Brian Doll: Land and Expand Strategies at Github and New Relic
0 likes550 views
The document discusses strategies for selling products by highlighting the differences between top-down and bottom-up approaches, emphasizing the importance of understanding various buyer personas such as developers, management, and executives. It outlines key features, value propositions, and marketing tactics to effectively target economic buyers while reducing friction in the sales process. Additionally, it provides a checklist and action items to enhance messaging, outreach, and promotion for better sales outcomes.
Brian Doll: Land and Expand Strategies at Github and New Relic
- 1. Reify Champions & Buyers @briandoll // @ReifyWorks
- 3. Land and expand More Usage: 📈 ➜ 📈📈📈 More Users: $ ➜ %&'()$* More SKUs: 🍎 ➜ 🍎🍊🍑🥝
- 4. / Persona 💰 Value proposition 🔑 Key Features 🚲 Sales Cycle 💵 Average deal size 🎁 Marketing assets
- 6. Virality is built on vanity
- 8. 280 40 Blog posts by the end of 2008 Blog posts by launch in April 2008
- 10. Replies should include a URL 5 Write it down Document, don’t create
- 12. To developers: • Best tool for the job • Ease of use • Workflow • Features
- 13. To management: • Team communication • Time to market • Efficiency • No training required
- 14. To executives: • Insourcing • Innovation • Industry best practice • Talent development
- 25. Reduce friction in the sales process Reduce friction in the sales process
- 26. Here’s a giant security checklist, can you fill it out for us? Thanks!
- 28. We’re moving apps to the cloud but now everything feels chaotic.
- 33. 🏙 “Enterprise” / “POC” 🔐 Corporate authentication ☎ Service level agreements 📜 Custom contract : Account manager 🛣 Product roadmap 🤑 Discounts 😂 On-prem (AWS lol) The “Closing Big Deals” Starter Pack
- 36. ✅ Update messaging for your target buyer ✅ Create an anchor resource (Intro to SEO) ✅ Promote the paid trial, not “sign up” ✅ Begin targeted sales outreach ✅ Create case studies and write about successful SEO tests