#marketing and gtm strategy

[viamarketing2]

Via Marketing

Website: https://viamrkting.com/

[abhibaj]

The Evolution of Field and Event Marketing in B2B

Field and event marketing have always been dynamic, but the past six years have brought a rollercoaster of transformation to the industry. As someone who has spent over a decade in this space, I’ve witnessed firsthand how field marketing has evolved from pre-pandemic extravagance to post-pandemic recalibration, and now, into an era of economic uncertainty. Let’s explore these shifts and what they mean for the future of field and event marketing professionals.

The Pre-Pandemic Boom: Events Were Everything

In the years leading up to 2020, in-person events were a cornerstone of B2B marketing. Tradeshows were a signifier of industry presence – if your company wasn’t exhibiting at the biggest conferences, you weren’t seen as a key player. Companies poured massive budgets into event marketing, sometimes without a clear strategy beyond the need to “be there.”

Get full insights@ https://itechseries.com/guest-articles/field-marketing-trends-future/

Beyond tradeshows, there was a growing focus on hosted events, where brands could create curated experiences for their prospects and customers. The bigger and more memorable, the better. These initiatives allowed for more strategic, high-impact engagement. But, as with all industries enjoying unchecked growth, the event marketing world was operating under the assumption that things would continue as they were indefinitely. And in some cases, companies had event marketing teams simply because “everyone does”.

The Pandemic Disruption: The Rise (and Fall) of Virtual Events

Then, in early 2020, the industry came to a screeching halt due to the global pandemic. Live events disappeared overnight. “Pivot” became the industry’s favorite word, as companies scrambled to shift their strategies to virtual events.

Virtual events had their moment, and in the early days, they were incredibly successful. Attendance rates soared – after all, everyone was stuck at home with few alternatives. Marketers experimented with creative engagement tactics like wine tastings, virtual networking, and interactive Q&As. However, the cracks soon began to show.

The reality? Virtual events could never truly replicate the power of in-person experiences. Webinars already existed (and demand generation teams were already crushing them), so field marketing’s differentiation became blurry. By 2021, virtual fatigue set in, and attendance rates dropped significantly. The event industry attempted to adapt with hybrid models, offering both in-person and virtual options, but in truth, hybrid events were a logistical and financial nightmare. Running a successful hybrid event meant essentially planning two events simultaneously, with double the complexity and cost. Quite frankly, we hated them!

The Resurgence of In-Person Events

By 2022, with vaccines rolling out and restrictions lifting, the hunger for in-person interaction was undeniable – even introverts were eager to return to live events. There was a collective realization that, while virtual events had some advantages, they couldn’t replace the power of face-to-face interactions.

2023 marked the true return to form. Field and event marketing came roaring back, companies doubled down on live events, and job opportunities flourished as organizations scrambled to rebuild their event teams. But something had fundamentally changed: rather than prioritizing mass networking, companies and attendees alike were seeking deeper, more meaningful connections.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

The 2024 Recession: A New Challenge for Field Marketers

Just as the industry found its footing again, economic headwinds have introduced new challenges. As of 2024, many companies are feeling the squeeze of a downturn, leading to widespread layoffs – including in field and event marketing. Despite being one of the largest marketing expenses (and arguably one of the most impactful), event marketing is often one of the first areas to be cut.

This has led to an industry-wide shift where many event marketers are becoming contractors or consultants, offering their expertise on a per-project basis. While this can be a viable path, in my opinion, relying on outsourced event marketing isn’t the most cost-effective approach for companies. Having an in-house team that deeply understands the business, audience, and brand will always yield better long-term results. However, this is my personal opinion, not a fact. I’ve seen companies garner great success by bringing in contractors on a need-to-have basis, and many of my event industry peers flourish in their careers as events entrepreneurs.

What’s Next for Field Marketing?

Despite the current challenges, field and event marketing will never disappear. The industry is on a pendulum, and we will see another shift as economic conditions improve. The question for marketers is: how do you adapt?

Align More Closely with Revenue Goals – Field marketers who can clearly tie their efforts to pipeline generation and deal acceleration will be indispensable. Now more than ever, proving ROI is critical.

Leverage Community-Driven Marketing – The rise of community-based marketing means that field marketers need to integrate more closely with customer marketing, social media, and influencer strategies.

Prioritize Quality Over Quantity – Instead of spreading budgets thin across too many events, companies should invest in highly curated experiences that deliver real impact in key territories that can be fully supported by sales.

Be Ready for Change – Whether it’s adapting to economic shifts, new engagement formats, or evolving buyer behaviors, field marketers must remain agile and open to innovation.

Final Thoughts

If there’s one thing I know for sure, it’s that in-person experiences will always be invaluable. The ways we engage may change, the budgets may fluctuate, and the job market may shift – but the power of face-to-face connections in sales and marketing will never disappear. Mark my words. Field marketing isn’t going anywhere, and I, for one, am excited to see where we go next.

