Affiliate Programs-Traction Channel #14

Customer Development

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts. The industry has four core players: the merchant (also known as ‘retailer’ or ‘brand’), the network (that contains offers for the affiliate to choose from and […]

Email Marketing-Traction Channel #9

Customer Development

Definition- Email Marketing– is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, […]

Engineering as Marketing-Traction Channel #10

Customer Development

Developing Definition  Jason Mares of Traction explains,”We call this traction channel engineering as marketing: using engineering time to create useful tools like calculators, widgets, and educational micro-sites to get your company in front of potential customers. These tools then generate leads and expand your customer base.  HubSpot, a marketing automation software company, has reached tens of […]

Targeting Blogs-Traction Channel #11

Customer Development

Targeting blogs your customers read is one of the most effective ways to get your first wave of customers. However, this traction channel can be difficult to scale in phase II and III due to the limited number of relevant high-traffic blogs.  Not all traction channels are infinitely scalable. In fact, using tactics that don’t […]

Sales-Traction Channel #13

Customer Development

Definition of Sales as a Traction Channel-the process of generating leads, qualifying them, and converting them into paying customers. This channel is particularly useful for products that require interpersonal interaction before a purchase (often enterprise and expensive ones). That’s because hand-holding prospects can be necessary to turn prospects into real customers. One effective way to […]

Existing Platforms–Traction Channel #15

Customer Development

Existing platforms or social media marketing  is the process of gaining website traffic or attention through social media sites. The websites, apps or networks have huge numbers of users – sometimes in the hundreds of millions – that can potentially leverage to get traction. Major existing platforms include the Apple and Android App Stores, Mozilla […]

Trade Shows–Traction Channel #16

Customer Development

Trade Shows give you more direct interaction with customers, partners, and press in a short period of time than most other traction channels. This channel has the potential to provide traction in a matter of days. Trade Shows are a chance for companies to show off their products in person. These events are often exclusive to […]

Offline Events–Traction Channel #17

Customer Development

“Sponsoring or running offline events – from small meet-ups to large conferences – can be a primary way to get traction.  If you are creative and willing to try something different, throwing a successful event can be a big win. One of the reasons offline events are effective is that so few startups are doing […]

Speaking Engagements–Traction Channel #18

Customer Development

Speaking Engagements as a Traction Channel can be fairly easy to enter for a startup owner or team. Traction by Weinberg and Mares suggest, “Start by giving free talks to small groups of potential customers or partners. Speaking at small events can improve your speaking ability, give you some early traction, and spread your story or […]

Community Building–Traction Channel #19

Customer Development

Community building as a Traction Channel involves investing in the connections among your users, fostering those relationships and helping them bring more people into your startup’s circle.  You probably know people who won’t stop talking about how helpful Yelp is for choosing a restaurant, or how awesome TripIt is for planning travel. These people are known […]