Maja Voje's Blog, page 7

Why LinkedIn matters (or not): 5 strategies you can use to thrive on LinkedIn

Dear GTM Strategist!

If you have a mini-anxiety attack whenever you open LinkedIn and see a fortune cookie wisdom leadership post getting 5000 likes while your analysis of RAG database architecture barely broke 10 likes after you encouraged your team on Slack to engage…

…then this Substack is for you.

Demand generation on LinkedIn became a go-to playbook for what is called “founder-led growth.” But is it really worth spending 2-4 hours a day “value-commenting” on LinkedIn?

I always say to myself:

“My clients are not idiots.”

Most of them rationally understand why and how to post on LinkedIn.

For those who do not, you can try any of these:

Invest 90 minutes in reviewing Richard van der Blom’s LinkedIn Algo Report study featuring data from the largest non-official machine learning study run by Ivana Todorovic, co-founder of AuthoredUp, and you will understand how to play the game.

You should post 2-3 times a week and write 5 comments to posts from opinion leaders in your space before you post yourself. It is best to ask your ICP who they follow, ring a bell at their profiles to get notifications when they post, and be one of the first people who comment on their posts in a value-adding way. It takes about 30 minutes a day, but you have to do it at least 5 times a week. It is best to book a calendar slot for this.

You probably already have knowledge assets in your company - webinars, podcasts, ebooks, and presentations that an AI or an intern can repurpose into at least 50 LinkedIn posts; you just need to schedule them and show up let’s say 3 times a week to engage in comments and clean the DMs. It would cost you up from $0 (chat GPT) to $800 - part-time social media managers to get this done decently well. Hack: ChatGPT can even do a content plan for you, so all you have to do is schedule some posts, show up, and engage a little.

But you will not do it.

Your time has HUGE opportunity costs.

If I cannot demonstrate to you immediately what is the value you get - why should you?

So the right question to ask here is not HOW to create demand generation on LinkedIn but if it really is the right GTM motion for you to allocate your resources to.

While Inbound (LinkedIn content generation) was one of the winning GTM motions that helped me get 3000 signups for the launch of the GTM Strategist in 2-3 months by posting there daily and continues to be the biggest demand generation channel for my products and consulting services, I fully acknowledge that it is not for everyone.

A founder in my network told me the other day:
“We sell 50-100K deals and posting daily on LinkedIn will have a much lower ROI than if I go and visit three industry events, shake some hands, and secure meetings there.”

Fair.

For him, having a decent and updated LinkedIn profile is good enough, and he can add connections to kickstart business development conversations there (optionally).

He could reflect on how the supply chain is undergoing digital transformation.

He could announce that he is in Cologne and open for meetings.

He could be sharing photos from the event.

But he does not have to.

His business is alive and well without LinkedIn.

The #1 rule in GTM is to go where the audience is.

The #2 rule is that there are 2-3 GTM Motions that will work well for you.

LinkedIn may or may not be one of them.

But if your target audience is active on LinkedIn and you have researched that LinkedIn is a part of their buyer journey or even found some competitors who are killing it there, you might want to look into this.

If LinkedIn turns out to be relevant for your target audience, it still does not mean that you should book 30 minutes a day to “congratulate Boris for being promoted.” You have to develop a workflow that will guide you towards your business objectives.

FOMO is real.

But do not let it fool you that it works for everyone. It really does not.

In this Substack, I will present you 5 Strategies of LinkedIn activity and give you examples, tools, and walkthroughs on how to execute them.

🎶A little bit less conversation, a little more action, please.

Let’s rock & roll! 🎸

Shape your game plan: What are you trying to do on LinkedIn in the first place?

LinkedIn can play many roles in your GTM blueprint. You can use it to create content there, buy ads, engage with communities, explore partnerships, do outreach, or even embed it into your product as a content loop. Here is how I think about which jobs LinkedIn can do for you.

But which one to choose and how many resources can you allocate there? We will dive into different strategies of LinkedIn activities later, but for now, I want you to think about one important thing:

What is your goal on LinkedIn?

How will you measure the success in 2-3 months of investing in growing the channel?

It is not the only game to play.

When I asked founders and experts in my network why they are willing to invest 4-10 hours weekly on LinkedIn, their answers were various:

PM from Supply Chain from Germany: “I want to reach 1 million impressions so that I can start making money from content—it is just a personal challenge.”

Go-to-Market Agency from Canada: “We want to attract different types of clients who would pay more for our services. This would be great for our positioning and, ultimately, lead gen.”

A brand manager from a 36 billion corpo from the Netherlands: “I want to raise my professional profile so that I can get better speaking gigs, invites to teach at universities, and climb the corporate ladder.”

IP counsel from the US from a 3.1 billion company: “LinkedIn is where I get the best knowledge from the community. I love to engage in comments to support my peers and attract new opportunities by adding value.”

VC from the US: “I am building awareness for my VC found so that we can generate more relevant leads. We compete against Y Combinator, a16z, and Sequoia Capital for the best startups.”

100K LinkedIn influencer with origins from India: “I genuinely just want to share knowledge and help people. I had it hard. Let’s make it a little easier for young people who want to take this journey.”

CTO from Poland in the AI space: “I say to myself that I post there to attract new talent and partners, but truth to be told - it flatters my ego that I am an opinion leader in the space. It has a lot of intangible benefits.”

What do all these great answers have in common?

They are business or professional goals. Their why.

What is your why?

LinkedIn is a tool to get something.
What do you truly desire?

That something can be an emotional benefit (status, ego, feeling of belonging, altruism - to help other people) or even an intellectual challenge such as:
“Ha, all the LinkedIn content creator bros are telling me to post selfies. Can I create a post with 1000 likes without sounding like Ryan Gosling in the Notebook movie?”

I am not saying that this is the best business motivation, but one of my colleagues really wanted to prove that there is hope for an “intelligent life” on LinkedIn.

It will be difficult to gather a critical mass of energy, creativity, and time to get the ball rolling without your strength.

It is much like going to the gym.

You will do it if you are motivated to do something.

Overcoming the obstacles

Apart from knowing the “why” and motivation, what prevents very intelligent people from stepping up their LinkedIn activity are the course of knowledge and imposter syndrome. That often reflected in statements like:

“I do not know what to write about.”

Well, ask your colleagues what are 3-5 things that you are absolutely best at and write about that. Or you can start by commenting on LinkedIn or sharing useful posts and articles by others. C’mon, I know you are subscribed to 10 other amazing newsletters.

