Mark Kilens introduces Jason Bradwell, a seasoned B2B marketing expert, who will discuss key lessons from over 100 conversations with go-to-market leaders. Jason will share practical insights on building a successful people-first go-to-market (GTM) strategy.

6 Lessons From 100+ B2B GTM Conversations

Introduction: Mark Kilens starts the session by introducing Jason Bradwell, highlighting their shared passion for a people-first approach in go-to-market strategies. Jason’s podcast, which started as a pandemic hobby, has now become a valuable resource for B2B marketers.

1. The Essence of People-First GTM: Jason emphasizes that a people-first GTM strategy involves creating demand, capturing demand, and converting it into lasting customer relationships. This holistic approach focuses on community-led, customer-led, and content-led growth.

Content-Led Growth: Jason discusses the importance of content-led growth, starting with the principle of "Don't Just Take, Give." This concept involves providing free, no-strings-attached value to your audience. Jason shares insights from his conversations with Amanda Natividad of SparkToro and Amit of OptiMove, highlighting how these companies have successfully implemented this approach.

Example: OptiMove's Trade Publication OptiMove launched a trade publication called PostFunnel, separate from their main brand, to provide unbiased value to their audience. This publication became a trusted resource and helped OptiMove build a strong reputation without the overt sales pitch.

Tactical Tips for Content-Led Growth:

• Provide genuine, helpful content that educates your audience.
• Use content to build trust and create demand indirectly.
• Leverage different types of content, including blogs, videos, and trade publications, to reach your audience where they are.

2. Community-Led Growth: Jason stresses the power of community-led growth in fostering deeper connections with your audience. He uses the example of Christina from HubSpot, who manages HubFans, to illustrate how focusing on macro growth with micro opportunities can keep large communities engaged.

Example: HubFans HubSpot’s community, HubFans, integrates customers, fans, and members from HubSpot Academy into a vibrant ecosystem. Christina’s approach ensures that smaller, intimate groups can thrive even within a large community.

Tactical Tips for Community-Led Growth:

• Build a strong, value-driven community around your brand.
• Focus on quality interactions over quantity.
• Use personal outreach and engagement to nurture community members.

3. Customer-Led Growth: Jason highlights the importance of leveraging your existing customers for growth. This involves creating value for them, gathering their feedback, and using their testimonials and reviews to build credibility.

Example: Sales Amplification OptiMove provided its sales team with a "menu of initiatives" that included creating profiles and analyses of target accounts on its trade publication. This approach helped open doors with potential clients and created valuable content for its audience.

Tactical Tips for Customer-Led Growth:

• Collect and showcase customer testimonials and reviews.
• Engage customers in co-marketing efforts, such as events and webinars.
• Use customer feedback to improve your product and marketing strategies.

4. Passion and Authenticity: Jason discusses the importance of passion and authenticity in marketing. He cites examples like Patrick Campbell of
ProfitWell and Chris Walker of RefineLabs, who have passionately built strong personal brands by sharing their unique perspectives.

Tactical Tips for Authentic Marketing:

• Develop a strong point of view and share it consistently.
• Be authentic and transparent in your communications.
• Use storytelling to connect with your audience on an emotional level.

5. Emotional Marketing: Amanda Natividad of SparkToro emphasizes the role of emotional marketing in creating deeper connections. She suggests using B2B influencers and employee advocates to humanize your brand and resonate emotionally with your audience.

Tactical Tips for Emotional Marketing:

• Incorporate human stories and experiences into your marketing.
• Use B2B influencers to amplify your message.
• Engage with your audience on social media to build genuine relationships.

6. People-First Attribution: Jason introduces the concept of people-first attribution, which involves asking your customers how they heard about you. This approach provides valuable insights that software-based attribution might miss.

Tactical Tips for People-First Attribution:

• Include a "How did you hear about us?" field in your forms.
• Collect qualitative feedback through surveys and interviews.
• Use this data to refine your marketing strategies and improve customer journeys.

Conclusion: Jason wraps up the session by reiterating the importance of a people-first approach in all aspects of your go-to-market strategy. By focusing on content-led, community-led, and customer-led growth, you can build a brand that resonates deeply with your audience and drives sustainable growth.

FAQs:

1. What is a people-first GTM strategy? A people-first GTM strategy focuses on creating demand, capturing demand, and converting it into lasting customer relationships through content-led, community-led, and customer-led growth.

2. How can I implement content-led growth? Provide genuine, helpful content that educates your audience and builds trust. Use various types of content to reach your audience where they are.

3. What is community-led growth? Community-led growth involves building and nurturing a strong, value-driven community around your brand, focusing on quality interactions over quantity.

4. How can I leverage my customers for growth? Collect and showcase customer testimonials and reviews, engage them in co-marketing efforts, and use their feedback to improve your product and marketing strategies.

5. What is people-first attribution? People-first attribution involves directly asking your customers how they heard about you, providing valuable insights that complement software-based attribution.

External Links:

1. Jason Bradwell on LinkedIn
2. B2B Better
3. OptiMove

By following Jason Bradwell's insights and strategies, you can effectively implement a people-first GTM approach that drives meaningful engagement and sustainable growth.