Market to Your Entry Points
Spend less time trying to influence the decision-makers that only operate off personal recommendations, and more time trying to give the people they trust things to recommend.
15-second read
Senior-level folks pretty much only buy through word of mouth. Entry and mid-level people spend their days in social feeds and online forums.
Those are big behavioral differences.
So thinking in terms of entry into a decision-making chain, it makes sense that a lower-level team member will discover your thing where they spend most of their time and present it up on your behalf.
In practice: Spend less time trying to influence the decision-makers that only operate off personal recommendations, and more time trying to give the people they trust things to recommend.
Apply that mindset and philosophy of entry points across all channels.
That’s how I think about distribution as it applies to brand marketing.
— Nate