Strategic Buyer Signal Identification for GTM Strategy

Kevin White shares insights into strategic signal selection, how it can strengthen your B2B go-to-market strategy, and the importance of building highly targeted campaigns.

"Our go-to-market teams are being asked to do more with less. And one way to do that in a really effective way, is through using signals to inform go-to-market and then also to use them for personalized outbound and prioritization..."

Key Insights:

• The traditional go-to-market strategy needs to improve its effectiveness due to mass layoffs, AI advancements, and increased efficiency demands. A signal-based approach helps businesses reach the right audience with the right message at the optimal time, enhancing efficiency and results.  

• The focus should be on signals with a higher likelihood of conversion, typically those requiring human review and falling within a specific "sweet spot" on the volume-conversion spectrum.  

• Organizing signals into categories quickly eliminates irrelevant signals based on company focus and go-to-market strategy, streamlining the selection process. Combining signals allows for creating highly targeted and effective micro-campaigns, improving conversion rates.  
  • Micro-campaigns are highly targeted outbound sequences built around multiple stacked signals, which enable personalized outreach and increase conversion rates by providing rich contextual information.

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