07I run a portfolio of advisory
1:09software and education companies.
1:11So if you're new to this channel,
1:13be sure to hit the subscribe button
1:14and that bell icon
1:15that you'll get notified
1:16every single time I drop an episode
1:18with the TK energy.
1:20Now, if you're already part
1:21of this community,
1:21my people, welcome back.
1:23It's really awesome to see you over here.
1:24When I start working
1:25with founders on their
1:27go to market strategy,
1:28they come to me with battle scars
1:29and all the things that they've tried
1:31but didn't work.
1:32This includes cold emailing.
1:33It includes posting online.
1:35It includes getting influencers,
1:36it includes sponsorships
1:38and events,
1:39you name Now, over the past
1:40six years, I've worked with nearly
1:42a thousand founders on their
1:44go to market strategy
1:45to actually unlock growth.
1:46So I get front row seats today,
1:48what's working and what's not.
1:50So in this episode, I'm
1:51going to walk you through the only B2B
1:52customer acquisition strategy
1:54that's actually working
1:55at I'm going to show you
1:56exactly how it works,
1:57both offline and online.
1:59I'm going to show you what
2:00the traps are,
2:01and I'm going to show you exactly
2:02how to double down on this strategy.
2:04So if you excited to go and smash
2:05that like button
2:06for the YouTube algorithm
2:07and let's dig right into All right.
2:08So first of this strategy,
2:10this customer acquisition strategy,
2:11it's one strategy but it works
2:13both offline and online.
2:14Online meaning you do
2:16digital marketing offline
2:17meaning you actually go to
2:19where your ideal customers are.
2:20that's how I'm going to be
2:21breaking out the strategy
2:22and explaining it.
2:23But before I go into exactly
2:25what is the strategy
2:25that Let's rule out some things
2:27that you should just be ignoring
2:29because they don't work as well
2:30at scale anymore.
2:31They did ten years ago,
2:33but they don't work anymore.
2:34The first one
2:35that's not really working as well
2:37are by now ads.
2:40By now.
2:40Ads are the ones where they're
2:42under your company brand,
2:43and they are essentially speaking
2:45to only the 5% of the market
2:47that knows they have a problem,
2:49that are looking for a solution,
2:50are actively looking to
2:51buy something right now.
2:52These ads get scrolled over,
2:55whether it's on social media
2:56or on a Google search,
2:58because customers
2:59that are actually in market to buy,
3:01they kind of
3:02already have a favorite vendor
3:03that's been educating them for months.
3:05So these are getting more
3:06and more expensive to run,
3:07and they're converting less and less.
3:09Therefore, it's not a strategy
3:10that's actually working
3:11for customer acquisition.
3:12Now other strategy
3:13that's not working as well
3:15is called email
3:17and called DMs called email
3:19and called DMs.
3:20We've all done this
3:21where you go
3:22download a list of contacts
3:24and then you load it
3:24in your sales engagement tool
3:26and then you spam these people.
3:27the response rates that you're seeing
3:29for these emails is 1%.
3:31So if you are ready to spam
3:33100,000 people in your market,
3:35you will get a 1% response rate.
3:37And then out of that
3:38you will convert some of them.
3:39if you're okay
3:40with those kind of numbers,
3:41it may work okay,
3:43but most people don't want to spam
3:44100,000 people and burn their brand.
3:46Therefore, it's a strategy
3:47that's not really working today
3:48for customer acquisition.
3:50That's online.
3:50Now, what's not working
3:52offline is direct mail.
3:55Direct mail used to work.
3:57Actually, we used mail out
3:59copies of books
4:01we wrote to our ideal customers
4:03and it would get it in the mail.
4:04But right now,
4:05people are barely
4:06showing up to the office,
4:06so we don't even know where to
4:08mail it to them.
4:08Like it's
4:09hard to get their actual address.
4:10ten years ago
4:11you could mail something
4:12to their office,
4:13to their headquarters,
4:14and it would make it onto their
4:16So for most cases, there's a small case
4:18where you could send a Fedex envelope
4:20that has a 99% open
4:21as long as you have the right address.
