Summary

In this conversation, Tony Wilson and Garrett Jestice delve into the intricacies of go-to-market strategy, emphasizing the importance of understanding foundational elements such as audience, offering, messaging, and channels. Garrett shares his philosophy of prioritizing sales before marketing to effectively learn what resonates with customers. They discuss the phases of growth for B2B companies, the significance of conducting customer interviews to refine strategies, and the distinction between product marketing and demand generation. The conversation highlights the necessity of replicating best-fit customers and the potential for consistency in custom services. In this conversation, Tony Wilson and Garrett Jestice delve into the intricacies of market research, client segmentation, and the importance of aligning go-to-market strategies with customer insights. They discuss the significance of conducting effective client interviews, the challenges faced by agencies with limited client data, and the value of utilizing paid research to gain insights. The conversation also highlights common pitfalls in market research, the integration of interview findings into strategic planning, and the prioritization of bottom-of-funnel tactics for quicker wins. Finally, they explore the targeting strategies of 'spears, nets, and seeds' to effectively reach high-value clients.

Keywords

Go-To-Market Strategy, Sales, Marketing, Customer Interviews, Product Marketing, B2B Growth, Agency Strategy, Business Development, Marketing Foundations, Customer Acquisition, market research, segmentation, client interviews, go-to-market strategy, agency growth, marketing tactics, customer insights, business strategy, agency positioning, sales process

Takeaways

• Sales is the fastest way to learn what works.
• Understanding your audience is essential for success.
• You need a solid go-to-market strategy.
• Replicating your best fit customers is key.
• Sales before marketing is crucial for understanding foundations.
• Product marketing helps you understand your foundations.
• Companies don't buy products; they hire them to do a job.
• Custom services can still have consistency.
• You should be constantly pushing to productize your services.
• The phases of growth in B2B companies are critical to understand. Agencies benefit from specializing in specific verticals.
• Segmentation is crucial for efficient marketing and sales.
• Five to nine interviews can yield significant insights.
• Paid research can supplement limited client data.
• Real past experiences provide more accurate data.
• Aligning team members behind a go-to-market strategy is essential.
• Bottom-of-funnel tactics can produce quicker results.
• Understanding customer success is key to replicating it.
• High-touch approaches are necessary for high-value clients.
• Creative outbound strategies can build meaningful relationships.