GO TO MARKET

STRATEGIES

The journey to business success often navigates through a maze of marketing challenges, becoming even more complex when exploring new markets. As Dream Factory, a dedicated B2B marketing agency, we are your expert guides for these uncharted territories. With over two decades of experience, we have been steering businesses across the globe into the booming American market and helping local American companies expand their footprints.

The world of B2B is vastly different from B2C in terms of sales cycle, narrative, branding, and communication channels. Understanding these nuances is crucial to devising an effective B2B Go To Market Strategy. This is where Dream Factory’s expertise comes in. Our team has the knowledge and skills necessary to ensure your business thrives in the B2B market.

Our proprietary system, specifically designed for a robust B2B Go To Market Strategy, is laser-focused on maximizing ROI. Our experience spans across various industries like energy, healthcare, technology, business services, property development, entertainment, financial services, and non-profit sector. This rich portfolio allows us to handle different market scenarios skillfully and provide insights to help you sidestep common pitfalls and accelerate your ROI.

Why Dream Factory for your B2B Go To Market Strategy?

Navigating the B2B market requires strategic precision. It’s not about casting a wide net and hoping for the best, it’s about plotting a careful course to hit the bullseye. Dream Factory is the expert hand guiding your aim.

Our expertise in B2B Go To Market Strategy enables us to develop comprehensive plans that not only identify potential challenges but also uncover hidden opportunities. These strategies are designed to drive success while ensuring each step aligns perfectly with your unique business goals and values.

Four Key Components of a B2B Go-To-Market Strategy

Our B2B Go-To-Market strategies pivot on four critical components:

Market Segmentation

1

Each product or service has a unique aspect that sets it apart from the competition. Our role is to help you effectively communicate this uniqueness to your customers. We develop compelling value propositions that uniquely differentiate your offerings, showcasing their unique benefits and positioning you as the preferred choice in the market.

Sales Channel Selection

2

The place where you meet your customers can make or break your sales. At Dream Factory, we help identify the most effective distribution channels for your product or service, ones that align perfectly with your target audience’s preferences and your value proposition. We consider a range of factors, including cost-effectiveness, scalability, and market reach, to ensure your product lands directly in your customers’ path.

Messaging and Positioning

3

A well-crafted message can be the difference between a product that sparks interest and one that falls by the wayside. We work with you to develop messaging that speaks directly to your audience’s pain points, interests, and aspirations. We also strategically position your product within the market to accentuate its strengths against competitors and highlight how it fills gaps left by others.

Value Proposition Development

4

Every product or service has its unique spark – the distinctive element that sets it apart from the competition. Our role is to help you articulate this uniqueness to your customers convincingly. We develop compelling value propositions that effectively differentiate your offerings, showcasing the benefits that uniquely position you as the preferred choice in the market.

Providing Your Sales with Essential B2B Buyer Insights

Successful B2B selling in today’s fast-paced market demands more than a superior product or service. It necessitates a profound understanding of your buyers—their needs, preferences, and decision-making processes. At Dream Factory, we delve into these details, equipping your sales team with valuable B2B buyer insights. These insights enhance their ability to align their selling approach effectively with your potential B2B customers.

Embarking on your business journey without a B2B Go-To-Market strategy is akin to planning a vacation by blindly throwing a dart at a map. While there’s a slight chance of landing somewhere desirable, there’s a far greater possibility of ending up somewhere undesirable, or even off the map entirely. Business, especially in the B2B realm, shares a similar principle. Without a carefully crafted strategy, you might sporadically hit the mark, but more often, you might find your business adrift in a sea of challenges, wasting valuable resources.

Our B2B Go-To-Market strategy is your GPS in this journey, navigating you away from potential pitfalls and guiding you towards business success. It’s a comprehensive blueprint that helps your business avoid common issues such as:

Overestimating or underestimating supply and demand
Encountering production issues due to lack of clarity amongst your team
Failing to align your product or service with your customers’ needs or desires
Struggling with pricing your product or service effectively, affecting customer acquisition and ROI negatively
Misjudging market demands and preferences, leading to a poorly received product or service

Our B2B Go-To-Market strategy meticulously plans every stage, including who your product or service targets, what unique needs it fulfills, and how to engage with these customers effectively. By implementing this strategy, you significantly enhance the odds of your success, ensuring your business journey is on a well-planned, strategically charted path towards growth.

