Leveraging technology for a smarter go-to-market strategy

What is a go-to-market strategy?

A go-to-market (GTM) strategy provides you with a plan for introducing your product to a new market. It integrates actions needed from all business units, keeping you aligned and providing you with the focus you need for your roadmap from launch.

Many elements make up a successful GTM strategy, across sales, marketing, and product functions, all of which must be well thought through to make sure your launch is a success.

What are go-to-market tools?

We live in an age where most things can be automated. Tasks that used to be done manually are now supported through the use of technology. This is especially true of sales and marketing, meaning there are plenty of opportunities to leverage technology in your go-to-market strategy.

Often called MarTech (short for marketing technology) these powerful tools can be integrated to offer a MarTech stack – a cohesive unit of connected tools your business uses to support its strategic activities.

It’s estimated that the MarTech industry is currently worth over $350bn, reflecting the value it can bring to individual businesses looking to leverage tech as part of a smarter GTM strategy. Because of the industry worth, the available tools and platforms on offer to businesses can fall into over 6 categories and 50 subcategories according to a 2019 analysis.

Go-to-market technology can be segmented into a range of categories based on the purpose they serve. Because many platforms now offer integrated technologies, some tools fall into more than one category. The term tech-stack (and in this case MarTech stack) is used to describe the ideal combination of tools that offer a cohesive and non-duplicative combination of technologies that cover all the basic areas.

How can technology help a go-to-market strategy?

Smart and innovative use of technology across sales and marketing functions is the way to get ahead. Embedding it in your operations and culture can help future-proof your strategy, setting you apart from the market competition.

Enhancing core activities within your strategic plan through the use of tools and platforms helps to:

1. Streamline operations
2. Improve performance.

Automating activities using the right tools helps streamline your operations by creating efficiencies within each task. You’ll save both time and legwork leveraging technology in this way, meaning your valuable resource can focus on other things. For example, a project management tool means your team can spend less time organising diaries and more time making sales.

Improved performance comes from technology providing data and measurement that you’ll use to inform your decision-making. With an accurate understanding of where you are against your target metrics, you’ll be able to adapt and optimise marketing activities, leading to improved performance in the long run.

10 technologies to leverage for a smarter GTM strategy

With an abundance of choices for technology across each element of your GTM strategy, it can be challenging to know which ones to invest in. Many have cross-function capabilities and can be integrated with other growth tools you use to form a highly efficient tech stack. It’s all about figuring out what you need, and which platform is best geared up to offer it to you.

In no particular order, here are 10 of our favourite technologies that we use at Growth Division to help clients move in the right direction.

1. Get more organised with Asana

Tool name: Asana

Category: Project Management

A good project management tool is the secret to more efficient ways of working. Asana is one of our favourites at Growth Division as it’s simple and easy to use. With Asana, you can create and visualise the different workflows of your go-to-market strategy in a style that suits you. It’s easy to integrate with the systems your team uses, helping you keep on top of workloads and making sure everything runs to plan.

2. Automate customer experience with Active Campaign

Tool name: Active Campaign

Category: CRM

At just a fraction of the cost of its competitors like HubSpot or SalesForce, Active Campaign is a highly efficient CRM tool that combines email marketing, sales, and marketing automation into one. Using its API to plug into and combine your data sources across numerous channels, ActiveCampaign promises to improve and automate your customers’ experiences across your chosen GTM platforms.

3. Make lead generation easier with Phantombuster

Tool name: Phantombuster

Category: Marketing Automation

Phantombuster has three main capabilities: sourcing qualified leads, data enrichment, and outreach. There are a lot of different uses within each of those parts, but in short, Phantombuster can automate almost any manual task when it comes to lead generation and works across multiple touchpoints, offering the agility you need when activating your go-to-market strategy.

4. Connect your tech with Zapier

Tool name: Zapier

Category: Marketing Automation

Zapier acts as the glue that holds all your other tools together. It’s also incredibly intuitive and easy to use. Zapier can integrate and connect thousands of other web apps and by building ‘Zaps’, you can create automated workflows that let information flow freely between the rest of the tools you use as part of your tech stack.

5. Analyse easier Databox

Tool name: Databox

Category: Analytics

Databox pulls data from multiple spreadsheets and tools into one easily-tracked dashboard. It allows you to visualise and analyse your data efficiently, reducing the manual work of reporting and allowing you to track the performance of your GTM strategy.

By avoiding the overwhelm that comes with too many sources of data, decision-making becomes a lot easier.

6. Get more LinkedIn Likes with Lempod

Tool name: Lempod

Category: LinkedIn marketing automation

Lempod lets you build ‘pods’ of your colleagues and networks to help drive engagement on your posts from those more likely to interact with your content.

The idea of Lempod is to leverage the encouraged support from your network and increase overall reach. The more members of your ‘pod’ that like and comment on your LinkedIn post, the wider reach it will achieve as your content begins to appear in the feeds of a wider connected audience.

7. Use ViralLoop to win at referrals 

Tool name: ViralLoop

Category: Referral marketing

Plan and activate referral campaigns quickly with ViralLoop and their host of well-designed templates. You can build well-timed incentives into your GTM strategy across e-commerce, email, and app to help drive additional sales with minimal effort.

ViralLoop can even offer templated landing pages if you don’t have a website to direct your customers towards.

8. Communicate better with Slack

Tool name: Slack

Category: Communication

Slack is so much more than an instant messenger. From creative brainstorms, event organisation, project management, and file sharing, its long list of intuitive capabilities combined with the API integration of other apps and platforms make it a great central system for managing your team and their outputs.

9. Use Intercom to engage with your customers

Tool name: Intercom

Category: Engagement

Intercom is arguably the best website chat tool on the market, taking all the hassle out of making sure your customers have a positive experience on your website. It’s great for capturing leads and offering customers support when they need it.

Built with the same technology as GPT-4, Intercom is ahead of the game when it comes to AI-powered chatbots and support services.

10. Automate outbound emails with Reply.io

Tool name: Reply.io

Category: Email marketing

Reply.io champions both automation and learning, to drive a more effective outbound sales strategy. It has built-in prospecting capabilities and can combine data from multiple channels to help you grow your pipeline as a fundamental part of your GTM strategy.

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