3 GTM Plays Any Sales Team Can Run 

Lately, I’ve become obsessed with reading about and experimenting with different Go-to-Market plays. There are so many out there, and it’s fascinating to see which ones work best for different businesses.

As I’ve explored these plays, I’ve discovered a few that are easy to try and capable of strong results.

Here are 3 of the most basic GTM plays anyone can run for a big impact on growth.

TLDR:

• The goal: Drive product launch and growth
• The tactic: Run specific GTM plays
• The result: Better revenue growth and market penetration 

Play #1: Website visitor identification

One of the simplest and most effective plays for your Go-to-Market strategy is website visitor tracking and identification. By identifying who’s visiting your website, you can connect with people who have already shown interest in your solution.

This play focuses on re-engaging visitors with targeted messages based on the pages they’ve viewed. You can run this play in many directions, such as:

• Re-engagement for pricing page visitors
• Re-engagement for demo page visitors who didn’t book a demo
• Visitors to multiple landing pages

For example, if someone visits your pricing page but didn’t sign up for a demo or trial, you can send a follow-up with more details or a limited-time discount.

The key to this play’s success is timing and relevance. The sooner you reach out after a visitor checks out your website, the better your chances of conversion.

Just make sure not to start the email with “I saw you visited our website…” 😅 That’s personalization gone wrong!

Website visits are a signal, not personalization content.

Play #2: New in role

Another strong GTM play is targeting individuals who are new in the role or received a leadership promotion. When someone starts a position, especially in a leadership or decision-making capacity, they often look for quick wins and solutions for easy success.

This gives you a great opportunity to offer your product or service as the solution to their needs.

There are many angles you can use when reaching out to someone new in their role:

• Highlighting how your product helped them at their previous company (if they were a previous customer before changing jobs)
• Offering tips on achieving quick wins with your solution to get them up to speed faster
• Showing how your product enable new hires or cover open positions

For example, you might reach out to a new sales manager and position your AI SDR as a tool for quickly ramping up their team’s productivity or easing the targeting of new markets.

This play works well because it taps into the need for efficiency and quick results during a transition period. Make sure to keep your messaging focused on how your product will help them excel in their new role, not on the cool features it has.

Play #3: Lookalikes

Lookalike campaigns are another good Go-to-Market play that leverages data to target individuals who resemble your best customers or leads. This helps you increase your chances of converting them into a sale.

There are several types of lookalike campaigns you can run:

• Existing customer lookalikes – Targets people who share the same industry, company size, or role as your current customers
• Closed-won lookalikes – Focuses on people who resemble individuals who already converted into buyers
• Website visitor lookalikes – Uses data from website visitors to find others who share the same interests or traits

For instance, if you know that companies of a specific size and industry are more likely to convert, you can use this to set criteria for finding similar businesses. And since those prospects resemble your current customers, they’re more likely to buy than a random cold lead.

The beauty of lookalike campaigns is that they help you scale your efforts by reaching out to potential customers with greater precision.  

Result

By running these 3 GTM plays, you can expect to see better outreach results like:

• Higher engagement
• More qualified leads
• More conversions

This is because you’re focusing on contacting the right people at the right time, maximizing your outreach’s impact.

For even better results, you might consider hiring a GTM engineer who’s responsible for running all your GTM plays and making sure all your tools work properly.