#marketing and gtm strategy

[viamarketing2]

Via Marketing

Website: https://viamrkting.com/

[abhibaj]

Simone Bervig on Driving GTM Alignment and Effectiveness

Simone Bervig, a seasoned marketing leader, emphasizes the pivotal role of localization, collaboration, and market adaptability. She explores crafting impactful LATAM strategies, aligning global teams, driving effective marketing campaigns, and delivering measurable results across diverse marketplaces.

Simone, welcome to the interview series. Can you tell us about yourself and your journey as a go-to-market leader?

I am a Brazilian professional, based in São Paulo, with 18+ years of experience in B2B Tech companies with Go-To-Market strategies, Marketing, Branding, and Communication in the Brazilian, Latin American, and United States markets, working on European (French/German) and American global companies too, like Schneider Electric, SAS, Citrix, and SAP.

Get full insights@ https://itechseries.com/interviews/bridging-markets-and-teams-simone-bervig-on-gtm-success/

I am responsible for all Go-To-Market strategies for LATAM, working with global and regional teams to ensure our GTM strategies and executions are appropriate for our marketplaces in LATAM. This includes development, planning, localization, execution, and performance analysis of marketing campaigns with cross-functional global teams to ensure we are driving feature parity across marketplaces and advocating for and delivering on needs that are specific to our marketplaces in LATAM. Additionally, working with global teams in the US, EMEA, and APAC to understand how products and features are used and develop plans to support their growth post-launch.

How do you foster collaboration between sales, product, and customer success teams to ensure alignment between marketing goals and business outcomes?

There are many ways to enable this kind of collaboration, but I find that creating a process around it helps streamline the efforts. This can be accomplished by creating a workflow to submit feedback/ideas/requests with various teams in combination with a forum where the feedback can be openly discussed to identify deliverables. As an example, customers will often make feature requests for an enhancement to the product that helps them improve a specific use case. By working with product development teams, CSMs can drive innovation to the product roadmap that directly aligns with how their customers want to use it. Additionally, it’s important to define and share the goals and KPIs with all teams to help achieve the accomplishment.

What are some of the key components of a successful go-to-market and growth strategy for SMB versus enterprise audiences?

First of all, we need to deeply understand our audiences and market to deliver the right messaging and create a tailor-made strategy for each vertical that brings more ROI for each campaign and activity.  SMBs have a sales cycle faster than enterprises, so it requires more activities to create pipelines and expand the installed base to cover the goals and find new customers.

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

On the other hand, enterprise strategies typically on a longer sales cycle and larger deal sizes. Key elements include identifying target industries, leveraging content marketing, building relationships through sales teams, and offering free trials or demos to showcase value. Enterprise clients often need custom solutions and robust support, making the sales process more personalized and consultative.

Can you share some GTM challenges and opportunities for the US and LATAM markets?

The Latin American market represents a compelling opportunity for companies seeking to expand their global footprint. Cultural diversity is a hallmark of Latin America, and it’s essential to adapt your marketing and business strategies accordingly. Localization goes beyond language translation; it involves tailoring your messaging, product packaging, and promotional campaigns to resonate with each country’s cultural norms and values. Embrace the local customs and traditions to establish a deeper connection with your target audience. Latin America is a region of diverse cultures, languages, and customs. What works in one country may not resonate in another. Adapting marketing strategies and understanding local preferences is crucial for successful market penetration. Adapting to the local culture is critical for success.

A local partner can help bridge the cultural gap by providing insights into consumer behavior, preferences, and effective communication strategies. Each Latin American country has its unique regulatory environment and legal requirements. Engage legal experts, if needed, familiar with the region to guide you through the process of setting up a business, obtaining necessary permits, and adhering to local laws. Ignorance of local regulations can lead to costly mistakes and hinder market entry. Navigating the legal and regulatory landscape of a foreign market can be complex and time-consuming. A local partner with in-depth knowledge of the local laws and regulations can help a company comply with the necessary requirements, avoiding potential pitfalls and delays. Some countries in Latin America experience political and economic instability, which can impact business operations. Changes in government policies or economic downturns may affect market conditions and consumer behavior.

