Product-Led Growth or Customer Nurturing?
For Chief Product Officers, understanding the nuances of your product and the time required for customers to grasp its value is essential. When pioneering a new category, prioritizing customer nurturing is crucial. However, if your product's benefits are immediately evident, then a Product-Led Growth (PLG) approach complemented with a sales assist model might suit you best.
When considering nurturing campaigns—especially when aiding customers in comprehending the problems you address and the ensuing benefits—here's a list to keep in mind:
Awareness of the Problem: First and foremost, the prospect needs to recognize that they have a problem or need that requires a solution.
Understanding of Your Solution: Prospects need to learn what you offer, how it works, and why it might be the right solution for their specific needs.
How does your solution provide value to them? This is where they learn the specific advantages and benefits they would get from your product or service.
Differentiators: How is your solution different or better than alternatives in the market? Why should they consider your product or service over competitors?
Social Proof and Testimonials : Real-world success stories, case studies, or testimonials can play a key role in building trust and validation.
Pricing Information: Depending on your business and the buying cycle, you might want to give them an idea of the cost associated with your solution.
Trust and Credibility : Over time, you'll want to establish trust through delivering consistent value in your communications, displaying expertise, and possibly by sharing third-party validations or certifications.
Overcoming Objections: Address common concerns or misconceptions that prospects might have. This can be done through FAQ sections, videos, webinars, or blog posts.
Company Culture and Values: Some prospects want to align with companies that share their values or ethos. Sharing information about your company culture, mission, and values can resonate with certain audiences.
Engagement Opportunities: Webinars, live Q&A sessions, interactive content, or even free trials can offer hands-on experiences and deepen their engagement with your brand.
Clear Call-to-Actions (CTAs): Make sure you guide them towards the next steps, whether it's setting up a meeting, signing up for a trial, or downloading a resource.