And as you're trying to put a new product
Posted: Sat Dec 21, 2024 4:49 am
or new feature into market, you have to do so much work to educate your consumers and your customers about what it is that you do, whether it's something entirely new to the market or whether it's a new company or a new product for your space.
People I find have a very like they get anchored on one feature or one functionality that you do. Many people just initially thought HubSpot was the email marketing tool, and they do so much more than that. And it requires so much effort and energy to help customers understand who you are, what you do. And it's a mobile number data continual thing you have to beat the drum on.
CAROLINE: Right. That made me think about something that you said. Would you made me think about this story about Airbnb that they kept launching, and they literally would announce their launch again and again and again and again until it got enough traction that they were happy with it.
SEAN: At every major event that they were, they tended to find south by Southwest or large events, and they would do a campaign in the city and every new city for Airbnb was a new market that they had to launch into. And every new event was a new group of people that they had to launch into a when you're working inside of a company, you know the product better than anyone else in the market, and you can get so like, yeah, of course we do XY and Z, but your customers probably don't know that, or the market doesn't know that.
And let's be honest, most executives and most people you're selling into, they look at your product once for 30 seconds, and then they're onto the next thing in their company's business lifecycle that you'll have to keep continually reminding them. It takes, on average, 15 to 20 touch points to get somebody to sign up and actually create an account on a website, let alone pull out a credit card or send some cryptocurrency and become a paying customer.
CAROLINE: Right, right, right...
SEAN: So really, we should focus much more on what happens after a launch day.
CAROLINE: And optimizing this right, then launch day itself.
People I find have a very like they get anchored on one feature or one functionality that you do. Many people just initially thought HubSpot was the email marketing tool, and they do so much more than that. And it requires so much effort and energy to help customers understand who you are, what you do. And it's a mobile number data continual thing you have to beat the drum on.
CAROLINE: Right. That made me think about something that you said. Would you made me think about this story about Airbnb that they kept launching, and they literally would announce their launch again and again and again and again until it got enough traction that they were happy with it.
SEAN: At every major event that they were, they tended to find south by Southwest or large events, and they would do a campaign in the city and every new city for Airbnb was a new market that they had to launch into. And every new event was a new group of people that they had to launch into a when you're working inside of a company, you know the product better than anyone else in the market, and you can get so like, yeah, of course we do XY and Z, but your customers probably don't know that, or the market doesn't know that.
And let's be honest, most executives and most people you're selling into, they look at your product once for 30 seconds, and then they're onto the next thing in their company's business lifecycle that you'll have to keep continually reminding them. It takes, on average, 15 to 20 touch points to get somebody to sign up and actually create an account on a website, let alone pull out a credit card or send some cryptocurrency and become a paying customer.
CAROLINE: Right, right, right...
SEAN: So really, we should focus much more on what happens after a launch day.
CAROLINE: And optimizing this right, then launch day itself.