What is gtm marketing

As we mentioned in Defining your ICP , you need quality data to target the right people. With up-to-date prospect data, your sales team can target individuals who are most likely to buy your product or service. This will help you nail your outbound sales approach.

When making your GTM strategy plan, you need to allow for room to test, try and optimize. This will be your mantra. Start with an offer. Then look to adapt that offer to the channels that you believe are most likely to convert your ICP. Try looking at retargeting audiences on channels such as LinkedIn, YouTube, and Facebook and building campaigns on Google and Bing that target high-intent keywords.

If data is the key to your outbound approach, content is the driving force behind your inbound efforts. The first thing to remember when creating a content plan to promote your product or service is to do your keyword research first. Although free tools are available, paid platforms like Ahrefs and SEMrush are far more robust. SEO tools such as them allow you to review the keywords your competitors already rank for and identify niches you can dominate.

You can also track the rank of your target keywords in your dashboard and report your progress to the wider team. Our comprehensive guide to building your own B2B content marketing strategy will also help you on your way. And identifying companies with a similar ICP will help you do that. Particularly if they have a ton more brand recognition than you. Teaming up with them on co-marketing initiatives will get you in front of the right people, generating awareness and demand for your product or service.

Establishing a feedback loop between marketing, sales and product development will make sure the key learnings from your GTM strategy are actioned. To create this loop, you need to make individuals accountable for different parts of your strategy. Having these individuals report on their progress in regular meetings will help you overcome stumbling blocks collectively. Who's responsible for GTM strategy? What's the difference between market strategy and marketing strategy?

What is a pricing strategy in GTM? What is a channel strategy in GTM? A small group or pod of senior stakeholders from the sales, marketing, and product departments of your business should be responsible for GTM strategy.

By comparison to larger GTM teams, this structure allows stakeholders to bypass long feedback loops, iterate on the GTM strategy, and develop your product. Alignment between pod members happens when you hold them all accountable to pre-agreed KPIs. At the start of your GTM, the pod should come together to:.

After this, the pod should reconvene in weekly catch-ups which include:. In that sense, the market strategy is just one part of the marketing strategy.

In practice, a marketing strategy includes broad things like:. But do yourself a favor and try to narrow it down by first conducting some market research , asking yourself starting questions and identifying what is your:. From branded storytelling, graphic design, videography, photography, content writing, sales and trade-show operations, Delanie has no fear of the unknown should there be a worthy ROI.

In her extra time you might be able to find her playing hide-n-seek with her family, emphasis on might Read more articles by Delanie Nelson. Read More. Services Inbound Marketing Services. Overview Discover how SmartBug is able to help companies grow through marketing strategy, sales enablement, PR and web development.

Inbound Marketing The complete solution to increasing leads, revenue, and brand authority. Paid Media The targeted approach to reaching your buyer personas in search and social.

Sales Enablement Close the loop between your marketing and sales teams—and more deals. Creative and Branding Make your brand stand out from your competitors to reach the right customers. Video Marketing An effective and engaging way to capture the attention of your buyer personas. Public Relations Defining the right audience and media to build brand recognition and grow your business.

Training Jump-start the success of your sales, marketing, and client-facing teams. SEO Optimize your content to drive traffic, build brand awareness, and boost leads through search. Integration and Migration Build bridges and knock down silos with simple and painless CRM integrations and migrations.

And why should they choose your offering over all the other options out there? There are a number of frameworks, in addition to the GTM Strategy framework, that can be used to develop the answer to this as a part of your Go To Market Plan.

You need to look at the competitive landscape and decide what price point you want your product or service to be in. There are many payment models and strategies around pricing. Pricing is also a positioning lever — it cues quality, value for money or luxury as the case may be. If you are targeting a specific competition then your pricing has to take their price point into account too.

