Lean B2b

Summary

Review

Takeaways

Key Points

Concepts

Notes

• consideration is not adoption
• dropbox needed to start over for enterprise
• business required telationships

2 - where am i coming from

• help business understand employees

3. nature of b2b

• enterprise growing 6% year after year

• all platforms have gaps, fill in gaps

• b2b is investment, not fun, but have ROI

• being consulting is helpful to start b2b company

• p2p: person 2 person, people buy, not businesses

• business: know them and what they fear

• enterprise think of risk (eg. reputation, adoption, etc)

• think as the insider

• watch out for sins

• tech that requires too much change

• change behave or work

• too difficult to use

• doesn’t deliver

• a feature of an existing product

• no clear benefits or value

• can’t help but compare to established players that prospects know

4. where it starts

• pmf and not running out of money
• advantages: relationships and domain expertise

5. choose a market

• market are found, not created
• understand through survey, competitive landscape (buying habits, self serve vs sales), visit vcs for feedback

6. early adopters

• aware of problem and have bdget
• find early adopters in social media and moz
• find right early adopters

7. leverage domain expertise

• write blog posts in publications your customers read
• leverage team network
• you should become one of your prospects, can’t be outsider (eg. we should use confluence)

8. contact early adopters

• rewards for early adopters

• edge

• visibility

• discussions, they can talk about

• action,

• intelligence

• fun

• networking

• ownership

• promotion (job)

• equity

• customers don’t care about solutions but problems

• relationship first, sales second

• think about the problem and focus on it

• funnel: move relationship forward

9. finding problems

• better than solving problems
• look for big pain - problem needs to matter
• explicit and implicit problems
• can’t ask customers what they want
• drill down, exploration, confirm

10. interviews

• listen

• focus on a vertical

• follow emotion

• encourage complaints

• validate answer (so what you are saying, what i’ve heard previously, etc)

• 3-5 questions or 15-20 questions

• what is your role? responsibilities? objectives this year? how do you know your successful? what keeps you up at night?

• do you think this problem will get worse?

• intensity of the pain

• product ownership, who else has this problem

• who are stakeholders for buyers

• what tools do you use the most?

• who do you take advice from? who are influencers #star

• qualify prospect: what is your role

• open ended questions

• how do you solve this problem

• who, what, when, where, how

• close

• are there other experts we could talk to?

11. analyze results

• keep going until you stop learning

People

Quotes