4:22But for most cases, direct
4:24mail is not really working.
4:25The other thing
4:26that's not working as well
4:28are sponsorships.
4:30This is where
4:31you get hit up
4:33by an event planner
4:34and they say, hey,
4:34we're hosting this event.
4:35It's your ideal customers.
4:36It's the best cybersecurity conference
4:38that you've ever heard of.
4:39Do you want to sponsor? It's $50,000.
4:41It used to be that you sponsored
4:43and you'd get a whole bunch of stuff
4:44alongside it and you'd get real leads.
4:46But today
4:47you're going to be a tiny little logo
4:49on a sea of sponsors
4:50with a tiny little logo
4:52with a group of people
4:53that don't really know you yet.
4:54So if you're already a recognized brand,
4:56sponsorships work.
4:57But if you're not, it's
4:58going to be a waste of money.
4:59So that's not really working
5:00offline either.
5:02So those are the things, both online
5:04and offline
5:04that maybe you've already used.
5:05And this is what I mean.
5:06Founders that are working with me
5:07inside of my go to market
5:09I meet them
5:09like, we've tried this, we've tried this,
5:10we've tried this, we've tried this.
5:11And now starting to understand
5:12why they used to work
5:14and they don't work anymore.
5:15so now
5:16we actually want to get to the customer
5:17acquisition strategy that is working.
5:19And by the way, if you have tried these
5:21and they haven't worked for you,
5:22just know that you're not alone.
5:23And if you're getting value
5:24from this video so far
5:25I've got to smash that like button
5:26for the YouTube algorithm.
5:26It just loves it when you do
5:28and also comment below.
5:29below with the word yes.
5:31I want to hear from you
5:32if this is resonating with you.
5:33You're like TK,
5:34I've tried to call the email
5:35and it was a slog
5:36and I didn't start a company,
5:37so I can just sit and call the DM.
5:39Hell, give me a yes in the comments.
5:40The comments are my love language.
5:42If you're getting an moment,
5:43you have a question.
5:44If you have a clarifying point,
5:45post it in the comments below.
5:46I always answer
5:47and also smash that like button.
5:48The YouTube
5:48algorithm is it's their love language
5:50and that helps us out
5:51when we create these also,
5:53if you want your help
5:54in actually learning
5:55how to actually implement a proper
5:57or scalable customer
5:58acquisition strategy,
5:58how to transform your
5:59go to market strategy,
6:00and you don't want
6:01to just keep watching endless videos
6:03and cobble it all together.
6:04You want the step by step instructions.
6:05check out our go to market program.
6:07You don't have to go anywhere right now.
6:08I'll tell you more about it
6:09at the end of this
6:10I'll also link to it in the description
6:11Let's go into how this
6:13actual customer strategy works together.
6:14Now that we've eliminated the stuff,
6:16that is a waste of time.
6:17Okay, so what is working?
6:19And I'm going to put in purple.
6:20It starts online
6:22and then it goes offline.
6:23But it's really one strategy.
6:24And the way it works
6:25is you develop your message.
6:27This is super important.
6:28A lot of times
6:29when I'm meeting with founders,
6:30they're like,
6:30oh yeah, my website changing,
6:32I'm updating the website.
6:33And the reason
6:33that updating the website is
6:35they don't have a core strategic message.
6:36When I ask them, like,
6:37hey, what's your value proposition
6:39like fit it for me
6:40in this little index card?
6:42They can't do that
6:43usually means that they don't
6:44really have a core message.
6:45So one of the things
6:45you really have to do
6:46for your customer acquisition to work
6:48is you have to have a real message
6:49that is differentiated in the market.
6:51Once you do,
6:51then this strategy works really well.
6:53Where you want to start
6:54is post on organic, social.
6:58And by the way,
6:59you don't want to post an organic
7:01social just talking about hey,
7:02by my software
7:03because that then looks like a buy
7:04now add.
