All posts in Marketing


How to Build a Successful Go-to-Market Strategy

go-to-market strategy

A go-to-market (GTM) strategy is the way in which a company brings a product or service to market.

No matter how good your idea is, you need a go-to-market strategy.

Why?

Because statistically speaking, your business is more likely to fail than succeed.

In fact, if you’re a startup, your chance of failure is a dreary 90%. That’s not to say that your idea isn’t a brilliant one, or that you haven’t got what it takes to bring it to market.

Startups fail for different reasons. Perhaps the market is already awash with companies offering the same solution as yours, or the market isn’t mature enough to welcome your product. Or, maybe the cost of developing and launching your product is so steep that it’s unprofitable.

If successful, a go-to-market strategy will be your salvation and prevent you from failure. The question is, how do you develop a winning strategy? Which factors should you consider?

I asked our VP of Marketing Bryan Sise these very questions. Through the course of his career at companies like Twilio, SendGrid, Twitter, Dynamic Signal, and now Process Street, Bryan has noticed what contributes to GTM success.

In this post I’ll share with you what he has to say. I’ll cover what a go-to-market strategy is, types of go-to-market strategies, the key steps to building a successful go-to-market strategy, and what GTM strategies we use here at Process Street.

Let’s get strategizing. 🚀
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I Analyzed 40 Top Tech Blog Welcome Emails: Find Out Their Secret

Best-blog-subscription-emailsWelcome emails are the one email you should be sending.

Why?

Because they have a 91.43% open rate, can create an 86% lift in unique open rate, and have on average 5x the click-through rate of a standard email marketing campaign. I’ve uncovered heaps more stats that I’ll share with you later in the post.

For this article I took the time to subscribe to 40 top tech blogs and applied quantitative research to categorize and break down their welcome emails. Hopefully, this article will offer some kind of insight into how to write kick-ass welcome emails.

If you’re asking yourself whether your welcome emails should include power words, links, emojis, rich formatting, or plain text, or what’s the best way to sign off a welcome email – then this post is for you. Specifically, I’ll cover:

Let’s get to it. 🚀
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Make Magic & Embody Cross-Departmental Collaboration

Cross-Departmental CollaborationThis is a guest post written by Kashyap Trivedi. Kashyap is a Project Manager, working with an awesome team at Launch Space. He helps SaaS companies conquer the SERPs with Expert Outreach. When he is not working, you’ll find him playing Table Tennis or Meditating.

The Sales, Marketing, and Support teams form the three significant points of a business’ interactions with customers. Because of this, they must work together to create a seamless transition for the customers that are moving from one stage of the buying process to another.

When all three teams work together in sync, they can easily help each other to reach organizational goals quickly. This article will show you how these three teams can work together and how your business can benefit from it. To jump to a specific section of the post click the appropriate link below.

Let’s start with Sales.
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Beyond Enlightenment – How to Make an Impact With Data Storytelling

Beyond Enlightenment – How to Make an Impact With Data Storytelling

This is a guest post by Brian Skewes, a technologist into deconstruction. Over two decades of self-employment, he has accumulated a wealth of inadvertent real-world lessons related to building, running, and preserving a small company.

There’s a phrase that’s become popular in web analytics, digital marketing, and business consultancy in the last few years: data is everything.

There’s a lot to recommend it. It’s short, snappy, and captures the importance of data to the way in which we do business today. Whether you are building organic links or in the process of drafting an employee development plan, the path to success runs right through a big ‘ol pile of numbers.

Unfortunately, there’s more to numbers than just numbers.

This is due to the nature of data itself. The problem with relying on numbers and nothing else is that no matter how impressive it is, it also remains inscrutable, incomprehensible, or simply boring for the majority of people. Unless your audience is composed entirely of the type of person who can instantly visualize columns of figures, you are going to need to provide some context for the ever-so-impressive stats.

This is where the concept of storytelling comes in.

In this Process Street article, we’ll look at how you can go beyond data acquisition, compilation, and presentation. We’ll show you how to make your data come alive through the magic of storytelling.

Once upon a time…
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Reach the Right People & Get the Right Result With a Customer Profile

customer profile

We’ve never met, but I know who you are.

You spend 90% of your day either in meetings or answering emails, so you’re incredibly short on time.

You’re a big believer in “moving fast and breaking things” but over-regulation, cyber threats, obsoletion, and the availability of key skills keeps you awake at night.

You check in with Twitter and Reddit daily to stay in-the-loop, and you’re a keen consumer of content that’s quick and easy to digest, from reputable sources, and provides clear answers to your questions. You hate waffle!

Am I close?!

Whether I’m right or wrong (and before this gets any creepier), I know all this because I’ve created your customer profile, or buyer persona if you prefer.

Organizations that use customer profiles to create and deliver content enjoy 73% higher conversions than those that don’t. So, I used market research and data to build up a semi-fictional representation of you.

I identified your common behavior patterns, discovered what your key motivations were, and established your biggest pain points so I could write a tailored post that clearly answers your questions, provides value, and delivers useful insights.