“Eh, everyone knows that.”

How do you know that? Have you tried posting about it, and someone commented, “Tell me something I do not know?” Look, give it your best shot. Here is a tool that will give you insights into what is going on in your fields of expertise or interest. You can absolutely comment on that and present your point-of-view.

“I have a writer's block.”

I mean… I can let you go with excuses and cut you some slack, but that is not good for you.
Believe me, I know what writer's block is. I was sitting in my home for a year working on my book GTM Strategist for 4-6 hours a day, including weekends. The only cure to beat the writer's block is to sit down and write anyway. Sometimes you have to read something else or talk to someone because you need information and need to do more research. But really don’t wait for some magic moment of inspiration. Half of the win of LinkedIn is just to show up and do the work - comments, posts. You win by being consistent so suck it up and do it anyway, no matter how uninspired you may feel.

Oh, have I mentioned that my team compared my motivation style to Winston Churchill?

Well, guilty as charged. My way of loving people is helping them to get things done.

After you know your why and human-up to show up and actually do the work, the next action point is to select your LinkedIn strategy and execute it like the boss you really are!

5 Strategies of LinkedIn Activity: Choose the one that fits your goals and the resources available

There are 5 different strategies of LinkedIn activity.

They all work. For each I will share an example you can analyze and estimate the resources needed to do it properly. But before we dive into the LinkedIn playbook, let’s get one thing straight - strategy 0 is to have a decent LinkedIn profile and LinkedIn page and to know your ICP. Starting without this is like spraying and praying that your posts will go viral. Not GTM Strategist style. Let’s gear up.

Strategy 0: Indexed

Let’s do some housekeeping. Before you start, you need to:

Have a decently looking LinkedIn profile

Have a company page with at least a logo

List of your ICP & opinion leaders with whom you will engage

Just do not overthink this.
You can get there in a couple of hours this weekend if you are motivated to do this.
Here are some good resources that can help you nail this:

LinkedIn profile roast

LinkedIn moodboard of perfect profiles if you are a perfectionist

Do not know whom to follow on LinkedIn? Ask your audience and observe with whom competitors are intersecting, and as you start writing and engaging on LinkedIn, your feed will improve and become a constant source of inspiration and new discoveries. If you do not like what you see on your LinkedIn feed, here is how you can curate it to get better. Hit the bell on their profiles and engage when they post new stuff - you can start by ringing a bell on my profile - I promise to be nice in comments 🤠- Great, now 19 more follows - go, go, go!

And we are ready.

Let’s get some work done now.

Strategy 1: Founder-Led Growth

Now, the fun part.

That is you, posting smart content and engaging with other opinion leaders and potential clients in the comments.

MVP (Most Valuable Player) in 2024: Adam Robinson

Result: Grew RB2B by posting organically on LinkedIn to $2 million ARR in 22 weeks using a LinkedIn-first approach.

Secret weapons: 50K payrolls for content LinkedIn consultant (before, he had a ghostwriter), spends 40 hours a week doing LinkedIn and engaging in comments, huge on building in public. I loved his recent post on LinkedIn thought leadership ads - Adam shares numbers.

Start here: At least 1-2 hours a day for publishing content and engaging in public. Book a permanent slot on your calendar for daily engagement and posting—30 minutes if you will be posting content and 2-4 hours for content creation if you will be creating content. Consistency is the key. Try posting 3-4 times a week. At least one of these posts should be “built-in public.” It will help if you have a designer or at least invest in Canva Pro and develop some tool templates. First impressions matter when it comes to LinkedIn posts, but great content still triumphs over cosmetics.

Here are more examples of how Adam and other experts use this strategy and a deep dive into Adam’s strategy.

Bottom line: add value.

Do not simply reshare the company’s posts.

Develop your unique PoV and engage in conversations a lot.

How about if you do not want to do it or find it too risky or time-consuming?

Well, others can do it.

Strategy 2: EGC (Employee-Generated Content)

Maybe the founder cannot or does not want to do founder-led growth. Here is some good news for you: by activating 3-10 employee profiles in your company and encouraging and empowering them to comment or post on LinkedIn, you can achieve great results really fast.

Based on my samples, when done right, posts from personal LinkedIn profiles get at least 10x more reach than company pages. Now multiply that by 3-10x and imagine the power of EGC.

MVP in 2024: Clay + external + internal influencers

Let’s review some of them:

Bruno Estella (CMO) is the mastermind behind this approach

Patrick Spychalski, Head of content, does amazing video tutorials and often speaks at webinars/events. They even organize weekly webinars now. They are killing it.

To grasp the full genius behind their approach, let’s view another profile. Alex Lindahl and his team are pioneering the term GTM Engineering, which is super interesting. In our brief conversation, he mentioned: “I have a strong PoV that GTM should be differentiated just like a product and that the best companies do this well and is a significant reason why they succeed.”

Yes, Sir! The best GTM Strategy is a priority and you provide a shiny example of it by “inventing the category” and writing your Substack (http://clayautomation.com/).

Result: We see Clay everywhere. They popularized a new category and communities + incredible hype when they got to $500 million validation.

Secret weapons: Carefully observe Clay’s positioning in the space. You will learn a ton, paired with external influencers, and incredibly responsive partnerships.

Unfortunately, I do not have much insight into Clay's internal engagement strategy just yet, but I will try my best to get it. For now, Adam will help.

I want to give an additional shout-out to Laura Erdem, Sales Manager of Americas at Dreamdata. I very much respect and appreciate her work as well. I could totally feature their team at Dreamdata in the EGC section too, but I went with Clay because they run a very interesting combination of internal + external influencers.

Start here: Empower 3-5 people in your company to form an EGC program. Educate them on LinkedIn and make sure they have the interest, time, and resources to do it. Weekly or biweekly meetings work best. We started to work on this with one of my clients. One of the business developers 10x-ed her reach in a week, went viral on X, and developed the first two relevant prospecting conversations in week 1 - she is incredible. You can expect the results really fast when this strategy is implemented properly.

I am working on an EGC playbook with some of my companies. If you need help with this, reach out to me. Please describe the challenges in detail so I can help or refer you to another field expert who can.

Strategy 3: Value Commenting Wiz

“Do not post and ghost” is the first rule of a sustainable LinkedIn strategy. The real magic happens in the comments. This is where you can reach a much larger audience and get additional exposure to your profile and quality at PoV. The key is to really provide value in comments. People these days on LinkedIn hate AI-generated content. If you have a semi-decent lookup of Engage AI that summarizes the post in comments, you can now unlock the full benefit of applying this powerful strategy.

