B2B Go-To-Market Research

GTM Strategy | Don’t Go-To-Market Before You’re Ready – B2B Marketing Article

You believe in the company you’re marketing, and so do your product and leadership colleagues. But, often because everyone believes in the business, companies end up with a hero complex. This leads to dangerous territory: a go-to-market (GTM) strategy that’s missing the customer perspective. Whether you’re entering a crowded space or offering a bold new product, you need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy. It’s important to hear from…

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Real Buyers vs Imaginary Friends – B2B Marketing Article

How much guesswork is involved in your B2B market segmentation strategy? Are you building products for an imaginary buyer? In the B2B tech sector, this happens more often than you would think. Change Your Tactics To Sell To the Little Guy For example, one of our SaaS clients is very successful at selling to human resources (HR) buyers in enterprise organizations. But when they tried to launch a product targeting small and medium businesses (SMBs), it fell flat. What went…

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