A Full, AI-Assisted GTM Build
From strategy thru content to tech, AI and activation
Your GTM bucket is leaking. Here is a full overview of how to fix and awesomize it.
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Welcome to the Electric B2B Newsletter, dropping actionable GTM insights every Sunday
…except for weeks when it’s Friday… or Tuesday. Long live consistency!
Many B2B teams (not yours, but many others out there) are pouring resources into marketing and SDRs without
uncovering the buyer’s journey
agreeing on the key processes we need to guide buyers down the journey
having strategic asset creation and distribution in place
knowing who's actually engaging with content
doing proper account research to enable real ABM
having a system to activate accounts with the right 1:1 message
What I just described is a huge department- or even company-level problem that usually takes years to fix, but lucky for you, we’ll patch up your GTM with just this one newsletter……….
…obviously not (» the above was irony).
We’ll do our best to give you a solid overview in this issue. My goal is to give you a frame of mind so you can diagnose and decide on action.
Or get excited and hire Klear to build it out.
If you want deeper stuff on this, come to our December 12th training where we go through this entire process.
Here's how to go about fixing the problem to create a GTM breakthrough:
The Journey Starts Here
It helps if the GTM org and C-level share a common view of the REAL buyer journey. This is a must, otherwise you’ll just create a marketing science-fair project that never materializes at the scale it is meant to.
In saas, you’ll want to agree on some version of the Bowtie model, where
the “back end” is taken just as seriously as the pre-sale phase
you define buyer journey stages from the buyer’s perspective
you have clear conversion points (metrics) defined between stages
But here's the thing - you need to map out exactly what needs to happen at each stage. Without this clarity, you're flying blind.
Find Your Constraint
Stop spreading yourself thin. Look for the biggest gap in yourk buyers’ journey (and hence your GTM):
- Where is the buyer journey most incomplete?
- Where is your bottleneck?
- What's stopping deals from moving forward? Where’s the biggest dropoff?
Truth bomb: It's usually at the top of the funnel. Not always but often. Getting quality meetings is hard, and most teams struggle with two key challenges:
- Getting buyers to engage meaningfully with content
- Converting that engagement into actual conversations
The Outbound Trap
Scaling outbound isn't your silver bullet. Those "amazing" response rates you see from outbound gurus on Linkedin? They're coming from warm audiences who already know the brand.
Here's what most don't tell you:
- Cold outreach to completely unaware prospects rarely works
- Volume alone won't fix bad response rates
- You need to warm up your audience first
The Smart Path Forward
Here is how we like to picture the “solution diamond” (that sounds like horrible consultant-ese):
Instead of hoping volume will fix your response rates, grow your aware-ICPs first.
Create content that hit the right target accounts to:
- Show your unique perspective and expertise
- Actually help solve real problems
- Make the market feel like they know you
Tip: Focus on creating cornerstone content pieces that address fundamental challenges in your market. For example in our case, we’re doubling down on:
- Comprehensive guides on fixing common GTM problems
- Case studies showing real transformation stories
- Live events like this one where we interact with the audience while showing off and bragging (without anyone noticing) about our awesomeness
- Interactive tools that help prospects diagnose their issues. We used to have a GTM assessment, filled out by some 600+ marketers (we’ve recently pulled it off and revamping it)
Track Everything
Here's where most teams drop the ball - they don't track engagement signals. You need a system that captures every meaningful interaction.
Essential tracking elements:
- First-party engagement across all platforms
- Content consumption patterns
- Website behavior signals
- Email and social media engagement
- Event participation and interaction
The Money Move
Build an engagement tracking system that:
- Captures who's engaging with your content
- Scores accounts automatically based on engagement depth
- Feeds enriched data to your CRM
- Prioritizes accounts showing buying intent
Something like this:
The real magic happens when:
- Your outreach targets warmed up prospects
- Sales knows exactly who to contact
- Pipeline becomes predictable
The AI Advantage
Modern GTM needs modern tools:
- Use AI to create consistent, high-quality content …we’ll show you how in the workshop with custom GPTs/Perplexity Spaces like these:
- Automate engagement tracking and scoring
- Let machines handle data enrichment
- Let agents do in-depth account research
- Focus human effort on strategy and relationships… and figuring out how to make AI systems better
The Breakthrough
When you get this right:
- Response rates increase 3-5x
- Sales cycles shorten dramatically
- Pipeline becomes predictable
- Your GTM motion finally clicks
Stop trying to boil the ocean. Focus on one solid GTM motion, track everything, and watch your pipeline transform.
Want to see what this could look like for your organization? Let's talk.
Want to see what this looks like at Klear? Come to the training where we walk you through how we do GTM these days:
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