A 4-Step Guide to Addressing Fundamental Go-to-Market Challenges

12/5/2023

I’m back. Since my last newsletter, I have been driving revenue for a technology consultancy, and while doing so, I realized something interesting. Regardless of where I’ve worked in B2B tech—regional and national MSPs, SaaS startups, or consultancies—I’ve seen a striking similarity in their go-to-market challenges.

And now that I have founded AmplifyGTM (a long-term dream of mine to be an entrepreneur 😊), it’s not uncommon for revenue leaders (like Peter Strid of Dualboot Partners – which provides on-demand product design and software engineering, with whom I was having this conversation just a few weeks ago) to come to me with pressing questions. They often ask things like whether to switch from email marketing to digital advertising or how to split their budget effectively between these communication channels. However, as we delve into these discussions, we often discover that their challenges run much deeper.

As mentioned in a past newsletter, I compare this situation to building a house. We all want to realize the tangible results right away, like putting up the frame or adding a roof. But without a strong foundation, the entire structure becomes ineffectual and can crumble. Even in the world of B2B tech sales, the foundation is about understanding your ideal customer, how your product or service uniquely meets their needs, and what value you can provide them to establish a relationship beforethey purchase. Only then do tactical choices like which communication vehicle(s) to use become genuinely impactful.

To help revenue leaders address these challenges, our team guides them through a four-step process that lays the groundwork for successful B2B tech sales:

Step 1: Clearly Identify Your Ideal Customer Segments (ICP)

The first step is to identify and define your ideal customer segments. Who are the key players in your target audience? What industries do they belong to, and what are their specific needs and pain points? Understanding your Ideal Customer Profile (ICP) is essential because it sets the stage for the rest of your strategy. You can’t effectively tailor your communication or value proposition if you don’t know who you’re speaking to.

Step 2: Clarify How Your Product/Service Uniquely Meets Their Needs

Once you’ve identified your ideal customer segments, the next step is to pinpoint how your product or service uniquely meets their needs. What sets you apart from the competition? How can your offering solve their specific problems or improve their operations? This step ensures that your Unique Value Proposition (UVP) is crystal clear and compelling to your target audience.

Step 3: Define How You Can Bring Them Value (Content Can You Provide)

To build strong relationships with your prospects, you must provide them with value even before they purchase. This can be accomplished through informative and relevant content, a limited product trial, and/or access to partnerships. Determine what value you can create that will resonate with your ideal customers. Then, establish your company as a subject matter expert by writing and speaking about it in blog posts, webinars, whitepapers, or case studies. The goal is to establish your business as an expert in your field and a trusted source of information.

Step 4: Choose the Right Communication Vehicle(s)

Only after completing the first three steps should you move on to discussing which communication vehicles to use. By this point, you deeply understand your ideal customer segments, a clear value proposition, and a wealth of valuable content. With this foundation in place, you can make informed decisions about which communication channels, whether email marketing, digital advertising, social media, or a combination of these, will best reach and engage your target audience.

The success of your B2B tech sales efforts hinges on building a solid foundation. Skipping straight to communication tactics without going through the process above can lead to ineffective results. Following these four essential steps will better equip you to navigate the challenges of the B2B tech industry and help you begin to build the holistic revenue machine that is essential to achieving long-lasting success.

🤔 Facing a B2B Go-to-Market Challenge of your own? DM me! I’m happy to discuss.

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