B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

43: Three Keys to Building the Perfect Go-to-Market Strategy w/ Adam Stein

ABOUT THIS EPISODE

What does the perfect go-to-market strategy look like?

Well, there’s probably no such thing as a perfect go-to-market.

But, by focusing on a few key elements, you can get pretty close.

As a product marketer, Adam Stein, Principal at APS Marketing, has often come across both large and smaller companies that struggling with aspects of their go-to-market.

So, he’s identified three key elements that you can focus on to create a great strategy. On the latest episode of the B2B Revenue Acceleration podcast Adam shared those keys.

Here’s what he had to say.

You were listening to bb revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is him with you and I'm yet today with Adamstein, principle at APS marketing. How are you doing today, Adam? Very good. Right, thank you very much for asking and excited to be here with you today. That's a pleasure to have you. So can you please introduce yourself to our audience and tell them a little bit more about your company, APS marketing? Thank you, Ray, be happy with you. So my company, APS marketing does product marketing as a service and we offer that because in twenty past years and doing enterplies marketing for startups and large complete it's a cap that's out there and a lot of a lot of people don't realize the need for product marketing. So I think the product marketing of service Primor Ely Mobile Networking, security, N fly, software and Mark Tech Markets. Okay, that's wonderfuls quite a comprehensive suvy. So offering. Now getting into the topic as a product marketer. I believe that you probably often come across both large and smaller organization at all struggling with the messaging, the content that go to market, strategy and also out to position themselves us just competition. And from previous conversation we've had we've agreed that one of the critical question that those companies should ask themselves before, you know, getting to market, is actually what problems are we solving? So could you please comment on the importance of this question and why some companies do actually struggle to findancers to it? Yeah, I think it comes down to what marketers are called the buyers journey, and when you're doing sales and marketing, a lot of cells and marketing teams are focusing on ...

...technology. They're focusing on the pits by how the technology work? Why the technology quine code different than some real technology? Why the pick a pread box with different reread box? And they shouldn't be doing that. Should be focusing on the buyers, the the bierus problem, and that's really the just what problem you're solving. You need to be solving a specific problem in the buyers mind and needed to market accordingly around that. Okay, so when we talk about the Promo. Let's say you will start up and you've got a couple of very good technical confounder people who believe that they've got to product solve some technical issues. Would you just look at the technical issues that you are solving? Would you look at the business issue that you are solving? What would you suggest the best place to start, because there is always the technical argument versus the business arguments? That's right, that's right. I give a good example. I think it's best best shared of than example I have any discovery and compliance software client. Think of it as a DBRE are digital video recording for all the content that a company they put on a website. So the reason that he discovering compliance is important is content that was put on a website may not be appropriate or relevant or permissible and the website can change to meet that no recording of it. So if you're in the government industry, are regulate industry, you need to wait actually document what was live on a particular website and what wasn't. Lock. So the problem they were solving is they were relatively new entrance to the market. It's not a usually established market. You discovering compliance, but this client wanted to be able to differentiate these of these the competition, who had all kinds of public available content, of publicly available videos on their site, and so they hired my firm to do competitive analysis, what they were doing for the others we're doing, and then publish...

...the competitive analysis publicly. And so they did that. We built a competitive analysis table and we published did in the reason that was very impactful for the marketing standpoint is it didn't just cover the technical differences. They covered the problems that the particular software was solving. He discovering compliance. These of you the competition. So it was very cool. We're from the another differentiation. What was being done with product a? I don't want to need to company product a persus product B. and they had too to publish that and it's been a huge demand and and competitive product for their sales teams. Today. It's been up there more more than nine months and they continue to use it. So basically, I guess the real answer to the question is is probably it. You would need for different level of person that you will you would engage ways a spot of the cells process or the marketing process. You almost need to answer that that question or try to answer that question for every function, I. I. Every type of individual that you will be trying to sell to auto market to yeah, I think. I think what marketers and sells people for two personas. So when you're selling a different personas, whether it's the technical persona, the executive persona, that business persona, you have to be able to basically appeal to the different personas. With the content and the whole idea here it's coming from clients analysis. You have content in that analysis, in this example that I'm share with you, that has a technical bent to it, it has a business bent to it and it has a very clear competitive bent to it. So if you're comparing the products, which everybody does, I really goes to a website before they buy a product. You have that physical cont and people look at to help you understand one product, persons another rights and that company's point of view. And I guess this is...