MVP in 2024: Have you ever seen a dinosaur on LinkedIn?

I have - in comments. 🦕

Mac Reddin and his team at Commsor. Commsor makes it possible to tap into your network of executives, advisors, partners, customers and more to find warm paths to deals.

Commsor’s team members walk the talk. Their vivid branding, high-quality assets, and lively approach that not only adds value but also brings smiles to peoples’ faces is a really clever approach. I asked Mac to share his blueprint with you directly. He kindly agreed.

Result: “Results-wise, it's not purely because of comments, but so far this year 52% of our revenue has been sourced through LinkedIn presence of our team,” says Mac.

You see, it works best in combination with value posting.

Secret weapons: “I don't have any screenshots that necessarily prove the value of commenting, but some anecdotal bits that might be helpful:

We've closed a deal that came inbound because someone couldn't remember our name, but remembered the dino emoji and found a team member via that.

I've had single comments get more than 100 engagements, and often times comments drive more new followers for me than posts.

Good comments bring attention to you, which drives more people to see your posts.

Our company page has been called out multiple times recently for having the best comments. The trick here is to treat the company page like a person, not a brand. Ben on our team runs that and does a great job.”

Start here: Select 10-20 profiles that your ICP follows, ring a bell at their profiles and be one of the first people who comment. Comment at least 5-10x before you post. When you start doing this, be careful that you are not just spamming the links there but seriously adding value. You are penetrating to someone else’s community. Behave. 🤠

To nail this one, you need to really carefully select your ICP, engage early, and add value in comments. The good thing however is that once you do that, this type of content that landed well as comments (see your activity section on the profile) can be repurposed as a post. It is practically tested. Credits for explaining this approach go to LinkedIn expert Jasmin Alić.

Strategy 4: Repurposing Growth Machine

Here is the good news—finally! You do not have to reinvent the wheel all the time.

What works - just works, and best-in-class content creators leverage that.

I have experienced the same image going viral 3 times on my LinkedIn, but there are people who take this the next level.

And one of my favorite people to watch is

MVP in 2024: Rubén Domínguez Ibar

I was lucky to meet Rubén in Madrid and he explained to me how he put this logic on steroids. He shared some data with us.

Result: In a single year, Rubén went from 3K to 130K followers on LinkedIn. In 6 months he also grew his Substack from 0 to 38K subscribers. He is simply incredible - really in it to win it.

Secret weapons: Consistently posting every day (at least 2 times per day), actively answering comments in the first hour after publishing, trying to find the best content possible out there to repurpose it, and giving credit. Rubén is sourcing newsletters, news pages (sifted, axios, pitchbook), and LinkedIn feed. He says: “LinkedIn does a great job showing me only Startup/VC content.”

Start here: Hit the “Save” button and revisit saved posts on a regular basis (set yourself a weekly reminder if needed). You will learn a ton. Test sharing visuals of other content creators and credit them. Do not just repost; try to post natively because the reach will be much better. Doing that does not make you a parrot; it is a smart thing to do, and OG creators will likely engage too. Do not fix what is not broken.

This one was hard for me to implement because I pride myself on being an original thinker, but then I started repurposing my own content. Experiments I ran clearly show that my best-performing visuals will continually outperform all others.

See my repurposing in action in my LinkedIn posting routine You can do this with any best-performing graphic or knowledge asset (whitepaper, ebook, slide deck, blog article, video) that you have.

Strategy 5: Outbound Ninja

Neither have time nor patience that the inbound would yield results? Just finding the idea of doing so much work and sitting around for leads to land in your inbox off? No problem: LinkedIn has got you covered for outbound, too.

MVP in 2024: Arnaud Renoux

Arnaud runs a lead generation agency (The Scalelab) and a SaaS - Sales Navigator extractor (Scalelist). He shares a lot of practical rather tool agnostic content on how he does prospecting on LinkedIn.

Secret weapons: Every day, Arnaud contacts 5-10 new leads who match his ICP, and who already know about him and his product. It’s a 3-step-process that takes less than 10 minutes, and he described it in this post.

Start here: Cold context LinkedIn outbound rarely works. The easiest place to start is warm outreach. If an ICP engages with your post, you continue the discussion there and then transition to your email or DM. Remember: the first job to be done is to engage them in a conversation, to start the discussion, do not directly send your Caledny virtual coffee networking link - that does not work. Build trust, likability, and context first. Would you go on a date with a person who shouts at you “Go out with me” on a street? Yeah, though so.

So what will it be, dear GTM Strategist?
Which LinkedIn strategy did you choose to step up your game in Q3?

The easiest place to start is value commenting, then transition to content repurposing and, later, more advanced strategies. And remember, half of the success is just showing up every day and making sure that your activity adds value and is centered towards ICP.

Small acts compound.

Most people will give up in <1month.

If you set a repetitive 30-minute daily reminder, you are probably already ahead.

In the end, do not do it if you think it does not make sense for you.

Choose your battles.

I recently learned that the opposite of the FOMO (Fear of Missing Out) is the Joy of Missing Out.

Instead of guilt-tripping yourself for why you do not do something, enjoy the fact that you will miss it. I am trying to practice this mindset for all the 80% of webinars that I do not show up for.

If after reading all these examples you still objectively think that the ROI of doing this is not convincing enough, you saved yourself hundreds of hours in the next 3 months by not doing it. That is still a win.

Before we say bye-bye, I would just like to share with you a couple of exciting updates from my business:

🔥 News from the GTM StrategistEpic collab with Product leader Pawel Hurny - The Product Compass

I was amazed to work with Pawel on a recap of our most popular GTM concepts.

Pawel is a content machine and I mean that in the best way possible. His point of view on Product Management is world-class. He shares so many useful frameworks, and I was blown away by his knowledge and professionalism in his content creation and distribution process. What I respect the most about him is that he is, like me, still an operator. There is something magical about people who are authors and doers.

Job: Digital Marketer at Growth Lab

This weekend is the last chance to apply for a Digital Marketer role on my team. I will be working closely with this person on our content, digital funnels, and new knowledge assets. Learn more about the role.

We are blessed to have some really strong applications from LinkedIn, but I wanted to share this via my Substack there in case you missed the job opening.

On Monday, we will do the application screening and select candidates that I will interview. The role can be part-time or full-time.

Apply here

Product update: FREE update to GTM Budle: Gallery of my best-preforming LinkedIn posts

Last but not least, to increase the value of the GTM Bundle ($47), I added one great additional asset to it at https://gtmstrategist.com/.

