How to Create a B2B Go To Market Strategy in 2024 (by an Ex-Google PMM)

hi my name is Henry and in this video I'll show you how to create a go-to market strategy for a B2B product but first please give this video a like so more people can see this and make sure to watch till the very end because I'll share an example of a real goto mic strategy what is a go-to market strategy a goto Market strategy is a plan to bring your product to your target audience through the right channels this should come after you've done your positioning and messaging when it comes to building out your B2B

goto Market strategy the first step is to understand your Target customers in B2B there are generally three buckets of customers the first bucket are Enterprises these are large companies that you can aspire to go after they pay the most and need a lot of customer support they're also the ones that are using outdated Solutions the second bucket are smbs these are smaller companies that you can compete for they pay less and don't require as much customer support however the compet ition here is quite Fierce the third bucket are Future smbs these are smaller startups that

you can reach out to they're usually on budget but can grow with time this is an untapped Market the second step is to understand your product in B2B your product will be judged in three categories category one performance how well does your product work more specifically does your product helped the customer increase their revenue and reduce cost category two usability how easy is it to use your product in other words how long does it take to on board to your product and learn how to use your product customers will generally want to use your product

on their own and get access to detail reporting category three customer support how good is your customer support what's your turnaround time and level of support customers will want to know if you'll be able to help when things break the third step is to put together your channel strategy this will vary based on customer and product but generally there are three effective channels the first channel is event marketing you can go to Industry events where you can meet B2B buyers and build relationships you can do this by presenting on a topic that's interesting to your

target audience then use an email list to invite them to a private party where you can Network and discuss business event marketing is a great way to put yourself out there and connect with prospects on a personal level the second channel is content marketing you can create educational content to help your customers do their jobs better you can do this by sharing the latest industry updates Trends and best practices content types can include Blog video and social post content marketing is a great way to build awareness and credibility for your product the third channel is

demand generation you can run paid campaigns to Target channels where your customers are already spending a lot of time some prominent ones include industry newsletters professional slack groups and Linkedin the key is to add value in your messaging and Link the call to action to a free resource that your customers can download and read from there you can use an email drip campaign to warm up your leads and sell your product now let's use a real B2B product example the one I'll use today is admob a product that I worked on at Google for context

admob is a monetization platform that enables app developers to monetize their apps within app advertising for example let's say you have a free gaming app with a lot of users you can install the abob SDK into your app to start showing ads to your users and make money now let's create a B2B goto Market strategy for this product first we have three customer buckets the first bucket are Publishers these are large companies that publish a lot of apps the second bucket are app developers these are small companies that focus on a few apps the third

bucket are college CS students and online boot camp students these are future app developers next is product from a performance perspective admob was very good at helping developers earn from ads this was because we had a good supply of advertisers which led to ad slots being filled at a high rate from a usability perspective we had a self-served product that Aver isers can easily use from a customer support perspective we had the help center page and dedicated account management for large customers finally marketing we focus on three things one whenn at the top two differentiate

ad mob and three be their first the first was to win at the top the goal here was to win the biggest customers we did this by investing in event marketing at the largest industry events which generated a healthy pipeline of leads empowering our sales teams to host their own local events with marketing budget collateral and best practices and supplying Regional and vertical specific case studies to help them better sell the second thing was to differentiate admob the goal here was to make admob stand out to app developers we did this by focusing our launch

efforts on high impact product features this included native ads which was important to feed based apps like social and news and app purchase ads which was important to gaming apps mediation which enable customers to earn more by showing the ad that pays them the most the third thing is to be their first the goal here was to reach a next generation of app developers we did this by creating the admob Business kit to educate app developers on how to build a successful app Business we launched the app developer interview series to share best practices from

our top customers we also launched a global app building competition to encourage students to build apps and monetize using adop this strategy was great because it enabled us to grow revenue from three customer segments while tailoring our marketing efforts to each one well that's all I have for today if you enjoyed this video please give it a like and comment below on what other videos you want to see till next time see [Music] you [Music]