What are the key performance indicators for this business? They need to be quantifiable. Your GTM strategy has to be aligned to achieve these goals. Bear in mind that the right KPIs can be critical. Should you measure customer acquisition or profitability? Churn or Lifetime Customer Value? You could also keep it super simple and say I want 1 million app installs in one year. When a customer has a problem navigating your website you can't always ask them to spend 5 minutes setting up screen sharing in order to help them.

When you can't see their screen you end up communicating by typing lists of instructions , or blindly guiding them on the phone. The solution is instant and interactive screen sharing , meaning they can see the user's screen in one click AND they can use their mouse on the user's screen to click for them. The first sign up is often the CS, sales or support manager in larger companies. The first sign up in startups is often the founder or director. We saw live chat companies like Intercom, LiveChat, Zendesk, Drift and others growing and we want to ride a growing wave.

We created integrations with these tools, got listed on their app stores and created content so that if a user searches for e. Intercom pricing we're there on page 1 of google. As those companies grow, the traffic to our content grows with them. We attracted SaaS founders by writing about our SaaS journey including onboarding emails , SaaS pricing and posts like the one you're reading now.

We're now developing further marketing channels for CS, account management and enterprise support. This will include further integrations, ads, emails and content. The different people mentioned above need different types of content and material to convince them to continue to the next stage.

At the top of the funnel we're getting the "attention" of the manager when they come to our landing page. A team manager or c-suite exec reads our blog post or sees our integration listing and comes to the website. At this point we get their attention using short videos, testimonials, a security page covering key customer data concerns, individual landing pages for each integration. In the middle "consideration" phase we're talking to managers, end users, developers, those in charge of data security and vetting.

They might book follow up demos involving other decision makers and ask a series of questions on live chat or via email to look for comparisons to our competitors.

It's useful to have documents on our enterprise features or on-premise solutions to pass on to their tech team. It's important to respond quickly. At the bottom "decision" phase we're making sure the trial goes well, all docs are completed and we quote the right price. They take up the trial.

We complete security forms, price quotes, we give them an additional walk-through of the product for specific features and settings during the trial. Upscope has grown even though our initial GTM strategy was vague.

When we started we only had a rough idea of the market, we were not specific about who needs it most and now that we can be specific, we can move faster.

Learn more about Upscope co-browsing here and see our SaaS related hard lessons learned here. If you associate quality products with the likes of Apple and Samsung, what would a new Chinese company called Huawei do to win a market? Historically, Indians have viewed Chinese companies as hard to form relationships with and Chinese made products as subpar and inferior. In addition, China and India have relatively uneasy diplomatic relations. If you aim to be the number one educator of potential customers in a subject like SEO, then you'll be up against people like Neil Patel and Brian Dean who rank at the top.

However, if you're looking to be No. That was a new approach to our space. We've let the customer be in the driver's seat for the way the product has been built. Before we existed, most of the content that was available was either hard to find or hard to understand. Therefore, we decided to build the best content we could to help people wrap their heads around sales tax, which feels like an insane problem that's changing all the time. As a result, we were able to build trust and customers began to try the product because they trusted and understood what we're saying.

This also helped us succeed through word of mouth, which has been a tremendous lever for growth. Read more about TaxJar's planning. This is different from the other go-to-market studies we've mentioned in this post but I figured it's great for single feature launches.

We also created a dedicated landing page on our website to highlight, explain, and link back to IFTTT and our connections. These videos were really helpful in explaining the value of the integration, and to this day we use them in our customer prospecting efforts.

It brought us a spike in traffic and doubled our sales for a period of 4 days. Cisco had GTM communication plan for a learning game to put users in the shoes of a telecoms company leader. See the full Cisco myPlanNet go-to-market communication plan slideshare here.

This slideshare shows how Symyx ran a GTM strategy that grew revenue and bookings and along with the before and after numbers. It includes notes on their print advertising, media relations and establishing themselves as a thought leader, brand equity metrics and sales enablement.

See the slideshare on Symyx's numbers and strategy. I added this slideshare as it's by a16z and contains a lot of images that might be useful structures for that wonderful presentation you're planning ;.