To take the brand story to target audiences, each communication channel should be given its own consideration. When working with clients, we develop channel strategies with insights into what will drive the most engagement – leveraging the strengths of each communication channel while maintaining consistency in messaging and branding. Distinctive visual identities and high-quality communications help in conveying the narrative effectively – every asset should be native to its particular environment in order to most effectively bring the brand to life. Moments of organizational change are complex: there can be a temptation to over- explain the business context and rationale, which can mean the storytelling becomes compromised due to businesses saying too much. GTM strategies should focus on relaying a simple message in a creatively compelling way that showcases why these organizations have come together. A FULLY-INTEGRATED APPROACH All communicatoins across editorial, PR, paid, and owned media (including the website) should make sense as a whole and jointly add up to a single story. Having everything feel harmonious can be incredibly challenging but it is essential to think carefully about how every element will work together. Special consideration should be given to the customer journey and how the story evolves and adapts. For example, are there ways to utilize motion and video to add value to the website experience? Working out how all the different aspects of the customer experience might work in sync also demands partnering with different teams to find smart solutions. This often means adapting the core creative for specific channels and audiences to help land tailored messaging that ladders seamlessly back up to the core positioning.
KEY TAKEAWAYS FOR A BEST-IN-CLASS GTM STRATEGY The biggest challenge we’ve come across when businesses are starting their GTM strategy is underestimating the need for simplicity. Most people inside an organization are passionate about the work they do, so it’s only natural to spend a lot of time thinking about your product or services. And because you understand things in great depth, it’s hard to appreciate how little the rest of the world knows about your brand and how hard it is to get them to pay even a little attention to the things you care deeply about. But the more messages you put in front of people, the less likely they are to notice or remember any of it. Often, saying one thing well is the most effective way to hook people’s attention. And that can be the biggest challenge with B2B businesses that are trying to appeal to many different audiences. A well-designed GTM strategy manages this dilemma well, balancing the need for simplicity and consistency with the necessity of also tailoring messaging for diverse audiences and native formats. To help resolve these inherent tensions, a truly best-in-class GTM strategy should focus on three things: a fully-integrated client and agency team working with total transparency and trust; a well-considered channel plan that takes into account the strengths and weaknesses of that channel; and a compelling, creative platform that’s rooted in a big idea that’s directly aligned to your brand positioning.
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