By Arko Chandra Published on : Oct 21, 2022
Killer portfolio marketing makes for the base of an effective and efficient GTM strategy, generating subtle (and often overlooked) buyer insights and driving engagement and ROI. Buyer behaviors are shifting rapidly, and unless portfolio marketers inculcate a buyer-centric approach into their GTM strategies, their marketing moves aren’t likely to cut it.
Let’s dive into the tactics portfolio marketers need to resort to for an effective GTM strategy in 2023.
Armoring the sales team with overwhelming information doesn’t always cut it at present times when sales reps are not the only ones who engage with prospects. So, besides enabling the sales team, portfolio marketers need to enable all the teams that interact with prospects, namely, product, marketing, and customer success. The following are the reasons that justify this different approach:
Content is a key tool when reaching out to prospective buyers, so relevant and engaging content is non-negotiable. However, creating content just based on the ICP isn’t enough unless the content marketing team how to fit the content in the current context of the market. Portfolio marketers need to provide content creators with sufficient insight so that the latter can identify the most subtle pain points of prospects and clarify their queries.
B2B sales doesn’t work anymore, where the sales team is the only contact point between buyers and the provider organization. Today buyers want to interact with a lot more people, like from product, customer success, and marketing teams. If these teams aren’t enabled with the information they need to better engage with buyers, buyers would have shoddy experiences with the organization and consequently look for better alternatives.
B2B buying processes are becoming increasingly complex by the day as buying groups are expanding and becoming crucial to engage with. Marketers can sail through these rough waters by first identifying the buying groups that are the right fit for their products/services. This would help them frame the messaging accordingly. Then, the marketers can proceed to target the individual buyers in those groups and tweak the messaging based on individual needs and preferences.
Value propositions are somewhat like elevator pitches utilizing which you can establish the first contact with your buyers, but because they lack the critical nuances, they cannot drive buyers into the buying process.
Effective messaging is what can take your value proposition further by providing your buyers with enough information that intrigues them to find out more about your organizations and products/services and leads them to the buying journey.
The buying experience is quickly elevating to the level of consumer experience, where buyers are expecting it to be more engaging and responsive. As of now, many organizations are struggling to implement the same as they are crippling from functional silos, where marketing and sales channels are failing to comprehend and respond to changing buyer behaviors.
Portfolio marketing can help get a way out of this with its unique insight into buyer behaviors, needs, and choices and meet the new buyer expectations. Scattered info and insights across an organization can be gathered together and coordinated to drive value in the buying experience.
The buyer-centric approach is going to unravel and expand more as we proceed, so portfolio marketers have a huge responsibility to make this the norm in their GTM strategy. The more personalized, customized, and relevant the portfolio messaging is, the greater the chances of engagement, sales, and revenue.
By Arko Chandra
Published on 21st, Oct, 2022
Killer portfolio marketing makes for the base of an effective and efficient GTM strategy, generating subtle (and often overlooked) buyer insights and driving engagement and ROI. Buyer behaviors are shifting rapidly, and unless portfolio marketers inculcate a buyer-centric approach into their GTM strategies, their marketing moves aren’t likely to cut it.
Let’s dive into the tactics portfolio marketers need to resort to for an effective GTM strategy in 2023.
Armoring the sales team with overwhelming information doesn’t always cut it at present times when sales reps are not the only ones who engage with prospects. So, besides enabling the sales team, portfolio marketers need to enable all the teams that interact with prospects, namely, product, marketing, and customer success. The following are the reasons that justify this different approach:
Content is a key tool when reaching out to prospective buyers, so relevant and engaging content is non-negotiable. However, creating content just based on the ICP isn’t enough unless the content marketing team how to fit the content in the current context of the market. Portfolio marketers need to provide content creators with sufficient insight so that the latter can identify the most subtle pain points of prospects and clarify their queries.
B2B sales doesn’t work anymore, where the sales team is the only contact point between buyers and the provider organization. Today buyers want to interact with a lot more people, like from product, customer success, and marketing teams. If these teams aren’t enabled with the information they need to better engage with buyers, buyers would have shoddy experiences with the organization and consequently look for better alternatives.
B2B buying processes are becoming increasingly complex by the day as buying groups are expanding and becoming crucial to engage with. Marketers can sail through these rough waters by first identifying the buying groups that are the right fit for their products/services. This would help them frame the messaging accordingly. Then, the marketers can proceed to target the individual buyers in those groups and tweak the messaging based on individual needs and preferences.
Value propositions are somewhat like elevator pitches utilizing which you can establish the first contact with your buyers, but because they lack the critical nuances, they cannot drive buyers into the buying process.
Effective messaging is what can take your value proposition further by providing your buyers with enough information that intrigues them to find out more about your organizations and products/services and leads them to the buying journey.
The buying experience is quickly elevating to the level of consumer experience, where buyers are expecting it to be more engaging and responsive. As of now, many organizations are struggling to implement the same as they are crippling from functional silos, where marketing and sales channels are failing to comprehend and respond to changing buyer behaviors.
Portfolio marketing can help get a way out of this with its unique insight into buyer behaviors, needs, and choices and meet the new buyer expectations. Scattered info and insights across an organization can be gathered together and coordinated to drive value in the buying experience.
The buyer-centric approach is going to unravel and expand more as we proceed, so portfolio marketers have a huge responsibility to make this the norm in their GTM strategy. The more personalized, customized, and relevant the portfolio messaging is, the greater the chances of engagement, sales, and revenue.
