Marketing has changed a lot in recent years—more in the last three years than in the previous 50, according to HubSpot. Yet, despite all these changes, many marketers still stick to just a few channels to reach their audience.
For tech startups, deciding how to GTM is crucial. You’ve got a small window, maybe 3 to 18 months, to make your mark or risk fading away. Before you dive into the latest marketing fads—like short videos, influencer campaigns, or AI-generated content—you need to figure out which GTM strategy makes the most sense for your business.
Here are seven different GTM strategies you might consider:
What it is: Inbound marketing is about creating valuable content that draws potential customers to you. Think blog posts, videos, and webinars that answer questions your audience is already asking.
When to use it: If your product needs some explanation or if your customers tend to take their time making a decision, inbound marketing is a great way to build trust and keep your brand top of mind. This approach is especially effective for SaaS companies or startups where content can educate and engage potential customers over time.
What it is: Paid digital advertising includes things like Google Ads, social media ads, or display ads. It’s about paying to get your message in front of the right people.
When to use it: If you need fast results and have the budget, paid digital is a strong option. It’s great for boosting awareness quickly, but it can get expensive, so targeting the right audience is key.
What it is: Outbound sales involve reaching out directly to potential customers—whether through cold emails, phone calls, social media messages, or even good old-fashioned mail.
When to use it: Outbound is a good fit if you know exactly who your ideal customers are and you’re confident your product can solve a specific problem for them. This is often used by B2B tech startups that need to get in front of decision-makers who aren’t actively searching for solutions.
What it is: ABM is a targeted approach where your marketing and sales teams work together to go after specific high-value accounts. The campaigns are customized to address the needs of these particular businesses.
When to use it: ABM is perfect if you’re going after big clients, like enterprise companies. It’s a resource-heavy strategy but can pay off big if you’re focusing on a few key accounts that could be game-changers for your business.
What it is: This strategy involves building a community around your brand or product. You engage with members by offering valuable content and creating a space where they can connect with each other.
When to use it: If your product benefits from user feedback or peer recommendations, or if you’re looking to build a strong brand presence, community building is the way to go. It’s a slower burn but can lead to a loyal customer base that advocates for your brand.
What it is: Partnerships are about teaming up with other companies that complement your product or service. This way, both companies can reach new customers and share the benefits.
When to use it: Partnerships are effective if you want to scale quickly but don’t want to go it alone. They’re especially useful if you’re entering a new market or industry where an established partner can help you get your foot in the door.
What it is: PLG means letting your product do the heavy lifting in acquiring, converting, and retaining customers. Prospects can try the product themselves and see the value before you start pushing for a sale.
When to use it: If you have a SaaS product that people can start using right away without much guidance, PLG can be incredibly effective. It works best when the product is easy to understand and offers immediate value that makes users want to stick around and eventually pay.
Choosing the right GTM strategy is a big decision that can shape the future of your tech startup. Each strategy has its pros and cons, and the best choice depends on your product, audience, and goals. Whether you’re educating your market, scaling rapidly, or focusing on key accounts, there’s a GTM strategy that will fit your needs. Take the time to consider your options and pick the approach that aligns best with your vision for growth.