Ken Rutsky is a B2B marketing consultant focused on helping his clients breakthrough and become market leaders. Ken is the author of the soon-to-be-published book, Launching to Leading: How B2B Market Leaders Breakthrough, Lead, and Transform their Markets. Ken has spent more than 20 years in B2B marketing roles, including launching the Intel Inside broadcast co-op program and the Internet’s first affiliate marketing program, Netscape Now.
Today, as KJR Associates, Inc. Founder and President, Ken leverages his knowledge and experience and his Breakthrough Marketing framework to help his clients, who have included FireEye, Nimsoft, Cisco, Sophos and others, to lead and transform their their markets.
Product - Market Fit is an important concept in very early stage start-ups. It is the thing that is perceived by founders and investors alike as THE milestone to signify that customers want the product and it is time to accelerate growth investments. As Marc Andreessen is quoted as saying, "Product/market fit means being in a good market with a product that can satisfy that market". Blogger Sean Ellis (@seanellis) of GrowthHackers.com defines Product Market Fit as the time when 40% of your initial customers say they would be "very disappointed" with your product.
However, Message-Market Fit is determined by how your message of value breaks through and attracts customers. It is critical to scaling and growth. Building the right product doesn't do any good if it can't be found by buyers.
This presentation looks at the 3 critical phases of Message-Market fit that drive growth for B2B market leaders.