7:05What you want to do
7:06is you want to post in a way
7:07where you're attracting
7:08your ideal customers.
7:09It's speaking directly
7:09to the ideal customers.
7:11The algorithms on these platforms
7:12understand that you're
7:13speaking to your specific ideal customer,
7:15and is actually educating them
7:17on the problem that they're realizing,
7:19so that when they're scrolling,
7:19they stop to scroll and they're like,
7:21oh my God, I have this problem.
7:22And they start to actually build
7:24trust with you
7:24because you are educating them
7:26on how to solve this problem in a real
7:28you want to start with organic social.
7:29As you start to get engagement,
7:31you want to make sure
7:32that these folks turn into leads.
7:35And as you start to see which posts drive
7:38leads, you
7:38then want to take those posts
7:40and convert them to paid social.
7:43Now, what we typically recommend
7:45for this customer
7:46acquisition strategy
7:47is to promote your face
7:49because they don't know your brand yet.
7:51And so what you're going to do
7:52is take these organic posts
7:53and then run thought leader ads.
7:55And for B2B,
7:56LinkedIn is best
7:58where you are promoting your profile.
8:00So it's an actual human,
8:01because on LinkedIn,
8:02as soon as someone sees a company logo,
8:03they kind of tune out.
8:04They don't pay attention to companies,
8:06they want to pay attention to people.
8:07So founder lead works best.
8:09So you start with organic.
8:10You take the posts
8:11that generate the most leads,
8:12and then you promote them
8:13under the company account,
8:15promoting the organic pose
8:16so more and more of your ideal customer
8:18see And this gets to a point
8:19where you could be sleeping at night.
8:21You could not post every single day.
8:22You don't have to become
8:23a content creator
8:23with the post that did really
8:25well, will be printing leads
8:26for you overnight
8:27and getting into your sales process.
8:29Now the key here is
8:30you're not posting something
8:32unrelated to the problems
8:34you solve for your ideal customers.
8:35You're not posting stuff
8:36that gets a lot of likes.
8:38You're posting things that get leads.
8:39You're posting things that attract
8:40you out of your customers,
8:41and you're
8:42posting your strategic message.
8:43And that's
8:44what's actually turning this
8:45into an a customer acquisition strategy.
8:47they now learn from you, they trust you,
8:50they become leads,
8:51and they enter into your sales process
8:52for your actual product.
8:53So that's why this is super powerful.
8:55As this starts to work online,
8:58the same strategy
8:59will start to work offline as well.
9:01So instead of going into
9:02direct sponsorships,
9:03which is kind of like a by now ad,
9:05You know, you're just putting your logo there
9:07and people are tuning out
9:08what you're really doing
9:09is you're going out there
9:11and you're looking to get speaking slots
9:15at events.
9:17you're not just getting a booth,
9:18you're not just doing a sponsorship.
9:19You're actually saying,
9:21I have a unique message.
9:22I've been posting online,
9:23educating my customers.
9:25This we're getting a ton of traction.
9:26People are really struggling with this.
9:28Our product solves for
9:29Let me go on stage
9:30and let me do a keynote.
9:31Let me presentation,
9:33actually talking about the problem
9:34we solve and the unique way to solve it.
9:36And the big change that's
9:37that is how you actually get in
9:40front of all the other people
9:41that are trying to sell their wares at an
9:43So instead of being the chump
9:44standing in a event
9:46and right next to your competitors,
9:48you are on stage
9:49and the people in the audience
9:50will hear your speech,
9:52hear your talk here,
9:53your strategic message,
9:54and then say, oh my God,
9:55I need to look up this company.
9:57And they end up
9:57connecting with you online,
9:59looking at your organic pose,
10:00getting retargeting, underpaid,
10:01getting to be
10:02by your company posts
10:03and actually getting
10:04into your sales process.
10:06The second thing that we say that works
10:08just as well is
10:09then you can host a dinner at the event.
