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To help your company get found online and generate leads, you can use a 10X pillar content strategy and double-dip with downloadable content. Learn why double-dipping with a 10x pillar content strategy and downloadable content can be such a powerful way to generate website traffic and leads, how to develop a thought leadership content asset that can perform double-duty, and what double-dipping pillar content along with downloadable content looks like in practice. And if you’re serious about 10X Pillar Content Strategy and Downloadable Content Double-Dipping ... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

10X Pillar Content Strategy and Downloadable Content Double-Dipping

Progressive profiling can help your company stay with future customers throughout their buyer’s journey (and beyond). Yet relatively few tech startups use progressive profiling to improve prospect engagement with less friction at the conversion point. Learn why progressive profiling helps provide a more delightful experience for your prospects and customers, how to implement progressive profiling for buyer’s journey acceleration, and what simple yet highly effective progressive profiling looks like. And if you’re serious about Progressive Profiling and the Buyer’s Journey... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

Progressive Profiling and the Buyer’s Journey

HubSpot lifecycle stages help keep your customer relationship management (CRM) database properly segmented, so you can confidently send the right emails to the right person. Learn why the HubSpot lifecycle stage contact property plays such an important role in healthy customer relationship management, how to use the lifecycle stage to protect the customer experience (CX), and what lifecycle stage contact properties look like. And if you’re serious about HubSpot Lifecycle Stages... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

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Many go-to-market professionals at tech startups use cold emails, with mixed results, for lead generation. However, keep the buyer's journey stages in mind if you plan to do the same and want to stay contextually relevant. Learn why cold emails appeal to sales professionals at tech startups, how to send more successful cold email campaigns for the right buyer’s journey context, and what effective cold email marketing campaigns promote.

Cold Emails and the Buyer’s Journey

Buyer’s journeys today look more circular than linear, where the results you achieve for your customers dramatically impact your ability to attract more prospective customers and grow faster. Go-to-market professionals visually represent this process as B2B flywheel marketing. Learn why digital word of mouth plays such an important role in many B2B buyer’s journeys, how to represent this more circular journey as a flywheel, and what B2B flywheel marketing looks like. And if you’re serious about B2B Flywheel Marketing, Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

What is B2B Flywheel Marketing?

A B2B growth funnel plays a hugely important role for tech startups. But many startup founders miss one or more layers of the funnel that are crucial for scaling growth. You’ll get introduced to the eight layers of the B2B growth funnel, get tips on optimizing each part of your funnel, and see what each part of the funnel looks like when working together. And if you’re serious about optimizing your B2B Growth Funnel?... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

What is a B2B Growth Funnel?

Many tech startups lack the go-to-market strategy and resources to compete successfully and win deals in the digital buyer’s journey. Here’s how to tell if your startup is in the same boat and, if so, how your tech startup can effectively compete for new customers in the digital buyer’s journey. Learn why tech startups need a new go-to-market strategy for competing and winning new customers in the digital buyer’s journey, how to approach this paradigm shift with the right mindset and resources, and what realistically resourcing looks like. And if you’re serious about How Tech Startups Compete in the Digital Buyer’s Journey... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

How Tech Startups Compete in the Digital Buyer’s Journey

In order for SaaS startups to grow and scale, founders need to recruit, hire, and retain the right people --the right team members. When it comes to drafting and signing the right team members, in the right roles, there’s a lot that SaaS startup founders can learn from professional baseball. Learn why SaaS startups need to think about recruiting and retention like baseball general managers (GMs), how to allocate go-to-market team members throughout the entire buyer’s journey, and what staffing for the full buyer’s journey looks like.

What SaaS Startups Can Learn from Baseball

Tech founders have to juggle many competing priorities in the early stages of launching their startups. Hiring marketing and sales staff is often one of the biggest challenges and the most common decisions that founders get wrong. Learn why tech founders face such an uphill battle when hiring marketing and sales staff, how to resource to support the digital buyer’s journey more realistically, and what getting the hiring wrong looks like so you don’t make the same mistakes.

