Watch Me Build A Go-To-Market Strategy In 2023 (by an Ex-Google PMM)

Summary

In this video, Henry walks viewers through creating a go-to-market strategy using a real product example—a reading app designed to help children with learning disabilities. He covers the three phases of a go-to-market strategy: pre-launch, launch, and post-launch. Key steps include building awareness, driving user adoption, and scaling the product. Henry emphasizes the importance of using content, community-building, and influencer partnerships to reach target audiences. The video provides actionable insights on optimizing marketing channels and refining the product based on user feedback, offering a practical guide for anyone launching a new product.

Takeaways

• 😀 A Go-To-Market (GTM) strategy is a plan to bring your product to your target audience through the right channels, after defining your positioning and messaging.
• 😀 The GTM strategy has three main stages: Pre-launch (building awareness and credibility), Launch (driving product adoption), and Post-launch (optimizing and scaling).
• 😀 The Pre-launch stage focuses on educating your target market, building a community, and creating an organic following.
• 😀 Key performance indicators (KPIs) in the Pre-launch stage could include targeting 1,000 users in a Slack group and securing 10 influencer partnerships.
• 😀 Channels to focus on in Pre-launch include blog, YouTube, Quora, Facebook groups, and Slack to engage parents and share educational content.
• 😀 In the Launch stage, the goal is to announce the product and drive adoption via organic channels and paid ads, aiming for 10,000 users in 1 month.
• 😀 Influencer partnerships in the Launch stage are essential to amplify the message by having 10 influencers create product review content.
• 😀 For Post-launch, the focus shifts to scaling successful channels and testing new ones, with a KPI focused on increasing product adoption and performance.
• 😀 The Post-launch phase also includes experimenting with new channels like TikTok, Instagram, and Snapchat, and optimizing paid ads on platforms like Google and YouTube.
• 😀 Collaborating with pediatrician clinics or schools can help scale the product by selling directly to businesses that target relevant consumers.
• 😀 It's crucial to take customer feedback into account after launch to refine and improve the product, ensuring it continues to meet the needs of users.

Q & A

What is a go-to-market strategy?

A go-to-market strategy is a plan to bring your product to your target customers through the right channels. It should be created after completing the positioning and messaging phases.

What are the three phases of a go-to-market strategy?

The three phases of a go-to-market strategy are pre-launch, launch, and post-launch.

What is the primary goal during the pre-launch phase?

The goal during the pre-launch phase is to build awareness and credibility, which can be done by educating the target market and building an organic following.

How can you build awareness and credibility in the pre-launch phase?

You can build awareness and credibility by sharing content that educates your target audience, creating communities for discussions, and facilitating beta testing.

What is the goal of the launch phase?

The goal of the launch phase is to drive user adoption by announcing your product launch across organic channels and amplifying them with paid advertising.

How can you drive user adoption in the launch phase?

You can drive user adoption by announcing the product launch on organic channels like blogs and YouTube, while amplifying the message through paid advertising like Google and YouTube search ads.

What should be the focus during the post-launch phase?

The focus during the post-launch phase is to optimize and scale the product's channels, focusing on scaling up successful channels and exploring new ones.

What is a key KPI for the pre-launch phase?

A key KPI for the pre-launch phase is acquiring 1,000 users for a Slack community and partnering with 10 influencers to help spread the word.

Why is it important to use influencers in a go-to-market strategy?

Influencers are important because they can help amplify your message, reach a wider audience, and increase credibility by sharing their experiences with your product.

How should you optimize channels in the post-launch phase?

In the post-launch phase, you should scale up on performing channels, test new channels like TikTok or Instagram, and refine your paid advertising strategies. You should also explore partnerships with businesses like pediatrician clinics or schools.