How to develop B2B Go-To-Market Strategy for 2022
Get Access To B2B Marketing Strategy Playbook: https://fullfunnel.io/b2b-marketing-s...
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c...
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl...
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
GTM STRATEGY EXPLAINED
Here are 6 elements of B2B marketing strategy.
1. Goals.
If you don't know where to go and don't have evidence (data) for your goals, you'll end up nowhere.
3 core questions to clarify goals and get alignment between C-suite, sales, and marketing.
— What do we want to achieve?
— How might we achieve it?
— What challenges we might face, and how can we overcome them?
2. Market segmentation.
All segments have different needs, goals, and reasons to buy. All segments are not created equal. Some of them might generate 10x-20x more revenue than others.
Your goal is to identify them.
3. Ideal Customer Profile (ICP)
You can't sell to "all startups from New Jersey that raised money recently".
The higher your product price, the more specific and personalized should be your targeting and marketing message.
When developing ICP for a B2B company, you need to work on two things:
1. Ideal Account Description that includes points like revenue, team size, the location you’ll use for qualification and prospecting.
2. The Buying Committee including 4 roles:
— Champions
— Decision-makers.
— Influencers
— Blockers
4. Positioning and unique value proposition.
Both are part of your marketing message which communicates why your product is different and worth buying.
When your ICPs don’t see the difference, they select by price, features, or customer reviews. The chances you'll lose are high.
5. Buying process.
You must adapt your marketing and prospecting to the way your customers are buying. Only 3% of prospects in any given B2B market are actively buying. And if you are going to focus on those while you are not on their evaluation list, you are already late.
6. Full-funnel marketing plan.
The final element is a list of campaigns and activities you are going to launch to achieve the goals.
It includes:
— Awareness campaigns
— Demand generation.
— Demand capturing.
— Activation programs
— Client success.
— Expansion.
You don't need 40-pages documents talking about mission, values, and corporate fluff. Focus on these 6 elements to grow your company predictably.