What Tech Founders Get Wrong When Hiring Marketing and Sales.pdf

As B2B buyer preferences change, the marketing to sales handoff has become increasingly complicated -- yet more important than ever. B2B SaaS, FinTech, and IaaS startups can map their most critical marketing to sales handoff decisions into one of four scenarios, visually represented by four quadrants. Learn why the marketing-to-sales handoff has grown increasingly complex, yet even more critical than it was a decade ago, how tech startups, scaleups, and small businesses can map the four most common handoff decisions into four quadrants, and what these marketing to sales handoff scenarios look like.

Marketing to Sales Handoff and the Four Quadrants.pdf

In most SaaS, FinTech, and IaaS startups, B2B sales strategy needs to evolve, to catch up with changing buyer preferences. Learn why B2B sales strategy needs to modernize, how SaaS, FinTech, and IaaS startups can catch up with rapidly changing buyer preferences, and what effective B2B sales strategy looks like. And if you’re serious about B2B Sales Strategy for Changing Buyer Preferences... Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups -- at gotomarket101.com

B2B Sales Strategy for Changing Buyer Preferences

Video content marketing has evolved. How people create and consume content is SO different today compared to as recently as ten years ago. However, many B2B SaaS, FinTech, and IaaS startups, scaleups, and small businesses simply haven’t caught up or even attempted to adapt to these massive changes and video content opportunities. Learn why video content marketing matters so much to tech startups, how the video-last vs. video-first approach changes how you approach content creation, and what video content marketing looks like for companies that have truly embraced this opportunity to educate and build trust with their ideal clients.

How Video Content Marketing Has Evolved

Most B2B SaaS, FinTech, and infrastructure startups totally miss the mark with their content marketing. Your prospects won’t be ready for a sales conversation until they’re 60% to 80% of the way through their buyer’s journey. So your traffic generation playbook needs to address how you’ll create and distribute content to strangers that don’t yet know that your startup, scaleup, or small business even exists. Learn why your startup needs a content marketing strategy for strangers, how to make this happen throughout the buyer’s journey, and what startup content marketing for strangers looks like.

Startup Content Marketing Strategy for Strangers

Could your company’s org chart be getting in the way of growth? Many B2B tech startups frustrate the heck out of their prospects and customers, while sabotaging their growth -- all because of the same root cause: leadership living in the past, clinging to a defective org chart -- based on a playbook from 10 or more years ago. Don’t let your company fall victim to the same mistake. Get on the correct side of the great organizational chart debate. Learn why many leaders of B2B SaaS, FinTech, and infrastructure startups, scaleups, and small businesses need to realign their teams to compete and win in today's marketplace. You’ll get introduced to different organizational chart decision points, and forks in the road. Whether your marketing team serves the sales team or your entire company. Whether sales development is truly a sales function or a marketing function. And why the digital buyer’s journey weighs so heavily on the founders and CEOs debating their organizational charts -- and how to build their go-to-market teams. In many startups, scaleups, and small businesses, their go-to-market strategies, playbooks, and resulting hires simply don’t reflect today’s realities where buyers are in the driver’s seat. How does your company stay relevant in a world where 83% of the research, comparing options, and evaluating pricing happen before prospects want to engage with a salesperson from your company? Marketing teams create and distribute helpful, educational, thought leadership content that helps prospects self-explore potential solutions to their problems, paths forward to achieve their goals, and answers to their questions. In many startups, scaleups, and small businesses, their go-to-market strategies, playbooks, and resulting hires simply don’t reflect today’s realities where buyers are in the driver’s seat. How does your company stay relevant in a world where 83% of the research, comparing options, and evaluating pricing happen before prospects want to engage with a salesperson from your company? Marketing teams create and distribute helpful, educational, thought leadership content that helps prospects self-explore potential solutions to their problems, paths forward to achieve their goals, and answers to their questions. What happens if no one from your company creates and distributes comparison guides, return on investment (ROI) calculators, case studies, or hosting webinars and other events? It’s pretty simple. McKinsey found that you’ll be invisible (most likely) with nearly all prospects. Suppose you want your company to have a solid foothold in the first 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- that happens before a potential buyer engages with a vendor. In that case, you’ll need buy-in for Marketing Serving the Company.