B2B Go-To-Market Strategy Is Not a Business Plan – Here’s Why

B2B Go-To-Market Strategy and Business Plan – Understanding the Difference

While a business plan and a B2B Go-To-Market strategy both guide your company toward success, they serve different purposes and operate at different scales.

A business plan is a comprehensive document that outlines your company’s overall objectives, including operations, finance, HR, and marketing. It’s like your company’s roadmap, detailing the entire journey.

In contrast, a B2B Go-To-Market strategy is a focused part of this roadmap, zooming in on the steps needed for a successful product or service launch. It outlines specifics like market segmentation, value proposition development, messaging and positioning, and sales channel selection.

To put it simply, your business plan provides the big picture, while your B2B Go-To-Market strategy illuminates the path for a specific product or service journey. At Dream Factory, we specialize in crafting robust B2B Go-To-Market strategies that align with and power your broader business plan for a successful product or service launch.

Comparison Factors	Business Plan	Go-To-Market
Scope	The Business Plan covers all aspects of the business - it's a strategic document that outlines a company's overall mission, vision, and long-term objectives. It includes operational, financial, and HR plans, among others.	The Go-To-Market Strategy focuses on the specifics of bringing a product or service to market. This includes understanding the target market, positioning the offering, and choosing the most effective distribution channels.
Purpose	The Business Plan lays out a roadmap for the entire business. It outlines the steps that need to be taken to achieve the company's objectives, whether they be financial growth, increased market share, or something else.	The Go-To-Market Strategy is a detailed action plan for a specific product or service. It's designed to ensure a successful launch and maximize the product's potential in the market
Target	The Business Plan is designed for both internal and external stakeholders. Internally, it guides the management team in decision making. Externally, it can be used to attract investors, partners, or even key hires.	The Go-To-Market Strategy is primarily for internal teams - marketing, sales, and product development. It ensures that all teams are aligned and focused on the same market objectives
Elements Included	The Business Plan covers everything from the company's vision and objectives, market analysis, operational structure, financial projections, to marketing strategies, etc.	The Go-To-Market Strategy includes market segmentation, value proposition development, messaging and positioning, and sales channel selection. It also outlines the marketing tactics to be used, pricing strategies, and sales processes.
Time Frame	The Business Plan is a long-term document. While it should be reviewed and updated regularly, it's typically designed to cover a period of 3-5 years.	The B2B Go-To-Market Strategy has a shorter focus, typically tied to the lifecycle of a specific product or service launch. It is a more agile document, often updated as market feedback is received and analyzed.
Role in the Company	The Business Plan is the overarching guide for a company's success. It sets the direction and provides a reference point for decision making.	The B2B Go-To-Market Strategy is a critical component of the broader business plan, providing a detailed blueprint for launching and selling a specific product or service. It is the tactical execution of the company's marketing objectives.

Key Elements of a Robust B2B Go-To-Market Strategy

A comprehensive B2B Go-To-Market strategy is not a one-size-fits-all tool. It’s an intricate puzzle, pieced together with a variety of elements tailored to your business’s unique needs. Here at Dream Factory, we focus on each of these critical pieces to ensure your B2B Go-To-Market strategy leads your business towards success. Here’s what our B2B Go-To-Market strategy includes:

Market Analysis

Understanding your target market is pivotal to a successful B2B Go-To-Market strategy. We delve into your potential customers’ needs, preferences, behaviors, and decision-making processes to identify the best ways to reach and engage them.

Product Highlights

Highlighting your product or service’s unique attributes helps set it apart from the competition. We identify and emphasize these standout features in our marketing and sales initiatives to position your offering favorably in the minds of potential customers.

Competitor Analysis

It’s crucial to know not just who your competitors are but also what they’re offering and how they’re positioning themselves in the market. We conduct an exhaustive competitor analysis to inform your B2B Go-To-Market strategy, helping you stay ahead of the curve.

Identifying Opportunities

Our B2B Go-To-Market strategy doesn’t stop at analyzing the present; it also looks towards the future. We continuously identify opportunities for growth and expansion, ensuring your business is always ready for the next big leap.

