Engaged Lead Activation Manifesto: A New Go to Market Strategy

Today's go to market strategies (GTM) suck. Yesterday's go to market strategy was based on the idea you can run enough ads, create a sexy enough product, or do enough outbound to target customers effectively. There's a multitude of reasons why your target audience has become numb to these approaches and results are declining:

1. Ad costs are rising
2. Emails and ads are a dime a dozen
3. Every pitch sounds the same
4. Competition is rising
5. You don't have the #1 product on the market on day 1 for PLG

Why Your Marketing Strategy Must Change

Instead, it's time to come up with a go to market strategy that doesn't just blanket your target market, but analyzes behavior and helps you dial in your GTM strategy based on target audience feedback.

The feedback loop has to be tight, and your go to market plan needs to be ever-evolving. Traditional go to marketing strategies are rigid and don't take enough data into account:

1. Engagement rates
2. Behavioral analytics
3. Pattern disruption

If you don't want your go to market strategy to suck, it's time to level up and take a new approach. Enter, the Engaged Lead Activation (ELA strategy). But before we get there, let's talk about why the traditional GTM strategy doesn't work.

Common GTM Strategies: Pros and Cons

1) Inbound Marketing

Pros: Attracts leads organically through content marketing, SEO, and social media. Builds brand authority and trust over time.

Cons: Requires a substantial amount of time and effort to see results. The competition for organic search rankings is fierce, making it difficult to stand out.

2) Outbound Marketing

Pros: Direct and immediate outreach through cold emails, calls, and advertisements. Can quickly generate leads and brand awareness.

Cons: Often seen as intrusive, leading to lower engagement rates. High costs associated with advertising and direct mail campaigns.

3) Account-Based Marketing (ABM)

Pros: Highly personalized approach targeting specific high-value accounts. Increases the chances of conversion and higher ROI.

Cons: Resource-intensive, requiring significant investment in research and customization. Not scalable for targeting a broader audience.

4) Product-Led Growth (PLG)

Pros: Relies on the product itself to drive user acquisition and retention. Effective for SaaS and tech companies with a strong product-market fit.

Cons: Requires a high-quality product that delivers immediate value. May struggle with initial user adoption without substantial marketing support.

5) Channel Partnerships

Pros: Leverages partnerships to extend reach and credibility. Can tap into established customer bases of partners.

Cons: Dependent on the partner's performance and alignment. Potential for conflicts and dilution of brand messaging.

Requirements for a Solid Go to Market Strategy

Before diving into ELA, let's focus on what makes a good go to market strategy (GTM strategy) in the first place. There are specific requirements you have to meet to come into the market full force and dominate the competition:

1) Omni-channel marketing strategy

In the fast-paced business landscape of 2024, an omni-channel marketing strategy is your secret weapon for crafting a killer B2B go-to-market approach. By seamlessly integrating various marketing channels in your go to market strategy, you can create a cohesive brand experience that keeps your clients engaged and eagerly anticipating what’s next, no matter where they encounter your brand.

Let’s cut to the chase: today's businesses operate in multiple spheres—LinkedIn, email, industry forums, webinars, and even on the ground at trade shows. They crave tailored, relevant interactions at every contact point. An omni-channel strategy ensures your messaging hits home consistently across all these channels, enhancing visibility and building stronger client relationships.

Why be an also-ran when you can lead the pack?

In a market teeming with competitors, an omni-channel strategy gives you a distinct edge by maximizing reach and engagement. Leveraging data from multiple sources lets you deeply understand your clients' behaviors and needs, allowing you to customize your marketing efforts for higher conversions and sustained growth.

In essence, if you’re not adopting an omni-channel marketing strategy in 2024, you’re missing out on a golden opportunity to dominate the B2B arena. This holistic approach will not only elevate your go-to-market strategies but also empower your business to thrive in an increasingly interconnected corporate world.

2) Pattern-disrupting competitive advantage

In the cutthroat world of B2B, blending in is a fast track to being forgotten. To truly succeed in your go-to-market strategy, you need a pattern-disrupting competitive advantage—a bold move that shakes things up and sets your business apart from the sea of sameness.

Think about it: the market is crowded with companies offering similar products and services. Your prospects have seen it all and heard it all. What they need is something that grabs their attention and makes them sit up and take notice. That's where a disruptive advantage comes into play. It’s about identifying what makes your offering not just different, but game-changing.

This isn’t just about being flashy; it’s about addressing customer pain points head-on and offering clear, innovative solutions that others haven't dared to provide. Whether it's a revolutionary feature, a groundbreaking service model, or an unconventional approach to customer engagement, your competitive edge should make potential clients rethink their options.

