Hey , most B2B companies think their Go-to-Market (GTM) strategy should be a 40-page document describing their mission, values, and other corporate stuff that no one really cares about.
But in fact, the real secret to a successful GTM strategy is to be crystal clear about the following:
- Your target audience;
- Your Unique Value Proposition (UVP);
- The platforms on which your buyers are looking for professional information and the way they do buy;
- The strategies you will use to grab their attention and get them interested in your product;
- The skillset and the budget you need;
- The way you will measure the impact of your strategy
Dear , while this may seem obvious, most B2B companies often struggle to answer these questions clearly. That's why we decided to share with you the framework we use.
Before we get down to brass tacks, here are 11 steps you need to take in the first 90 days of your cadence in case you join a B2B company with a high ACV product as their new CMO.
Now, letโs get to the meat of the matter and see the framework we use at Fullfunnel.io.
1. Full-funnel analysis and sales pipeline velocity to understand:
- Our current situation/position
- The realistic revenue goals we can set
- The weakest stages of the full funnel
- Our current growth trajectory
2. Market segmentation including:
- Revenue from different markets and segments;
- Market/vertical segmentation scoring to find the most lucrative segments
3. Customer research to:
- Understand how customers are buying and the channels they are using
- Find out who is involved in the buying process
- Determine what value they get from the product and how it differs from the competition
4. Ideal Customer Profile based on customer research:
- Ideal account description
- Buying committee structure
- Account segmentation
5. Positioning and unique value proposition
Both are part of your marketing message which communicates why your product is different and worth buying.
6. Buying process
Based on customer interviews, we extract different triggers that motivate buyers to start looking or learning more about the product.
For each trigger, we map out the steps they take. This includes:
- The buying committee members involved;
- The information they looked for;
- The critical questions, concerns, or doubts they had
7. Full-funnel marketing plan including:
- Awareness campaigns
- Demand generation
- Demand capturing
- Activation programs
- Client success
- Expansion
- Channels & communities
8. Budgeting and team setup:
- Playbooks
- Skillset and responsibilities
- Budget
9. Metrics
- Campaign measurement report & target metrics
- Integrated revenue report
10. Team alignment and buy-in.
Dear , forget about linear marketing and sales processes. For stable long-term growth, you need to know your best customers, and how they buy and adapt your marketing & sales.
Three unconventional ABM campaigns to run in 2023
1. Customer advocacy for pipeline acceleration & net new accounts
๐๐๐ฎ?
ABM is not just about "engaging" target accounts with ads, emails, or personalized landing pages.
What if you could close more of the pipeline deals, faster?
And who are your best marketers? I'd say your best customers.
๐๐ก๐๐ฎ๐๐ค๐ค๐ :
Step 1: Identify a highly engaged customer you helped achieve above-average results
Step 2: Identify an internal champion, ideally, someone who's publicly outspoken
Step 3: Plan a webinar where your champion will share details of the case study, and you can share your framework. Alternatively, you can organize a live podcast episode, where you'll interview the champion live.
Step 4: Prepare a content hub, including the case study & recording of the webinars, more information about your product, benefits of your approach, and any other documents answering questions that your buyers have when evaluating your product
Step 5: Work with sales to invite deals from your pipeline to your live case study (you can, of course, invite other engaged accounts)
Step 6: Ask the guest to provide questions beforehand
Step 7: Run the webinar
Step 8: Work with sales to send personalized follow-ups, where they can ask for feedback and share the content hub. In case the prospects ask questions, create separate versions of the content hub, including answers to their specific questions.
Step 9: Watch the engagement signals in content hub analytics, and work with sales to run timely and personalized follow-ups
2. Deal expansion with an internal champion
๐๐๐ฎ?
ABM is not just about net-new accounts. Often, the biggest opportunity is expanding existing deals.
๐๐ก๐๐ฎ๐๐ค๐ค๐ :
Step 1: Create a case study and interview power users, decision-makers, and champions about the value and results they are getting from your product.
Step 2: Find common connections in other departments and/or branches and ask for an intro when possible.
Step 3: Run a campaign with excerpts from the interview and the case study to warm up the buying committee.
Step 4: Run a debriefing webinar with the in-house champion
Step 5: Create a personalized content hub explaining the benefits of a new department or branch that they can get from your product.
3. Contract renewals
๐๐๐ฎ?
Nobody wants to receive an email before the end of the contract saying: "Sorry, guys. We decided to change the vendor/not renew the contract".
Every time you're going to issue a 6-figure invoice, make sure the next contract "is sold".
๐๐ก๐๐ฎ๐๐ค๐ค๐ :
Use a similar playbook to the one from the expansion campaign.
Love this content? Chances are you have 1 or 2 colleagues (well, maybe 03) who'd enjoy it as much as you do. Help them by sharing this and earn some exclusive perks.
Upcoming community events
ABM marketing & sales playbooks: Fullfunnel.io & Terminus experience with Jim Gilkey
Event Information
โThis Thursday (2nd Feb) Andrei Zinkevich will be sitting with Jim Gilkey from Terminus to share:
- Live examples of research cascade method
- How marketing and sales should collaborate when running an ABM campaign
- Real ABM playbooks and case studies
Best shares from Trenches Community
- 10 points to include in the onboarding of a new B2B marketing hire
- Is Marketing working for sales or with sales?
- Perfectly personalized cold email example that got a reply in less than 60 seconds
Questions from fellow Trenchers
Dear , your help is needed. If you can answer any of the questions below, please click on the link and share your ideas.
- How long do you give ads agencies before you decide that you're not happy with their results, and pull the plug?
- If you rule out paid search and paid ads, what is your number one marketing channel?
- Does anyone have experience with 6Sense? Does 6Sense (and other similar tools) actually work? Does it really live up to the hype? We're seriously considering 6Sense (and sunsetting Zoominfo, DataFox, etc...) but would love to hear if anyone else has had real results from it.
- Hi folks, just curious to know what type of forms you use for LinkedIn conversational ads with offers.
NOTE: If you found this content interesting and insightful, chances are you have 1 or 2 colleagues (well, maybe 03) who'd enjoy it as much as you do. Help them by sharing this and earn some exclusive perks.๏ปฟ
See you in Trenches ๐
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