Branding

We help you build a strong, consistent, and memorable brand that resonates with your target market, facilitating stronger customer relationships and loyalty.

Messaging & Positioning

Crafting compelling messages and positioning your product or service effectively is paramount to reaching and connecting with your target audience. Our B2B Go-To-Market strategy focuses on creating resonating messages that align with your customers’ needs and wants.

Lead Generation

We create a robust lead generation plan that leverages a mix of marketing channels to attract and convert high-quality leads, driving your business growth.

Timeline

Well-structured timeline ensures that all elements of the B2B Go-To-Market strategy are executed efficiently and effectively. It provides a roadmap for your product’s journey from concept to market.

Distribution

Choosing the right distribution channels is key to getting your product or service in front of the right audience. We select channels that align with your customers’ behaviors and preferences, ensuring maximum reach and impact.

Pricing

Price can make or break a product’s success in the market. We devise a pricing strategy that not only appeals to your customers but also aligns with your business objectives, maintaining a healthy balance between profitability and customer satisfaction.

B2B Go To Market Strategy FAQ

What Are Examples of Go-To-Market Strategies?

There are many different tactics you can take when developing your go-to-market strategy. Not one is totally superior to the others, but the best choice largely depends on the type of product/service you're trying to sell and your company's presence in the industry it's trying to appeal to.

Demand Generation Go-To-Market Strategy - A tactic based on building an explosive level of awareness by taking advantage of several different marketing segments at once, including sponsored webinars, email blasts, pay-per-click ads, and more. That sudden level of interest then drives demand when the product or service launches.

Account-Based Marketing Go-To-Market Strategy - A team-based tactic where the marketing and sales teams work together to identify the highest-quality leads, then optimize the marketing messaging to aggressively target these potential customers.

Sales Enablement Go-To-Market Strategy - Figuratively arms your sales team to the teeth with specialized training, increased staff, and all the resources they need to aggressively pursue as many leads as possible.

Inbound Go-To-Market Strategy - Rather than pursuing leads like the other strategies, this tactic puts all the focus into creating persuasive advertisements around the product or service itself, thereby increasing the flow of organic leads.

What is Marketing Segmentation?

In the B2B context, market segmentation refers to the practice of dividing a broad target market into subsets of businesses that share common characteristics, behaviors, or needs. It's a critical component of any effective B2B Go-To-Market strategy as it enables businesses to target their efforts more effectively and efficiently, enhancing the ROI of their marketing efforts.

In essence, marketing segmentation is about understanding who your ideal customers are and tailoring your marketing approach to meet their specific needs, resulting in more personalized and effective messaging.

Types of B2B Marketing Segmentation

There are several ways to segment a B2B market, depending on the nature of your product or service and the dynamics of your target market:

Industry Segmentation: Different industries have unique needs and characteristics, so it often makes sense to segment your market based on industry types. For example, a software company might have one strategy for marketing to the healthcare industry and another for the retail industry.
Company Size Segmentation: Small businesses, mid-sized companies, and large corporations all have different needs and capabilities. By segmenting your market based on company size, you can tailor your offerings and marketing messages to the specific needs of each group.
Geographic Segmentation: While not always as critical in B2B markets as in B2C markets, geographic segmentation can still be important, particularly when it comes to logistics, legal considerations, or regional business practices.
Behavioral Segmentation: This involves segmenting your market based on how businesses make purchase decisions or how they use your product or service. This might involve looking at factors like usage rate, loyalty status, or purchase patterns.

By carefully segmenting your market, you can ensure that your B2B Go-To-Market strategy is targeted, relevant, and impactful. At Dream Factory, we use our expertise and proprietary system to help you understand your market segments and develop a B2B Go-To-Market strategy that effectively reaches and engages with each of them.

What is Value Proposition Development?

In the context of a B2B Go-To-Market strategy, Value Proposition Development is a critical process wherein you define the unique value that your product or service offers to your target customers, distinguishing your offerings from your competitors'. This unique value is what convinces a potential customer that your product or service is the better choice.