10:13This can be 6 to 10 people.
10:14It doesn't need to be huge.
10:16In fact,
10:16we tell founders to do this
10:18even if they don't have a
10:19What you do is you go meet people,
10:21you go and inevitably
10:22when you 5 to 10
10:23people will come and talk to you
10:25right after you finish
10:25your speech, guaranteed.
10:26And you invite them to dinner
10:28if they're ideal customers.
10:29And that way
10:29you can have some of your customers
10:31at the event come to the dinner.
10:32You can have some prospects
10:33that come to the dinner,
10:34and then they'll connect
10:35with you on LinkedIn.
10:36They'll start to see your organic post,
10:38your paid social.
10:38And it'll all just amplify this strategy.
10:42This customer acquisition strategy
10:44is what I call
10:46education
10:49marketing.
10:52And this works
10:54because people's
10:55guards are up when they see a cold email,
10:57no matter how personalized it
10:59is, people now know it's AI generated
11:01so they don't trust it
11:02When they see a brand running a buy now
11:04add their guard goes up.
11:06They ignore
11:06when they see a sponsorship logo.
11:08It's just a sea of logos
11:09and they don't pay attention to
11:11When they see a direct mail,
11:12they just don't even get it.
11:14Whereas with this,
11:15you're coming from a place of service.
11:16You're educating your ideal customers
11:18well before they actually enter
11:20the exact buying journey
11:21where they already have a vendor of
11:23you are actually engaging
11:24with them as a founder,
11:26leading your company, its founder led
11:27and you are retargeting them,
11:29and you're
11:29also reaching them through paid
11:31And they're becoming leads
11:33that's entering into your sales process.
11:34When you're going to an event,
11:35you're not just standing at your booth,
11:37you're getting up on stage
11:38and actually
11:39speaking about the movement
11:40you're creating around your
11:41and you're
11:42inviting them to an intimate dinner,
11:43which makes them that much more likely
11:44to like you, trust you, and buy from
11:46This whole machine is the customer
11:49acquisition strategy that's working.
11:50And best of all,
11:51this can scale infinitely
11:53because you can go into larger
11:55and larger events.
11:56You could be speaking
11:56in front of a thousand
11:58You can host a larger and larger dinners.
11:59You can host dinners in multiple cities.
12:01You can get to a point
12:02where you're not even at the dinner,
12:03but the dinner is super powerful
12:05because your team members are there.
12:06And best of all, online,
12:08you can scale this infinitely
12:09because you can give
12:09LinkedIn $1,000 a $5,000 a day, $10,000
12:13a day to promote your thought
12:15leader content because you know
12:16it creates leads.
12:17It's no longer just guesswork.
12:19You know, it creates leads.
12:20Therefore you can scale
12:21And this is a customer
12:23acquisition strategy
12:24that is working today.
12:25So let's
12:26The old way of doing this
12:28was to do
12:28cold email
12:29and DM's to run by now, ads on social
12:31or Google
12:32to send direct mail to do sponsorships.
12:35That is the old way
12:35across online and offline.
12:37The new way
12:37is this idea of education marketing
12:39to educate your ideal customers,
12:41to serve them,
12:42to stand out from a sea of sameness.
12:45And the way you do this,
12:46you post on organic,
12:47social, actual educational content
12:49that speaks to your ideal
12:50customers problems.
12:51You drive them to leads,
12:52taking the best performing content
12:54and amplifying them with paid social,
12:57and then going to events
12:58and speaking on stage
12:59with the same message that's performing
13:01well in your organic posts,
13:03and then inviting
13:03the smaller group of people
13:05that your ideal customers,
13:06your prospects to dinner
13:07along with your customers
13:08they can enter your sales process
13:09as This system is working
13:11better than ever today,
13:12and if you actually squint
13:13a little bit,
13:14the best
13:15AI and SaaS
13:15companies are using this exact strategy
13:17all the way
13:18a little scale to massive scale.