GTM Strategist Mental Models Gallery unites all the (non-memes and video) posts that I have published on LinkedIn since the book launch in November 2023. You can find almost 100 infographics, schemes, templates, and recommended tool lists. The posts are neatly organized in Notion to follow book chapters, so you can easily repurpose them for your posts and slides.

If you already got the bundle, I already sent you a free upgrade.

If you did not receive it, just let us know at order@gtmstrategist.com, and we will take care of it as soon as possible.

These materials will not be shared elsewhere.

In case you are new to our GTM Strategist squad, this is a product that we upgraded:

Until next time,

Maja

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Published on August 02, 2024 01:01

How AI products Go-to-Market

This Substack post is kindly supported by CommandBar, all-in-one AI-Powered User Assistance (onboarding, activation, chats, support assets, etc.) used by 20 million users and best-in-class companies like Clearbit, AngelList, ConvertKit, Gusto, 6sense and many others. See what they do here: https://www.commandbar.com

Dear GTM Strategist!

Let me reveal a secret …

I have been working on 24 AI-first projects in Q2 and I am building a new AI-based product myself (stealth mode for now, but I promise you’re going to love it).

Long story short - GTM for AI-first products is different.

In my experience, it is easier because we can ride the momentum, and almost every team that I have been working with got 1000s of registrations, 100 weekly active users (in month 3) and 50 paying clients with 0 budget (posts to groups, social media and outbound). The blueprint for how to promote these products is simple. Pricing, retention, and positioning of AI products are not.

I am working on advancing my frameworks to serve AI companies even better and I started to systemize my learnings that will primarily be presented as a case study during my keynote “What is the Go-to-Market Strategy for AI Products?” at Product Drive Summit. You are welcome to register. It is free, and the speaker lineup is amazing, as always ✌️

By now, I firmly believe that by 2025, the adoption of AI will be not just a trend but a necessity for every company. It's high time to start planning your AI strategy.

But … hooking up a random chatbot to your website and using ChatGPT to write your LinkedIn posts is so 2023.

As AI is maturing so should we.

The days of AI romanticism will soon be over.

As with anything in tech, AI solutions can be used:

To enhance productivity and increase the efficiency of existing processes by buying or developing AI solution - this is the easier place to start for most companies.

To add new features, capabilities, and business models to advance the business and develop your own solutions where it makes sense.

In this Substack, I will invite you to:

Explain AI to Martha from LinkedIn: Understand the fundamentals of AI by grasping the architecture of AI solutions, my thoughts on how the landscape is evolving.

Use case 1: Use AI solution to advance existing processes: We all know you can make a lot of money if you fix activation in your product. CommandBar’s AI-powered user assistance has some cool features that will delight users and add value instead of annoying them with pestering pop-ups.

Use case 2: Launch your own AI-product & open it to others: Analyze a case of how Rewriter (GTM PLan how to get 1000 users with 0 budget)- a LinkedIn post generator trained on 60,000 viral LinkedIn posts - attracted alpha, beta, and public beta users —free as always. I have been with the maker since alpha version and we are just getting ready to launch open beta.

3 mistakes to avoid when launching an AI Product: I end this Substack with main lessons learned from my recent AI launches. Coz why not? 🤠

We will make AI friendly for non-technical people.

You will grasp it in a sec, I promise.

For all the tech folks, let’s make you some money with your AI superpowers!

Buckle up and let’s do it!

A quick intro to the AI landscape and core issues

Let’s first align our understanding of AI. In 2024 the investments in AI solutions will continue to grow. There is a running joke among my VC friends to run “command + F” search on pitch decks and count how many times a startup mentions the word “AI” in their pitch.

AI is not a new technology. It has been around since the 1950s, some would argue even earlier (learn more about the history of AI if you are a true history geek such as I am 🤓), but ChatGPT is the first widely adopted consumer usage where users are directly exposed to AI and as such impossible to ignore. ChatGPT by OpenAI is the fastest service got 100 million users which they managed in 2 months in 2022. As of this writing, ChatGPT is estimated to have 200 million active users and over 600 million monthly website visitors.

I believe this is one of the best product-led, value-first user-inclusive examples I will ever see in my career. What made ChatGPT so successful? I’d argue that low entry barriers and time to value - the tool is free to use, produces amazing value added in seconds, and solves real pain points. And we are just getting started:

The technology behind it is called generative AI. In a nutshell, it takes a prompt (a snippet of text or other media) as input and produces a stream of output in response to and based on the given prompt. While the most common combination is text for prompt and output, that need not be the case. All of the state-of-the-art generative AI systems are multimodal, meaning they can take input and produce output in multiple formats (e.g. prompt is a picture and some textual instructions, output is synthesized speech).

This is the image output for a text prompt “lipstick on a pig”

What makes this iteration of AI super accessible and enticing is that while most people cannot code, but they can write prompts 🤠- especially when they can start experimenting free of charge.

While it is easy to get hyped about AI, let’s establish a basic understanding of the different layers of AI solutions. Most AI tools that you know are AI applications (ChatGPT, Jasper…). But in order for these apps to work, we need other layers too. ChatGPT is built on large language models developed by OpenAI, such as GPT-4. And in order to develop and train those, you need computing/processing power. A lot of it.

Now things get interesting. Most competition is on the top application layer, but the most profits and investments are on the bottom layer layers (infrastructure, inference, compute), which are dominated by big players such as OpenAI, NVIDIA, Google, Meta, Amazon, Anthropic - you know - the usual suspects. That creates a critical dependency in the system - if they change the terms/availability/price of their services for applications, the market changes.

We have seen this before with prices and limitations of media buying (paid ads). As Meta changed the advertising algorithm or Apple pushed new privacy policies, we saw a drop in performance and a scramble in the market to adapt. Not all companies managed to adapt, though. For some, each change like this was fatal.

Will access to AI become the “new wi-fi”? Something that is so ubiquitous, accessible, and affordable that we experience it more as infrastructure like running water than a high-tech service?

I think so.

However, I do not believe that GenAI is the final frontier of this evolution. I see “TRUST” as the most important currency of the future. If the information I consume on the internet is generated by AI agents known to have hallucinations and synthetic data, how do I form my perception of reality? Whom or what do I trust?

While access to information seems to be a commodity, the quality (trustworthiness) of information and the ease of getting it seem to be the new frontier of how we are evolving as a society.

