Eric Groves was the number 2 exec at Constant Contact for many years, and led their go-to-market groups. In this presentation, Eric talks about several of the frameworks that they used to define their go-to-market strategy. This talk was given to a set of entrepreneurs in Cambridge, MA, and a video of that talk will be posted shortly on my blog: www.forEntrepreneurs.com.

1. Market Strategy
Eric Groves
November 1, 2011

2. Overview - Frameworks
 Understanding the Market
 Total Addressable Market
 Competitive Assessment
 Driving Prospects into the Funnel
 Horizontal vs. Vertical
 Indirect Channel Mapping
 Importance of AIDA
 Maximizing Your Funnel
 Macro testing
 Micro tuning
 Innovation vs. Revolution

3. Total Addressable Market
30MM 20MM 7MM 4.4MM
100%
90%
80%
70%
60%
50% Criteria 2
40% Criteria 1
30%
20%
10%
0% Total
addressable
Criteria 1
Aware Criteria 2
Interest Criteria 3
Desire Criteria 4
Action market

4. Grand Total =
Market Map (Size / Growth / Segmentation) $375MM
$200MM $100MM $75MM
100%
Other
Other
Competition 7
Competition 6
Competition 5 Other
Competition 4
75%
Competition 3
Competition 2
Comp 3
You
Competition 1
50% Competition C
Comp 2
Competition B
You
25%
Comp 1
Competition A
0%
Core Product New Product Future
Annual Growth 20% 60% 100%
4

5. Horizontal vs. Vertical
Boil the Ocean Laser Focus
Marketing Centric Lead Generation
Sales Centric Lead Generation
Finding The Right Balance:
The smaller the Total Addressable Market the higher the dependency on sales
for lead generation

6. Indirect Channel Mapping (Phase 1)
Defensive
Blocking High Potential
Brand Association Integrations
Reach
Reseller Program
Client Services
Influence (in purchasing decision)

7. Indirect Channel Mapping (Phase 2)

8. AIDA into the Funnel
Unaware Aware Interest Desire Action
That the pain exists
In resolving the pain
Others like me have
overcome the pain
Quick “wow” experience
that resolves pain
Marketing & sales aligned to drive prospects through the AIDA curve and into
the sales funnel

9. Maximizing The Funnel
Media Touch Personal Touch
Suspects
Prospects
Engaged “Trialer”
Customer
Lost Customer
Test, Test, Test & Invest:
Constant Macro testing and Micro tuning to maximize the funnel

10. Summary
 Understand Your Market
 Who are you selling to?
 Where do they congregate?
 Who do they already listen to with regard to the pain you resolve?
 Get out of the office
 Don’t listen to others go observe some prospects
 Test, Test, Test & Invest
 There is no silver bullet
 Alter your own perspective before the competition does it for you

11. Customer Engagement Lifecycle
– SMB perspective
Acquire Connect Inform Grow
Need: Get found by the Need: Be open and Need: Deliver a great Need: Have my
right audience demonstrate value experience and sustain customers refer me to
Business
Small
it post-purchase others
Higher ROI to Small Business
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CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 11

12. Consumer Engagement
Lifecycle
- Consumer Perspective
More Value to Consumer
Consumers
Want: Find the right Want: Be able to see Want: Have a great Want: Share my
provider what others think: experience, with good experience &
1. People like me value and want to go knowledge to be
2. People close to back for more known as informed
me consumer
Aware Interest Desire Action Empower
12
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 12

13. Innovation
Acquire Connect Inform Grow
Need: Get found by
the right audience
Search Website POS Facebook
Director Ratings & Email Twitter
y Reviews
Offers / Website Forward
Deals s
Facebook
WoM Face2Face Shared
Twitter / Phone Coupons
Matching Needs with Wants
1. Typically are focused on matching up a need and a want
Want: Find the right 2. Rarely provide either side with a path to the next stage
provider in the relationship
3. Don’t maximize the return on investment but solve pain
Aware Interest Desire Action Empower
13
FIDENTIAL Copyright © 2010 Constant Contact, Inc. 13

14. Engagement “Bridges” - Revolutionize
Acquire Connect Inform Grow
Search Website POS Facebook
Directo Ratings & Email Twitter
ry Reviews
Offers / Website Forward
Deals Facebook s
WoM Face2Face Shared
Twitter / Phone Coupons
Engagement Bridges
1. Opportunities to further the relationship beyond the task at hand.
2. Lead both sides to the optimal (highest value) relationship
3. Require knowhow and coaching to maximize potential
4. Enable continued engagement (online to offline and vice versa)
5. Revolutionize success
Aware Interest Desire Action Empower
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15. Engagement “Platform”
Acquire Connect Inform Grow
Need: Get found by the Need: Be open and Need: Deliver a great Need: Have my
right audience demonstrate value experience and sustain customers refer me to
Business
Small
it post-purchase others
Higher ROI to Small Business
Search Website POS Facebook
Director Ratings & Email Twitter
y Reviews
Offers / Website Forward
Deals Facebook s
WoM Face2Face Shared
Twitter / Phone Coupons
More Value to Consumer
Consumers
Want: Find the right Want: Be able to see Want: Have a great Want: Share my
provider what others think: experience, with good experience &
1. People like me value and want to go knowledge to be
2. People close to back for more known as informed
me consumer
Aware Interest Desire Action Empower
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