...this is always the bio journey evolving as well. People doing their own research online, looking at reviews, looking at compact competitive tables or trained to assess basically what's the they want to boil done. They won't say if you do the job for them you actually save their time in lots of research and that's probably something that the prospect would really like. That that makes perfect sense. Another discussion that we've had before is that many companies between make their does sales and marketing strategy of early complex and, as we discuss, often simple or simpler solution out letting a clear business technical problem or solution would work best. So can you please comment on why simplicity is often better and complexity in cells and marketing? It's a really good question. Right. I think one of the things that the sales and buy and the marketing teams need you to embrace in simplessly, because they need to be able to scale that that gotto market and the content plan the way they have it, and just the sell marting team that are involved the product that you and I both know. It's kind of a multi threadit hyper in that the channel team and partners who sell a technology are product need have punt and that they can embrace and extend a sales up and then. So we're working with a large telco, we're working with a multi national distributor. You need to have a way to get content to those sellers and still have the essence of the DNA that the marketing the sales people use to put it together, carry water throughout the whole process, throughout all the different regions, throughout all the different selling situations. And if you have it over complex that terms to get law, what if you make it simple? It carries a lot longer, it has a lot better way to...

Surey, even in just even in different language. I've got to be the I guess, a disruptive question to ask you, because you don't want to upset anyone, but we often get given by our clients some very large white papers, and what I'm saying very large I'm looking in volume of worlds, number of pages we probably tooking. Sometimes we probably went up to thirty forty pages of white papers, and that was pretty technical and and, I guess, in a way in most cases, quite difficult to digest. What would be your opinion on that sort of pieces of content? You think that actually helps, because at that kind of go against the principle of simplicity. It flies and the faith of simplicity. I would really again from both free and say flies and face for supposedly, and you bring up on your point, I think before the Internet and before there was you know, a lot of research that was readily available, competitive analysis and third party content. You know, people at the technology standpoint, like back in the day, I worked at Cisco earlier on the s when they know rout it was a big deal. People were just starting to talk about routing. Siscoe published thirty or forty page white papers about LSPF or ripple to any kind of networking protocol that was coming out. That was great back then because the Internet didn't have a lot of electronic content. It was just started. Nowadays, I think that there are very few use cases that you really want to, as a marketer, put together thirty free page white paper. Yes, there are some technical buyers who want extruciating detail, but I think they'd more wanted in the demo, yeah, and a proof of concept, and they would in a white paper. And with the Internet being way it is, products being the way they are, whether they are virtual products or SASS products, you can get those detailed demos rather than writing paper which is going to quickly become outcated in a...

...couple of months. Absolutely, and he's doll. He's still a medium that you would you would suggist. So we see it's of people but they were doing a podcast right now. So that's a medium to engage with, a COMETEO, to engage with people. We see some of all cleans using video. Obviously you've got websites. Well, do you think it? I don't know if there is a straight on st to that, but is there a medium that you believe is a is the best way to convey the essence of a very proposition, the essence of what the solution does, or is it just something people should basically make a decision on base on there? It's on the preference. Yeah, and actually gets factor a point you made earlier than excellent point about personas right. If you're a technical buyer, more often than that you're going to want a video or technical deep dive. Okay, if you are a business buyer and you may just want a first meeting and to initial content about the topic, and maybe it's a review or maybe it's just a website, maybe you want to podcast like we're talking about now. If you're a mar tech buyer, you know a podcast might be the way to go to. So there's not one right answer. But as a marketer and sales expert you really have to think about what kind of the blend is for the different personas that you're selling to. So your you know, enterprise software buyer or sell or rather you're going to do a mix of website and podcast and videos. Okay, so it's about's about having the right mixing. Personally, that makes perfect sense, I'm don't we also know that one of your specialties is building good to market programs and and and relevant content with with with focus on roothing, you driven goals. So it's again maybe a bit of a way open question this one. But what does the perfect God to mack and plant look like? A really good question. I don't know there's a perfect good to market plan, but I think they workable. A workable go to market plan is actionable and it's somewhat closed group and that you have the...

...marketing and sales team very well on from the beginning, drawn up a blueprint that the marketing sales team both agree to and you're building content which the sales and marketing teams are, you know, getting together with and kind of orchestrating their building a concert around it. You've got the instrument, you've got the notes, you've got the audience. They're putting that together and so that perfect go to market plan. Answer question. I think has a blend of the right content, the right sale place, some structure without being too overly bearing. Structure, in other words, it's flexible, that it can change and it's recordable, in other words, there are analytics behind it, because I think nowadays, and we haven't talked about this yet, but I know you and I have talked about this. I'm behalf some of the clients who work on together, you need to have actiable analytics. They need to show what's happening when you go to market plan, because that's that's the reality of today's marketing and sales efforts. They need to have the analytics to show that there's, you know, successful work happening and if something needs to change, then you work on it together and figure out a way to change it and then then put your really you and you're right with it, commission if your day, which is quite interesting because you're getting straight to my next question. You're reading my mind, YEA, which is really around the KPI. So if I was to be at the building stage, the foundation of building my perfect go to market plan, what KPI should I have in minds? And and to your points. WHAT KPA should I money to moving forward to should a progress in running out that marketing plunt successfully? Yeah, I'm excellent question race. So I was very fortunate in my career and the last start up, the last two startup that I work with full time as our VP of marketing was in the mobile space and mobile security, and the same we see that...