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[andpurpose]

Go-to-Market Strategy Checklist: Key Steps for Success

This infographic outlines the essential steps for a successful go-to-market (GTM) strategy, from market research and positioning to marketing execution. Follow this checklist to launch your product or service effectively and drive growth. Learn more at AndPurpose.

[isubhamdas]

GTM Strategy for Efficient Sales and Marketing

Elevate your go-to-market strategy with advanced techniques, leveraging data-driven decision-making, automation, and Account-Based Experience (ABX) for efficient sales and marketing. Continue reading to learn more. Advanced GTM Strategy TechniquesData-Driven Decision-MakingAutomationAccount-Based Experience (ABX)Best Practices for a Successful GTM StrategyKey FacetsStakeholder…

[wseinfratech]

How to Create a Custom GTM Strategy by Asking the Right Questions? How to create a custom Go-to-Market strategy for your product’s success by addressing the right questions

[strategii-at-work]

FMCG Business Strategy: Comprehensive Guide for Sustainable Growth

Explore the intricacies of FMCG business strategy for sustainable growth. Discover key components like product innovation, pricing, distribution, and successful case studies in this guide.

[3minutesstudy]

Challenges that marketers face during AI adoption

Interesting read on Marketing challenges.

As marketers embrace the transformative power of artificial intelligence (AI), they encounter various challenges that come with integrating this advanced technology into their strategies. Here are 10 challenges that marketers commonly face with AI: Data Quality and Integration: Challenge: AI relies heavily on data, and ensuring the quality, accuracy, and integration of diverse data sources can…

[itssandy-productmarketer]

GTM Strategy: 5 Talking Points

1. Identify your target audience: Before launching a product or service, it is important to identify your target audience. Who are you creating this product for? What are their pain points? What do they value? By understanding your target audience, you can tailor your go-to-market strategy to reach them effectively.

2. Develop a unique value proposition: Your product or service should offer something unique to your target audience that they cannot get from your competitors. Develop a clear and concise value proposition that communicates the benefits of your product or service.

3. Create a multi-channel marketing plan: Your go-to-market strategy should include a multi-channel marketing plan that includes a mix of online and offline channels to reach your target audience. This may include social media, email marketing, search engine optimization (SEO), paid advertising, events, and public relations.

4. Build relationships with key influencers: Building relationships with key influencers in your industry can help you reach a wider audience and build credibility for your product or service. Consider partnering with influencers to promote your product or service on their social media channels or through sponsored content.

5. Measure and iterate: It is important to measure the effectiveness of your go-to-market strategy and iterate as needed. Use analytics tools to track your marketing campaigns and adjust your strategy based on what is working and what is not. Continuous improvement is key to a successful go-to-market strategy.

[abhibaj]

Driving Growth Through GTM and Innovation: Mandeep Taunk’s Journey

Navigating the complex landscape of Go-to-Market (GTM) strategies in B2B marketing requires a blend of creativity, foresight, and technical expertise. Mandeep Taunk, a seasoned leader in product marketing and entrepreneurship, offers invaluable insights into crafting GTM strategies that drive growth, foster innovation, and align teams for success. In this blog, we delve into key lessons from Mandeep’s expertise.

What Makes a Winning GTM Strategy?

A robust GTM strategy is the foundation of successful product launches and market penetration. Mandeep emphasizes that a clear value proposition is the cornerstone of an effective GTM plan.

Get full insights@ https://itechseries.com/interviews/gtm-insights-from-mandeep-taunk/

In B2B marketing, understanding the pain points of target audiences and addressing them directly is critical. By aligning your product messaging with customer needs, you establish trust and differentiate your offering from competitors.

The Intersection of Leadership and Marketing

Leadership strategy plays a pivotal role in the execution of GTM strategies. Mandeep advocates for empowering cross-functional teams to foster collaboration and innovation.

When leaders prioritize open communication and shared goals, it becomes easier to align marketing, sales, and product teams. This alignment not only accelerates time-to-market but also ensures consistency in messaging across channels.

The Role of Technology in Modern GTM Strategies

In today’s digital age, technology is a critical enabler of GTM success. From customer relationship management (CRM) tools to data analytics platforms, technology streamlines operations and provides actionable insights.

Mandeep suggests leveraging advanced tools to gain a 360-degree view of customer behavior. These insights enable B2B marketers to create personalized campaigns that resonate with specific audience segments.

Entrepreneurship and GTM: What Can We Learn?

Entrepreneurs often face unique challenges in bringing products to market. Mandeep highlights the importance of agility and adaptability in these scenarios.

Startups and small businesses can benefit from a lean GTM approach, focusing on core strengths and iterating based on market feedback. This entrepreneurial mindset ensures continuous improvement and alignment with customer needs.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

Building Cross-Functional Teams for GTM Success

A successful GTM strategy relies heavily on cross-functional collaboration. Mandeep underscores the importance of creating teams that integrate expertise from marketing, sales, and product development.

