MODULE 4

Customer Success

LESSON 4.3

Delivering Your GTM Strategy

Taking Your GTM Plan To New Customers

Targeting customers in your target demographic with tailored industry-based events is crucial because it allows for a more personalised and engaging experience.  

These events provide an opportunity to address specific challenges and interests relevant to the industry, making the content more valuable and relatable to the attendees. Unlike traditional marketing avenues, which often use a one-size-fits-all approach, tailored events foster deeper connections and trust with potential customers.  

They also facilitate direct interactions and networking opportunities, enabling businesses to gather immediate feedback and insights. This targeted approach can lead to higher conversion rates and stronger customer loyalty, as it demonstrates a genuine understanding and commitment to the needs of the industry. 

MAKING IT HAPPEN

Who Are You Going To Target? 

The most effective strategy is to concentrate and avoid trying to reach everyone simultaneously. Focus on one industry for each event. If you and your teams have significant experience in two industries, pursue both, but treat them as distinct events. 

After selecting your target industry, it's time to decide whom you will invite to your round table. Naturally, Copilot can assist with this task. 

Follow the provided links and search your local area for 20-25 business names you want to target. If unsuccessful, refine your search and try again.  

Once you have the business names, use Copilot (as per lesson 2a) to find key personnel, like the owner or CEO and one other key role. LinkedIn or their website may provide email addresses or formats.  

Finally, identify dates for your events.  

Invite Timeline 

Ideally, you should give your invited attendees at least four weeks' notice, sending out invites in the fifth week prior to the event to meet this timeframe. Providing less notice significantly decreases the chances of attendance.  

Although inviting up to 50 people might seem excessive, a certain percentage will be unable or unwilling to attend. If many people do accept, that's great; however, inviting higher numbers improves the likelihood of filling seats.  

For an event of this nature, you only need a maximum of 14-16 participants.  

More than that makes facilitation difficult and prevents attendees from feeling they can freely converse.  

To attract a larger audience, you'll need to organise a different type of event. 

How Are You Going To Contact Them? 

It might seem odd, but starting with a personal letter can be effective. Traditional mail stands out more today since emails can get lost or end up as spam. If not, email is still a good option. 

What Are You Going To Say? 

Firstly, to attract attendees, avoid a direct promotion of your business or solution. Instead, present it as an industry-specific event focused on current security challenges and how various organisations are addressing them.  

Additionally, highlight that seating is limited and registrations will be on a first-come, first-served basis. Creating a sense of scarcity can generate significant interest from those keen to attend and, if the response overwhelms, you can always organise a follow-up event. 

Invite Follow Up Timeline 

It's inevitable that not everyone will reply within your desired timeframe, so some follow-up will be necessary as the weeks progress. Let's outline the preparation steps. 

Send out initial invitations 5 weeks in advance. 

4 weeks before the event, send a gentle follow-up email to check if they have received and read your invitation, and to inquire if you should reserve a seat for them. 

At the 3-week mark, follow up to inform them that seats are filling up quickly and emphasize that, as a prominent organisation in their field, their insights would greatly enhance the discussions (a bit of flattery can be effective here). 

If more participants are needed at this stage, quickly compile another list of organisations to reach out to and send invites promptly. The last thing you want is to cancel the event due to low attendance, especially after several people have confirmed. 

With 2 weeks remaining, it's time to start making phone calls to your target list. This shouldn't be a hard sell. Explain that you're organising an industry-focused event to discuss current challenges and personally invite them to contribute their perspectives. 

If attendance numbers are still low, reach out to current customers within these industries—they will benefit from the event, and at the very least, they can highlight the great work your business does (focus on friendly contacts). 

The Day Of The Event 

Ensure that you and your team arrive an hour before the event begins to confirm that everything, like screens, presentations, and microphones, is functioning properly. Have your team ready 45 minutes ahead to greet guests, check off names, distribute name badges, and inform them they're welcome to mingle and enjoy refreshments. 

Ten minutes prior to the start, prompt attendees to take their seats and ensure the event begins punctually. If attendees are late, it's fine, but it's crucial you don't overrun or need to adjust your schedule. 

For the round table section, prepare 5-10 stimulating questions to drive the discussion smoothly. If a conversation is faltering, introduce a new topic or pose an open-ended question to breathe life back into it. 

Allow fruitful discussions to persist. If someone makes a significant point that could veer the conversation in another direction, acknowledge it by saying, "That's a great point; I've noted it down, and we'll revisit it later." This can serve as your next topic when the discussion slows. Let discussions pivot naturally, and bring the conversation back when appropriate. 

Finally, enjoy the event. Round tables are engaging experiences, and both your business and participants will benefit greatly from them. 

Feedback Sheet 

An effective method for obtaining feedback and inquiring about post-event communication is through a feedback sheet. This does not have to be extensive; simply include questions such as whether the event was valuable, what insights were gained from other attendees that might benefit their organisation, and what suggestions they have for future events.  

Finally, ask if it is acceptable to follow up with them for further discussion after the event. 

Additionally, ensure you have your GTM handouts ready for attendees to take home. You might also consider placing these handouts beneath their notepads and pens at their seats before the event begins.  

Post Event Follow Up 

After the event, unless told not to, a friendly phone call to thank attendees for their presence and contributions is a great follow-up. Ask them which part of the discussions stood out to them and use this as an opportunity to suggest meeting for coffee to discuss their business.  

Feedback on these events, suggest a higher chance of securing a meeting because you've already established an initial relationship, making them more interested in learning about your business and how you can meet their needs! 

LET US HELP!

Would You Like Help From Dicker Data to Deliver Your Next Event? 

Dicker Data would love to help support you with you next roundtable event!  

We are delighted to provide support staff for your event, grant access to Microsoft Offices throughout Australia, and aid as facilitators and moderators as you embark on this venture. 

For more information about this opportunity, please talk to your PDM or reach out to the Microsoft Team at Dicker Data Australia. 

Next Lesson: 

After successfully attracting and winning new customers, it's crucial to track them to ensure your efforts are acknowledged. Make sure you're receiving the credit and points you deserve by verifying that these new customers are reflected in your Microsoft Partner Center dashboard.