Selling the Millennial MBA Way

October 15, 2020

How does a company sell in the era of the Rona, social unrest, financial uncertainty, international tension, and misinformation? The answer appears in “Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups.” The advice is interesting because it pays scant attention to most of the traditional methods. (Methods are explained as “lanes” and “social media”.)

Here’s an example from the introduction to the free how-to. The focus of the write up is narrowed to:

Performance marketing (e.g. Facebook and Google ads)

Virality (e.g. word-of-mouth, referrals, invites)

Content (e.g. SEO, YouTube)

The essay points out that fuddy duddy techniques are not included. The explanation is:

There are two additional lanes (sales and partnerships) which we won’t cover in this post because they are rarely effective in consumer businesses. And there are other tactics to boost customer acquisition (e.g PR, brand marketing), but the lanes outlined above are the only reliable paths for long-term and sustainable business growth.

The how-to includes screenshots, tables, and graphs.

Need a playbook to sell the millennial way? This may be for you.

Stephen E Arnold, October 15, 2020


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