Furthermore, even the existing market leaders are already thinking beyond large language models that underpin the current generation of Gen AI. Introducing a notion of planning into generation is one such promising approach. Personally I am also very keen on ideas around using knowledge graphs to better encode the real world and make reasoning less opaque.

While currently the majority of money flows into the lower layers (and is quite concentrated on just a few players), I could see that changing rapidly once we get more non-trivial functionality on the application layer. Currently large swaths of the application layer are just wrappers around ChatGPT, but what about once we start talking about data provenance, added value of data (and accompanying payment rails and microtransactions), data interchange, centers of trust…

And this is just the what. Also with the how I expect big and rapid movements on the market. The applications of AI to interfaces will be phenomenal. We are moving away from overdone interfaces and solutions are becoming more subtle. At the end of the day, we care more that the job gets done instead of who, what and how is doing it.

In terms of adoption, users will not try something just because you write “AI-first” as a headline on the landing page. Whenever you position something as AI-something, users will anticipate a 10x solution with very low time to value, usually provided for free and within usage limits. Do not put lipstick on a pig - think value-first.

We agreed that AI is important, here to stay and we should do something about it. But how?

How to start thinking about that?

Case 1: CommandBar: AI can help you fix your activation issue

My core principle is not reinventing the wheel whenever I need to optimize the existing process. Of course, you can build your own solution, but that needs to involve engineering and you won’t have the feature set of a product that’s been purpose-built for years.

If someone has already successfully solved a challenge unrelated to my core business and not within my product vision, I would definitely prefer to buy a tool that “hooks up something” and train it on my limited data samples. Usually, it is cheaper, better and faster.

When we talk about activation, it is often mistaken for onboarding—getting the user to experience the value of the product after the signup. In reality, activation starts much sooner than signup and continues beyond the first inception of the “wow moment.”

Emails, creepy support agents bots and annoying push notifications will be ignored. To truly make a difference within the product, modern-day SaaS providers and apps need to think way beyond that. Recently, I discovered a really cool visualization prepared by Kate Syuma, the author of Kate's Syuma Newsletter and Growthmates (ex-Miro Head of Growth Design):

CommandBar gets that. Instead of focusing on the onboarding experience alone, it offers powerful in-product engagement tools, intelligence and integrations to holistically tackle the activation challenge.

At its core, CommandBar is software that makes other software better for users. They call it a User Assistance Platform, and it comes in 2 pieces:

Nudge Platform — AI-assisted nudges, hints, and messages to guide users in personalized ways that don’t annoy them. They do this by optimally delivering nudges based on in-product behavior and not just static rules. They also measure the extent to which users “rage close” nudges to avoid pestering them.

AI Agent — an AI chat agent that can answer users' questions, perform actions for them, and even co-browse with them to teach the product’s interface.

As I dived into CommandBar and its references, I actually discovered that I have been using it for the last year or so without even knowing 😅

How come? We are using ConvertKit for our transactional and drip email campaigns, and I had a couple of very profound chats with their support chat. Little did I know it was an external tool because it is so seamless and beautifully branded.

I recorded a video overview of why CommandBar is one of the best customer activation tools available to SaaS companies. Remember: AI hallucinations can cost you reputation, time, and money.

As I wanted to dive deeper into this compelling product vision and vision of how user activation will evolve in the AI era, I invited James Evans to share more about the future of activation for the GTM Strategist podcast. One of my favorite parts of this episode was when he explained that they positioned CommandBar as a horizontal product - serving many industries for a similar use case.

Listen here:

You can capture the benefits of AI-assisted activation, get powerful purpose-built features that will improve activation and overall user experience and without investing 50-100K on your custom LMS solution development if that is not your core business.

Explore CommandBar

But what if all the solutions to the problems you repeatedly face fall flat, and you see a window of opportunity? That might be considered developing yourself …

Case 2: $0 budget launch plan for Rewriter

Meet Tim Berce, my long-time friend and business partner. He is one of the best copywriters I have ever had the pleasure of working with. For years, we have been telling him that he should write more LinkedIn posts because he is a supremely talented writer, but that was simply not his spiel.

But he liked AI. Tim was one of my first colleagues who adopted OpenAI solutions before it was cool. So far, he has built several AI-first products, including:

Enterprise solution for writing perfect sales emails for a client

An app speeding up getting products to market for large retailers and marketplaces.

A smart email assistant

He needed to attract B2B clients for those tools, so he had to step up his LinkedIn game.

Tim is all about effectiveness and 80:20 rule.

Copywriting for LinkedIn is daunting, and as a busy venture builder, he cannot allocate 4 hours a day to writing about his cats and making valuable comments on other people’s posts.

He did what he knew best.

Tim trained the model on 60,000 viral LinkedIn posts and launched v01 of Rewriter.

First, he used it for his posts: https://www.linkedin.com/in/timberce. Tim scheduled a bunch of content generated with Rewriter in advance. Since he has been using the tool, he has gained many new followers and well-performing posts.

It worked for him.

Will it work for others too?

I love people who eat that dog food, so I immediately joined his private alpha.

V01 was a spreadsheet that looked a bit like this for repurposing hooks for my LinkedIn posts:

In the meantime, Tim put together a simple interface in Wordpress and so far, there are approximately 100 users in his beta. How did he get them? Easy-peasy:

He shared his tool freely with friends and asked them for feedback.

Tim did a quiet pre-launch on LinkedIn and gave people free access in exchange for their feedback.

All other users came via referral as his users tried out the tool and recommended it to others.

The best thing is that the users retained nicely (35%+), a fantastic early signal of product-market fit. They are also heavy users: they already created more than 4,000 LinkedIn posts.

I use Rewriter at least once a week when I have random ideas for LinkedIn posts (outside my content plan) that I want to test quickly. Here’s how it looks like:

A critical assumption we need to test next is who is the best ECP (early customer profile) for Rewriter. Based on the feedback from beta users, there are 4 hypotheses who can best benefit from the tool now:

Busy founders of small companies that want to write content on LinkedIn to get new leads

Copywriters and ghostwriters who work with multiple founders

Inhouse content creators that have to repurpose their content for LinkedIn

Influencers :D - professional content creators (15K+ followers) who spend more than 10 hours a week on LinkedIn and post at least 3-5x a week.

How will we know which is the best bet?

Easy.

We will launch and reverse-engineer data on who is most likely to activate and convert.

Tim and I had a launch planning session this week. The objective is to get from 500 (Tim’s bet) to 1000 (Maja’s bet) users, who will eventually become 20-50 paying customers.

