How to Integrate Lead Generation in Your Go-To-Market Strategy
You have a great product. You know it’s a unique, wonderful thing that would help a lot of people. You believe in your product and its value on the market.
The question is, how do you convince others of the same thing?
Ideally, your go-to-market strategy should provide an action plan that specifies how to reach target customers and achieve competitive advantage. The GTM strategy will help you clarify who the product is for, and create a plan to engage with the customer and convince them to buy the product or service.
Integrating your lead generation efforts into your go-to-market strategy is an easy and natural step of the process.
What is a go-to-market strategy?
Your GTM should have 5 core components:
- Market definition: Which markets will be targeted to sell the product or service?
- Customers: Who is the target audience within these markets?
- Distribution model: How will the product or service be delivered to the customer?
- Product messaging and positioning: What is being sold and what is its unique value or primary difference when compared to other products or services in the market?
- Price: How much should the product or service cost for each customer group?
Once you nail all these components, you can start considering a lead generation campaign.
And if you’ve ever done a campaign with the UMG, you could probably guess that it follows all the same beats!
Lead generation in your go-to-market strategy
Preparing for your lead gen campaign follows a similar structure to figuring out the GTM strategy.
You need to take the information and research gathered to define the market and use it to determine the target audience for the product or service.
Do you have existing customers that might be sales prospects? Or are you going to be reaching out to a completely new group of people?
Prioritise the right buyers as well. Should you target decision makers or people directly affected by your product? What approach is better, bottom-up or up-down?
Customer segmentation is one of the best things you can do for your lead gen campaigns. It’s a common practice used to divide a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests and spending habits. Buyer personas should also be established to help you understand how to market and sell to these customer segments and to identify who the best-fit customers are for the product or service.
The product messaging and positioning is 50% of your campaign success.
This is also where you are figuring out the pricing, plans and product distribution models.
When creating your messaging, you should guide yourself by your target segment. Who is this for? What kind of problems do people in your target need to solve every day? How does your product help them?
The product message should answer how the offer addresses a specific need within the market and why customers should believe that it fulfills the need.
However, don’t make the mistake many marketers make — using too many “me” statements. While your messaging should be clear and distinct from competitors, it should also speak directly to your potential customers’ wants.
Don’t simply focus on the features of your product — speak about its benefits. What we like to do at the UMG is to paint an attractive end picture for the potential lead and make it easy for them to imagine themselves in it.
Now we’ve come to the interesting bit — how do you approach the relevant target segment?
There’s plenty of creative ways to engage potential leads — and don’t let us stop your creativity!
But once you decide your messages and who’s getting them, you can easily choose the type of outreach.
Conclusion — what’s next?
At the end of the day you need to keep in mind that no matter the strategy you choose to implement, one thing is certain: The more relevant the message, the better it will resonate with the target audience.
Ideally your GTM strategy and lead generation efforts should go hand-in-hand — after all, one usually informs the other.
Studying your data and determining how each marketing action resonates with your audience — or segments of it — is a vital component of creating meaningful and actionable marketing messages.