I won’t lie; this took a lot of time!

But was it worth it?

Take 10 minutes to read this Process Street post and get insights from the likes of Hiten Shah, Lincoln Murphy, and Tomasz Tunguz, learn how to create a customer profile in five simple steps, and find out:

Let’s “cut fast, cut deep”, and cut the crap.
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12 Checklists for Bloggers to Implement Content Marketing Best Practices

checklists for bloggers

77% of internet users read blogs – like this one produced by us at Process Street. To pique the interest of this large audience you’ll need to be following optimized, efficient processes so your blog is the best it can be.

And guess what? If you’re looking to better your blog content and stand out from the competition, then you’ve come to the right place. In this article, you’ll learn how to get your blog right with Process Street’s tried and tested checklists for bloggers.

Once more, we’re giving you these checklists for free (our gift to you for being a woautomanderful readership). 🤑

These checklists have been specifically selected and ordered for you to implement best practices from the start to the end of the blog creation process.

Right then, no more dill-dallying, let’s get straight to it.

Click on the relevant subheader to jump to your section of choice. Alternatively, scroll down to read all we have to say so you’re fully prepared to implement our checklists for bloggers.

Let the blogging commence! 🖋
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Referral Marketing: Learn From the Best to Be the Best, Top 8 Techniques for Rapid Growth

referral marketing

This is a guest post by Jack Paxton, the co-founder of VYPER, a marketing tool that helps brands build email lists, social followings, and revenue using viral giveaways, referral, and reward programs. Jack spent millions of dollars testing different marketing strategies at his marketing agency. He then also co-founded Hyax a fast, conversion & design-focused course and funnel builder for creators.

Famous SaaS brands like Dropbox and PayPal witnessed explosive growth in their platforms. Since 2007, Dropbox has grown into a $4 billion-dollar company, and PayPal went from 1 million users to 5 million in the same year (2000).

Dropbox and PayPal are two entirely different businesses operating in different markets. However, they share a similar viral growth strategy, one that is still used today.

Any ideas on what this strategy might be?

You got it, they both harness the power of referral marketing.

SaaS brands worldwide, including us at Process Street, are realizing the benefits of referral marketing: to constantly acquire new customers, build platforms, and promote customer loyalty and trust.

In this article, we present world-famous referral programs to determine what made them successful and how you can do the same.

Click on the relevant links to jump to your section of choice. Alternatively, scroll down to read all we have to say, to optimize your growth strategy via referral programs.

Let’s jump to it!
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What Are the Best Christmas Ads EVER Made? (And Why You Should Care)

Christmas ads

Q: What do you get if you cross Santa with a duck? 🦆
A: A Christmas quacker! 🤣

The only thing better than a good old Christmas cracker joke is a good old Christmas ad.

Festive, heartwarming, and thought-provoking, TV Christmas ads signify the start of Christmas.

And they’re a marketers dream. According to research, for every $1.30 that’s spent making a Christmas ad, retailers can expect to get $31 back.

How do Christmas ads generate so much revenue? When did Christmas ads become such a huge deal? What are the best Christmas ads EVER made? And what makes a Christmas ad the best EVER?

Time to find out as we get ‘Santa-mental’ and ‘sleigh’ our way through the following topics in this Process Street post:

Ready? Hold on for ‘deer’ life and let’s ‘snow’…

(The ‘presents’ of these terrible Christmas puns do ‘snow’ down – I promise.) 🎁 Continue Reading

5 Essential Lessons I Learned From GitLab’s Marketing Playbook

5 Essential Lessons I Learned From GitLab's Marketing Playbook

Writers are inherently nosy curious. Here at Process Street, we’re no different. So when I was given the opportunity to check out GitLab’s marketing playbook, I jumped at it.

GitLab itself is an interesting company. Completely remote and open source, GitLab’s evolution comes not only from its own development teams, but also contributions from a community of over 3,000 contributors and two million users. Plus it promotes total transparency; all of GitLab’s documentation is freely accessible on their website.

Like I said, interesting place.

There are enough similarities between our two companies, that their approach is particularly valuable in terms of what procedures we might steal learn from to improve our own processes.

And we love improving processes.

In this article, I’ll list the five most important lessons I learned from GitLab’s marketing playbook:

So, let’s get started.
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Give Your Company a Competitive Edge With Customer Lifecycle Marketing

customer lifecycle marketing
This is a guest post by Jin Choi. Jin Choi is a writer who runs the MoneyNam blog. His favorite hobbies include learning about the newest trends in online marketing and lifting heavy iron at the gym.

The customer lifecycle consists of the stages that a customer goes through from the moment they become aware of your company to the moment they purchase your product.

It’s essential to apply the right strategies for each stage of the customer lifecycle if you want to maximize your customer lifetime value (CLV).

In order to build a successful company, it’s important to focus on the CLV.

Why?

Because repeat customers are nine times more likely to buy the same product from a new seller.

This Process Street guest post provides you with the tools to understand each of the stages of the customer lifecycle so that you can maximize the value of each and every customer you acquire.

Let’s get started. 🚀
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