four gears

01.28.2019

Marketing  |  2 min read

Geoffrey Moore's Four Gears Model for Spinning a Serious Viral Following

Created with Sketch.

Kimberlee Morrison

One of the tools Infusionsoft by Keap is using the help small businesses grow is a concept called the Perfect Customer Lifecycle, which takes a holistic approach to sales and customer service. During his presentation at ICON, Infusionsoft by Keap's annual conference, Geoffrey Moore, author of Crossing the Chasm among other titles, showed us another frame for the PCL and a way to “spin a viral following” using the Four Gears model. Moore said that some gears will always be slower than others. The slower gears are power gears (enlistment and engagement) and performance gears (acquisition and monetization); and the power gears drive performance. The power versus performance is a huge challenge for small businesses, Moore said. Unfortunately, many entrepreneurs allow their fear to take over and they end up neglecting the power gears. Small-business owners have to shake themselves out of that fear. The key to spinning a viral following that turns into business growth, Moore said, is to get those power gears going faster so their momentum feeds the performance gears. Here’s how:

Engagement to Drive Monetization

  • You must be present to win; go where the market is.
  • Provide content that matters.
  • Personalize as much as possible.
  • Be consistent and maintain continuity at the right rhythm.
  • Respond quickly

Enlistment to Drive Acquisition

  • Look out for and identify super fans.
  • Make yourself accessible and listen.
  • Reward customers in ways that really matter.
  • Empower them to do cool things; this is what turns them into super users and capture the attention of their friends.

You’re probably wondering how all of this ties into the Perfect Customer Lifecycle. It’s simple, really:

  • Acquisition = attract & capture
  • Engagement = nurture prospects
  • Monetization = convert, deliver, satisfy, up-sale
  • Enlistment = get referrals

No matter what you call it, those power gears are still present and have to be spinning fast if you want to grow your business virally. Are you ready to use these concepts in your business?


Was this post helpful?

Subscribe to our newsletter

Fresh small business insights and ideas delivered weekly to your inbox, gratis.

Loading spinner Loading spinner

You may also like

{{ record.displayCategory | smartCapitalize }} | min read

 
Before you go...

Get fresh small business insights and ideas delivered weekly to your inbox.

Loading spinner Loading spinner
Subscribe to our weekly newsletter!
Loading spinner Loading spinner

What you'll get from it:

As a thank you for subscribing, we'll send you a copy of our 2018 Small Business Marketing Trends Report with insights from over 1,000 surveyed business owners. The gifts just keep on coming.

4 Reasons to Subscribe:
  • Weekly tips to dominate sales and marketing

  • Expert small business resources that cost you zero dollars

  • We're focused 100 percent on small business success

  • Righteous GIFs

    GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.

Infusionsoft is now Keap. That’s weird to write, but it’s also exciting.

In 2001, trying to get Infusionsoft off the ground, there were many times when I wanted to quit. I’ll never forget my wife, after two years of struggling to survive, hugging me and saying, “Keep going.”

Over the last two years, we’ve talked with thousands of small business owners to get a deeper understanding of their unique challenges in today’s market. We learned that it’s harder than ever to succeed in small business. Customers expect more. On-demand is the rule. There’s no shortage of platforms on which to complain. A failed job or two can be damaging to your business.

Keap is our signal to the world—and to ourselves—that it’s time to make it easier to succeed. We’re on a mission to simplify growth for millions of small businesses. Our new name is a nod to the tenacity of the small business owner and encompasses everything we know to be true when it comes to success: keep going, keep serving, keep growing.

Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and sales and marketing automation software for advanced business needs.

Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.

Clate Mask signature

To your success,
Clate Mask
CEO + Co-Founder