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Almost every tech company is going back to the drawing board on GTM strategy in three ways:
Certain industry verticals are more heavily hit by a market downturn than others. It may be that the personas you were selling to in 2022 no longer have the budget, authority to buy, or might even have been laid off.
As the GTM team changes in size and shape, so to will the GTM motion. We see some teams double down on sales-led, but we've also seen others reduce their headcount and need to move to a product-led growth motion. Testing new channels requires a lot of effort and planning so this change should not be underestimated.
At this time it's crucial to protect your existing revenue and customer base by reducing churn as much as possible. Marketing will need to support the customer success function and provide customer marketing to drive adoption of new features and expand existing contracts.
Unfortunately, most companies are making these key GTM decisions the wrong way.
Companies have less than a year to get these GTM pivots right, or risk running out of capital and have a hard time fundraising.
Now is not the time to be in a bloated and slow decision-making mindset. To illustate the difference, here's an example of what this kind of decision making looks like at a slow-moving company:
Lost of people in a meeting, giving their opinion on what to do
Tons of discussions and attempts to align (and please) everyone
Finally a plan is created weeks later, a process built out after a few months, and eventually the change is made many quarters after the problem peeked it's head
Here's the thing: we don't have this much time to make decisions.
Here's how quick-moving companies are able to apply a lean mindset towards decision making:
A small team involved
Lots of ideas presented early in the process
Quickly test these ideas and hypothesis using real-market data
Throw out 95% of the ideas that don't prove to work
Double down on the few winners that actually showed results
So how exactly do you gather the necessary data to validate these GTM moves are the right ones? By using your company's most under-utilized asset: it's website.
Your website is the best way to test and gain confidence is your new strategy.
In the following special presentation, Molly Bruckman (Head of Customer Success at Mutiny) and Ryan Narod (Head of Marketing at Mutiny) share the exact steps that you can take to validate your GTM pivots using your website.
Ready to take action? Here are three step-by-step plays that you can follow to uncover key GTM insights from your website (including examples of how companies like Snowflake, 6sense, and Sprig pulled it off):
The most resilient companies focus on conversion to turn their existing demand into revenue. Want to see how you can turn your website into your #1 revenue driver? Book a strategy call with our team to see Mutiny in action.
Learn how top B2B marketers are using conversion to grow and apply it yourself.