...put me into that firm also invested in one of the top marketing automation platforms when it first came out. So I had a kind of a ground for work and putting marketing automation into use and the sales play, and so the gentleman that was one of the founders of that company took me aside and shared some of this, you know, cookbook secret ingredients of putting together that company, which, again, that was a huge benefit to me and I'm humbled by the ability to gain access to that, as me was John, and John Really, you know, shared with me what was happening in, you know, a KPI and ideal KPI waterfall and he helped me put together a waterfall, showing me and showing their marketing and self peep the or start up, how to put together. They go to market plan, which included things like, okay, how many leads we need to get to? How much revenue? What's the opportunity turnaround time frame as your opportunity timeframe, accelerating, decelerating? One of the types of programs we are organic or paid, that are really driving some of the opportunities? How fast is driving the opportunities? What regions are driving the opportunities and what programs and putting that all together, having get the not automated completely. That's kind of a nirvana of a market injury, but really showing you what would be accelerants for go to market plan to be able to focus on the metrics of what the plan is actually delivering today, tomorrow and, you know, six months from now. Okay, that makes sense. And what's is the involvement of sense. Would you get sells involved at any point? At some points they would have to end to in the execution they believe, but how would you recommend to to to the markets of the done listening to us, to involve their sets team in that good market plan? I think that sales of marketing intertwined here and I think...

...that's one of the key things of the playbook. The whole sales playbook that when my teams have been really, really successful to start up level or even the larger company level, they have really embraced the sales team and gotten the sales team involved almost from day one to make sure that, you know, marketing may come up with a plan. That's all well and good, but really getting sales buy and on the plan so that the sales are the the executors of that plan. The sales become extension of the marketing team and marketing becomes extension of the sales team. Right, there are definitely two sides of the coin and you need the entire coin in order to be successful. Before we go to market standpoint. So I'm given example. One of the programs that were running today for one of my clients focuses on qualified sales opportunities. Okay, so the opportunities that were getting from this provider are further down the funnel. They're basically people who are buying a particular enterprise networking product who have been pre qualified. Well, that's all well. I'm good for marketing and I think that's great, but the sales team needs to engage with those whether it's the actual regional sales team or the sales development team. They need to engage with those and guess what, those people don't know who that company is. They just know the category of what they're buying. So the sales team needs to buy in that, Hey, these are leads and opportunities that were interested in acquiring, and the marketing team needs to buy the script for the sales team to go engage to those people, to get them over the transom into first meeting, into the buyers funnel so they understand the, you know, unique value proposition is of the particular company, because all those, you know, opportunities know is, Hey, I'm interested in buying this particular category of software, but beyond that they know nothing. Yeah, we can relate to that's that. That again another comment that that makes sense to us so...

...well. I would let to thank you for the inside that you you you shared with us today, Adam. It's great that you know you you could take part of the show and I think we just gout some to be at a relatively quite interesting actually today. Now, one question that we always ask at the stage of the of the conversation is if any one of our audience want to get in touch with you to you personally or to discuss what they're doing or if they want to engage with APS marketing actually Ceou, you could support them. What is the best way to get in touch with you beyond getting onto your website, which is wwa DOT APS marketing donet? Yeah, thank you very much. where I really appreciate that people coming to be on the website. Of course there's an engagement there in contact me. I write pretty regularly and Linkedin, linkedincom backs like PS marketing, and finally, there I'm active on twitter. I tend to tweet about last hockey dog. Oh Yeah, technology to act and a bit of fishing as well. I think of a couple of a couple of feel catch, quite impressive. Yeah, now, I definitely have some friends that are in the fishing and they taught me a lot about fishing off the west coast, or the left coast as I call it, oft the United States. Yeah, one of them. He was great to have you on the show today. Thank you very much. Real time, Ray. Thank you so much for asking these questions and you know, I definitely encourage people they do want to talk more about you know, go to market and what's the best content is and the gap and product marketing that exists in a lot of companies. That's why I started APS. Marketing is definitely a problem talked about. What problems are you solving? It was a problem that a lot of my start up and larger companies both face, and that's why I started this business. Now for years. That's great. Many things. Once again them. Thank you, Rick. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional...

...concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (130)