In a world that’s hyper-competitive, having a product or service that has isn’t enough; you will need a solid go-to-market strategy (GTM) which will ensure that your offerings actually reach the target audience and results in converting your audience to consumers. A well defined structure helps align your products, marketing, sales and distribution to create a growth that is sustainable and has a good market positioning.

Whether you’re just a startup or an established brand trying to enter a new market, having a good understanding on how to build a winning go-to-strategy can really make the difference.

Market Research and Customer Segmentation

Before you start selling your product efficiently, you need to understand who exactly you are selling to. You should begin with conducting in-depth market research to identify your audience, competitors, and the remaining market gap.

Dividing your potential customers into segments based upon what they need, their behaviour and their demographics. This will help you into curating a digital strategy based upon each segment’s unique touch points.

Talking about B2B strategies, you should take a step further; segmentation should be done by company size, industry type, and buying habits. Understanding how decision makers work in each organization will help you boost your approach.

Defining Value Propositions

A good value proposition defines the core of your GTM strategy;

It answers why customers should choose your services over any competitors. It is essential to communicate how your product solves a problem or fulfills a need better than any competitors. 

To define it: 

• Always identify your unique selling point. (USP)
• Highlighting benefits that are measurable.
• Curating a uniform message that resonates logically and emotionally with your audience.

A value proposition should be reflected consistently across all channels.

Choosing the Right Marketing Channels

It is not important for every platform to give your brand desired results. Your GTM success depends only on where your target audience spends its time. It is essential to make your presence felt in those spaces.

For consumer based products, social media, influencer marketing and paid ads can help you drive more ROI. However, for a B2B market, LinkedIn, webinars and leadership content can perform well.

Here’s how you can build your digital marketing strategy with the help of a GTM plan:

• Awareness: Using SEO and PR to introduce your product or service.
• Consideration: Engagement through email marketing, case studies.
• Decision: offering demos, testimonials and free trials to boost leads.

Strategy That Educates and Converts

Content is the main engine that drives modern GTM efforts. A great well planned content marketing strategy can do wonders for your brand, helping you nurture leads through the sales funnel.

Developing diverse content like blogs, videos, whitepapers and case studies; educate and help your audience understand your brand and make your brand more credible and trusted.

B2B specific strategies require long form content that drives content which is addressing the main touch points of industries. Showcasing your expertise will help you convert potential clients into leads.

Set Clear Metrics and Measure your Performance

You can’t have growth in what you can’t measure. A set of defined KPIs help you analyse customer acquisition cost (CAC), conversion rates and customer lifetime value (CLV)

Analyse your data to understand what is working for your brand and what isn’t. For e.g. If a strategy is driving only traffic but not conversion, you may have to refine your CTAs or leads.

A data-drive strategy makes sure your GTM plan remains working and responsive to the market.

Conclusion

A winning GTM will help you more than a launch plan. GTM acts as a blue print for a defined long-term growth. By combining insights, value preposition and digital strategy you can help your brand position itself in spaces of competitive success with ease.

Whether you’re working on a B2B marketing strategy or trying to target specific audience, remember: the key to success lies in understanding how your audience function and optimizing your actions according to their journey.