Our product marketing services start with a risk-free GTM GAPs assessment and a tailored strategy roadmap. Then you'll decide if you want to continue working together, or we'll part ways without dipping into your budget.
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, prioritize their target market, craft a differentiated product positioning and design a complete product offering to drive product adoption by overcoming their technology buyer 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 performed a market analysis by gathering feedback on the product concept from influencing experts in the market ecosystem of Introhive to understand current market beliefs, competitive landscape, and potential objections to adopting the new product.
Armed with the market analysis findings, we designed the ideal customer profile and a complete solution offering to drive market support by reducing objections and adoption frictions. We crafted clear product 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.
SalesTech, Customer Intelligence Platforms
Mature / Mainstream
Innovation / concept and launch / commercialization
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 and innovations are accepted and bought by markets.
Sincrolab moved away from a broad positioning by narrowing down its primary target market 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
Jobs-To-Be-Done, P/M Fit, Lean Startup, The Innovation Adoption Lifecycle, qualitative assessments, surveys, interviews, focus groups...
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: