Hey there!

Nick Bennett
here. Welcome to another edition of the People-first GTM Newsletter.

As we approach 2025, one thing is clear: growth won’t come from doing more—it will come from doing better. B2B marketers navigate an increasingly complex landscape where buyers expect personalized, meaningful interactions. To succeed, you need an integrated strategy that brings your teams together, aligns efforts, and keeps people at the center of everything you do.

Executing this kind of strategy requires a deliberate, tactical approach. We’re hosting an exclusive webinar series throughout October, where we’ll discuss exactly how to turn your 2025 marketing plans into action, empower your GTM teams, and keep your campaigns performing. Make sure you sign up to learn more about these actionable strategies! Sign up for the Webinar Series.

Let’s dive into some key concepts we’ll be covering during the series to help you grow efficiently and effectively in 2025.

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Turning 2025 Plans into Action Using Integrated Revenue Campaigns

A well-planned marketing strategy can fall flat if you don’t execute it with precision. The key to making your 2025 plans actionable is creating integrated revenue campaigns that unite marketing, sales, and customer success around a shared vision. But this requires more than just a high-level agreement—it takes real, tactical steps.

We’ll break this down in the first session of our webinar series. Register here to join us and see exactly how you can align your teams and execute with precision.

Step-by-Step Approach to Build an Integrated Revenue Campaign

1. Kickoff Meeting: Establish Alignment
Before anything else, you need a joint kickoff meeting between marketing, sales, and customer success. Don’t assume everyone knows their role—spend the time to discuss goals, messaging, and expectations. Here's how I’d run this meeting:

• Agenda Breakdown:

  • Introduction: Each team shares what they need to achieve from the campaign. Marketing discusses lead generation, sales talk conversion rates, and customer success, focusing on retention or expansion metrics.

  • Key Objectives: Present and agree on SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example, “Generate 1,500 MQLs, convert 20% into SQLs, and retain 95% of new customers within the first 90 days.”

  • Messaging Framework: Review and finalize the core messaging, ensuring consistency across all touchpoints (ads, email outreach, sales decks, onboarding scripts).

Tactical Tip: Share a messaging document in advance. I usually use a Google Doc that everyone can comment on, so feedback is already incorporated by the time of the meeting. This keeps the meeting focused and productive.

2. Assign Ownership for Each Stage of the Funnel
Once goals and messaging are locked down, it’s critical to assign clear ownership for each funnel stage. For example:

• Top of Funnel: Marketing owns lead generation through channels like paid ads, webinars, and organic content. They’ll use the messaging framework to create assets.

• Middle of Funnel: Sales takes the baton, using lead nurture emails, personalized LinkedIn outreach, and demos to qualify leads. They ensure consistent messaging by integrating sales enablement materials created with marketing.

• Bottom of Funnel: Customer success steps in post-sale to ensure onboarding and retention. They’ll use case studies and customer education content created by marketing to help onboard new users.

How I’d Do It: After assigning ownership, I like to create a shared Asana or Monday.com board with tasks and milestones clearly defined for each team. This keeps everyone accountable and on the same page. Every team can update their progress, and you can spot any bottlenecks before they become major issues.

3. Create Multi-Channel Campaign Assets Together
Each team should be involved in creating campaign assets. This ensures a unified message across all touchpoints, from ads to onboarding emails.

Example: When building a product launch campaign, I’d involve sales in creating lead nurture sequences, ensuring the messaging speaks directly to the pain points they hear from prospects. I’d also pull in customer success to help create onboarding materials that answer FAQs from real-world experiences.

Tactical Tip: Don’t just focus on big assets like landing pages or webinars. Small pieces of content like a two-sentence email follow-up or a personal LinkedIn message from a sales rep can make a huge difference in reinforcing the campaign’s message.

4. Monitor Performance and Adjust in Real-Time
Don’t wait until the end of the campaign to see what’s working. Use tools like HubSpot, Salesforce, or even Google Analytics to track performance at each stage of the funnel. Look for key metrics like CTRs (click-through rates), conversion rates, and churn.

What I’d Do: I always set up real-time reporting dashboards that pull in marketing and sales data to monitor lead quality and pipeline velocity. If I see that leads are coming in but sales aren’t converting, it tells me we need to tweak our sales enablement materials or provide additional support to the sales team.

Learn more about turning your plans into action by signing up for the webinar series.