When teams work together towards shared objectives, they can identify opportunities, mitigate risks, and execute campaigns more efficiently. This unified approach fosters a culture of innovation and accountability.

Why Product Marketing is Central to GTM Strategies

Product marketing bridges the gap between product development and customer engagement. Mandeep views product marketers as the architects of GTM strategies, responsible for translating technical features into compelling benefits.

By conducting market research and competitive analysis, product marketers can craft messages that resonate with B2B audiences. Their role is instrumental in ensuring that the product aligns with market demand.

How to Align Leadership Strategy with Market Needs

Effective leadership involves balancing long-term vision with immediate market demands. According to Mandeep, leaders must remain customer-centric while driving innovation within their teams.

By fostering a culture of continuous learning, leaders can adapt their strategies to evolving market trends. This adaptability is key to sustaining relevance in a competitive B2B landscape.

Lessons from Mandeep: The Future of GTM Strategies

Looking ahead, Mandeep predicts that data-driven decision-making and personalization will continue to shape GTM strategies. Businesses that invest in advanced analytics and AI-powered tools will gain a competitive edge.

Moreover, Mandeep stresses the importance of ethical marketing practices. Transparency and authenticity are essential in building lasting relationships with B2B customers.

Conclusion

Mandeep Taunk’s insights offer a roadmap for navigating the intricate world of GTM strategies, entrepreneurship, and product marketing. By focusing on customer needs, leveraging technology, and fostering collaboration, B2B marketers can drive growth and achieve long-term success.

[lesmissocials-fuckedup]

Round 1 results

Rules

Round 1 of voting is now over !

It appears we have only become used to the various Cosette photoshoping as a marketing strategy, because the three posts that unquestionably took the lead here are :

The "Who should Marius choose ??" question

Mother's day post

Cosette celebrating Thanksgiving

Joining those three in Round 2, we have two more posts that win by a more narrow margin :

The barricades on Christmas Eve

and of course, the one and only Wimbledon post

The second round to create a podium with those 5 posts will begin at midnight GTM and will last until January 8th.

The last five Cosette posts did not make it in the top 5 but will all get an honorary mention when the final ranking will be made !

Links to the posts participating in this tournament :

The "Who should Marius choose ??" question - source : Twitter - January 29th

Mother's day post - source : Twitter - March 19th

The Easter post - source : Twitter - April 9th

Fourth of July post - source : Twitter - July 4th

The Wimbledon post - source : Twitter - July 15th

Football World Cup - source : Twitter - August 20th

Cosette in San Diego - source : Twitter - October 15th

Thanksgiving - source : Twitter - November 23rd

Christmas Eve - source : Twitter - December 24th

Christmas - source : Twitter - December 25th

[techteacherdebashree]

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[exeggcute]

okah I had that interview with my old job (if you can call it that, since they had no intention of recruiting me and I have no desire to return) and it was certainly illuminating lol. under a cut in case you don't give a shit about corporate nonsense but it's funny I promise

what it comes down to is that the role is "different" now in two key ways: (1) they want someone who currently is or has been a software engineer but also is a technical writer, and who'll start out as an IC and the only member of the team but will eventually scale up to grow the team and become a manager, and (2) has experience working directly with product teams, UX writing, GTM strategy, etc.

re. point two I mentioned that not only are those all things I did (because they're common things that most TWs do), but that they're listed on my resume almost verbatim, which is why linkedin kept telling me I'd be a good fit for the job, and re. point one I was frank and said that like, not only did the job posting itself not convey that at all (because again, I kept getting recommended for it, and everything else in the listing was bog standard TW shit), but basically Good Fucking Luck finding someone who fits that bill lmao. not that "engineer turned technical writer" is unheard of, but it's not the most common path people take, and especially in this job market I'm inclined to think that someone with an engineering background would gravitate towards jobs that pay an engineering salary (i.e., higher than that).

the person I spoke with was pretty receptive about the job listing feedback and said that she didn't write it, the VP of Whoever did, and that they have had quite a few candidates who match the skillset/background they're looking for but I'm skeptical. not to mention how they're not "officially" requiring it to be a hybrid role but they're trying to hire people "who are near the office," whatever that means.

in any case, this confirms all my suspicions about how waterlogged this company's hull currently is, and I wish all the best to whoever lands this role and finds themselves with way more responsibilities than they bargained for. god knows how overwhelmed I was by the end, even with three years of institutional knowledge under my belt. I can only hope the excellent readme files I left behind will make it easy for them to parse my docs toolchain.

also this was a great learning opportunity for me to realize that people suck at communicating what they want—which, okay, I knew that already, but like specifically for job postings. there are soooo many reasons you can apply to a job that perfectly matches your experience and get insta-rejected anyway, but it hadn't occured to me that "they actually want something totally different from what they wrote" could be one of them lol. and then I guess the flip side of that is how you can apply to a job posting and then wind up in a role that's not at all what was advertised. although that is one of the things you should try to sniff out ahead of time in an interview. so watch out I guess

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[mobinulkhan]

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