Go-to-Market Strategy

Define your go-to-market strategy with insights into the ideal customer profile and segmentation.

Go-to-Market Strategy Primer for 2022

The likelihood of marketing success increases significantly when product marketers are focusing their efforts on markets where they offer the greatest value that have the highest opportunity and companies that are most likely to buy, while driving consensus among the individuals involved in the buying decision.

Use buyer knowledge to inform all related marketing efforts — messages, appropriate strategies to reach that audience and choosing the best route-to-market options. Explore this primer research to learn more.

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    Identify and Target the Right Buyers

    Understanding the market and buyer dynamics that drive the need for your products and services is critical for go-to-market success. Gartner survey results show that product marketers in growth companies spend more time on customer and market analysis than their counterparts in companies not growing as quickly. 

    Before developing positioning or creating stories that drive sales enablement and external demand, a product marketer must be armed with a wide range of information about the factors that drive buying behavior. Effective product marketers evaluate all this market information to help them create go-to-market plans and orchestrate marketing efforts. A keen understanding of the market segments and buyers helps to inform decisions regarding which sales channels will prove most effective to reach the targeted buyers.

    Build Go-to-Market Strategy

    Product marketers should leverage internal and external data and insights to create ideal customer profiles (ICPs) and segments based on focused target areas and choose the best route to market among existing and emerging options.

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