Positioning & GTM Strategy for B2B startups & scaleups | Founder @ Prelude Marketing | Former SaaS PMM turned CMO | BBQ Judge | Dad of 4
I can diagnose your entire GTM strategy in 120 seconds by looking at your website alone. Here's my 7-point checklist that separates the strong from the weak: 1. ICP Understanding & Targeting What I check: Clear communication of who you're for (and who you're not). Why it matters: Trying to be for everyone means you're for no one. Without a laser focus on your ideal customer, your GTM strategy will suffer every time. 2. Messaging & Positioning What I check: Crisp articulation of what you do, how you're different, and why it matters. Why it matters: Clarity beats clever every time. If visitors can't quickly grasp your capabilities and value, they're gone. 3. Pricing & Packaging What I check: A transparent presentation of the offering, ROI, and pricing (even if it's just "starting at"). Why it matters: Showing prices builds trust and communicates competency. No one wants to buy from someone who hides details about what they're selling. 4. Social Proof What I check: Relevant, detailed customer testimonials and case studies for each core offering. Why it matters: Your claims mean nothing without evidence. Let your happy customers do the talking to attract more just like them. 5. Call-to-Actions (CTAs) What I check: Clear next steps for visitors at every stage. Why it matters: Strong CTAs reveal your understanding of the buyer's journey. 6. Traffic What I check: Evidence of driving relevant traffic from chosen channels. Why it matters: The best website is useless if no one sees it. The quality and volume of your traffic often reveal the strength of your marketing execution. 7. Brand Identity What I check: Distinct personality in copy and visuals, clear mission/vision. Why it matters: In a sea of sameness, strong brands are memorable. It also communicates your depth of maturity and self-awareness as a company. --- Are there exceptions—companies with strong GTM but weak websites or vice versa? Sure, but they're rare. Here's why: Creating a powerful website forces your team to align on core GTM foundations. Want to uncover your GTM weaknesses? Take a hard look at your website. It's all there in plain sight. --- P.S. Want a third-party opinion? Drop the link to your website in the comments. I'll take a look and DM you a few recommendations for how to improve it. I'll do this for everyone who comments––not just a select few. (Just be patient with me.)
#3 is controversial. Some B2B companies are dead set about disclosing their list prices. What is your thought as to when it makes sense or not?
It's a strong checklist Garrett! There is a lot of opportunity to help companies improve the fundamentals as the business transforms. We're on a breakneck pace with #ai. Buckleup!
I know all of these things inside and out, and yet still miss some of them. Most of the time, I forget to focus on what my prospective customer might be thinking when visiting my site. I use lightweight research to help point out my blindspots and check my assumptions - five 30-min interviews with prospective clients makes a world of different. Any other tips other than research?
Great list Garrett Jestice.....some of this is easier said than done!
Uhhh yes please! Thanks Garrett! fractionaldemand.com
Reminds me of “Where’s my Water”. It’s about a croc ?? trying to take a shower but water just refuses to come through. Then it’s our job to lead the flow of water into the right pipe. But there were times when leaks existed in a broken pipe, and you’d see ALL the water waste down a dark expanse behind the walls. That’s what a failed GTM execution looks like. You’ve invested all this money into this big campaign push, across so many channels. But the leaky pipes break, and all the cash flow inputted goes nowhere. Unless we patch it up by implementing the above 7-point checklist. Heck, maybe even replace a layer of pipe or two. But make sure you’re doing things right, there’s enough info in this post to execute a more successful version of your GTM motion.
Great checklist - I also pop over to their content & resources. It helps me understand what motion they're running (gated vs ungated) which also tells me a whole bunch about their GTM, goals, and likely activities they're running.
I would imagine that earlier stage companies struggle with especially 1 and 2- do you find they THINK they’ve done a good job and you have to break it to them gently, or do they know where their problems are?
This checklist is gold! ?? So true that a website can reveal so much about a company’s GTM strategy—especially around ICP and messaging!
GTM & Product Marketing for B2B SaaS Startups | Founder @ Blue Manta | Top 100 Product Marketing Influencers | Advisor | Mentor | Kellogg MBA
5 个月How does #6 work? You use a tool like SemRush or something?