framework we use to develop a GTM (go-to-market) strategy for B2B

companies that helps you to sell the way your best customers are
buying, including market segmentation, ICP, buying journey, marketing
planning, and reporting.

This is the exact framework we used to help:

● Idronect, the drone business management platform, to sell to the

new, most profitable segment, 5X ACV, grow win rates, and get
an investment
● Opsfleet to change the positioning, and complete makeover of
the sales materials and processes that generated 50% growth in
their MRR in six months.
● PGS software to develop an effective B2B marketing function

Let’s dive in.

What is a GTM strategy?

Let’s start with the definition.

Too many B2B companies think that marketing strategy is a 40-page

document about mission, values, and other corporate fluff nobody
cares about. I’m a big fan of simplifying things, so the way I define it is:
GTM strategy is a clear path from point A (where you are now) to
point B (revenue targets and other objectives) with necessary
resources (people, tech stack).

To develop an effective B2B marketing strategy you need to answer

these 6 questions:

● Who are you going to market?

● How are you going to stand out and differentiate your product
while resonating with target buyers?
● Where these buyers are searching for professional information,
and how do they buy?
● How are you going to attract their attention and make them
interested in your product?
● What skillset and budget do you need?
● How will you measure the efficacy of your strategy?

While it sounds obvious, most B2B companies I know can’t clearly

answer these questions. Here is how the majority of them market and
sell.

How most B2B companies market and sell,

and the ugly truth behind it.
When I ask to describe a marketing strategy, quite often B2B
marketers start immediately talking about the tactics.

Here are the most popular ones:

1. Promote gated content and webinars that are wrapped

as “value educational” events, and transfer the contacts
of everybody who downloads PDF or signs up for the
webinar to sales.

𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: A download or a webinar registration is NOT a buying

intent. B2B buyers don’t download an e-book and get “nurtured” into
an opportunity with a 5-email sequence. They ask their network and
buy from people they know, like, and trust.

𝟐. 𝐃𝐫𝐢𝐯𝐞 𝐜𝐨𝐥𝐝 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐯𝐢𝐚 𝐚𝐝𝐬 𝐨𝐫 𝐞𝐦𝐚𝐢𝐥𝐬 𝐭𝐨 𝐚 𝐥𝐚𝐧𝐝𝐢𝐧𝐠 𝐩𝐚𝐠𝐞

𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐚 𝐝𝐞𝐦𝐨 𝐨𝐫 𝐚 𝐭𝐫𝐢𝐚𝐥

👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: If you’re running ads on social or sending emails,

you are effectively wasting 97% of your budget. These are not intent
channels, and only a small percent of your market is actively buying.

Even if you consider that 3% of companies who are in the buying

mode are enough to target, you’re already late. There are companies
that have a better brand, market presence, and recognition.

You don’t have trust and credibility and will be dealing with extremely
high cost per click and cost of acquisition. The win rates will also be
low since you’ll always be compared to other vendors.

𝟑. Publish occasional updates on the company’s social

pages about the investment raised, won awards, or
events the team has attended.
👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: Nobody cares about tradeshows or conferences
you’ve attended, money you raised (aside from SDRs who’ll use it as
a trigger to attack you), pictures from your corporate events or awards
you won.

It provides 0 value to your buyers and doesn’t generate demand to

purchase your product. The only engagement you can get is from
other team members who’ll like the post.