12 Different Go-to-Market Strategies: Unleashing the Power of Unicorns

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Sep 02, 2023
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12 Different Go-to-Market Strategies: Unleashing the Power of Unicorns
Introduction:
In the fast-paced world of business, finding the right go-to-market (GTM) strategy can make or break a company's success. With high-intent and low-intent customers requiring different approaches, it's essential to understand the various GTM motions available. In this article, we will explore 12 unique GTM strategies that can help businesses thrive and reach their target audience effectively.
1. Produce Discoverable Content:
When dealing with high-intent customers actively searching for a solution, it is crucial to provide them with easily discoverable content. These customers are frustrated by the lack of viable solutions for their needs. By creating valuable, informative, and SEO-optimized content, businesses can position themselves as industry leaders and attract these high-intent customers.
2. Create a Super-fan by Over-servicing One Customer at a Time:
For high-intent customers who may not be actively searching for a solution but require a complex and nuanced offering, over-servicing one customer at a time can be a game-changer. By going above and beyond to meet their specific use-case requirements, businesses can turn these customers into super-fans who will evangelize their product or service to others.
3. Hack a Distribution Channel:
When dealing with high-intent customers who are not actively searching for a solution and require a straightforward offering, hacking a distribution channel can be an effective GTM strategy. By identifying and leveraging existing channels, businesses can quickly reach their target audience without reinventing the wheel.
4. Cold Outreach [w/ a Hook]:
Low-intent customers often have numerous alternative solutions, making it challenging to adapt to a new offering. Cold outreach with a compelling hook can grab their attention and differentiate your product or service from the competition. By personalizing your outreach and highlighting the unique value you bring, you can increase the chances of conversion.
5. Launch Somewhere [& Get PR — Optional]:
In markets dominated by legacy players, breaking through as a newcomer can be daunting. However, for low-intent customers who are not actively searching for alternatives, launching somewhere and generating PR can be a winning strategy. By strategically choosing a target market and garnering media attention, businesses can create buzz and attract customers.
6. Embed Yourself in the Community [Authentically]:
When the market is not dominated by legacy players and your offering has a niche appeal, embedding yourself authentically in the community can be highly effective. By actively participating in relevant forums, events, and discussions, businesses can build trust, establish thought leadership, and attract low-intent customers who resonate with their niche product or service.
7. Building in Public:
For low-intent customers in emerging categories, building in public can be a powerful GTM strategy. By sharing the journey, progress, and behind-the-scenes insights, businesses can generate curiosity, engage their target audience, and create a sense of community around their offering. This transparency and authenticity can lead to increased interest and adoption.
8. Influencers:
Harnessing the power of influencers can significantly impact low-intent customers who are not actively searching for alternatives. By partnering with influencers who align with their brand and target audience, businesses can tap into the influencers' reach and credibility, gaining exposure to a wider audience and driving conversions.
9. Full Blown PR:
For low-intent customers, especially in the consumer product space with a strong social mission, investing in full-blown PR can be a game-changer. By crafting compelling narratives, telling impactful stories, and leveraging media outlets, businesses can generate widespread awareness, build trust, and attract customers who resonate with their mission-driven approach.
Actionable Advice:
- 1. Identify your target audience's intent level and tailor your GTM strategy accordingly.
- 2. Leverage the power of content marketing to establish thought leadership and attract high-intent customers.
- 3. Collaborate with influencers and build authentic relationships to expand your reach and credibility among low-intent customers.
Conclusion:
Finding the right GTM strategy is crucial for businesses to succeed in today's competitive landscape. By understanding the unique needs and behaviors of high-intent and low-intent customers, companies can tailor their approach and maximize their chances of success. Whether it's producing discoverable content, building super-fans, or leveraging influencers, these 12 GTM strategies offer valuable insights and actionable advice to unlock the potential of your business. Remember, in the world of unicorns, the right GTM motion can make your business soar.
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