Rewriter will launch in late August. To support the launch, we selected 3 free GTM motions.

Communities: Post to Facebook groups where target users are active.

Inbound + PLG: Brand posts created with Rewriter to create a growth loop

Outbound: LinkedIn DM & outreach to selected contacts.

Bonus points: Get 3 influencers to share it because they really like it. I volunteered to support this launch and one 105K+ LinkedIn influencer is also interested. Fingers crossed 🤞

It is simple, actionable and free.

If you like Rewriter, you can still get early access.

Register here for FREE access

3 things you should not mess up when you launch an AI app

You see, Tim did not plan a Product Hunt launch. He will not present his side hustle at an event or spend money on ads to promote the tool. He will DIY this launch in probably a day. User referrals are already kicking in (this is a user referral, for example), so we are very bullish on the odds of this success.

How so? Because I have seen it working again and again.

One community member got 1000 users by posting to 3-5 local Facebook groups. I could not believe it. He showed me the stats.

If the value is there, users will follow and recommend it.

If the product is great and beta users love it to the extent that they already invited other users to join the program, we are likely to have a winner.

Most launches are completely overengineered, too expensive and unfocused.

You do not have to be a rocket scientist to get 1000 users for free - the best GTM for simple products such as Rewriter should be lean and actionable.

Use this template for your next launch if you agree with this line of thinking.

After we agree that launching an AI-first product does not have to be rocket science, let’s list some specifics you should consider for your own launches and offer more helpful sources.

Product: Beta or inception program is practically inevitable. At first, the product is likely to suck a little, and you need users who are passionate and patient enough to get it in a shape where it delivers value without your troubleshooting. Those users will also be your early ambassadors. You can get their reviews, and they will invite others to join. Definitely do not leave this one out.

Value prop/positioning: AI per se is not a differentiator. Probably the most brutal conversation I had this week was with someone who wanted to sell me 5 consulting hours. Look, I do not care about your consulting hours - you might be selling this, but I am not buying it. I care about how you can prepare me to nail my presentations in Q3. Name a price for that. It is harsh, but it is true. The same applies to AI - I do not care much about how this is done. What I care about is how I benefit from it, what are results I can expect from it and why you are the best solution to get this job done. That is it. FAB model (Feature, Advantages, Benefits) is a wonderful and simple tool that will help you get better in communicating your added value. Credits to Userpilot for sharing your example:

Pricing: AI usage has considerable costs - If you are developing an AI app, you will have real costs with “free users” beyond the marginal costs of web hosting services. Sure you can apply for inception programs for AI models and other players in the game to get free credits to build, but start thinking beyond that. You will need to reflect this cost in your pricing. Study this epic Substack post by Kyle Poyar so you will not get broke if the free users love your product too much.

There are many many more lessons that I have learned from working with dozens of AI products. It is my new favorite thing to do. My learning curve is exponential ATM so imagine how awesome my presentation at “What is the Go-to-Market Strategy for AI Products?” will be - apply here.

Cool, I hope to enjoyed this one.

If not - reply “Maja stop being so obsessed with AI” to this email or in the comments.

If yes - hit a heart ♥️ on Substack and send me more questions.

♥️ Credits to post contributors: The quality of this post is a result of fruitful long-term collaboration with:

AI part was fact-checked and improved by Simon Belak, data scientist and CTO (prev. Metabase, Zebra BI). He is one of the most intelligent people I have ever worked with. He never agreed that I put CTA next to his name, but I usually rely on him for complex analytics and data scient projects and technology leadership advice.

CommandBar team kindly pitched in with more insights on activation and their AI features.

Huge thanks and kudos to Tim Berce for having a true growth mindset and for openly sharing his data. #buildinpublic.

And to my team for all the awesome designs and editing this Substack. You are the best.

Let’s go to market with our AI-powered products!

Maja Voje

Are you launching in September, October, or November 2024?

Set up solid fundamentals to nail your GTM.

DIY: Go to https://gtmstrategist.com/ and get your 100+ GTM Checklist. All the frameworks you need to plan your launch are there.

Done with you: For long-term consulting, I am booked till November, but if you just need a short session (90 minutes) to make sure that you are focusing on the right things, I can do up to 10 individual consultations in August. I just had one yesterday. We nailed positioning and crafted fundamentals for their launch. This is how the process looks like - we make things happen!

You can apply for a personal consultation ($400):

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Published on July 19, 2024 02:02

Unleash the Power of Communities

This Substack is kindly supported by folk CRM - in my experience, the most user-friendly, non-complicated CRM out there. You do not need 300 custom fields to get the job done. This time I will show you how to build a list of 20+ B2B Influencers from LinkedIn, easily import them to CRM via Chrome PlugIn, find their emails, and send them a collaboration idea in <10min. Watch the video 👇

Dear GTM Strategist,

Let’s get real—yes, there are 7 Growth Motions, but unless you are sitting on a pile of money, you will have to prioritize those that deliver measurable results FAST and (almost) FREE.

Well, what could that be?

Here is a hint …

Nearly half of the B2B companies use Community-Led Growth to scale their GTM efforts (source: GTM Partners Research, 2023).

It is fair to say that I would not be where I am today without utilizing communities on my go-to-market mission, professionally and personally. I have learned so much, met the industry's brightest people, and had many great business opportunities.

Some examples where community was a core GTM Motion for my career.

When I was a CMO at OriginTrail, the community was our key GTM motion for raising $22.5 million for development. It continues to be an essential pillar: Last week, the team had 17K+ streamers on X supporting their new launch - on the 4th of July from all days. Their traction is incredible. 🙌 #funding

Building a 13K local Facebook community gave me an opportunity to invite Sean Ellis to speak in my home country Slovenia. This event and connection created a huge lever (from leads from this event, I made +$100K with retainers over the next two years) and positioned me on the global roadmap. #positioning

I co-hosted the ProductLed podcast with Wes Bush and Ramli John pro bono for 2+ years, during which time I met many interesting experts, including Leah Tharin, Elena Verna, Ben Williams, Chris Walker, and many others. This experience unlocked numerous speaking and content-creation opportunities. #networking

LinkedIn community generated 3000+ signups for the launch of my book Go-to-Market Strategist, which sold 600 copies in pre-sale—enough to hit the best-selling badges for a week. And the rest is history. #presale

And the list goes on and on and on.

These would never happen without communities. 🙏

Do not be mistaken for a second that it was serendipity, aka “it just happens.” You have to be very consistent. You have to give, give, and give without expecting anything in return over a long period of time, and then one day (measured in months or even years), something wonderful happens. It is definitely a long game.

