Mark Killens discusses the principles of the People-First GTM model and its significance in today's marketing landscape. He emphasizes the importance of storytelling and building relationships in this approach. Mark also explores the challenges marketers face when implementing a People-First GTM strategy and provides insights on overcoming them. He delves into the role of community-led growth, partner-led growth, and events in driving engagement and fostering deeper relationships. Additionally, Mark highlights the key components of an effective content-led growth strategy. This conversation explores the concept of a people-first go-to-market (GTM) model and its various components. The discussion covers the power of connection at events, the mistake of overloading content at in-person events, the focus on content in online events, using events to strategically grow a business, integrating product-led growth in the GTM model, metrics and KPIs for measuring success, scaling the people-first GTM model, future trends in the people-first GTM model, and the importance of putting people first in business. Takeaways: The People-First GTM model emphasizes the importance of putting people at the center of marketing strategies and building relationships. Storytelling is paramount in the People-First GTM model as it helps to engage, educate, and motivate audiences. Implementing a People-First GTM strategy requires a shift in mindset and belief system, as well as addressing the challenges faced by buyers in today's attention economy. Community-led growth, partner-led growth, and events play crucial roles in fostering engagement, building trust, and creating value in the People-First GTM model. An effective content-led growth strategy focuses on understanding the target audience, creating valuable content, and leveraging partnerships to drive growth. Events should prioritize creating connections and meaningful conversations rather than overwhelming attendees with excessive content. In-person events should be single track with less but higher-quality content, focusing on building connections. Online events should prioritize content while still creating opportunities for community building and conversations. Events can be strategically used to grow a business by leveraging relationships, partnerships, and community building. Product-led growth can be integrated into the GTM model by aligning free offerings with the product or service being sold. Metrics and KPIs for measuring success in the people-first GTM model vary depending on the specific growth strategy being employed. The people-first GTM model can be scaled by focusing on strengths, resonating with the target audience, and gradually incorporating different growth strategies. Future trends in the people-first GTM model include the intersection of artificial intelligence and human intelligence, leading to new channels, products, and content formats. The key takeaway is to spend more time understanding and connecting with customers, using their language and building genuine relationships. To connect with Mark Kilens and learn more about the people-first GTM model, visit ClubPF.co and explore the free and premium membership options. Chapters 00:00: Introduction to Mark Killens 02:56: The Core Principles of People-First GTM Model 05:56: Challenges in Implementing a People-First GTM Strategy 09:03: The Importance of Storytelling in People-First GTM Model 11:59: Community-Led Growth in the People-First GTM Model 15:06: Partner-Led Growth in the People-First GTM Model 20:57: Effective Content-Led Growth Strategy 28:47: The Power of Connection at Events 29:48: The Mistake of Overloading Content at In-Person Events 30:30: The Focus on Content in Online Events 31:31: Using Events to Strategically Grow Your Business 32:39: Integrating Product-Led Growth in the GTM Model 33:27: Metrics and KPIs for Measuring Success in the People-First GTM Model 36:44: Scaling the People-First GTM Model 45:44: Future Trends in the People-First GTM Model 48:47: The Importance of Putting People First in Business 50:12: Connecting with Mark Kilens
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27 min