“Localization goes beyond language translation; it involves tailoring messaging, product packaging, and promotional campaigns to resonate with each country’s cultural norms and values.”

Get your business boost, visit now@ https://itechseries.com/contact-us/

The US market has these key aspects:  Economic pressures: how inflation and economic uncertainty are affecting consumer behavior and strategies. Consumers are more selective about their spending, leading to a focus on maximizing the value of existing technology and resources. Innovation versus optimization: While new technologies and innovations like AI and headless commerce are popular, it’s important to optimize current systems and understand what your consumers truly need before investing in new solutions.

Consumer behavior: how consumers are adjusting their spending habits, emphasizing the need to adapt their strategies to meet these evolving expectations. Strategic audits: To succeed in the competitive US market, I recommend conducting audits to evaluate site performance, customer experience, and technology use. Incremental improvements and focusing on core customer needs can drive significant results without major investments. By balancing innovation with practical, customer-focused strategies, brands will be better positioned to thrive in the dynamic US market.

[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.

[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

[abhibaj]

Mastering GTM for Growth: Insights with Connor Clancy from Workday

Effective go-to-market (GTM) strategies have become essential for business growth, particularly in today’s competitive landscape. Connor Clancy, a growth strategist at Workday, shares insights on how companies can successfully implement GTM strategies through cross-functional collaboration, amplifying the voice of the field, and crafting relevant customer incentives. This guide distills Clancy’s views, offering actionable strategies to drive growth and improve GTM outcomes.

What Makes a Successful GTM Strategy in 2024?

A successful GTM strategy in 2024 isn’t solely about product features or price competitiveness; it’s about how well a business can align its efforts to solve real customer challenges. According to Clancy, a successful GTM strategy begins with customer understanding and must be supported by cross-functional collaboration that unites teams around a shared mission.

Get full insights@ https://itechseries.com/interviews/unlocking-gtm-and-growth-success-with-connor-clancy-from-workday/

To achieve this, marketing, sales, customer success, and product teams need to be in lockstep. Clancy emphasizes that each department brings valuable insights that contribute to a comprehensive view of the customer’s needs and pain points. This alignment allows for quicker adaptations, especially as customer preferences change. When teams work together, they can streamline GTM execution, ensure brand messaging consistency, and increase the speed of delivering customer solutions.

How Does Cross-Functional Collaboration Drive GTM Success?

In B2B organizations, cross-functional collaboration enables smoother execution of GTM plans, helping ensure that every part of the organization works toward the same goals. Clancy describes collaboration as the "glue" that unites different perspectives, allowing teams to make informed decisions that drive growth.

For example, marketing teams contribute customer insights, while sales teams offer feedback on lead quality and closing strategies. Customer success teams share knowledge of ongoing customer pain points, which can influence new feature rollouts or service enhancements. This communication helps the organization adjust to market shifts faster, ultimately leading to a cohesive and effective GTM strategy.

By establishing regular cross-functional meetings and shared performance metrics, companies can align their efforts, respond more quickly to market changes, and ultimately deliver a superior customer experience.

Why is the “Voice of the Field” Essential to Growth?

The voice of the field refers to the invaluable feedback from sales and support teams who interact directly with customers. These insights can reveal customer expectations, preferences, and common pain points that might otherwise go unnoticed. According to Clancy, incorporating the voice of the field into GTM strategies helps tailor solutions to meet specific needs.

For instance, feedback from sales teams might reveal customer hesitations or feature requests, while customer success teams can shed light on what keeps customers satisfied and loyal. By incorporating these insights into GTM strategies, businesses can make adjustments that resonate with customers and anticipate their needs. This information flow empowers product and marketing teams to refine offerings, ultimately resulting in improved customer acquisition and retention rates.

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

What Role Do Customer Incentives Play in GTM Strategies?