Enabling GTM Teams to Be the Face of Your Campaigns

In 2025, buyers are looking for authenticity. Your GTM teams—marketing, sales, and customer success—shouldn’t just be executing your strategy; they should be the face of your brand. We’ll dive deep into this in the second session of our webinar series, showing you how to empower your teams to engage authentically with prospects and customers.

Reserve your spot for this session on enabling GTM teams.

Here’s how you can start empowering your teams right now:

1. Create Personal Brand Playbooks for Your Team

Encourage your GTM teams to build their own personal brands. I’d create a "Personal Brand Playbook" for my team, including templates and guidelines on how to engage effectively on social platforms.

Example Template for a LinkedIn Post:

• Hook: Ask a question or share an interesting statistic.

• Value: Share a quick insight from a recent webinar or case study.

• Engagement: Invite readers to share their thoughts or experiences in the comments.

By providing this level of tactical support, you help your team build confidence and consistency in their personal branding efforts.

2. Use Video to Build Connection

Video is one of the most effective ways to humanize your brand. Encourage your GTM teams to use Loom or Vidyard to record short, personalized video messages for prospects and customers. These could be used in follow-up emails, as part of a nurture sequence, or even for onboarding new clients.

Pro Tip: Make sure these videos are informal and authentic. They don’t need to be overly produced—a simple, 60-second video from your laptop camera is often more effective than a polished, scripted production. It shows you’re human, and people respond to that.

Want to see real-world examples of this in action? Join the webinar.

Fuel for Your Campaigns to Keep Performing

Even the best campaigns can lose momentum if they aren’t continually fueled with fresh content and insights. In the third session of our webinar series, we’ll cover how to keep your campaigns performing long after launch, ensuring you maintain engagement and drive results throughout 2025.

Sign up now to learn more about fueling your campaigns here.

1. Develop an Evergreen Content Strategy

To keep your campaigns performing, you need to create a steady stream of content that keeps your audience engaged. A single piece of content or a one-off campaign will only take you so far. I’d develop a strategy to repurpose and refresh content regularly:

• Example: Launch a webinar that performs well, then break it into smaller, digestible pieces:

  • Create a blog post summarizing the key takeaways.

  • Extract 2-3 short video clips to share on social media.

  • Turn the Q&A session into a dedicated content piece that addresses common industry questions.

During the webinar series, we’ll explain exactly how to turn one piece of content into multiple assets. Make sure you join us.

2. Leverage Customer Stories for Social Proof

Your customers are one of your most valuable sources of content. By sharing their success stories, case studies, and testimonials, you build social proof and keep your messaging authentic and grounded in real-world results.

What I’d Do: After a successful implementation with a customer, I’d immediately engage with the customer success team to capture their story. Then, I’d transform it into multiple content types:

• Written Case Study

• Social Proof for Ads

• Video Testimonial

This not only adds fuel to your ongoing campaign but also shows prospects that you deliver on your promises.

Additional Resources to Help You Grow in 2025

While we’re exploring these topics in depth during our webinar series, we have more resources that can help you right now.

• Join us on Slack for free: Connect with a community of like-minded marketers and access exclusive conversations by joining our Slack community.

• Check out the GTM News Desk podcast: Dive deeper into people-first strategies and marketing insights on our podcast. Listen on Apple, Spotify, or TACK Network.

• Explore our people-first content on TACK Network: Check out more actionable content on our media hub, and if you want access to exclusive resources, subscribe for free.

Level Up with TACK Insider

If you’re ready to take your people-first GTM strategy to the next level, consider joining TACK Insider. As a premium member, you get access to exclusive masterclasses, in-depth B2B GTM tools and templates, and monthly webinars with special guests. It’s designed to give you everything you need to build and execute successful campaigns in 2025.

Learn more about TACK Insider and become a member.

Executing an Integrated Marketing Strategy for 2025

In 2025, efficiency won’t come from working harder but from working smarter. The brands that succeed will be the ones that:

• Align teams around shared goals and unified messaging.

• Empower GTM teams to take ownership and engage authentically with customers.

• Fuel campaigns with fresh, evergreen content and customer stories.

• Stay agile, monitoring performance and adjusting tactics in real-time.

We’ll be unpacking these tactics and more in our upcoming webinar series. Don’t miss your chance to learn how to implement these ideas and set yourself up for a successful 2025.

Register for the webinar series today!

Let’s make 2025 the year of integrated, people-first growth. Together, we can build campaigns that don’t just perform—they transform.

Till next week,
Nick