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Go-To-Market (GTM) Launches

When launching a new product or service a GTM communications strategy is key to positioning your offering, driving awareness and generating leads. It enables you to identify your target audience, differentiate your offer and devise a communications plan.

There are 8 key steps to an effective GTM strategy:

1. Describe your product or service
2. Define your target customers
3. Understand areas of competitive advantage
4. Establish your value proposition
5. Develop your product narrative and messaging
6. Choose appropriate marketing channels
7. Create content (eg sales presentations, webpages, social media, one pagers, videos and demos)
8. Set goals, measure and optimise

Studio Laker supports businesses to create stand out GTM strategies. We work with:

• Product, science and tech teams to help define new offerings and establish value propositions
• Sales and marketing teams to develop marketing plans and create high impact content  

Get in touch to find out how we can support your business to deliver ABM campaigns and GTM strategies.

Account Based Marketing (ABM)

For B2B companies targeting large accounts, with long sales cycles, ABM campaigns are crucial to generate demand. They use personalised content to target, engage, nurture and convert high value accounts. Messaging is designed to address the specific needs of accounts to upsell and cross-sell. They provide:

• Meaningful content to audiences: which addresses their specific attributes
• Precise and measurable ROI: 87% of B2B marketers surveyed by ITSMA reported that their ABM initiatives outperform their other marketing investments in terms of ROI
• Sales and Marketing Alignment: ABM campaigns encourage sales and marketing teams to collaborate

ABM activities may use a range of content types including:

• Email campaigns
• Social media posts
• eBooks
• Web personalisation
• Webinars

Studio Laker supports clients throughout the process to create high impact ABM campaigns:

• Account intelligence: establishing targets and research of needs and pain points through sales team interviews
• Campaign narrative and messaging: identification of triggers and development of content
• Content creation: storyboarding of content and execution of design
• Campaign measurement: monitoring and analysis of KPIs

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