Marketing and blitzscaling. Two words will probably not come up in conversation often, but you might be able to find yourself saying them soon if you’re a start-up. What does it mean? It’s “a tactic whereby companies quickly test markets with low investment and high volume production” (fast growth). This tactic is advantageous for businesses because it can allow them to capitalize on an opportunity before the competition gets there, then scale up their operations accordingly.
Mark Lachance has mastered the art of blitzscaling after spending many years of trial and error in business. As CEO of performance marketing agency Maxy Media, Lachance has used his expertise to create successful marketing campaigns that have quickly scaled his company from 4 employees to over 200 in a short period of time. He knows what works, so we turned to him for some insights about blitzscaling.
“Blitzscaling is the combination of the best elements of ‘scaling’ and ‘blitzing’,” says Mark. “It’s the scarcest resource for everyone because it’s not something that can be bought or sold, but everyone needs it. Blitzscaling is the latest best practice in today’s fast-paced worlds. The best example is real estate company, Zillow, whose lead generation formula is to blitzscale. “If you want to be fast, if you want to get more leads online, blitzscaling is the way to do it, ” he adds.
Blitzscaling can be applied to any market, but the most applicable markets are consumer markets. “If a business can reduce a consumer’s pain points, if they can take the friction out of the buying process and make it more efficient for consumers, that’s where they’re going to win,” says Lachance.
“We’re not in the business of manufacturing widgets, we’re in the business of marketing things that weren’t sold before,” he continues. “We’re marketers and we don’t manufacture products. We’re digital marketers and we’ve been doing this for years. The goal is to figure out what is the friction in the funnel and remove it. If we can do that we’re going to sell as many as we can.”
Blitzscaling, as described by Lachance, doesn’t necessarily mean shortening the sales cycle or removing any of the fundamental steps involved in a sale. It’s about removing those things which make your buyer hesitate and make them want to buy from you instead of someone else.