Understanding and Identifying Networks and People ->

One note before we get started:

Implementing a Go-to-Network approach may seem daunting at first. But you can rest assured that a Go-to-Network approach doesn’t require you to overhaul every process you’ve already built.

What it does require, however, is a mindset change. As you engage in your normal Go-to-Market tasks and activities, start to ask yourself how and where you can involve the people in your networks to influence outcomes.

If you are working in a customer marketing capacity, could you ask a strong customer to record a live case study? If you’re working on building pipeline, find out who has networks that are closely associated with your ICP.

Here are the most common networks that surround a business:

Figure out who you’re trying to reach or what you are trying to accomplish, and immediately think about which network around your business can support those efforts. What type of network does the task require? Next, who in that network can support this outcome?

That’s a great question, Bronto Benny!

Here are the most common networks that surround a business:

• Customers
• Partners
• Advisors
• Investors
• Community Members
• Employees

While each of these networks share a common investment in your business’ success, they are all unique in the purpose they serve.

To get started, let’s categorize these networks into three categories:

Networks to attract people

These types of networks are vital for top of funnel marketing activities designed to bring people into your funnel. Partner, advisor, and employee networks are great ones to leverage for this job.

Activity examples:

• Collaborate alongside partners to create content that reaches their audience
• Make space for employees to build personal brands that can expand your reach

Networks to engage people

You’ve attracted people, now you need to keep them engaged! Typical networks you can tap into to keep people engaged include customers, community, newsletter subscribers, and employees.

Activity examples:

• Write a go-to industry newsletter to keep your audience engaged and learning alongside your brand
• Build a community for professionals to connect with others and grow their own personal networks

Networks to close business

Remember your north star is driving revenue! That means after you’ve attracted and engaged people, closing business should be a priority. Typical networks you can tap for this effort include investors, partners, customers, and employees.

Activity examples:

• Connect skeptical buyers with satisfied customers to build trust and assure them of your product
• Ask your strongest customers for a referral to someone they know!