Go-To-Market Strategy: The voice of your customers should lead your marketing strategy (episode #118)

How I Made it in Marketing

We’ve all seen it in the movies. A character has an invisibility cloak, or drinks a potion, or perhaps turns into a ghost. And then, oooh how tantalizing, they can see what goes on when they’re not around.

Well as our latest guest explains it, we shouldn’t just think of that kind of moment as some sort of sci-fi fantasy. We should work as if we’re trying to optimize that conversation.

As she puts it – “It's about what people say when you are not in the room.”

To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Allyson Havener, Chief Marketing Officer, TrustRadius [https://www.trustradius.com/].

Stories (with lessons) about what she made in marketing

• Creating a category is one of the most difficult GTM strategies, but if you have enough conviction, time, and money to pull it off, it's worth it
• Done is better than perfect
• It's about what people say when you are not in the room
• Align marketing initiatives to revenue
• Lead marketing strategy with the voice of your customers
• Partner to understand the investment needed for growth while also achieving profitability

Discussed in this episode

Get Productive With AI – Join us on November 20th at Noon EST. There is no cost. See the 7 principles you can learn in this session and register to join us at MeclabsAI.com/GetProductive (from MarketingSherpa’s parent company, MeclabsAI).
B2B Digital Marketing & Demand Generation: My boss has asked me to produce $1 billion in revenue. Now what? (podcast episode #109) [https://marketingsherpa.com/article/interview/B2B-digital]

Female Entrepreneurship and Marketing: Having built a big community doesn't mean you will be able to monetize it (podcast episode #71) [https://www.marketingsherpa.com/article/interview/entrepreneurship]

Brand Voice: 3 quick marketing case studies from Pedigree, a freelance marketplace, and a marketing agency [https://marketingsherpa.com/article/case-study/brand-voice-case-studies]

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

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