Jon Hanlon’s Post

Unlock the potential of new markets with the right strategy! Kelly Waller, VP of Sales and Marketing at Harte Hanks, has penned a must-read article on Customer Think!  Kelly highlights the importance of a comprehensive Go-To-Market strategy that includes demand generation and local expertise. From setting clear objectives to partnering for key functions, her step-by-step guide is essential for successful market entry. Don't miss out on these expert tips to drive your business growth! https://lnkd.in/eKe-tnJY

Sales vs Marketing, which is more important? Both, of course! Salesloft and Demandbase are joining forces to host a webinar on uniting these "frenemies" through the right ABM strategy. Check it out: https://bit.ly/4cBmyjU.

Getting your go-to-market strategy right is the difference between soaring sales and struggling to gain traction in the market. A well-crafted go-to-market strategy not only propels your product or service into the spotlight but also ensures a targeted approach to reach and resonate with your ideal customers. It involves a deep understanding of market dynamics, customer needs, and competitive landscapes, allowing your business to seize opportunities and navigate challenges effectively. Ultimately, getting your go-to-market strategy right is the cornerstone of achieving sustainable growth and establishing a strong presence in your industry. Check out this 6-step guide to building a go-to-market strategy! #b2bmarketing

Well crafted GtM strategy

I spent 16 hours analysing the work of different leaders in Go-To-Market strategy. I'd like to spotlight Anthony Pierri. It's rare you find this level of clarity in messaging. This is top tier work. Top 5 learnings from this research in crafting a winning go-to-market approach and articulating it in the right way. 1. How to differentiate against a market leader -> When entering a market with a big incumbent, pick at least one differentiation strategy across Price, Product, Distribution or Target segment and nail it 2. How to write for Marketing vs Sales -> Think about your 1-to-many audience for marketing, and the 1-1 business decision maker to win over for sales 3. How to get people excited about your solution -> Outline the core Use Case, Capability and Outcome it will drive for them (illustrated with clear definitions and examples from top real-life B2B businesses) 4. How to write clear winning messages on your capabilities -> Rather than combining capabilities in 1 message, identify 1 core use-case at a time and the 1 underpinning capability that supports it 5. How to position your product -> Explain what it actually does Must read. Worth also following FletchPMM if you found this interesting.

The Pavilion webinar is today at 2 PM ET (6 PM GMT). Join us as Victoria Albert (VP Marketing) and Greg Campbell (Head of Strategic Growth, EMEA) host a session on how to establish meaningful connections with buying groups at your target accounts.  This webinar will cover: - Business and tech purchase drivers - Buying committee roles, dynamics, and preferences - Tools, content, channels, and resources buyers rely on at different stages of the decision process Save your spot: https://hubs.ly/Q02q5Ft90 #b2bmarketing #ownyourfunnel #demandgeneration

This is a great topic and very pertinent, according to several research studies conducted at the back end of 2023 and the start of 2024. The traditional B2B playbook is being thrown out the window, and it's more important than ever to adapt revenue strategies to an approach that addresses the specific needs and concerns of buyers. Defensive B2B buyers want to see concrete evidence of the benefits of your offerings, and how they can help their businesses grow and succeed. They want a consultative approach to selling, vendors who take the time to listen to them and provide customised solutions to address specific challenges. It doesn't just stop with the sale either! Buyers demand excellent customer service and support after the sale too - vendors need to be responsive, reliable and committed to their success! Check out this webinar today to learn from people living and breathing within this space!

Partner marketing is a great resource for revenue. But, many partner marketers find themselves disillusioned by promises unfulfilled. Be it from understaffed programs, general inertia, or something else, we’re going to be discussing solutions at our our upcoming Virtual Chocolate Tasting & Roundtable. We’ll cover: → Ways to identify, activate, and nurture the right partners for the right reasons, wherever they are in the world. → Best practices for fostering symbiotic relationships that drive tangible growth and value. → Successful orchestration of co-marketing campaigns to engage in-market buyers. 🍫 Register here: bit.ly/3FaF0Rh #StrategicMarketing #FieldMarketing #eventmarketing #b2bmarketing #abm #eventmarketingroi #techmarketing #abmevents #sales #marketing #marketingstrategy #abmevent #commonsenseconferences #buyerforesight

For all my Channel and Partner marketing leads: 1. AI and Machine Learning will play an important role in channel partner marketing in the future. AI and Machine Learning can help channel partners to analyze data, personalize customer messaging and automate workflows. 2. There will be a greater demand for channel partners in the future as more companies turn to outside help to navigate the evolving digital landscape effectively. 3. Emphasis will be placed on creating meaningful content that is relevant to clients and prospects, and adopting a more human approach to building and maintaining relationships with partners and customers.

In the current economic environment, buying behavior continues to shift, buying committees are increasingly complex, and the pressure to prove value for both B2B brands and buyers is high. To succeed, brands need to be agile in how they capture in-market demand and revenue now while building resilience and securing long-term revenue to grow in the future. That's why we're so excited to join LinkedIn on Thursday, October 19th at 9am PT | 12pm ET for I Heart ABM, LinkedIn's annual event for ABM practitioners and decision-makers. Join us to hear about: 👉 Global industry insights for B2B 👉 Crafting a winning ABM strategy 👉 Building engaging, data-driven content 👉 Actionable tips and tricks for your ABM programs Register for this free event now: https://lnkd.in/ghf_R36z #IHeartABM #accountbasedmarketing #abm #b2bmarketing #b2bmarketers