The Great Organizational Chart Debate

Buyer preferences have completely changed. To keep up with these changes, your go-to-market strategy -- your GTM -- becomes more important than ever. The B2B tech startups and scaleups that consistently thrive and win in this kind of environment now approach their go-to-market strategy, their entire playbook, as a team sport. Learn why your entire go-to-market approach needs to be built as a multi-disciplinary team sport -- and what players your team must have to succeed with its growth plans and achieve its goals. Your sales team won't get in front of most potential buyers without effective marketing in today’s buying environment for SaaS, FinTech, and infrastructure technology. And in a sales-driven go-to-market playbook, your marketing team won’t get sales opportunities over the finish line to closed won without great collaboration with your sales team. And in a world where most technology is subscribed to as a service, in a recurring revenue-based business, operating expenditures rather than capital expenditures, the initial sign-up, the sales opportunity going to closed won is just the starting point -- not the finish line, not even close. So your customer success (CS) team must partner with sales so that your clients have a seamless experience with their onboarding -- for a predictable path to the initial value, intended value, and extended value -- driving potential expansion revenue. And no matter how talented and exceptional your marketing, sales, and customer success professionals are, you still need a great product or service to sell, that solves true business problems, creates great impact within your clients’ companies, and delivers a solid return on investment. For that, your product team takes the lead, along with incredibly valuable feedback from the other customer-facing players on your GTM team in marketing, sales, and customer success.

Go-to-Market Strategy as a Team Sport

Buyer behavior is changing fast! These rapidly changing customer behaviors have caught many B2B SaaS, FinTech, and infrastructure companies completely off guard. Is your go-to-market strategy -- your GTM -- keeping up? Or is your team living in the past? Learn why rapid changes in buyer behavior impact nearly all B2B tech startups, scaleups, and small businesses -- and just as importantly, the change your company needs to make to capitalize on these shifts in customer preferences. Contents Rapidly Changing Buyer Behavior 83% of B2B purchase decision happens before vendor engagement (Gartner) 70%-80% of B2B decision-makers prefer to make decisions digitally (McKinsey) Thought leadership critical to customer engagement (LinkedIn and Edelman) B2C tech buyer preferences now influencing B2B tech buyer preferences Customer experience (CX) reinvented by Airbnb, Amazon, DoorDash, Instacart, Netflix, and Uber Best prospects do self-directed research before open to having a sales conversation Buyers are now experts so sales teams need new go-to-market strategy to stay relevant Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups http://www.gotomarket101.com

Rapidly Changing Buyer Behavior

Go-to-Market Strategy Blueprints (Overview)

The lines between telecom, managed, hosted, and cloud providers continue to blur. As business models mature, this makes it increasingly tough to stay focused, identify the right clients and partners, and maintain pricing power. During this session, we’ll look at 10 strategies to concentrate on the right niches and avoid commoditization. You’ll learn how to assess your product/market fit, analyze your competitive positioning, attract the right strangers, generate more highly-qualified leads, accelerate more opportunities, and more effectively scale revenue growth across both new and existing clients. Presented by Joshua Feinberg Chief Thought Leader SP Home Run Inc. at #MSPEXPO 2018 / #ITEXPO 2018 #FortLauderdale Joshua Feinberg shares a ton of great content and best practices about finding the right niches and avoiding commoditization. Best way to get access: Connect with Joshua Feinberg on LinkedIn #managedservices #managedserviceprovider #webhost #hostingprovider #cloudservices #cloudserviceproviders #niche #differentiation #commoditization #sphomerun #joshuafeinberg

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