And you might be thinking: “Maja, I get it.”

You spend a lot of time online, and you like meeting new people.

But is community really a worthy GTM Motion for me to invest in?

We have 3-18 months or runway to make it or break it.

In my portfolio, communities worked well for 97% of the 650+ companies that I have helped with their go-to-market strategy, from traceability software solutions, dog supplements, CRMs, and AI-first products to liquid cooling solutions for hardware.

Why?

💡 Because you do not have to build your community to leverage this powerful GTM motion.

Building your own community takes a lot of time and effort.

It is a cold start problem.

Instead, you can penetrate existing communities where your target audience is already actively learning, seeking guidance, and discussing their business challenges.

In this Substack, we dive into:

Practical theory: Types of communities to consider

Case #1: Extreme case - My freelancing class: How no-name freelancers got clients even without any portfolio experiences by value commenting and posting

Case #2: Established company: Lessons learned from my conversation with growth marketer Esther Trapadoux who is Head of Community at Amplitude

Let’s bring it all together: Elements of a thriving community and how to create one (Community Canvas by GTM Strategist)

Let’s get this party startin' 🎉

6 types of communities to consider in your GTM Strategy

Communities come in many different shapes and sizes. From a community of 12 people on a mission to think about the future of AI at a founder's retreat in Bali to tens of thousands of people on a mission to advance an open-source product with their GitHub commits.

There are 3 pitfalls GTM experts often make when defining a community as a GTM lever:

Community = channel. Many think that Instagram, LinkedIn, and Facebook profiles, where you publish your content to generate a couple of likes and comments, are communities. For the purpose of this post, let’s agree that those are social media channels, not communities that can be built across platforms. My community, for example, spreads over LinkedIn (comments and DMs), discussions after I publish my Substack, and networking calls that I sometimes do. It spreads across different platforms.

Admin = the king. Your newsletter is unlikely a community if you do not get massive replies back and vivid interaction in comments between members. The community's DNA is that members interact and help each other to create synergic effects. The community effect only happens when members activate and start helping each other. Communities are not about you - they are about them (the members). Becoming obsessed with added value for members is the best recipe for building thriving communities. The secret is that you create enough goodwill and added value to trigger the effect of reciprocity and the “top of mind” effect. That can only happen if you are consistently a great contributor.

Solely wearing the sales hat. While the idea of having thousands of people who will gratefully grasp your new product or discount deal is tempting, it is unlikely that it will work. Communities have to be nurtured and managed carefully. Yes, they work as a sales channel too, but you will have to earn the right to sell there.

After you avoid these pitfalls, the next question to tackle is what shapes and forms communities take.

There are free communities and paid communities (yearly fee $500-20,000, median $1,000).

There are open communities and private invite-only communities.

Humans have always been tribal beings.

Channeling my inner Peterson: While gorillas are stronger, humans dominate as a species because we have formed collaborations. We always gravitate to connect with like-minded people who share our interests and identities and try to create synergies to advance our pursuits.

I like to use jobs-to-be-done in combination with motivation to create a list of communities to consider on a GTM journey. My underlying logic here is that humans work well together if they share a goal or receive benefits (recognition, payments, value-added that they wanted - i.e. knowledge or emotional benefits - form new bonds and friendships).

Here is how I systemize them based on jobs to be done (with examples):

If you have any other classification of communities, I am eager to work with you on v02; hit me up ✌️, but after careful consideration, this is v01 I propose.

Now, let’s hop into the trenches.

How can we unleash the power of communities as a GTM Motion?

Case #1: Leverage external communities as your Go-to-Market driver

When you launch your own community, a handful of members will be there. You will have to engage fiercely to demonstrate the value added for them and deserve their continued attention. You will also have to create new habits for them to start paying attention and visit your community frequently to convert them to active members.

Sounds daunting?

It is. Been there - done that. You too?

🦗🦗🦗

While building a community of raving active members is a really powerful asset, I do not like to send my GTM champions on such a mission without making sure that we have some good leverage.

If you have a pre-existing audience, you can go ahead and start thinking about your own community (next case), but if you are just starting out, you have a much better fighting chance if you penetrate existing communities and build traction there before going solo.

Go where the audience already is.

How do you know that?

Ask them.

A simple email could be an amazing source of intelligence, like this email an engineer sent to learn more about where his customers spend their time:

You can do it even more casually by asking field-relevant people on LinkedIn what they would recommend, make a list and see if these communities are a good fit for you.

C’mon, do it - it takes 30 seconds and saves hours of desktop research.

After you know which communities exist, you can start planning how to penetrate communities where your target audience is already actively learning, seeking guidance, and discussing their business challenges.

But don’t just go there and smash your link - the admin ban hammer sways hard. 🔨

Add how to add value first before you earn the right to “go promo”.

My greatest learning on how to do that with grace and respect comes from my freelancing course business venture. My partner Tim and I helped 200+ local freelancers to launch and grow their businesses. It is a vivid group of marketers, developers, creators of edu products, designers, and other field experts who are interested in launching their own businesses. Most of them did not have established personal brands, audiences and shiny portfolios, but work has to be done nevertheless.

For most freelancers, one of 3 ways how to win new business worked (in addition to warm intros, which you one day ran out of):

Super-targeted outbound with irresistible offer + value inside. This worked well for all, experienced and noobies.

LinkedIn and Instagram inbound strategy only worked well with people who have already built at least some audience and credibility before (measured in 3 months).

Value posting and commenting to selected communities where their ICP was present worked well for all who played by our rules.

What are the rules?

From being an admin in five 10K+ groups, I can tell you that the only way to “survive in larger groups and maintain quality” is to follow the group rules to the T (single source of truth) and give fast feedback loops to those who violate them. You know what I mean with that 🤠. Here is what we admins are allergic to:

Members who join to sell

Spam their links to comments and organize “shilling” with their friends

They only want to take, not give to the community

Being a “know-it-all” douche without any sensitivity and respect for other members.

This is why we recommended our freelancers to start their community mission with value commenting and posting. Only once they have delivered an insane amount of value for the community do they earn the right to publish a promo upon agreement with an admin.

If you are a new entrant to a community, show respect by:

Actually read the conversation, review channels/topics, learn the context of the group, and decide if they have a relevant PoV or advice there. Don’t just comment “great post”, but ask additional questions that appear intelligent and knowledge-seeking.

Your first activation should be a comment that adds value; produce at least 5 value comments in 5-7 days to build traction.

