Marketing Insanity: Trying the same GTM approach expecting a different result

Connecting with your target market has become exponentially difficult. Traditional methods can’t produce results in isolation. Campaigns that rely solely on tactics like SEO optimization, ad purchases, email marketing, targeting intent topics, audience segmentation or participation in trade shows are increasingly falling short of desired outcomes. 

Similarly, product marketing efforts that center exclusively on specific widgets or technological features often miss the essence of what resonates with consumers. To truly bridge the gap in your marketing approach and enhance the effectiveness of your go-to-market (GTM) strategy, it is crucial to adopt a more integrated and consumer-centric perspective. It’s also crucial to understand how AI is enhancing both your GTM and Product Marketing arsenal. 

Definition of Marketing Insanity: Persistently employing the same go-to-market (GTM) strategy time and time again, all while anticipating that it will yield different, more successful outcomes. 

Brand

Before we begin, let’s have a quick understanding of the importance of brand. I’ve read and highly recommend “Radically Relevant” by Blake Howard, where he defines a brand through three key elements:

• Ongoing reputation-building

• What other say about you

• The sum total experience of every touchpoint someone has with your organization

Nothing—absolutely nothing that comes next—matters unless you know, understand and integrate your brand promise into every aspect of your actions. With that foundation in place, let’s explore how to adapt and refine your go-to-market and product marketing strategies.

Differentiated Approach

In today’s competitive landscape, standing out from the crowd is imperative. You’ve likely heard this before, but the real question is: how do you achieve it? While it might appear to be an easy way out, the surge, or rather the explosion, of AI tools offers a unique avenue for both innovation and differentiation. Indeed, the advancements in AI technology have been truly remarkable, offering unprecedented opportunities to craft unique and differentiated content across various channels. From personalizing emails to designing compelling sales presentations, producing engaging videos, and enhancing SEO optimization, AI tools provide the innovative edge needed to elevate your brand and capture your audience’s attention.  

Utilization of AI for GTM and Product Marketing

Content Creation

The starting point for content creation has become synonymous with ChatGPT. However, relying solely on it is just the beginning of the journey. While ChatGPT excels in kickstarting ideas and adding depth to your content, it often falls short when it comes to infusing your organization’s unique brand characteristics. For this, I prefer to use Jasper.ai. Jasper.ai offers a variety of solutions tailored for content marketers and field marketers, ensuring that your content fully embodies and reflects your organization’s brand personality. 

Design and Visual Content

Canva has become a leading platform for creating and sharing visual content, graphics, presentations, advertising materials and branded social media content for your business. While Adobe offers similar tools for design, Canva has distinguished itself as my and the preferred choice for many mid-sized businesses.  

Video Content:

When my video design expert departed, I began exploring AI-driven options to create video content tailored to addressing frequently asked questions from our prospects and clients. This innovation allows individuals to find answers discreetly, without needing direct contact with a representative. I ultimately chose ai.invideo.io as my solution [check out this link to the free version] i created in less then 15 minutes. This tool is exceptional for producing concise, 60-second presentations that directly address the questions prospective clients commonly have. Its ability to seamlessly blend efficiency with creativity has made it an essential asset in our effort to enhance client engagement and communication.

Webinars

I’ve long championed the use of platforms like ON24 and BrightTalk for hosting webinars. Recently, however, I’ve observed a waning interest in long-form webinars, as sitting through sessions that exceed 30 minutes has become increasingly taxing for many. So, is there still potential for webinars? For me, the answer is yes, but with a focus on shorter formats. New companies have emerged that offer similar capabilities and features as traditional platforms, but at a more affordable price point. Two platforms I recommend are Riverside.fm and Livestorm.co. Both provide the professional quality of classic webinar services, while also offering a more intuitive, self-service model, making them attractive and cost-effective alternatives.

Podcast

I haven’t yet embraced the podcast trend myself, and I acknowledge that I’m likely in the minority on this front. However, podcasting could be a valuable tool for your business. The key to a successful podcast lies in its relevance. It’s essential to approach podcasting through the lens of thought leadership. Rather than using it as a sales platform, a podcast should aim to impart wisdom, analyze business challenges and offer strategic solutions. One platform I’ve explored, though not yet used, is Descript.com. It provides a comprehensive suite of tools necessary for producing high-quality podcasts (and videocasts), complete with editing and production management capabilities.  

You may have a fresh start any moment you choose, for this thing that we call “failure is not the falling down, but the staying down.” – Mary Pickford

Final Thoughts

I often encounter numerous organizations that fail to grasp the concept of thought leadership as a foundational element of their go-to-market (GTM) strategy. Before even contemplating your GTM approach, it’s crucial to develop a robust thought leadership strategy. This strategy not only establishes your brand as a credible authority in the industry, but also serves as the cornerstone for differentiating your marketplace position. By prioritizing thought leadership, you create a strong platform for standing out and delivering unique value to your audience.

Today’s prospects are eager to address their pressing business challenges and are actively seeking trusted leaders who offer more than just generic solutions. They want partners who (1) have a deep understanding of their industry and business operations, (2) are acutely aware of the specific challenges they encounter, and (3) provide valuable, innovative insights into effective strategies for overcoming these obstacles. 

Recognize though that this approach is not an opportunity to engage in direct sales pitches; rather, it is a chance to differentiate your organization from competitors by adopting a consultative and insightful stance. By positioning yourself as a thought leader, you build credibility and foster trust, establishing your organization as an invaluable resource and partner in their business journey.