Have you ever heard the phrase “Always be launching”? It may seem pretty straightforward, but it’s definitely easier said than done. Fortunately, a go-to-market strategy can help make this more possible than you might realize.
A go-to-market strategy is the process of how a company brings their products to the market. Generally, this additionally includes any planning, researching, or preparing that happens before a product launch. When releasing a new product or feature, you definitely don’t want to waste any time and resources throughout the process. Without planning, there is no knowing notable factors about entry to the market, like audience or market saturation.
So Go-To-Market strategies are obviously important, but why make them repeatable?
The reason behind why a recurring go-to-market strategy is so significant is because it positions your business as innovative and progressive. It’s not hard to deny that people like new “news”, especially if it’s in relation to new products or features that interest them. By implementing a GTM strategy, you are continuously engaging with your customers’ interests for your products while creating a wow factor and perception of success. Positioning yourself as “up and coming” will give your customers that serious sense of FOMO (fear of missing out) whenever there are any missed releases.
Go-To-Market Strategy Development
What does the Go-To-Market process entail?
First, you need to establish your “event”. Don’t worry about creating a big occasion or a new product launch just to push news out to an audience. Here are some potential ideas that your GTM strategy can rally around:
- Feature or Service Updates
You want your current customers to have the best version of your product (and they want that too!) Keep them aware of your products’ updates so they can continue to be satisfied.
Continuing to enhance your products is all about furthering yourself in the market and rising above competitors. Alert your customers to show them why they are already using the best in the business.
Announcing that trial period gets people hooked on your product while also creating loyal customers in the making.
Now that you have your options of “events”, here’s the important part: making it repeatable. For each release you have, it is possible to create and build reusable elements that will fuel weeks of content.
This is the presentation of your news. Whether it’d be weeks leading up to or the day of, there are various ways to get your audience excited. It can vary anywhere from social and email to news articles and press releases (or a combination of all of these). As a company expert, you’ll know the best way to reach your audience.
The Exclusive Story
When creating an event, details are critical if you want your audience to stay informed. Craft a write-up about the significance of the release including items like the use case, the problems it solves, or the opportunities it creates. If you are pitching to media, this is almost required, but don’t let that restrict you from repurposing it for other content like your website or your blog.
Allow your customers to get the tangible details of the release by including tutorials, guides, and documentation.
The How-To but essentially repurposed to video format. With this new medium, you can further extend information to customers while still talking about the details of your products. And there’s a bonus: Set the webinar up as gated content and allow tracking for leads and potential new clients.
Earned or Paid Media (optional)
Try and find a way to fit your news into your pre-existing content strategy with paid and owned media. Promoting this content helps drive exposure and engagement to your release. Now combine this with any earned media — positive reviews of the new feature, current customers’ recommendations, coverage in an industry trade — and you’re well on your way to a successful launch.
And there you have it! An easy yet effective way to use the tools you already have to start building your go-to-market strategy from the ground up. Remember to keep exciting your customers and “always be launching”.
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Here’s the bottom line: In today’s market, to guarantee the utmost visibility in any industry, effective B2B positioning requires some sort of strategy. Rising above competitors is getting tougher as more and more contenders seem to enter the market. And while marketing efforts can be optimized or revamped, there is one element that underlies as a foundation for all: positioning.
Let’s take a look at what “positioning” is and why it may be the most important (but one of the most difficult) building blocks for your company’s growth.
What Exactly Does “Positioning” Mean?
Here is what is positioning is NOT:
- Positioning is NOT branding. While both involve actively shaping your brand, positioning is how your brand sits in consumers’ minds.
- Positioning is NOT “marketing’s job.” Ultimately, it’s the CEO or founder’s job to lead the way on what the positioning will be. Marketing can, of course, take on a role in the process, but their job is more heavily involved later on in implementing the strategy through the messaging.
- Positioning is NOT just a statement. As you develop strategic B2B positioning, that brand story should weave itself into every element of your company.
Here is what positioning IS:
Positioning IS perception. The story that consumers and clients have created in their minds about your company and your brand. As positioning is composed of many different elements, from marketing and branding to service and social responsibility, it is crucial to create a clear and captivating customer perception with a strategy so clients choose your product and/or services to fill their needs every time.
Developing Your Positioning Strategy
The Buyer Persona
What are the ideal needs of your clientele? While every client may have different problems or difficulties, remember your job as a company is to solve those key pain points by providing a solution. Creating that buyer persona helps consolidate what needs your company should focus on filling and therefore, positioning your story around. Generally, the best persona to pursue would be the one who has the highest distress, simply because they are more likely to shift towards your solution if their needs aren’t currently being met.
Additionally, ask your current clientele for their input. This will help focus your areas of what customers’ perceptions are of not just your products, but your strategic B2B positioning as well. Ask questions like:
- What do they like about your product?
- What is the predominant benefit they receive?
- Why did they switch to your product?
- What do they wish was better?
The Competition and the Market
Where do you see your company fitting into the market? In consumers’ minds, you are already competing against other contenders, so make sure you know what you’re up against. One of the best ways is to simply gather competitive intelligence, whether that be from their website, blogs, social media and notably, reviews. Reviews are key to revealing what approvals — or disapprovals — current consumers are experiencing with your competitors’ products. How can your company fill these needs that your competitors aren’t delivering their promises on?
Do research not just on your competitors, but the industry as well. Where is the market demand now but more importantly, where is it going? Use your positioning to fill the empty void in your market to reach a new consideration of clients and maybe even contemplate the opportunity of creating your own category.
Differentiation and Consistency
That distinguishing factor that makes your company stand out from your competitors? USE it. This is what positioning is all about. See that a compelling story is crafted so your company will stand out from the competition and brand advocates will continuously share with anyone who listens.
Once you’ve established a brand position, keep to it. The second you change your brand’s story, you confuse your clients. Remember consistency happens across your whole positioning strategy — not just one individual element. This should include the messaging you are using for your marketing, ensuring that the delivery is centered around your story.
While there are several guiding principles to elevating your strategic B2B positioning, due to the differences and challenges each individual industry is facing, unfortunately, there is no one standard solution. As a specialist in your industry, you will know the in and outs of the market to implement the best possible positioning for your company — these are simply just tools to help you get started.
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