Customer incentives have proven to be effective tools in B2B settings, helping to attract and retain clients by adding tangible value to the buyer experience. Clancy highlights that, in the context of a GTM strategy, customer incentives can serve as powerful motivators, sparking interest and driving conversions.

B2B incentives might include value-driven offers such as extended trial periods, onboarding support, and loyalty rewards. However, it’s essential that these incentives align with customer needs and goals. For example, if a company’s customer base values cost-efficiency, a discount on upfront annual subscriptions can drive engagement. Alternatively, businesses that focus on premium customer experience might benefit from incentives like dedicated account management or exclusive access to new features.

By understanding the unique motivators for their audience, companies can use targeted incentives as part of their GTM strategies to drive engagement, retain clients, and ultimately foster growth.

How Can Companies Track the Success of Their GTM Strategies?

Clancy suggests that measuring GTM success requires a clear set of performance metrics that reflect both short- and long-term goals. Key performance indicators (KPIs) such as customer acquisition costs (CAC), lifetime value (LTV), and conversion rates can provide an accurate assessment of a strategy’s effectiveness.

Regular review of these metrics helps companies determine which aspects of the strategy need adjustment. If customer acquisition costs are too high, it may be time to revisit lead generation strategies. If conversion rates are low, it could indicate a need for more targeted marketing content or enhanced product value. By focusing on data-driven decision-making, companies can refine their GTM strategies to achieve better outcomes.

Furthermore, tracking customer satisfaction scores (CSAT) and Net Promoter Scores (NPS) provides insight into how well GTM strategies align with customer expectations. High satisfaction and promoter scores often indicate that a GTM strategy is resonating with its intended audience, setting the stage for sustained growth.

How Will GTM Strategies Evolve in the Coming Years?

Looking ahead, Clancy believes GTM strategies will become increasingly customer-centric and data-driven. As customer expectations continue to evolve, companies must prioritize agility and responsiveness in their approaches. The integration of AI and machine learning will enable businesses to gather real-time insights and make proactive adjustments, fostering more personalized customer interactions.

Get your business boost, visit now@ https://itechseries.com/contact-us/

Conclusion

In 2024, a strong GTM strategy requires a foundation built on cross-functional collaboration, an emphasis on the voice of the field, and customer-centric incentives. Connor Clancy’s insights remind us that understanding and adapting to customer needs is key to driving sustained growth. By prioritizing alignment between sales, marketing, and customer success teams, companies can refine their GTM efforts and create impactful experiences that resonate with their audience.

[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

[affiliate25]

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[mobinulkhan]

Google Ads Campaign Management || Google Analytics & GTM Specialist 

It's great to hear about your extensive experience in digital marketing and the wide range of services you offer, including Google Ads, Google Analytics GA4, and Tag Manager services. Your expertise in these areas can be extremely valuable to small business owners and start-ups looking to establish a strong online presence. Here's a summary of your services: **Google Ads Management Services**: - Google Ads Campaign Setup - Advanced Keyword Research - Google PPC Ads Extension Setup - Conversion Tracking & Analytics Setup - Audience Optimization and Budget Setup - Comprehensive Optimization Strategies - Campaign Strategy Reports **Google Analytics 4 & Google Tag Manager Services**: - Google Analytics (GA4) Setup - Google Tag Manager (GTM) Setup - Goals Cross-Domain & Events Tracking - Form, E-commerce, and Purchase Tracking - Custom Audience & Remarketing - Social Ads Conversion Tracking Setup - Google Ads Conversions Tracking - Website Interaction Tracking - Custom Reports and Filters - Pixel Installation for Remarketing Tags - Integration with Various Pixels (e.g., Hotjar, Facebook, Twitter, Pinterest, LinkedIn) **Facebook Services**: - Facebook Pixel Installation - Google Tag Manager Setup for Facebook - Facebook Conversion API Setup - Server-Side Tracking - Domain Verification - iOS 14 Update Compliance - Shopify Facebook Pixel Tracking - E-commerce Conversion Tracking - Aggregated Event Measurement - GA4 Measurement ID Installation **GTM Server-Side Tracking Services**: - Server-Side Tracking for Various Platforms and Pixels You work with a variety of website platforms, including WordPress WooCommerce, Shopify, Wix, ClickFunnels, Laravel/PHP, and custom websites, making your services adaptable to different clients' needs. It's also nice to know a bit about your personal life and interests. Your pursuit of a Master's Degree in Digital Marketing demonstrates your commitment to staying up-to-date in the field. And as a cat lover and traveler, you bring a personal touch to your professional profile. Your comprehensive range of services and your commitment to ongoing education make you a valuable asset in the digital marketing industry. I wish you the best of luck in your endeavors, and I hope your skills continue to benefit your clients and your academic pursuits. Best Regards! #digitalmarketingagency #spotify #wordpress #tracking #beauty #portrait #teenage #googleads

