We help go-to-market and product marketing leaders in B2B software accelerate sales velocity by offering the right product, with the right positioning, targeting the right audience.
Our Guarantee – Risk-free programs.
All the programs start with a risk-freeGTMassessmentand a tailored strategy roadmap to solve your challenges. Then you'll decideif you want to continue working together, or we'll part ways without dipping into your budget.
From product concept to a focused GTM strategy that overcomes potential market objections.
When Julie told us about their need to introduce a software innovation in the sales tech space, she had the experience, expertise, and team to make it happen.
However, like many of our clients, they needed extra capacity from a strategic partner to bring an objective perspective on how the product would fit into Introhive’s perceived market position. Also, market-test the concept, craft a differentiated product positioning and design a complete product offering to drive product adoption by overcoming buying objections.
Many of the go-to-market strategy core elements were there. They just needed to be focused, clarified, validated, and put together into a strategic plan aligned with how technology buying decisions are made (see Low-Risk Recipe™).
We worked as an integrated extension of Introhive’s product marketing team, helping Julie’s team to gain an innovation adoption and market strategy perspective to bring new products to market.
We gathered feedback on the product concept from influencing experts in the market ecosystem of Introhive to understand current market beliefs, competition, and potential objections to adopting the new product.
Armed with the market-test findings, we designed the ideal customer profile and a complete solution offeringto drive market support by reducing objections and adoption frictions. We crafted clear positioning messages, value proposition, and sales enablement assets aligned with market beliefs. We also advised an early adopter program execution to continue learning and refining the GTM strategy.
Julie was so delighted with the results that she extended our initial engagement to design and advise on go-to-market strategies for their new products and innovations.
"Predictable Innovation really gets the job done! They've implemented a best-in-class Go to Market strategy for our new products."
Innovation / concept and launch / commercialization
50% sales cycle and CAC reduction by segmenting, narrowing down positioning, and completing the product offering.
After closing a financing round in late 2021, Sincrolab had a runaway of 18 months. They needed to make the most of their funding round to gain as much traction as possible and secure the next round before mid-2023.
Sincrolab approached the go-to-market by generating sales through BOFU lead generation tactics with a broad positioning. They also invested in advertising and hired sales closers. At the same time, their product offering was based on heavily developing a core product with multiple features.
Five months after working with this strategy, Rebeca, the new CMO at Sincrolab, thought they might be having go-to-market inefficiencies delaying their growth. They had too many low-quality leads, very long sales cycles, and high CAC.
After consulting with us, Rebeca confirmed her suspicions. They were using hyped mainstream tactics, whereas Sincrolab was creating a new market: prescription-based digital therapeutics for ADHD. A mainstream GTM strategy doesn’t work for early markets – and the other way around.
We acted as trusted Product Marketing Consultants for Rebeca, who used our go-to-market approach based on how technologies & innovations are accepted and bought by markets.
Sincrolab moved away from a broad positioning by narrowing down its primary target segment and value proposition. They divested generalistic advertising and invested a reduced amount in targeting the new ICP. Also, they reallocated sales closing (BOFU) resources to develop and educate their early market (TOFU).
Lastly, Sincrolab applied The Low-Risk Recipe™ to complete its product offering by creating a complimentary service to prescribe its software with in-house psychologists instead of spending all its product investments on software developers to build new core features.
A quarter into the implementation of the new strategy, Rebeca’s team achieved:
Healthcare, Prescription-based Digital Therapeutics
Early / Emerging Market
Seeking P/M Fit
"Predictable Innovation's completely different product marketing methods have been an absolute turning point in our go-to-market approach to drive bottom-line results."
Pains and challenges we solve.
These are the most common symptomswe've detectedby helping launch 200+ high-tech products. If this sounds familiar, we can help you solve them by enhancing your go-to-market strategy or Product Marketing function.
You feel that your product launches and press releases are going nowhere.
Your market doesn't get what you do or why to chose you over other alternatives and competitors.