Your first post should be a non-gated, not promotional asset, which is extremely valuable for the group (think breakdown, analysis, case study, and lessons learned) without any call to action.

Give before you take. Esther (you will meet her in the next case) called it the Jab-Jab-Jab-Right Hook rule 🥊. Give, give, give (again), and then ask. I suggest 3-5x value posts in the community, and if they land well, I would ask an admin for permission to publish an offer, survey, event, or free consultations/work CTA.

Continue being active there. It is a long game.

Now you understand how hands-on penetration in a community can be. This is why it is not wise to join 100 groups at the same time and post your promo intro there, but you should strategically select a handful of relevant communities and build strong traction there. The overall results will be much better.

Remember, existing community members already like and trust each other. You are there as a stranger first and will have to earn their trust.

But the good news is that 80% of members in most communities are passive—they read, not create content. This is why you, as an active participant, can get a lot of attention and “power” there really fast and stand out. Use this power for good. ✌️

Case #2: How Amplitude builds the community strategy

Now let’s move to more advanced use cases.

At the Product Hackers Conference in Madrid, I had the pleasure of meeting and listening to a wonderful keynote on PLG communities by Growth Marketer Esther Trapadoux who is on a mission of building a community at Amplitude.

One would think - oh cool, Amplitude is such an awesome company - they can send out an email and get 500 members to Slack in a heartbeat 🤠, but the story is MUCH more profound than this.

Amplitude has been celebrated as a great partner to other communities before launching their own community. I first learned about their community programs from Sean Ellis more than five years ago. They were always eager to support product and growth communities such as MeasureCamp, Reforge, Product at Heart, and countless local communities. It is in their DNA.

Creating their own community was frequently discussed and had an internal buy-in.

Amplitude was established in 2014 but only launched their community recently.

From the first-principles thinking, the right question to ask: is “Should ____ even have its own community? - Why?”

Esther explained: My colleague and mentor John Cutler and I had long discussions on the added value of Amplitude’s community for the members.

This is what planning for Amplitude’s community looked like:

A big part of the process was going deep into our assumptions, risks, and getting crisp on the community’s core values.

As mentioned above, it was important for us to acknowledge the risks that we would not be able to find Community-Market Fit. We broke down the biggest risks and built-in key actions in our early roadmap to help de-risk our bets. (Or maybe, in the end, we prove our fears true and there really wouldn’t be demand for an Amplitude community.)

There’s a great article that says community building (and decision-making) comes down to four categories: people, content, member experience, and technology.

We took this framework and ran. We knew we needed to nail these things in a specific order, creating value first and then figuring out how to grow and scale. Looking back, and this was mapped out towards the end of 2022, we’ve followed this rough roadmap pretty closely.

After developing a value proposition for the community, Esther kicked off community operations. From what I have seen, they are really in it to win it. Not afraid of doing things that do not scale and within the value system that works for communities. Here are some of her best practices that you can consider:

Find the fastest path to learning. Experimentation and fast feedback loops are central to how our team operates. We probably need to slow down at this point and spend more time looking back. But in those early days, when we were manually pumping the community flywheel, we did our best to keep tests light, fast, and iterated quickly. This was the only way we could start spotting signs of life.

Do things that do not scale. Esther commits to book interviews, really meeting members, and discussing with community members what they need and how the community can best support them. She explained: “Amplitude plays a small role in their busy and vibrant work life. It is so valuable to learn what that role is and how Amplitude fits into a broader picture of how they work. These insights are invaluable for product and marketing as well.

Make community members heard. Instead of inviting (only)) flashy speakers, empower community members to share knowledge and exchange experiences. Many of them have incredible knowledge but are not frequent public speakers. Help them prepare for the event and empower them to thrive.

More than community - it is a support system- Esther loves to support members on LinkedIn. She mentioned: “I am very interested in how community members advance in their careers. Not only to celebrate their achievements, but Amplitude also prioritizes supporting active community members who lost jobs and either initiate connections or feature them in their newsletter to support their job quest.” It is definitely more than a job.

In the meanwhile Amplitude still works closely with external communities. They have a thriving community of 15k+ members who are joining community programs, attending user groups, and exchanging ideas online. This also includes 3k+ members on Slack and 4k+ members in their community forum.

Their core priority is helping Amplitude users in their analytics practice and to unlock growth in their roles and business. They want to see our members soar. If you don’t use Amplitude and want to level up your analytics game, you’ll still find value in their community. But don’t be surprised when they win you over. 😉Learn more and find your community at: https://community.amplitude.com/

Let’s bring it all together ✌️

Over the years of working and being an active member of hundreds of communities, I believe that there is only one secret sauce to running a successful community:

A strong mission statement backed with shared values.

In simple words, why does this community exist, and what benefits does it bring to members?

If shared values and rules of engagement are the glue of the community, a clear mission is a compass and key to its longevity.

If you are interested in building your own community, try my GTM Community Canvas. It beautifully captures different elements and stages of community development. It is 100% derived from my experiences and tested to work with the teams I coach. It will help you make an actionable plan on how to onboard and activate the first 100, 500, and 1000+ members. While the tactics might change, the mission remains untacked.

To end this on a fun note so that I can repost into LinkedIn wherever I run out of content ideas 🤠 - here are 5 Community Management Lessons I learned from running agility with my two dogs 🐶🐶 in my garden🏡 . They work.

Once is always - never keep your guard down. They will push your limits and stay consistent.

There will always be a hierarchy. There can only be one pack leader. It is either you or the dog.

Intelligent life needs to work. Dogs are domesticated to work. If you do not keep them busy, they will find their own ways to get busy. You probably will not like that.

Progress is lost if you do not practice. Reps are the key to progress. Dogs and humans alike need routines and habits. We are learning by doing. Plan your activities in advance and stick to the schedule.

Make it fun and rewarding. During intense training, the dog needs to rest and get rewards- play, food, and petting. Rest and appreciation are part of the training. Positive reinforcement works wonders.

😁Gosh that was fun.

And that was it, dear people!

Thanks for reading.

Reply to this email or comment if you have any questions, cool experiences, or ideas on how we can improve this Substack.

This is one of the subjects that is near and dear to my heart, and it is definitely not a one-off post. We shall return to it again.

Till then - thank you for being part of the GTM Strategist community ❤️

You are my why, and I appreciate you to the moon.

Let’s go to market!
Stronger together ✌️

-Maja

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Published on July 12, 2024 02:01

GTM motion with the best results/cost ratio