DistributionEmerging Pattern
Capture organic search intent from prospects who discover they need your solution through a customer requirement
When your product solves a problem that prospects discover they have because a customer or partner requires it, the search intent is extremely high. These prospects Google the requirement, not your product category, creating a natural acquisition channel.
When to use
When your product solves a compliance, certification, or requirement that buyers learn about from their own customers or partners
Don't do this
Marketing to people who already know about the problem category rather than intercepting those discovering the problem for the first time
1 Founder Who Did This
1
Vantaby Christina Cacioppo
Biggest demand driver was people asked for a SOC 2 report who had no idea what it was, Googled it, and found Vanta
Result:This organic search intent channel drove the bulk of early growth without marketing spend, as each new enterprise deal requirement created new prospects searching for the solution
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