Case Studies

GTM Strategy

How I planned and executed a GTM strategy for expanding into a new market

Overview

The global pandemic put the adoption of online shopping into hyperdrive, causing the e-commerce industry to expand rapidly. Our client base had only a few online retailers, but we wanted to change that.

So we sought to break into a new market where it seemed too hot to resist. The objective was to target online retailers without losing focus on our core client base. I got to work and crafted a go-to-market strategy for e-commerce clientele.

Market research

Breaking into a new market is ambiguous only because it's new to the company, but it is not new to the world! A good plan plus qualitative and quantitative data helps navigate the ambiguity.

The next step is to replicate this go-to-market strategy and test another new market.

Find the positioning hole in the market

101% increase in new clients

Customer research

Understand our current online retailers to craft key messaging

118% increase in new revenue

Sales enablement

Get sales & support up to speed on market insights

Launch all channels

Go live with a plan for out bound and inbound

How I used customer and market research to restructure pricing and increase ARR

Overview

After listening to sales calls and support transcripts I found a common hesitation. About 10% of salespeople would overcome the hesitation, but not with a product solution. They were able to overcome it with their talent. I wanted to make things easier for the customer and remove the hesitation altogether.

The hesitation found was in our email product service. The prospects did not want to believe that email marketing could grow their business. Important to note: Many of these clients had been collecting emails for years. However, they were only using email for holiday promotion, communication, and transactional purposes.

I saw an opportunity to use a product solution and win more deals. I believed if we created a custom pricing strategy we could overcome the hesitation.

Market research

The test was limited to a single quarter. It was also limited in its delivery. Only sales calls that experienced specific customer hesitations were allowed to rebuttal with this pricing offer.

Even with all the limitations the test was a success. Before starting the test I took into account that we would be transitioning into a PLG model soon. So the conclusion is to build a PLG model around the new pricing structure.

$7.2 M ARR

Most competitors were following similar pricing models the market needs innovative pricing disruption

New Pricing Offer

Overall close rate rose 10%

Built a unique pricing offer to deliver when specific hesitation occurs

Sales Language Test

New pricing is only to be available when the unsure hesitation is triggered

30% of the new accounts upgraded

How I launched two new products to increase client revenues

Overview

Our agency specialized in email marketing but we saw an opportunity in other products. We wanted to expand our product services into SMS and web-push notifications.

My assignment was to own these two products. I learned every limitation and benefit that comes with using these two channels. Plan the go-to-market strategy and launch these products to our existing customer base. In addition, I had to enable sales to upsell current and future pipelines.

Adding complementary outbound channel products was a success. These channels have their own hurdles limitations but clients gained extra revenue at high ROI.

The conclusion is to seek out more outbound channels and offer a suite of products for our clients.

Market research

500% increase client revenues

Find the positioning hole in the market

Customer research

Understand our potential customers needs and goals to craft key messaging

10% increase in account upgrades

Sales enablement

Get sales & support up to speed on market insights

14% increase ARR

Launch all channels

Go live with a plan for out bound and inbound