Pablo Gonzalez on Leveraging Super Consumers - Season 3: Marketing - Episode #53

The GTM Cheat Code

Join hosts Josh Wagner and Justin Gray for a conversation with Pablo Gonzalez, the co-founder and CEO of Be The Stage. They discuss the importance of super consumers and engineering moments where prospects overhear super consumers talking about your brand. Pablo shares his insights on creating a point of view (POV), designing a content stream, and organizing in-person events to strengthen communities. Together they explore the importance of having a unique POV, the challenges organizations face in defining it, and the benefits of doing so.

Takeaways:

1. The Power of Super Consumers: Pablo explains the concept of "super consumers," derived from Eddie Yoon's work, referring to a small percentage of a company's client base (1-10%) that generates the majority of revenue (50-70%). These loyal customers are not only heavily invested in the product but also act as evangelists, offering invaluable insights and promoting the brand within their networks.
2. Community Building as a Business Development Tool: Creating a community around a brand where prospects can overhear super consumers discussing their positive experiences, is incredibly important. This community approach fosters authenticity, connection, and trust, making it a powerful tool for driving business without directly pitching.
3. Shifting Event Value Propositions: Both Pablo and Justin highlight how the value of events has evolved post-COVID. Traditional events focused on large crowds and curated content are no longer as effective. Now, people are drawn to smaller, more intimate gatherings centered around peer-to-peer collaboration and shared knowledge, making smaller, focused communities more valuable for business development than large-scale conferences.
4. The Importance of a Clear Point of View (POV): Companies must clearly articulate their differentiation and the urgency of their solution.Only solutions with a direct, immediate impact are considered for purchase. This applies to both companies in their go-to-market strategies and individuals in the hiring process—having a clear, hyper-relevant opinion is critical for standing out.
5. Tying Strategy to Measurable Metrics: A consistent theme is the importance of tying any strategy, whether in community building, partnerships, or sales, to a specific metric that can move the needle. Whether driving higher conversions or increasing revenue, organizations and individuals should focus on metrics that demonstrate real impact, both short- and long-term, to ensure their relevance and success.

Quote of the Show:

"I've never found anything to work better as a way to convince somebody to do business with you than engineering moments where your prospects are overhearing two of your super consumers talk about you without you in the room.” - Pablo Gonzalez

Links:

LinkedIn: https://www.linkedin.com/in/pablotheconnector/

Shoutouts:

• Play Bigger
• Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
• Clari
• Arcadia Leadership Experience

Ways to Tune In:

• Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190
• Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912
• YouTube: https://www.youtube.com/@CheatCodePodcast