b2bmarketing b2bsales gtmstrategy

Unlocking B2B Success: Discovering Your ‘Date WOW’ and ‘Marry WOW’ for High-Impact Business Meetings

Do you know what your “Date WOW” and “Marry WOW” is for your B2B target audience?

Date WOW – what is that thing in the 1st meeting that gets the prospect to lean forward in their seat and say wow? It might be solving a problem in a unique way, an easy way you integrate with their system, or a report.
You need this to get the second “date” aka the second meeting with the prospect.

Marry WOW – what is it that will help the champion at the prospect get internal buy-in from more senior people? Showing the vision for why you’re a great partner long-term is key.

When you figure this out, you can rinse and repeat and scale to lots of buyers b/c you understand what they care about most & how you can help.

Shoutout to Tae Hea Nahm & Bob Tinker for their “GTM Fit” terminology & framework that I’m summarizing here.

b2bmarketing b2bsales demandgeneration

Master Your GTM Strategy: A Comprehensive Framework for Summarizing Key Initiatives for Your Next Board Meeting

Steal this framework and add it to your Board deck or exec QBR for summarizing key GTM initiatives👇

I presented this slide in our last Board meeting as a way to show where things are today and where we plan to get to in 6 months.

Key parts: 

– List all major GTM programs
Choose <15 so it’s consumable by others - Rank each initiative’s current state Be brutally honest here. People will see through if you’re inflating your answers to look good.  - Show the targeted future state Ideal is showing where you’ll be in 6 months. Be aggressive but realistic b/c they’ll likely remember what you targeted. Plan to move some programs ahead 1-2 stages, while others might not move at all.  Now you have a succinct way to show where you are today and where you hope to be.  Btw, check the comments for a Google Slides version you can copy and use yourself 🙂 Shoutout to Chris Walker for the idea of using stages to represent the current state of programs. I built upon his idea and visualized the future state with it. And shoutout to Brandon Anderson for creating a great idea for how to visualize all of it in one appealing slide.  Think this is useful? What would you change?

b2bcx b2bmarketing b2bsales gtmstrategy

Revamping Your GTM Strategy: Key Expectations for Mid-Market and Enterprise Audiences

Trying to move upmarket in your GTM strategy?
Here are expectations that change with a MM and ENT audience. Make sure to change your GTM strategies accordingly:

BEFORE Form Fill:
– Talk to peers before buying
– Research on their own beforehand

Early Stage Sales:
– Do a trial / PoC with you
– Review your knowledge base
– Review your API documentation

Late Stage Sales:
– Check tech stack / custom integration requirements
– Go through security review (and legal review)
– Dig into product fit

– Expect professional services as an option to help them
– Expect you to have an implementation process
– Expect a CSM to guide them regularly

What would you add to this list?