13:20If you look hard enough, you'll see
13:22all of them are using this strategy.
13:23And so now you know
13:24the exact B2B
13:25customer acquisition strategy
13:26that I'm using across my companies.
13:28They're all the founders
13:29I work with inside of my
13:30go to market program,
13:31actually using and attaining success.
13:33Well, you may not know as TC,
13:35how do I develop my message?
13:37How do I actually structure
13:39these organic posts?
13:40How do I promote them
13:41through paid social?
13:41How do I get these speaking games?
13:43How do I actually host this dinner?
13:45How should I structure these things?
13:46What should my sales process look like?
13:48So if you're in this stage
13:49where you're building out
13:50your go to market strategy,
13:51the scalable version of your
13:53go to market strategy,
13:54then I invite you to work with me
13:55inside of my
13:57AI and SaaS Go to Market program.
13:59Inside of this program,
14:00we help you transform
14:02your go to market strategy
14:03from the one you have now
14:04to a well-defined and scalable
14:06go to market strategy.
14:07You and I work directly together
14:09and we follow three core pillars.
14:11The first pillar we work on
14:12is your ideal customer profile.
14:15The more precise
14:16your ideal customer profile,
14:17the more successful
14:18you're going to be with your message,
14:20your targeting in everything that you do.
14:22Once you have your ICP,
14:23then I help you develop your manifesto.
14:27Your manifesto is your strategic message.
14:30It's the story you tell the audience.
14:32Do you tell the market?
14:33It's the way
14:34you actually differentiate yourself
14:35from the competition,
14:36the competition
14:37being well established software company
14:39or an Excel spreadsheet? It depends.
14:42And so the manifesto helps you clarify
14:44what your messaging actually
14:45is going to all the way
14:46from your homepage to your organic
14:48to your keynote on stage at an event
14:50with filled with your ideal
14:52Once you have your ICP
14:53and your manifesto,
14:55you have your core go to market strategy.
14:57Then comes
14:58the customer acquisition, then comes
15:00how do you mobilize that strategy?
15:01So because strategy on its own
15:02is not going to actually get you results.
15:04This is where I teach you
15:05how to run a Broadway show.
15:07A Broadway
15:08show is a consistent
15:09set of sales and marketing activities
15:11that you can
15:11to consistently
15:12bring your manifesto
15:14to your ICP on a consistent
15:16I teach you exactly how to do it online
15:18and how to do it offline,
15:20using these actual tactics
15:22that I showed you in this video.
15:23It is an incredible program.
15:24It is now my seventh year
15:26running this program,
15:27and I've helped
15:28nearly a thousand founders
15:29across my go to market programs to
15:31unlock growth.
15:32So what I know is the better
15:33the fit, the better the results.
15:35So if you'd like to work together,
15:36just go to
15:38GT TC.
15:41On that page, you'll
15:42get all of the details
15:43about how the program
15:44Typically, founders that join
15:46the program
15:46are able to transform their
15:48go to market strategy
15:49within the first three weeks of joining.
15:51Then they're able to test their messaging
15:52in the and iterate from there to scale.
15:55The better the the better the results.
15:57So all I ask is
15:58you fill out a little form
15:59and book a call directly with me.
16:02On this call,
16:03we will review exactly where you are,
16:05what you've tried, what hasn't worked,
16:06and if it sounds like it's a fit for my
16:08go to market program,
16:09we'll get started right
16:10So just go to TC, cater GTM
16:13and book a time and we'll figure out
16:15exactly where you are,
16:16what your goals are,
16:17why you're struggling,
16:18and how you can unlock growth.
16:20And we'll get you into the program
16:21right away if it's the right fit.
16:22If you got value from this video,
16:23please smash that like button
16:25for the YouTube algorithm.
16:26And also lastly, remember
16:27everyone needs a strategy
16:28for their life and their business.
16:29When you are with us.
16:30Yours is going to be unstoppable.
16:32MTK and I'll see you on our
16:34go to market call. Take everybody

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