31 - Mark Kilens on the Power of People-First Go-to-Market Strategies

Friends with Benefits

In this episode, Jason and Sam interview Mark Kilens, the co-founder of TACK, about the concept of "people first" go-to-market strategies. Mark explains the importance of focusing on people and relationships in the ever-evolving tech industry. He shares insights on the shift from a search-centric to a social-centric internet, the power of storytelling in business, and the role of community in driving growth. Mark also discusses the significance of building a minimal viable audience before launching a product and the benefits of creating a community ecosystem within a business.
Key Takeaways:
- Businesses should adopt a "people first" go-to-market approach that prioritizes relationships, storytelling, and partnerships.
- Effective storytelling focuses on capturing a specific moment in time that changes the way people think, believe, or act.
- The shift from a search-centric to a social-centric internet requires businesses to rethink their go-to-market strategies and build trust at scale through content, events, and products.
- Building an owned community or membership experience allows businesses to deepen their relationships with customers and create a sense of belonging.
- Businesses should focus on building a minimal viable audience before launching a product to gather feedback, validate ideas, and create a loyal customer base.
Notable Quotes:
- "To tell a good story, you need to focus on the moment, the one to five seconds that changes the way you think, believe, or act." - Mark Kilens
- "The best entrepreneurs study humans and what is going on at the human level, not just the B2C level." - Mark Kilens
- "Focusing on MVA (minimal viable audience) before MVP (minimal viable product) is the right move for most businesses." - Mark Kilens
**About the Guest:**
Mark Kilens is a renowned go-to-market expert and the co-founder of TAK, a company that helps B2B software companies grow efficiently and effectively by putting people first. With over 17 years of experience in the industry, Mark has a deep understanding of the challenges faced by businesses in the tech sector. He is known for his expertise in storytelling, relationship-building, and partnership strategies.
Resources:
- TACK - [Website](https://www.tackgtm.com/)
Chapters:
0:00 Mark Kilens
00:25 Introduction and Guest Welcome
01:22 Reminiscing Past Experiences
02:51 Discussing the Journey of TAC
04:33 Exploring the Concept of 'People First'
04:59 Mark's Personal Journey and Career Decisions
09:12 The Shift from Search-Centric to Social-Centric Internet
12:22 The Importance of Storytelling in Business
20:24 Understanding 'People First' Approach in Business
24:50 The Paradox of Choice in a Frictionless Economy
25:10 The Complexity of Go-to-Market Strategies
25:54 The Spotify Campaign: A Case Study
27:23 The Importance of Building a Community
27:45 Understanding the Difference Between Audience and Community
27:54 The Concept of Owned and Rented Communities
31:11 The Power of Membership Experience
31:57 The Importance of Building a Minimal Viable Audience
34:25 The Role of Community Ecosystem in Business Growth
40:27 The Final Thoughts and Wrap Up

Luvut

1. FWB31 Mark Kilens (00:00:00)

2. Introduction and Guest Welcome (00:00:25)

3. Reminiscing Past Experiences (00:01:22)

4. Discussing the Journey of TAC (00:02:51)

5. Exploring the Concept of 'People First' (00:04:33)

6. Mark's Personal Journey and Career Decisions (00:04:59)

7. The Shift from Search-Centric to Social-Centric Internet (00:09:12)

8. The Importance of Storytelling in Business (00:12:22)

9. Understanding 'People First' Approach in Business (00:20:24)

10. The Paradox of Choice in a Frictionless Economy (00:24:50)

11. The Complexity of Go-to-Market Strategies (00:25:10)

12. The Spotify Campaign: A Case Study (00:25:54)

13. The Importance of Building a Community (00:27:23)

14. Understanding the Difference Between Audience and Community (00:27:45)

15. The Concept of Owned and Rented Communities (00:27:54)

16. The Power of Membership Experience (00:31:11)

17. The Importance of Building a Minimal Viable Audience (00:31:57)

18. The Role of Community Ecosystem in Business Growth (00:34:25)

19. The Final Thoughts and Wrap Up (00:40:27)