Go-to-Market
Showing up is half the battle, but what about the other half?
Far too often, businesses are unclear about what constitutes marketing wins. Is it revenue growth? Customer satisfaction? Product adoption? Sales pipeline? All of the above?
This uncertainty leads to ineffective marketing that wastes time & money. B2B businesses focus on the wrong market or job title. Or a SaaS company strategizes for the wrong marketing channel or the wrong product for that channel. These are acts of marketing malpractice.
Ensure alignment between your company, your customers, and the market. My Go-to-Market Advisory packages focus on ensuring your business puts its best foot forward. This proven framework has helped my channels, teams, and departments achieve rapid growth and improve efficiency.
I offer advisory services in marketing strategy and website, organic social media, and CRM Go-To-Market packages.
Go-to-Market Advisory Packages
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Too often, marketing strategy is ill-defined and ends up as a collection of independent campaigns without a central purpose.
With this package, I focus on capturing the essence of your business. It is what makes your customers love your business. With this package, we will define your brand, what sets it apart, and how to capitalize on your differentiation.
Marketing strategy package includes:
Documenting brand guidelines including persona and voice, pillars and values, visual identity, and more.
Audience strategy focuses on defining your most valuable customers, providing robust insights, and outlining how to acquire more of them for your business.
Market & competitor research to deliver deep insight, including opportunities for growth and areas for caution.
Marketing strategy packages start at $500 per month. You will receive an audit of your brand, including a preliminary website + social media audit; market and competitor analysis, including a SWOT analysis; and audience insights, including a TAM/SAM/SOM analysis.
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The Website Go-to-Market package focuses on optimizing your business's website to ensure it performs at its best. This package includes:
Website Audience Strategy
Website Content Strategy
Marketing Tech Stack Audit
SEO/GEO/AEO Audit
Landing Page Audit
Funnel/Cart Performance Audit
Upon completion of audits, findings will be shared with clear next steps to achieve your business's goals.
Website GTM packages start at $700 per month. You will receive a formal website audit, optimization recommendations, content strategy recommendations, and reporting.
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The lines between B2C and B2B platforms and customers have long since blurred. Social media is a critical part of all marketing playbooks. If your business lacks a social media strategy that reinforces your broader business strategy, you are in trouble.
Social media go-to-market package focuses on:
Organic content strategy for Facebook, Instagram, and/or LinkedIn, including
Paid advertising strategy for Facebook, Instagram, and/or LinkedIn, including target audience, messages, and performance estimates.
Reporting strategies to tie together disparate platforms and numbers into a repeatable, usable framework.
Social Media GTM packages start at $1,000 per month. You will receive a content calendar, a minimum of 8 posts per month with captions written in your voice and utilizing your visual assets, and a monthly report analyzing performance and recommendations for next month.
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CRM marketing engages your existing customer base to increase both revenue and loyalty through bespoke campaigns. Platform management can include email, SMS, or both. I will audit your CRM, including audience segmentation, automated motions, and marketing tech stack. Then suggest optimizations to drive customer engagement and revenue growth based on your business's specific needs. To read more about my approach to CRM Marketing, here is a recent blog on how to do more with Lifecycle Marketing.
CRM Marketing GTM packages start at $1,500 per month. You will receive audience segmentation, funnel mapping, automation buildouts, drip sequence design, lead scoring, and CRM management.
Digital Health Partnership Program Use Case
A growth-stage health SaaS company selling through fitness partners reached out with a problem. They were onboarding partners, but kept hearing the same question: "I still do not know what you do." The Sr. Director of Partnerships was fielding calls and repeatedly explaining the same value proposition, but the channel was not delivering the forecasted revenue.
I ran a go-to-market audit structured around how a brand-new partner would experience it: cold, with no context and no relationship to fall back on. What I found explained the pattern immediately.
Read the full partnership program go-to-market strategy update use case here.
If you are worried that your Go-to-Market strategy is a miss or need a second opinion on a complicated strategy, let’s book a call or email me at brian@bskstrategies.co.
Frequently Asked Questions
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Building a go-to-market strategy for a compliance software company is a multi-step process. Start with a couple of core questions:
What problem does your compliance software address?
Who is my intended buyer?
Do you want end customers or integrations into other platforms?
By answering these questions, you are on your way to a go-to-market strategy for a compliance software company.
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As a smaller SaaS company, to effectively market against an established competitor, you need to focus on what differentiates your business and the problems it solves. Focus on specific pain points in the user journey and explain how your business solves those problems. Enterprise software solutions tend to have many known vulnerabilities or gaps that can be exploited as you grow. Here is a blog where I review how to refine your competitive GTM analysis.
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Category-creation marketing in B2B SaaS is the strategy of creating a new market category rather than competing in an existing one. This is an effective strategy for start-ups that strive to disrupt existing markets, but it requires the product to be differentiated from the competition.