Field Guide
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Customer Discovery

Messaging

Why buy you? A storytelling framework for startup founder

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The third part of crafting your story for customers is demonstrating that your company is uniquely qualified to be the best solution for your customer’s problem. Learn how with examples, a worksheet, and more.

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Customer Discovery

Messaging

Why buy now?: A storytelling framework for startup founders

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Why Buy Now? is the second question in the Unusual Customer Story Framework and is specific to where a customer is heading — their specific priorities, hair-on-fire issues, and alternatives.

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Customer Discovery

Messaging

Why buy anything?: A storytelling framework for startup founders

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“Why Buy Anything?” is the first question to answer in customer storytelling and can be thought of as a two-part formula for defining the “Big Problem”: start with why plus align on a shared view of impact.

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Customer Discovery

Outreach

How to identify prospective design partners

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In this video module, we use LinkedIn Sales Navigator, Evaboot, ZoomInfo, and Outreach to identify prospective design partners -- early customers who can help you achieve product-market fit.

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Customer Discovery

Outreach

How to do customer outreach for B2B startups

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Segment your Total Addressable Market (TAM) and build an outreach sequence structure to get feedback before you build, find your design partners, and secure those critical first customers.

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Customer Discovery

Outreach

Customer outreach playbook for B2B startups

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This guide details the customer outreach process for Seed Stage enterprise software companies. Includes turnkey tips for landing meetings, slide deck suggestions, and email templates from serial entrepreneur Jyoti Bansal, Omnition, and more.

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Customer Discovery

Customer discovery

What is an ideal customer profile?

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Defining your ICP can help you better identify customer needs, clarify priorities for your team, and pursue opportunities for expansion down the line

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Customer Discovery

Messaging

How to craft a compelling startup story for B2B customers

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This customer storytelling framework leverages Command of the Message and Challenger Selling.

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Customer Discovery

Customer discovery

Finding the right design partners: tools and best practices for outreach and initial meetings

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What should you ask ideal target users of an enterprise product? These suggested questions focus on the innovator's perspective on the market, how they currently operate, their ideal workflow, feedback on your product, the competition, and more.

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Customer Discovery

Messaging

How to create a presentation for customers

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A former SaaS marketing and sales leader from Okta, Citrix, and Microsoft shares the seven critical slides for a B2B customer presentation.

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Customer Discovery

Messaging

How to define your GTM strategy at the early stage

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You don’t have a working beta of your product. You need to validate your value proposition with market feedback to create your first product road map. Here is where you need to engage with Innovators and no other market segment.

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Customer Discovery

Case Study

Jyoti Bansal's successful customer acquisition strategy for AppDynamics

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Jyoti Bansal — AppDynamics founder & Unusual Ventures Co-Founder — undertook a systematic process that helped him find initial customer prospects. His learnings helped him build one of the fastest-growing startups in Silicon Valley history.

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