Business Strategy Guidelines
Utilize Go-to-Market Strategy Templates Launching a new product or service demands meticulous planning and coordination. Streamline your approach by employing go-to-market strategy templates. To facilitate this process, HubSpot offers a comprehensive go-to-market kit featuring various templates designed to organize and assign tasks effectively. Download the kit today to initiate your go-to-market strategy with a well-structured plan.
Identify the Buying Center and Personas Recognize the critical players in the buying process by identifying the buying center and personas involved. According to Gartner, a typical B2B buying group comprises six to ten decision-makers, each with distinct roles such as initiator, user, influencer, decision maker, buyer, approver, and gatekeeper. Thoroughly research these roles to understand their motivations, goals, and pain points, crucial for establishing your product in the market.
Develop a Value Matrix for Messaging Craft a value matrix to align your messaging with the identified buying center personas. This matrix should delineate each persona, their business challenges, and how your product provides value in resolving those challenges. The messaging should effectively articulate the pain points and emphasize the tangible benefits your product delivers. Ensure your message resonates meaningfully with your target audience.
Message Testing After establishing the value matrix, proceed to test your messaging across different marketing platforms. Experiment with various channels, target audiences, and message variations to gauge their effectiveness. Platforms like LinkedIn, Google Ads, Facebook, and Twitter can serve as testing grounds. Analyze the results and optimize your messaging based on the outcomes before deploying them on a broader scale.
Optimize Ads for Scale Following successful message testing, optimize your advertisements based on the results before implementing them on a larger scale. Leverage audience targeting options provided by platforms like LinkedIn to refine your audience selection. Invest resources in channels that yield high conversions, and discontinue efforts on low-performing channels. Scale your campaigns based on the insights gained from successful testing.
Understand the Buyer’s Journey Delve into understanding your buyer's journey from both the buyer's and company's perspectives. Shift from the traditional sales funnel model to the flywheel methodology, focusing on attracting, engaging, and delighting customers. Recognize the linear progression of the buyer's journey and tailor your marketing efforts accordingly. Align your marketing and sales teams to effectively guide leads through each stage of the journey.
Choose Sales Strategies Select the most suitable sales strategy or a combination of strategies based on your product and business model. Common strategies include:
Self-Service Model
Inside Sales Business Model
Field Sales Business Model
Channel Model Consider factors like product complexity, scalability, and cost when making your choice. For startups, prioritize gradual scaling over investing in an expensive sales team prematurely.
Build Brand Awareness and Demand Generation Generate brand awareness and demand through inbound and/or outbound methods. Employ strategies to capture your target audience's attention through inbound channels such as social media, content, and paid ads leading to landing pages. Alternatively, utilize outbound tactics like cold outreach to initiate conversations and guide leads into the sales funnel.
Content Creation for Inbound Leads Create content to attract inbound leads, which are generally easier to convert and cost-effective to acquire. Focus on content marketing, incorporating keyword research, content creation, design, promotion, link-building, and conversion rate tracking. Tailor your content to align with different stages of the buyer's journey, ensuring it addresses top-of-funnel awareness, middle-of-funnel consideration, and bottom-of-funnel decision-making.