Companies that are taking new products or services into the market, or existing products or services into new markets, have a distinct set of challenges. Solving the right pain for the right markets quickly can make all the difference between simply surviving vs. thriving.
By engaging experts to thoroughly analyze and research your space on both a qualitative and quantitative level, you can eliminate many of the obstacles companies usually face when going to market with a new product or service.
Here are three things you can learn from go-to-market strategy consulting:
1. You are targeting the wrong people/market.
Through quantitative analysis, go-to-market consultants can help you determine your overall market size. They also help you to then do market segmentation and database research to further analyze the market and determine how many people or decision makers are in each segment. These numbers help you create your ideal customer profile.
On the qualitative side, consultants can help you identify buyer pains by vertical and decision-maker and also analyze what verticals and decision-makers your competitors are going after. Using this information, consultants can help you to clearly identify your differentiators and then incorporate them into a sales story that is the basis of all of your sales and marketing content.
Going through this process gives you confidence that you aren’t just shooting in the dark and are actually targeting the people most likely to purchase.
2. Your content needs to be organized/segmented differently.
Most B2B sales are somewhat complex in nature. Many times, B2B solution sales require a well-strategized content marketing process with different pieces of marketing content for each vertical or decision-maker and each stage of the buying cycle. If you aren’t organizing your content in this way when you take your product or service to market, your buyers may end up abandoning the sale prematurely because they cannot immediately find the information they are looking for. Go-to-market consultants can help ensure your content is organized and articulated with the language of value, making it easy for your buyers to learn what they need to and make a purchase.
3. You are not meeting your audience where they are.
By going through segmentation exercises, database research and other analysis with strategy consultants, you will have a clear idea of where your buyers are looking for information on your product or service. For example, when you know the titles your prospects are most likely to have at their jobs, you can look for social communities or other online forums related to those jobs and post your content there. When you know who to look for, LinkedIn groups and Google circles can be a great place to start conversations and engage buyers.
Go-to-market consulting essentially shows you your entire landscape and everyone in it. It also allows you to better understand who you buyers are, how to talk to them, what type of content they want to consume, and where/how they want to consume it. Rather than guessing all the time about what to do, this gives your sales and marketing campaigns a well-designed and actionable strategy backed with logic and data.
To learn more about new product/service launches, visit this extensive resource page on the topic. You can also check out our Go-to-Market Strategy Consulting Page.
Feel free to contact us with any questions.
