Cracking the Code to Traction: A Tactical Playbook for B2B Success

As a brand strategist, my job is to help businesses find their footing in the market. Traction is one of the defining qualities of a startup. It’s the sign that your product is “taking off” and that what you are doing is working. Traction is also a critical component of getting investment. However, most people have a product, but they fail to get traction for that product. In this article, we’ll explore the concept of traction and how you can find what works for your B2B brand.

What is Traction?

Traction is the measure of the momentum your business has in the market. It’s the sign that your product is taking off and gaining customers, revenue, and other key metrics that are important to your business. Traction is critical for startups because it helps prove the viability of the business and attract investors.

There are 19 Traction Channels

There are 19 different channels that businesses can use to gain traction. These channels range from viral marketing and PR to offline events and community building. Odds are you have some bias towards one or a few of the channels, but you should look at all of them as potential opportunities. 

The 19 traction channels are:

1. PR
2. SEO
3. SEM
4. Sales
5. Offline ads
6. Tradeshows
7. Offline events
8. Viral Marketing
9. Targeting Blogs
10. Email Marketing
11. Existing Platforms
12. Affiliate Programs
13. Content Marketing
14. Unconventional PR
15. Community building
16. Social and Display Ads
17. Business Development
18. Speaking engagements
19. Engineering as Marketing

The Bullseye Process

To find the traction channels that work best for your business, you can use the Bullseye Process. This process involves three stages:

1. Brainstorming
2. Prioritizing
3. Testing

Brainstorming

The first step is to brainstorm how you might use every traction channel. Put each channel in a spreadsheet with how you might use it, a 1-5 rating of how well that might work, the cost to acquire through this channel, how many customers you might get through it, and the timeframe for implementation.

1. Start by researching each of the 19 traction channels and brainstorming how you might use each one for your B2B brand.
2. Get creative and think outside the box. For example, if you're considering social media as a traction channel, think about how you can leverage influencer partnerships or social media listening tools to maximize its potential.
3. Keep track of your ideas in a spreadsheet or other document, so you can easily refer back to them later.
4. Ask for feedback and input from your team, advisors, or mentors to help generate more ideas and uncover blind spots.

Prioritizing

Rank the channels into three categories: the inner circle where there’s the most opportunity (your top 3), the potential opportunities, and the long shots. If you have more than 3 in your inner circle, cut it down.

1. Rank your ideas based on how much potential each one has for your business. Consider factors like cost, ease of implementation, and potential impact on your target audience.
2. Categorize your ideas into three groups: inner circle, potential opportunities, and long shots. The inner circle should include your top 3-5 traction channels with the most potential.
3. Consider the stage of your startup and where you are in your growth journey. Your prioritization may change depending on whether you're just starting out or looking to scale.
4. Be willing to let go of ideas that don't make the cut. Focusing on too many traction channels at once can dilute your efforts and hinder your progress.

Testing

Test your inner circle ideas. You’re not trying to get a lot of traction just yet; you’re only seeing if there’s potential there. Depending on how the tests went, pick one channel to focus primarily on. Depending on the stage of your startup, this channel will change.

The 50% Rule

Your traction strategy should always be focused on moving the needle for your company, making a measurable difference in the number you care most about for success. Spend 50% of your time on product, and 50% on traction.

1. Start by testing your ideas within your inner circle. This will help you identify which traction channels are most effective for your brand.
2. Use A/B testing to compare different approaches within each channel. For example, if you're testing email marketing, try different subject lines or calls-to-action to see what resonates best with your audience.
3. Set clear goals and metrics for each test. Determine what success looks like for each channel and measure your results against those benchmarks.
4. Analyze your data and make data-driven decisions about which traction channels to focus on moving forward. Don't be afraid to pivot if something isn't working or if you uncover new insights.

Important Questions:

1. How can you measure the success of your traction strategy?
2. How can you stay agile and adaptable as your startup grows and evolves?
3. How can you balance the time and resources you spend on product