And here's the kicker:

When you disrupt the pattern, you empower your clients to reevaluate their own status quo.

You’re not just selling a product or service; you’re selling a vision of growth, efficiency, and future-proof success. By positioning yourself as the industry disruptor, you give your clients the confidence to break away from outdated methods and embrace something truly transformative.

In essence, a pattern-disrupting competitive advantage isn't just nice to have—it's essential. It’s the secret sauce that propels your go-to-market strategy from good to unstoppable, ensuring your business stands out, wins over clients, and stays ahead of the competition.

3) Compelling pricing strategy

In today's hyper-competitive B2B landscape, a compelling, creative pricing strategy is not just a perk—it's a necessity for a successful go-to-market (GTM) strategy. Picture this: your product or service is top-notch, your marketing is on point, but without a pricing strategy that grabs attention and adds value, you might as well be handing out flyers in the desert.

Let’s get real. Pricing isn't just about numbers—it's a statement, a promise of value, and a psychological trigger all rolled into one.

A well-thought-out pricing strategy can disrupt market norms and make potential clients sit up and take notice. Whether it’s innovative subscription models, value-based pricing, or tiered packages that cater to different segments, your approach should scream “We understand your needs and provide unmatched value.”

Addressing customer pain points directly with clear, innovative pricing solutions is vital. Maybe your target audience is tired of rigid contracts—enter flexible monthly subscriptions. Or perhaps they’re frustrated with hidden fees—introduce transparent, all-inclusive pricing. The goal is to remove barriers and make it irresistibly easy for clients to choose you over the competition.

But don't forget the power of creativity. Inject a bit of humor or irreverence to make your pricing stand out. Think of it as the cherry on top that turns a good strategy into a memorable one. However, it's crucial to balance this with the genuine value you offer, ensuring clients feel empowered and confident in their decision to invest in your solution.

In summary, a compelling, creative pricing strategy is your ticket to standing out in the crowded B2B market. It’s the catalyst that transforms interest into commitment, helping you win over clients and secure lasting growth. So, go ahead—shake things up, disrupt the norms, and watch your business soar.

4) Flexibility and speed of execution

In the breakneck world of B2B, where market dynamics shift faster than you can say "pivot," flexibility and speed of execution are your twin engines for a successful go-to-market (GTM) strategy. It’s not just about having a plan; it’s about how swiftly and nimbly you can adapt that plan to keep ahead of the curve.

Let's be blunt: today's business environment demands agility. Your clients' needs are constantly evolving, competitors are always lurking, and market conditions can change overnight.

A static strategy is a sinking ship.

You need the ability to pivot, adjust, and recalibrate on the fly to seize new opportunities and counter emerging threats. Flexibility allows you to tailor your approach based on real-time feedback, ensuring your solutions stay relevant and compelling.

Speed of execution? It's your secret weapon. In a landscape where timing can make or break deals, being able to move quickly gives you a decisive edge. Whether it's launching a new feature, responding to a competitor's move, or capitalizing on a trending topic, speed transforms potential into profit. It shows your clients that you’re not just in the game but playing to win.

A fast, flexible GTM strategy also empowers your team. It fosters a culture of innovation, encourages quick decision-making, and enables proactive problem-solving. When your team knows they can act swiftly and adapt strategies without bureaucratic bottlenecks, they're more motivated and aligned with your business goals.

In essence, flexibility and speed of execution aren't just nice-to-haves—they're essentials. They allow you to navigate the unpredictable waters of the B2B market with confidence and agility. By embracing these elements, you're not just keeping up; you're leading the charge, empowering your business for sustained growth and undeniable success.

5) Engagement Measurement

Where every interaction can tip the scales, engagement measurement is your tactical advantage for a successful go-to-market (GTM) strategy. It’s not just about checking boxes; it's about understanding what truly resonates with your audience and using that intel to drive smarter decisions and better outcomes.

Let’s cut to the chase: if you’re not measuring engagement, you’re flying blind. Knowing how your prospects interact with your content, respond to your messages, and move through the sales funnel provides invaluable insights. It’s like having a backstage pass to your audience's psyche, revealing what excites them, what bores them, and what compels them to take action.

By tracking and analyzing engagement metrics—be it email open rates, social media interactions, webinar attendance, or website behavior—you can fine-tune your GTM strategy in real-time. This data-driven approach empowers you to pivot quickly, double down on what works, and scrap what doesn’t. It’s marketing with precision, ensuring every effort counts towards your ultimate goal: conversion.

