Building a Stronger Go-To-Market via Four Key Customer Experiences

For early-stage startups, a traditional go-to-market template might feel awkward because the market you’re building doesn’t exist yet. What does (hopefully) exist is your intended first group of customers. So consider the power of giving them more prominence in your GTM strategy - specifically, in the same way that classic GTM plans map out value prop, competitors, pricing, marketing, and sales process, also plan to map out exactly what you intend for your customers to experience.

My experiences across many B2C and B2B brands have taught me there are four key customer experiences: Discovery, Purchase, Use, and Ownership. This approach doesn't just sell a product; it builds a brand that resonates deeply with customers, creating lasting loyalty and advocacy.

1. Discovery Experience

The Discovery Experience is where potential customers first encounter your brand. It's more than just a first impression; it's about how and why they find you. Are they referred by a friend, reading an article, or seeing a targeted ad - and how many times? This stage is crucial because it sets the tone for the entire customer journey. If they don’t understand your product yet because it’s an entirely new category, the goal is to align with something they already value or desire. For startups, this often means leveraging earned media, referrals, and highly personalized outreach. It’s not just about getting noticed but about resonating with the right audience who feels an immediate connection to, or desire for, the future you’re promising.

2. Purchase Experience

The Purchase Experience goes beyond the transaction; it's about making the act of buying feel seamless and satisfying. Whether it's an intuitive online checkout, a seamless install and integration, or a unique in-store experience, this stage should elevate the expectations set during the Discovery phase. It's where startups can shine by rewriting the rules, offering things like transparent pricing, clear feature tiers, or delightful surprises that leave customers feeling valued. A positive purchase experience can turn a customer into a brand advocate, making them more likely to share their experience with others, creating a mini-flywheel with Discovery.

3. Use Experience

Once a customer has your product, the Use Experience determines if it meets or exceeds their expectations. This is where the promise made during Discovery and Purchase is fulfilled. The product should be easy to use, reliable, and even joyful. It's not just about functionality; it's about creating "of course" moments where the product intuitively works just as the customer expects, or better. These moments build trust and reinforce the brand's value proposition. In many cases, a standout Use Experience can turn a one-time buyer into a loyal customer, eagerly awaiting your next offering.

4. Ownership Experience

The Ownership Experience is about how customers feel about your brand long after the purchase. It’s where the relationship deepens, and brand loyalty is solidified. This stage includes customer service interactions, community engagement, and brand identity. A strong Ownership Experience can turn customers into passionate advocates, willing to wear your logo proudly, engage in partnerships, or participate in brand-related activities. It’s about making them feel like they’re part of something bigger, a community that shares their values and passions.

A Holistic Approach to Building a Brand from the Customer’s POV

By including these four experiences in a go-to-market strategy, startups can create a cohesive and compelling brand story that goes beyond mere product features & specs. This approach fosters deeper connections with customers, making them feel understood and valued. It’s a strategy that not only drives sales but also builds a brand that people care about and want to engage with. In an era where customer loyalty is harder to earn than ever, prioritizing these experiences can set your brand apart and ensure long-term success.

Whether you're a B2C or B2B startup, this experience-driven approach can be a powerful differentiator. It allows you to empathize with your customers, create their needs, and exceed their expectations at every touchpoint. It also forces you to be clear at the outset about the experiences you want to engineer for them, and then gives you a clear checklist to measure the rest of your GTM plan against those ambitions.

Every brand you love today has done this for you, often as an evolution over time. As a startup, you can do it from the very beginning.

____

Like this post? It’s based on Chapter 5 from my book, Start Telling People, all about crafting exceptional customer experiences. You can find it in all formats on Amazon, and at independent booksellers through Ingram Publishing.?

Need help with your startup's GTM strategy or tactics? Or want to infuse your big co's next GTM with some startup energy? I’m available for fractional and project-based work, just send me a note and we can chat!?