Developing a compelling value proposition involves several key steps:

Understanding Customer Needs: The first step in developing a value proposition is understanding your customers’ needs. This involves conducting market research to gain insights into what your customers value most, what problems they face, and how your product or service can address these issues.
Identifying Unique Features: Next, identify the unique features or aspects of your product or service that directly address your customers' needs or problems. These could be technical features, exceptional service, or innovative aspects that set your offering apart.
Highlighting Benefits: Once you've identified your unique features, translate them into benefits. Rather than simply stating what your product or service does, explain how it can benefit the customer, focusing on tangible results and real-world benefits.
Differentiating from Competitors: Your value proposition should clearly establish how your product or service is different from and superior to what your competitors offer. This can be achieved by emphasizing your unique features and benefits, or by highlighting the disadvantages or shortcomings of competitor offerings.
Articulating Value Proposition: Finally, articulate your value proposition in a clear, concise, and compelling way, focusing on the key benefits that you offer to your customers. The aim is to make it immediately clear why a business should choose your product or service over others in the market.

At Dream Factory, we leverage our deep experience and proprietary system to help you develop a compelling value proposition that resonates with your target market and positions your product or service for success in the market. Our focus is always on delivering maximum ROI for our clients, and a compelling value proposition is a key element of this.

What is Messaging and Positioning?

Messaging and positioning are critical components of a successful B2B Go-To-Market strategy. Together, they determine how your product or service is perceived in the market and influence how effectively you engage with your target audience.

Messaging is about communicating your value proposition to your target audience in a way that resonates with them. Effective messaging addresses the pain points of your audience, taps into their desires, and communicates how your product or service can help. It's not just about stating what your product does, but rather about painting a picture of how it can transform your customers' business.

Key elements of effective messaging include:

Audience Understanding: Understanding the needs, wants, and pain points of your target audience to ensure your messaging hits the mark.
Consistency: Maintaining a consistent message across all channels and touchpoints to reinforce your brand and product value.
Clarity: Making sure your message is clear and easy to understand, avoiding jargon and complexity.
Value-Centric: Emphasizing the value and benefits your product or service provides to the customer.

Positioning is about strategically defining your product's place in the market relative to your competitors. It's about creating a unique impression in the minds of your potential customers that makes them see your product or service as something distinct and attractive.

Effective positioning involves:

Differentiation: Highlighting what sets your product apart from competitors.
Relevance: Ensuring your positioning resonates with your target audience and speaks to their needs and desires.
Credibility: Making sure your positioning is believable and aligns with your company's brand and reputation.
Uniqueness: Establishing a position that your competitors cannot easily replicate.

At Dream Factory, we help you develop compelling messaging and strategic positioning that not only communicates your unique value proposition but also resonates deeply with your target audience. We understand the nuances of the B2B market and use our extensive experience to ensure your B2B Go-To-Market strategy successfully positions your product or service for optimal market impact.

What is Sales Channel Selection?

Sales channel selection is a pivotal aspect of a successful B2B Go-To-Market strategy. It's the process of determining the most effective ways to get your product or service into the hands of your customers. A sales channel can be direct, such as your own sales team or website, or indirect, such as distributors, resellers, or third-party digital platforms.

Effective sales channel selection involves several key considerations:

Target Audience Alignment: The sales channels you choose should align with your target audience's buying behavior. For instance, if your target customers prefer buying online, then e-commerce channels would be a natural choice.
Product Fit: The nature of your product plays a role too. Some products are better suited for certain channels. For instance, complex products might require a direct sales team that can provide detailed information and demonstrations, while simpler products can easily be sold through indirect channels.
Cost and Profitability: The costs associated with different sales channels can vary significantly. It's crucial to assess the costs (e.g., commission, platform fees) and potential profitability of each channel before making a decision.
Control and Customer Experience: Direct channels often provide more control over customer experience, while indirect channels might offer broader reach. Balancing control and reach is important for maintaining a high-quality customer experience while scaling your business.
Competitor Analysis: Understanding where your competitors sell their products can provide valuable insights. If certain channels are heavily used by competitors, they might be effective — but they might also be saturated.

At Dream Factory, we help you make informed decisions about sales channel selection based on our extensive experience in the B2B sector. We'll guide you through the process, ensuring your sales channels align with your target audience, product characteristics, cost structure, and competitive landscape. Through our support, you'll have a tailored B2B Go-To-Market strategy that optimizes your sales channels for maximum reach, impact, and profitability.