But here's the kicker: engagement measurement goes beyond numbers.

It reveals the quality of your interactions. Are your communications hitting the mark? Are your solutions effectively addressing pain points? High engagement levels indicate strong alignment between your offerings and your clients' needs, fostering trust and positioning you as a go-to resource.

Moreover, a robust engagement measurement framework arms your team with the insights needed to craft personalized, impactful follow-ups. It's about creating a dynamic feedback loop where every piece of data informs your next move, making your strategy as agile as it is powerful.

In essence, engagement measurement isn’t just a key piece—it’s the backbone of a thriving GTM strategy. By leveraging these insights, you’re not merely participating in the market; you’re shaping it, driving growth, and empowering your business to achieve unparalleled success.

Introducing the Engaged Lead Activation GTM Strategy

Engaged Lead Activation (ELA) is a cutting-edge approach designed to address these challenges. It combines the strengths of multiple GTM strategies while mitigating their weaknesses.

The 4-Step  ELA Process: From Engagement to Activation

Step 1: Casting a wide net.

The first step in the ELA strategy involves reaching out to a broad audience across multiple platforms, including social media, email campaigns, search engine marketing, and display ads. This broad approach ensures maximum visibility and initial interest from a diverse audience.

The reality is that you have no idea who is going to be interested in your product. Any scalable SaaS or B2B solution has a large target market.

Who out of that audience is going to give a sh*t about your solution?

You have no idea.

It's your obligation to cast a wide net, and based on engagement, start to narrow that net down as much as possible.

Your cold ads will not convert.

Stop trying to get them to. It's not going to happen. Even if you get a free trial sign up, that doesn't equate to an effective go to market strategy that translates to revenue. It takes far more than some pretty images on an ad to convert at scale.

Step 2: Monitoring engagement.

After casting the net, we monitor and identify who engages with our content. Engagements can include clicks, likes, shares, comments, website visits, or video views. By tracking these interactions, we can pinpoint leads showing genuine interest.

Start tracking the WHO behind the engagement.

Any social media or ad manager is going to see engagement analytics and optimize. At least, anyone worth the money. Yet, they rarely dive into who is engaging and the why behind it. This leaves countless dollars on the table, and when you're starting out, you don't have the luxury of ignoring engaged leads.

Step 3: Identify engaged leads.

Using tools like Identity Matrix's advanced de-anonymization tools, we transform anonymous engagements into identifiable leads. This step provides valuable insights into potential customers, their interests, and behaviors.

We're not the only tool on the market, but we drink our own kool-aid and have proven that the ELA go to market strategy works.

In our own company, we cast a wide net, measure and identify engaged leads, then de-anonymize the exact lead on our website.

It enables our team to follow up with those prospects that are taking time to do their due diligence but haven't taken a conversion action.

It's like marketing insurance - you cast a wide net with expensive ads. You take the time to identify engaged leads. Now de-anonymize the leads on your website that have interest peaked, but aren't ready to do anything without a helping hand.

Step 4: Activate engaged leads with your sales team.

With a clear understanding of engaged leads, we move to the activation phase. This involves personalized follow-up actions such as retargeting ads, tailored email campaigns, and direct calls. These targeted efforts aim to re-engage leads with relevant content and offers, increasing the likelihood of conversion.

You do not have permission to void outbound efforts and just rely on inbound efforts.

It sounds harsh, but it's true. No scalable SaaS solution can rely solely on an inbound marketing strategy. It's your duty and obligation to your company to spend time reaching out to engaged leads. To not do so because it's beneath you or too time consuming is to flip the middle finger to the success of your company.

Why Choose ELA for Your Marketing Efforts?

• Efficiency: By focusing on already engaged leads, ELA ensures marketing resources are used effectively, targeting those who have shown initial interest.
• Personalization: De-anonymizing leads allows for highly personalized follow-up actions, yielding better results than generic outreach.
• Multi-Channel Approach: ELA’s broad reach across multiple platforms increases the chances of capturing diverse leads, while targeted activation ensures higher conversion rates.
• Data-Driven Decisions: Insights from engagement monitoring and de-anonymization empower businesses to make informed, data-driven marketing decisions.

Conclusion

Engaged Lead Activation (ELA) represents the future of digital marketing, where broad engagement meets precise activation. At Identity Matrix, we are committed to helping businesses harness this powerful strategy to drive growth and success. By combining wide-reaching engagement with targeted follow-up actions, ELA ensures that no potential lead goes to waste and every interaction counts.

Are you ready to revolutionize your marketing efforts with Engaged Lead Activation?

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