3 Expert Insights About Executing a GTM Strategy (January 2025)

With so many moving parts, executing a successful go-to-market strategy can feel overwhelming. Every step matters, from ironing out your target audience to crafting the right message.

The good news? There are plenty of experts you can turn to for practical tips and insights on navigating GTM challenges (and more!).

Here are 3 expert insights about running your GTM strategy.

Create 1 GTM strategy per audience segment

According to Garrett Jestice, companies shouldn’t rely on a single GTM strategy for all customer segments.

That’s because each segment has its own unique challenges, needs, and buying behaviors.

When you target new segments, you’re not tweaking your existing GTM strategy (hopefully 🤞). You’re building a completely new GTM strategy for each segment, of which there might be a bit of overlap where you can run the same play multiple times.

For startups, it’s best to run just 1-2 GTM strategies while you’re pursuing product-market fit. Trying to target too many segments early on can spread your team too thin, dilute your messaging, and lead to poor results.

Then once you’ve nailed your product-market fit and you’re seeing success with your audience, you can scale your efforts and double down on what’s working.

How you can apply this

Here’s how you can apply this insight to your GTM strategy:

• Break down your target market into small segments – Using AI tools like AiSDR let you go even more granular into your customer segments while making it easy to run targeted micro-campaigns.
• Choose the right channels – Figuring out where your segments spend their time will ensure you run outreach that targets the correct sales channels. 
• Start small – For startups and new products, you should limit yourself to 1-2 segments. This lets you find out what works without unnecessarily wasting resources.
• Personalize offers – Your products, pricing, bundles, and even messaging should reflect your segment’s priorities. Otherwise, they won’t buy. 

Use dedicated GTM engineers to build your pipeline

Brendan Short believes the evolving sales landscape calls for a new role on sales teams – the GTM engineer.

There are 4 key reasons why:

1. Jobs to be done in GTM companies have changed a lot in the last 3 years
2. Current RevOps doesn’t focus on generating sales pipeline
3. SDRs aren’t equipped with what they need now to generate pipeline
4. Maxing value from AI sales tools requires more solution engineering than sales expertise

These 4 factors have led to the genesis of the GTM engineer whose primary goal is to drive pipeline growth in today’s complex sales environment.

How you can apply this

Here’s how you can apply this insight to your GTM strategy:

• Consider adding a GTM engineer to your team to bridge the gap between sales, RevOps, and SDRs. Their main responsibility should be to combine technical expertise and sales strategies to generate pipeline.
• Analyze your best-performing GTM plays and look for ones you can automate with the right tools, such as website visitors.
• Shift from high-volume outreach to micro-campaigns that leverage AI insights, deep personalization, and intent signals.
• Work with GTM-as-a-service vendor that provides users with a GTM playbook, a GTM engineer, email frameworks, and a sales tool that can execute your GTM strategy.

Build your website and blog with highly relevant content

Over the past year, Google rolled out several updates that targeted content quality, depth, and expertise. 

These updates had a noticeable impact on HubSpot, resulting in a huge drop in SEO traffic. What makes this so surprising is that HubSpot has been the gold standard of B2B blogs for quite a while.

But while it’s unfortunate, it’s likely just a bump in the road. HubSpot is sure to recover with a better and even more high-quality blog.

But if this happened to a startup or SMB, this might set back the SEO element of your GTM by up to a year.

Gaetano DiNardi suggests a few reasons why this might have happened to HubSpot:

• Potentially thin content – About ~53% of HubSpot’s blog posts were under 2,000 words and only 24% had over 3,000 words. High-quality, value-rich BOFU sales blogs typically aim for at least ~3K words.
• Lack of topical authority – Many posts targeted top-of-the-funnel topics that didn’t align with HubSpot’s core expertise.
• Google penalties – The recent updates appear to have penalized posts that focused more on SEO traffic than delivering value.
• Limited author credibility – Some content was written by contributing authors with limited authority in HubSpot’s field.

There’s likely no 100% correct answer, but these factors likely combined to trigger the drop in traffic.

How you can apply this

Here’s how you can apply this insight to your GTM strategy:

Just keep in mind that your GTM strategy will naturally change and evolve over time.