Noah Cisneros

Where does a go-to-market strategy start?

With the product team? The marketing team? The operations team?

My philosophy: the customer.

Too often, especially in B2B, we create a product and then try to find someone who would want it. We look for the right way to convince a customer that they fit the criteria for the product we created.

Instead, what if GTM approaches were reversed? Start with a customer segment that your business wants to serve, look for areas to serve that customer, and then create a product to be the solution to those problems.

Like a flipped marketing funnel, a flipped GTM strategy makes staying true to the core product details easier because it starts with the core customer.

GTM requires you to think like a product owner but act like a marketer. To help my team at TAB Bank understand what audience and message resonated the most, we ran a Meta ad test to inform our GTM strategy. Please the deck below with the creative approach, the testing, and some of the results.

It is better to build GTM around data, not just intuition. However, if your new in a certain market or part of a market, it can be hard to gain that data. Meta ads are cheaper than other platforms, for us, it worked great. Learn more in the doc below”

Disclaimer: I am an employee of TAB Bank. The postings on this site are my own and do not necessarily reflect the views of TAB Bank or other TAB Bank employees. No TAB Bank products, rates, or services are offered on this website or by me in any form at any time.