You feel uncertain about your positioning and competitive strengths to win in your market.
You have an incomplete understanding of the value drivers for your target audience and the impact on your product roadmap and positioning.
Your strategic positioning and messaging are based on internal guessing, not market beliefs and facts.
You have a vague or no prioritization of growth opportunities and target segments.
Your competitors are perceived as better, or your product is in the wrong competitive set.
Your sales reps, marketing, and other channels create and use their own positioning messages.
Your product/company is described differently across content sources and channels.
Your product is not included in surveys or roundups by industry analysts or research companies.
Alliances and partners are difficult to secure.
Your team complainsabout "high prices" and long sales cycles.
Our Product Marketing agency programs.
All the programs start with a risk-freeGTMassessmentand a tailored strategy roadmap to solve your challenges.
Get a market-driven go-to-market strategyin as little as 6 weeks.
→ We'll segment your market, prioritize, find and define your Ideal Customer Profile.
→ We'lldesign a complete Product Offering to win in your ICP, both in the short-term and long-term.
→ We'll craft a Value Proposition that resonates with your ICP.
→ We'll create a differentiated product positioning, messaging, and strategic narrative.
→ We'll define your market ecosystem and the distribution channels to stimulate word of mouth and (re)position your product.
→ We'll deliver an implementation Roadmap.
For leaders seeking early adopters or product market fit.
Get a market-tested go-to-marketstrategy in as little as 10 weeks.
→Everything in the GTM Clarity program.
→ We'll build your sales pitch and/or landing page to test with the market.
→ We'll test the proposed offering, positioning, and value proposition with industry experts and your ideal customer profile.
→ We'll change (or pivot) your GTM deliverables with the feedback from the market tests.
→ We'll build your product launch plan (or repositioning) sequence.
For leaders looking to launch a product at scale.
Product Marketing Scale
Get a Fractional Product Marketing Leader™ and full-service team for a fraction of a full-time salary.
→Everything in the GTM Certainty program.
→ Remove yourself from Product Marketing or extend your team's capacity.
→ Gain senior management and strategic GTM skills with a fractional VP or chief.
→ Alignproduct, sales, and marketing efforts.
→ Improve your marketing and sales enablement assets.
→ We'llbuild ecosystem relationships, partners, and educate your market with content marketing.
→ We'll set up your Product Marketing technology stack, process and team.
→ 100% flexible approach. We'll be fully embedded in your organization and work towards the OKRs we define together.
For leaders looking to accelerate sales velocity, or build/scale their Product Marketing function.
Nailing your GTM process and product marketing strategy requires the right skills, frameworks, processes, and tools. But not all of them work for high-ticket or disruptive high-tech products. Also, they must be applied differently depending on your market maturity and product stage.
Over the past few years, we've created and tested different tools, processes, and frameworks to design GTM strategies in record time without losing the essence of our approach: doing it based on external perceptions and market beliefs, following the principles of the Diffusion of Innovations and the buying decision drivers for tech.
In this free toolkit series, we will reveal in detail the methods, templates, checklists, technologies, and vendors we use to develop and deliver go-to-market and product marketing strategies, including:
Miro boards with the key frameworks we use (The Low-Risk Recipe™, The Market Ecosystem Pyramid, Jobs-To-Be-Done) to help our clients go to market confidently.
The 12 technology buying decision elements to improve sales performance.
The most organized way to launch a product or introduce an innovation.
A framework to understand how competitive research must evolve as the market matures.
How to incentivize WOM to drive customer acquisition.
The simple tool to aggregate qualitative interviews data and find the insights your go-to-market strategy needs.
The powerful (and inexpensive) vendor to create content marketing.
How to test high-ticket or disruptive new product's value propositions and positioning.
Our 27-page eBook on competitive positioning strategy for tech.
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Product Marketing Agency is an initiative by Predictable Innovation™ Strategy, a B2B innovation and go-to-market strategy firm devising the optimal path from product concept to profitable, sustainable growth.