Turn your go-to-market into a growth factory
Build the integrated foundation for your growth engine to outsmart vs outspend your competition.
Punch above your weight.
Revenue. Re-imagined.
CHALLENGES
Are your go-to-market motions not as productive as they should be?
AUDIENCE CHALLENGES
UNDERSTAND YOUR CUSTOMERS
Establish criteria (research, firmographic, technographic, environmental, market trends, etc) for most-likely-to-purchase. Model insights for future opportunities. Validate. Refine.
UNDERSTAND WHO TO
PRIORITIZE
Build prioritized / tiered lists based on criticality, use case or commercial upside. Categorize by motion type (new customer vs existing upsell). Use this to inform your activation strategy: 1:many, 1:few or 1:1.
UNDERSTAND TRUE MOTIVATION
In B2B, marketing to an “account” isn’t enough – each buying group member has a unique remit & barometer for success. Inject a “buying process as a service” mentality to your GTM via full-funnel journey mapping.
BUSINESS INTELLIGENCE CHALLENGES
CONTENT CONSUMPTION BLIND SPOTS
De-anonymize buying signals & content consumption patterns that your revenue team can use to infer signal strength, prioritize use cases & focus resource deployment.
CONVERSION
& TRACKING BLIND SPOTS
Review tracking configurations across platforms to align conversion, event & tagging definitions. Consolidate disparate data sources & ensure the right data cleansing + transformation layers exist.
LACK OF
TEST & LEARN FRAMEWORK
Codify & institutionalize an approach to testing to optimize campaign performance over time & inform future planning.
PRODUCTIVITY CHALLENGES
CAMPAIGN WASTE
Inch towards zero waste & confidently deploy campaigns with the channel mix & budget allocations that deliver both outcomes & fiscal discipline.
LOW CONVERSION RATIO
Identify bottlenecks at both a macro and micro-funnel level to understand where conversion leaks occur, and plug them to achieve incrementality at scale.
LOW DISCOVERABILITY
Improve discoverability for terms/topics that drive quality traffic to your site. ICP-SEO helps you produce content that you know will resonate. Know definitively what themes, topics, pain points & use cases most closely correlated with a closed/won outcome.
SOLUTIONS
Pinpoint immediate areas for improved productivity
MOTION
DIAGNOSTICS
Goal: Identify program improvement opportunities & prioritize them based on impact vs. effort:
- Discoverability → ICPSEO
- Audience → ICP
- Audience → Buying Group
- Intelligence → Unified Conversion
- Intelligence → Content Analysis
PIPELINE COMPOSITION PROJECTIONS
Goal: Project QoQ targets (i.e. spend thresholds, channel allocations, MQLs/SQLs by market segment, etc) to meet program pipeline goals.
- SMBs or high growth start-ups
- Mid-Market
- Enterprise
PROGRAM & ORCHESTRATION DESIGN
Goal: Integrated program design to help you authentically engage prospects and organically nurture them across the buying journey.
GTM PLAYBOOKS
Activation that delivers results.
PIPELINE ASSIST
Type: Stalled Deal
Audience: Target deals that have not progressed to help re-engage the buying committee
Type: Deal Acceleration
Audience: Target open deals to accelerate pipeline stage progression through continued engagement and awareness
Type: Cooldown
Audience: Target open opportunities that have deprioritized a purchase now, but have expressed interest in resuming convos
Type: Winback
Audience: Revisit closed-lost and no-decision deals during a refresh cycle
BEHAVIORAL TRIGGERS
Type: Visitor Retargeting
Audience: Target specific personas (if cookied) or ICP fit accounts that have visited high-intent pages
Type: Media Retargeting
Audience: Retarget the buying group at companies with media campaign impressions to encourage down-funnel progression
Type: Non-Converters
Audience: Target specific people (if cookied) from strong ICP fit accounts that have engaged with a form, but didn’t convert
Type: Brand Unaware
Audience: Target ICP accounts exhibiting in-market signals that are brand unaware (no recent site engagement and no branded keyword research)
INTENT TRIGGERS
Type: Greenfield
Audience: Identify strong ICP fit companies exhibiting in-market signals not currently in your CRM
Type: Content-Based Trigger
Audience: Target based on specific research patterns and deliver content relevant to your audience’s displayed interest
Type: Competitive Takeout
Audience: Target prospects in your ICP researching competitors or with a competitive install. Lack of engagement with your content can be an indication of a brand awareness deficiency