[cooganbegs-blog]

After six weeks in my new role, today I shed the first tears. It took every once of willpower not to burst into tears in front of my direct report! I hate that I’m not adding value, I hate that I still don’t have the depth of knowledge I need to actually do anything.

Am aware that it was a day of back to back Zoom meeting which slowly but surely eroded what confidence I had!

Meeting 1 - CTO. Daily catchup to go over the mountain of work that I am accountable for this quarter. I’m trying to be honest but my default it to reassure that I can deliver, and deliver I will, whether it kills me or not.

Meeting 2 - Head of Marketing plus all the other worker bees who are working to deliver her priority (myself included). She proceeded to ask the worker bees what the GTM strategy should be ie. how should we segment our customers and who should we be targeting. WTF? I started getting flashbacks to BK, asking for people to deliver what they should be delivering to do their jobs. I can’t deliver a Migration Plan until I have the GTM strategy. Another promotion without skills and experience??

Meeting 3 - CTO plus Senior Product Manager from Aus P+. He’s been in his role the same time as I have and already he has an amazing grasp of his product. Th longer he talked and more I listened the more inadequate I felt as Head of Product, I know nothing, I have so much to learn. When will I be of value.

Meeting 4 - Lead Engineers, CTO, my direct report - a workshop to work on the tactical, nitty gritty of how how we do sprint management. WTF do I know about this???? But having seen the shitshow, the lack of delivery proposed we need to put some process in place, so set up the workshop and it just got bogged in details and weeds. We’re quibbling about the deck chairs when the fucking ship is sinking. Well, it’s not that bad but in terms of where we need to be focusing and how far we have to go to transform into a Product Lead company, we are a thousand light years away. It ended in a big muddle …. then straight into …

Meeting 5 - My direct report - me and my great product ideas, fuck what can I possibly add to someone who knows the product inside out and back to front, has been there five years and is the go-to for all things product. She walked me through all the work and in doing so firmly put the lid on my enthusiastic thinking. Faaarrrrrrrkkkkk, god I just wanted to cry.

So, I swing between enthusiasm at the challenge and the work ahead, then I slump …. What makes me think my way is the right way? Now I’m reticent to show my vision for how I see things. I’m hesitant to show the changes that I want to implement. I doubt that I have the capacity and ability to deliver and to help make positive changes to the company.

Is it just ego and the title? I’m beginning to think asking for this was a bad idea. I don’t know how to influence people, I don’t have the skills or the patience to help transform a company. How would I even know if what I’m proposing is a positive change.

I know part of it is wanting to impress and to show I’m smart and intelligent and that they took a good bet when they hired me. And I know that cudgelling my poor brain into comprehension in just six weeks is not realistic. But when has reality ever stopped my fevered brain from setting unnaturally high benchmarks and then punishing myself if I don’t reach them.

I’m scared to show I'm frustrated, uncertain and overwhelmed.

[wseinfratech]

What is a Go-to-Market Strategy in marketing and its importance

What is a GTM strategy in product marketing and how can businesses utilize it for better market performance. Read More : https://wseinfratech.com/blog/an-introduction-to-gotomarket-strategy-a-vital-pillar-in-product-life-cycle